148 – Randy Fiser: The Big Cheese at ASID

Randy Fiser: The Big Cheese at ASID

Today in The Lounge we have a SPECIAL guest, CEO of ASID aka The Big Cheese: Randy Fiser. He might not have an interior design background and he isn’t an interior designer but Randy is definitely one of the most influential people in the industry.

As always please reach out to us as Nick LOVES to hear from you guys, tell us what you’re doing, what you’d like to hear on the show and ask us questions if you need advice!

Secondly, don’t forget to check out Porcelanosa‘s Life Style Magazine either online or order it by mail because guess what, it’s FREE. They feature tons of great commercial/hospitality designers and images. Their 3D rendering service is also FREE so you utilize it guys! Remodel a kitchen or bathroom for your clients. Learn more about it here.

Getting to Know Randy

Randy was born in Southern California and lived there until he was 11 when he moved to Arizona and finished high school. Later, he went to Georgia for grad school and eventually moved to Washinton DC where he has been ever since. He received his masters in Counseling and Human Development as well as an MBA. Ever since he was little Randy knew he wanted to be in business and work with people to make an impact and leave the world a better place. So, he invested his time in consulting and large scale organizational transformation work. Later Randy’s managing and consulting work were mission driven and soon he transitioned to non-profit work on affordable housing development and education reform. He was a client of Brad Pitt’s to help rebuild New Orleans as well.

Randy’s favorite place to vacation is Bali. As long as there is an adventure and he can hike, bike, be active and go to the beach, he’s there. Good food is, of course, important too. Randy lives in a small 700 square foot apartment in DC, space isn’t important to him as he’s never home! BUT it is very well designed and FUNCTIONAL. Canadian designers built the apartments using Universal’s Design Principles so anyone could live in it, such as someone in a wheel chair or someone not in a wheelchair. This is why Randy believes design matters, it took him a year to notice and think about the wide-range functionality in his apartment because it was so well designed. Design can be both beautiful and functional to the point where you don’t notice or think about!

If you ask Randy, “beer, wine or a cocktail?”… it’s wine AND a cocktail.

A Day in the Life

Well, it’s never a typical day in the life of Randy but usually, he’s on the road. He meets with members of ASID, attends chapter events, and talks with manufacturers who want to bring their product in front of members. He meets with other associations that represent the surrounding areas of design and construction. He meets with government officials at the state and federal levels.He meets with clients who run companies, healthcare facilities, or who are homeowners. He talks about WHAT designers do and WHY design matters. Design impacts life. Randy informs us that we’re spending 93% of our time indoors now!! So human interaction with the spaces we spend the most time in defines us as human beings and affect our health. Randy does a lot of public speaking on these topics and loves it because it is what he is passionate about.

Randy thinks ASID needs to continue pushing this message and furthermore elevate it with case-studies. It’s one thing to tell people that design impacts lives but it’s another thing to prove it. One interesting thing Randy brings up is how we design spaces for people but we never take pictures of the spaces with people in them! Aesthetic is defining design but in reality, design is for functionality and for people, every space has a purpose. If you let beauty take over you dilute what design is all about! In every image of ASID’s new Head Quarters, they have people in it, the goal is to show design intent by putting people within the space who are using it. It’s like clothing, it’s better to photograph it on someone than off, as you get a better idea how the clothing works. Randy believes we need to focus less on luxury, lifestyle, brand, and aesthetics as that’s just consumerism and design is so much more.

The hardest part about Randy’s job is the misconception of what designers do, which both motivates and frustrates him. Clients don’t always understand what a designer is doing and often times the design community undersells themselves which is frustrating. This is why Randy travels around to talk about these subjects. People either benefit or hurt from a space which means they can benefit or hurt from designer’s work. The intent of a space can change an entire culture of an organization. Designers have the skills to achieve intent i.e build happiness, interactivity, acoustic comfort, or light into a space.

NEOCON Announcements

Aside from building up their glutes at Neocon, ASID’s goal is to connect with the design community. They use these communities to announce their up and coming events and messages. First off, they have an amazing example of workplace design at their new HQ. It is the first LEED and WELL platinum office in the world and they are doing pre/post-occupancy research and case studies on how the design improves productivity, engagement, and attention in staff. The second announcement is the merger of ASID’s magazine Icon (comes out 6 times a year) combined with IDC ‘s D Magazine. The name is still to be determined so SEND IN YOUR IDEAS. ASID will be holding a brand new Leadership Experience conference in San Diego for emerging professionals consisting of 300+ people representing ASID chapters and 300+ people doing leadership skills (leading one’s self, team or practice). Leadership isn’t a skill we’re trained for in design school so here is the opportunity to learn how to be one. Lastly, Platform is their other brand new retreat for principals, partners, and owners in Victoria, BC. They will have keynote speakers outside of the design industry with conversations in between discussing how to change practices or run businesses accordingly.

  • Upcoming Events

Casual Market Sept 12 – 15

ICFF Miami– Oct 3 – 4

IDS – Oct 13 – 16

High Point Market Oct 14 – 18

BDNY 2017 – Nov 12 – 13

KBIS – Jan 9 – 11

  • Wrap Up

If you would like to hear more episodes, please visit us on iTunes or on our website at TheChaiseLoungePodcast.com. Lastly, find The Chaise Lounge on InstagramFacebook and Twitter or post a review on iTunes, you may even hear your review read live on our next podcast. With that said keep dreaming big, and keep designing a great design business. See ya!

About the Author
Host of The Chaise Lounge and The Business Brush Podcast, owner of Walls by Design, and Creative Director for iMayMedia LLC.

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