Interview with Brad Ford

New York-based designer Brad Ford recently shared his ideas on how to put together a home office on Williaims-Sonoma Home's Designer Series. In addition to his signature clean lines, Brad is also known for engaging the design industry through social media. Below, we ask Brad for his insights on how technology is impacting the world of interior design.

Designer Marketplace (DM): Can print and online media co-exist? What does the future media landscape look like?

Brad Ford (BF): I think there will always be a role for print media. People will always love a magazine and the tactile aspect of it. There will always be a need for content; it’s just a question of the format. The idea of magazines and websites working together is really exciting. Esquire came out with bar codes recently, where you could log onto their site, scan the code from the magazine pages and your computer would read the code and give you access for all kinds of exclusive additional content. I’d love to see shelter magazines use more video, music, and animation to create more dimension on their websites. To me it’s not a question of print versus online media but print and online media working to create a stronger brand and make the whole package more entertaining. There are so many opportunities to cross-promote and create added value.

DM: Why have a presence online? Is it necessary to have it all: blog, Facebook, Twitter, Flickr, a website, etc.?

BF: Yes. This is something I feel really strongly about. To me, social networks are the new yellow pages, and it’s a critical way to promote your business and your brand. A website is actually pretty static unless you’re constantly uploading new content. A blog gives you an opportunity to express your point of view and perspective by talking about like-minded designers or architects or products you like. It gives you a chance to reinforce what you stand for, and makes you business more dynamic. To me it’s a way to stay engaged in conversation with people who are interested in my work, and to stay relevant and current in people’s minds. It’s such an important marketing tool. The blog drives traffic to your site, and Facebook and Twitter are great for promoting your blog.

DM: Who has been making money and how?

BF: It has never been in my interest to monetize my blog, though I consider it an investment—hopefully I’ll get clients who came to me through the blog. Similar to doing a showhouse, it’s hard to measure whether or not I got a project or was published in a magazine as a result of the blog, since those things might not have come to fruition until a couple years down the line.

DM: What does the interior designer of the future look like?

BF: One thing you’re doing with a blog is you’re building a level of trust with a much wider audience. There’s a lot of value in that. I’m interested in product development in the future and through my blog, Twitter, and Facebook, I’ve already built a database of people who are interested in what I’m doing. I think the future of design is about building out those levels of trust.

For more information on Brad Ford and his firm, visit Brad Ford I.D. Read Brad's latests blog postings at Design Therapy.