ASID’s 2020 Programming Lineup for SCALE ✏️

Full Roster of Programming Will Provide Design Students with Professional Insight and Career Building Opportunities From February 21-23 in Seattle

The American Society of Interior Designers (ASID) has announced their official schedule and final programming details for the 2020 edition of SCALE: The ASID National Student Summit. Held next week from February 21-23 in Seattle, SCALE will bring the Society’s message of “Design Impacts Lives” to students, educators, and industry leaders through a slate of engaging programming that includes expert-led discussions, dynamic breakout seminars and educational tours. Each day features a distinct and inspiring keynote beginning with Jennifer Kolstad, ASID, Assoc. AIA Global Design Director, The Ford Motor Company, followed by Primo Orpilla, ASID, Co-founder | Studio O+ A, and closing the event with Caroline Robbie, B.I.D., AOCA, ARIDO, IDC, NCIDQ Principal, Quadrangle.

“We look forward to welcoming SCALE attendees next week in Seattle for three days of collaboration, networking, and learning,” says Randy Fiser, HON. FASID, ASID CEO. “SCALE’s diverse roster of programming was curated to positively impact and foster students’ aspirations and careers that are set to shape the future of design.”

Students are invited to tour a variety of leading design firms and visit top-tier projects throughout Seattle, providing ample opportunity to immerse themselves in the local design community. Announced tours for 2020 include: Big Fish Games, CallisonRTKL, The Collective, DLR Group, IA Interior Architecture, Pacific Place, Amazon, LMN Architects, ZGF, Perkins and Will, The Bullitt Center, and the Seattle Central Library.

Alongside studio tours and on-site visits, attendees will participate in a variety of educational seminars and discussions. Topics include: strategic job searches, interview and portfolio workshops, developing industry relationships, networking etiquette, and much more. Attendees will also hear from notable industry leaders sharing their own personal career arcs, developments, and advice for the next generation of interior designers.

SCALE will officially start on Friday, February 21 with the presentation of winners from the ASID Student Portfolio Competition, the premier awards program for design students that generates the best collection of student projects in the nation. Winners are scheduled to be announced directly before SCALE’s first keynote presentation.

The 2020 SCALE keynote schedule includes:

Jennifer Kolstad, ASID, Assoc. AIA
Global Design Director, The Ford Motor Company

Friday, February 21 – Design Your Path || When you graduate, interior design may be your degree but you can chart a path for yourself in any direction you choose. Hear from Jennifer Kolstad as she shares her experiences navigating her own career, starting in hospitality design, leading to healthcare design, and finally to her current position as global director of design at Ford Motor Company. Throughout her career, Jennifer has built her expertise and skills no matter the environment in order to create her own opportunities.

Primo Orpilla, ASID
Co-founder | Studio O+A

Saturday, February 22 – Hand Made Algorithms: Pattern Recognition in Space Design || In the digital world, the recurrence of patterns is the basis for all kinds of predictive wizardry, from online movie recommendations to big city services resource allocation. In workplace design, the same sort of patterning occurs at human speed and with far less data, but the results are often just as magical. O+A’s Primo Orpilla looks at how patterns inform every stage of design from the behavioral habits of clients in their workplace to the architectural symmetries that shape a new environment to the textures and materials that give it a deeper meaning. Reviewing projects from O+A’s three decades of practice, Orpilla unpacks another form of wizardry: predicting how space will help people work better.

Caroline Robbie, B.I.D., AOCA, ARIDO, IDC, NCIDQ
Principal, Quadrangle

Sunday, February 23 – Closing Keynote || In this closing keynote, interior designer and artist Caroline Robbie talks about why counter-intuitive skills are necessary to spark creativity. She will talk about how your design skills are translatable and how developing the ability to see opportunity where others see obstacles helps you create your own luck. Caroline’s forty years in design has included education, sports, retail, creative workplace, and most recently, designs for content media and broadcast. Landmark projects such as OCAD University’s Sharp Centre for Design, Toronto’s SkyDome/Rogers Centre, and new models for the workplace at Artscape Daniels Launchpad will be highlighted in her discussion.

For the full list of programming and scheduling for SCALE 2020, please visit

About ASID

The American Society of Interior Designers believes that design transforms lives. ASID serves the full range of the interior design profession and practice through the Society’s programs, networks, and advocacy. We thrive on the strength of cross-functional and interdisciplinary relationships among designers of all specialties, including workplace, healthcare, retail and hospitality, education, institutional, and residential. We lead interior designers in shared conversations around topics that matter: from evidence-based and human-centric design to social responsibility, well-being, and sustainability. We showcase the impact of design on the human experience and the value interior designers provide.

ASID was founded over 40 years ago when two organizations became one, but its legacy dates back to the early 1930s. As we celebrate nearly 85 years of industry leadership, we are leading the future of interior design, continuing to integrate the advantages of local connections with national reach, of small firms with big, and of the places we live with the places we work, play, and heal. Learn more at