Nailing design briefs set by big brands earns Interior Design students at De Montfort University (DMU) Leicester first and joint third places in the industry POPAI Awards.
Open to university students nationwide, competitors submit their retail designs online, with finalists from each brief invited to pitch their concepts to a panel of industry experts in London.
The competition offers students an invaluable experience of how the retail design industry works, as well as mentoring along the way, exposure to top design agencies and cash prizes.
A total of four DMU students were shortlisted and invited to pitch their ideas in London, with Katie Cotton and Hatty Dally winning Gold and Bronze awards respectively.
Katie impressed the judges with Swarovski Rings By You, a concept that aims to personalise every stage of picking and purchasing a ring from the brand.
The 21-year-old from Staffordshire said: “I chose the Swarovski brief as it’s a brand that I really like. I thought that by giving customers the chance to pick everything from the band to the ring stone, the personalised element would be an extra selling point.
“It’s also a more sustainable way to shop too, because if you can pick exactly what you want, you’re more likely to keep it forever.”
Staying true to the brand, Katie designed a pop-up stand to look like a jewellery box with the rings displayed at the top. She chose a streamlined monochrome colour scheme, designed the floor to look like a jewel, and used video projections to create an immersive experience.
As well as being impressed by Katie’s original concept and design, the judges also liked the customer journey that she mapped out.
“I based my design in Leicester’s Highcross because a Swarovski shop actually exists there, so my project had a purpose and I could work on a real-life scenario,” said Katie.
“Creating my own concept made me stand out and the judges also really liked that I told them what I would change to make it better. It showed them that I can work with a client to improve.”
As part of the competition, students had support from mentors, providing invaluable insights into the industry.
Katie said: “My original idea was quite different to my winning concept, and I’m really grateful for my mentor from POPAI who helped me develop my work. The sessions with him gave me a lot more confidence in what the industry is looking for. I took a lot from him while also staying true to myself.
“The whole experience has made me want to push myself a lot harder now that I’m in my final year.”
MakeItYours YSL Beauté is Hatty’s clever concept to help customers choose the right shade of red lipstick for them. Her pop-up stand features a sleek red and black colour-scheme, kiss prints and tall advertising boards.
“I was quite nervous as I’d never entered a design competition before and I honestly didn’t expect to win anything. The support from POPAI was really good though and it was such a comfortable environment for us to develop our skills in,” said the 20-year-old from Buckinghamshire.
Hatty designed machines shaped like lipsticks that scan a customer’s face and suggest the best shade of red YSL lipstick for them, according to their colouring. Customers can try the shade on digitally, and when they’re happy, the machine will mix that shade for them to buy.
Hatty said: “Red lipstick is so iconic and empowering, but finding a shade that suits you can be intimidating, so I wanted to come up with a fun and memorable way of doing so.
“Interior Design is the one thing I’ve always known that I’ve wanted to do. I first started thinking about coming to DMU when I was 14 years old and I’m really glad that I finally did – it’s such a great course and the lectures are amazing.”
Sam Williams, an Interior Design lecturer at DMU, said: “We’re really proud of what our students have achieved – although the project is introduced as part of the course curriculum, students who wish to develop their design and enter the national competition do so in addition to their studies.
“It’s great to see students embrace this opportunity to pitch their work against their peers from across the country and gain recognition from industry professionals.”
Posted on Wednesday 15 January 2025