I remember the excitement of searching for my first interior design job. With wild ambition to live anywhere in the world (preferably in a big city with an ocean and warm weather), the first place I turned to was Interior Design Magazine’s “Top 100 Giants” list. To my 22-year-old self, this list was the epitome of design prestige and success. I wanted to be the best, and to me, that meant working at the best and biggest. I quickly realized that learning opportunities and success come in all shapes, sizes, and experiences. Despite this, the Top Giants list was always in the back of my mind as a pedestal of influence and excellence in the industry. (Does this sound familiar or am I the only one?).
At both large and small firms, I’ve experienced and observed interior design as a career full of passion, problem-solving, ingenuity, and creativity. Design is much more complex than what appears on the shiny pages of magazines and beautiful Italian shows, yet it is often misunderstood and underappreciated. NCIDQ certificate holders know well the depth of knowledge, experience, and hard work required to achieve the honorable credential. The value of interior design is in the attention to detail, strategic planning, refined beauty, harnessing of technology and resources, and most importantly the protection of health, safety, and welfare of people within the built environment. The importance of design extends far beyond what can be summarized by one list (though I always love a good list!).
I’m excited to share the voice of Amanda Schneider, Founder and President of ThinkLab, who not only shares my deep appreciation for the design industry but has also spearheaded industry research, including the data analysis behind the Interior Design Top Giants list. When I first met Schneider several months ago, she intrigued me with hints of major industry shifts from her Giants research (plus I could tell immediately that she’s part Superwoman and part encyclopedia). Her understanding of evolving design firms, dynamic growth of commercial real estate (CRE) designers, and service and learning are vital for amplifying the value and impact of our profession.
Whether you’re celebrating your firm’s status, staring longingly from your college studio, or however your work intertwines with the most influential interior design firms, you’ll find insights from Amanda Schnieder to stay relevant and informed in our rapidly evolving industry:
What significance does Interior Design’s 2024 Top 100 Giants have for you personally? Schneider: This list is really a go-to resource for gaining insight. The average designer has about 40x the recommendation power as the average American consumer has buying power, and when you get to the top 200 Interior Design Giants of Design, that number is on average 140x (So just imagine what it is for those top 25 firms!). Put simply, our product brand partners generally want to get specified, so for ThinkLab, this list is a go-to starting point in terms of getting the right people with the right specification power to the proverbial “research table.” And it also provides great insights to the firms ranked as we share back with them.
What does this year’s list say about the evolution of interior design firms? Schneider: Some of the most interesting pieces are not only found in the rankings, but in some of the qualitative portion where firms are asked, things like “What Questions do you have for your peers?” which serve as a way to help drive meaningful conversations through events throughout the year that are valuable to our design participants or “What technologies are emerging?” which helps us stay ahead. This has helped us more deeply understand thinks like:
- how the best firms are navigating remote work (and what that means for reps!)
- how quickly the industry is embracing AI, and
- what’s really happening with “hot” topics like DEI and sustainability.
What can the industry learn from seeing this data? Schneider: I would say this is a must-reference list for anyone trying to create local market strategies. As we all know, this is getting even more complex as project teams aren’t always sitting in the same location. For product partners, where is the “origin of spec” when a designer is in LA, a PM is in Chicago, and the architect and client are in New York? Every local rep has to have a much broader view of the marketplace today, and there are so many insights and nuggets of data to feed your strategy from this study, not only from a names and geographic perspective, but also from a vertical market perspective. The Giants are broken down by top players in corporate, healthcare, education, etc. so this can help firms and product partners hone their focus.
What is most surprising to you about the 2024 Top 100 Giants? Schneider: What’s most surprising this year is where some of the dramatic growth is coming from. Two CRE firms who now have design teams will rank in the top 25 this year. Also with acquisitions, some of the big firms are getting bigger, signaling consolidated specification power.
What does the emergence of commercial real estate (CRE) firms mean to the interior design profession? Schneider: It means we all have to stay sharp and continue to focus on serving our customer in the BEST way possible. Today everyone is looking for a more seamless experience, so I’d say this means we all should stay on our toes and be sure not to get stuck in “the way it’s always been done.”
What can interior designers learn from the growth of CRE firms? Schneider: I’d say we must think about design as a business. It’s an opportunity to look at what a long-term service relationship could look like and how fee structures and processes could evolve. How can a design firm continue their relationship and service with their clients after the punch-list is closed out? Could there be revenue generation opportunities there rather than just standard relationship building efforts? What type of strategy or ongoing “subscription” service can firms offer to keep them poised for the next project that comes along whether that is in 6 months or 6 years? Where there’s change, there’s always opportunity, and we have spoken with many firms who are taking this inspiration to heart. We can’t wait to see what the 2025 list shows!
How does the Top Giants list signify the value of the design profession? Schneider: Overall it not only shows growth in terms of employees, and fees, but quantifies the specification power. For the first time ever, the top 100 Giants fees surpassed the $5B mark and almost zoomed past $6B. While at one point during the pandemic, staffing looked quite bleak with the top 100 giants laying off nearly 48% of their staff, those numbers are now fully recovered and even growing, suggesting growth not only in the profession, but for these powerful firms. For more detailed insights, I’d also encourage your readers to check out ThinkLab’s annual US Design Industry Benchmark Study, which is a great complement to the Giants research.
Wow – great insights from Amanda Schneider that are helpful to designers and manufacturers alike in navigating the changing landscape of design. Year after year, I’ve looked forward to seeing how the top industry players are shifting, acquiring/growing, and progressing. It’s fascinating to see changes by sector, such as the emergence of CRE to the Top 100 and “Firms With the Most Fee Growth”. And, since misery loves company, we can all share in top industry issues like economic uncertainty, recruiting qualified staff, and client’s willingness to pay for services (can I get an amen?).
There is a wealth of knowledge to harness from the data in this year’s 2024 Top Giants, and of course, big congrats to all those firms who are working hard to lead the way! The dynamic (and growing) power of interior design is unmistakable. Let’s continue to champion our profession’s value and potential by driving innovation, focusing on client service, learning from one another and understanding design as a business. As we embrace these industry shifts, we not only adapt but also elevate our craft, proving that good design is not just seen—it’s deeply felt.
Maria VanDeman, NCIDQ, IIDA, is an accomplished workplace advisor at OFS, interior designer, published children’s book author and advocate for diversity, equity and inclusion (DEI) in the workplace. With a passion for helping people and designing for human needs, Maria strives to make a positive impact on the world through her work and mentorship. Connect with Maria on LinkedIn: www.linkedin.com/in/mariavandeman