Future gen design: Jordy Dent, Creative Director, Area

Photography: courtesy of Area.

Part of of the Mix 30 under 30 Class of ’24, Jordy Dent is a rising star in the world of commercial design, having overseen projects spanning retail fitouts, healthcare facilities and workplace retrofitting. His work for B Corp workplace design specialist Area has earned him a recent promotion from senior project designer to creative director, a testament to his unique perspective and application of innovative ideas in the design field. In this edition of future gen design, we delve into a return to handcrafting, The Expedia headquarters and 3:00am lightbulb moments.

What do younger designers bring to the table?

For me, young designers are the future innovators, bringing fresh ideas, new perspectives and different ways of approaching problems. Given the right environment, they can become a really important part in any design process. Ultimately, they represent the future of the industry, and it’s crucial we nurture their talent to carry on the legacy of experienced creatives leading the design world.

What are the greatest challenges young designers face?

One of the biggest challenges young designers face is finding an environment that allows them to excel, grow and develop at their own pace. I’ve always been a big believer in the saying, “If you’re good enough, you’re old enough,” and that age should never affect your ability to shine.

What does creativity mean to you?

Creativity is all about problem solving – whether it’s the jigsaw puzzle of space planning or finding solutions to a client’s problems. The way we, as creatives, tackle these challenges in our own style and design personality embodies the essence of creativity.

What is your radical idea for the future of design?

I’m not sure how radical an idea it is, but it’s pegged to the growing need for sustainability in the industry. I think we may start to see the return of more analogue methods, with more handmade one-off pieces made by local artisans, as well as the introduction of recycled and upcycled products; relying less on large scale manufactured products and allowing each project to have a true sense of individuality.

What makes you most worried, and what makes you most hopeful, about the future of design?

My biggest worry is the impact AI plays on future generations. While it’s a great tool for enhancing creative output, I worry it could dilute the creativity that comes from human emotion, storytelling and the evolution of design over time – things that can’t be replicated at the click of a button.

I think the seismic shift towards sustainability is huge and it excites me. The amount of new, innovative products coming into the market that focus more on the authenticity of natural materials, and the beauty that comes from giving these materials new life, gives me great hope for the future of design.

Tell us about a project you worked on that has most shaped your work.

Every project impacts you as a designer. Whether positive or negative, there are always lessons to take from every time you go through the design process. If I had to choose one, it would be The Expedia head office project I worked on early in my career. It taught me the importance of being collaborative and how surrounding yourself with incredible designers can elevate your creative spark. It was also my first real insight into the storytelling aspect of design, shaping the way I work today.

What is the greatest lesson you’ve learnt?

Trust your gut. Every designer has that gut instinct, and more often than not, it’s right. Another important lesson is to not be afraid of sharing your designs throughout the process – ask for opinions and different perspectives.

Who are you inspired by/what are the inspiring projects that have shaped your approach to design?

I think as a designer, it’s very hard to pinpoint exact sources that inspire us. Inspiration comes at the craziest times – from seeing shapes in nature to street art, and those by-chance elements you might see walking around a city or the countryside. For me, inspiration is organic and can come from anything and everything as long as your mind is in the right place.

What do you love about the industry and what do you hate?

There isn’t much I dislike about this industry – it has allowed me to be expressive and introduced me to an incredible bunch of people throughout the last 10 years, some of whom have become very good friend and mentors. It’s such a tight-knit community and, besides the competitive element of what we do, there is always a respect for everything that others do within the industry.

One challenge, however, is that creativity doesn’t always happen between 9-5. Ideas often come at 7:30am in the shower or 3:00am in the middle of the night, so managing that is always a challenge.

What would you do if you didn’t work in design?

I think I would probably be involved with design in some capacity, but potentially more client side or in advertising and marketing. I love branding and storytelling, so it would be the natural direction for me if design wasn’t my current path.

What is the ‘trend’ you most want to see die and what is the ‘trend’ you want to bring back?

I’m not sure it’s necessarily a trend, but I’d be very happy to never hear the word ‘Resimercial’ again. I get the sentiment of making your workspace more inviting and a destination that people want to come and work in, but that is much more than making your space feel like home – it’s about creating experiences and the right environments for people to thrive.

One trend I’d love to see return is the industrial style. That ‘loft’ feeling has always been something I’ve enjoyed and would love to see it blended with some of the cosier, softer environments and spaces that are being created today.

What advice would you give to your younger self?

Be yourself and find your people. Seek out those designers who inspire you and learn from them. Don’t be afraid to ask questions, and don’t underestimate the ability to admit what your strengths and weaknesses are.