Episode 126: House of Form: Design From the Heart & Soul to Achieve Quality Brand Expression with Dala Al-Fuwaires

Written By Greg Villafana
House of Form Scottsdale

Today Brad speaks with Dala Al-Fuwaires, Owner and Principal Designer at House of Form, a Scottsdale-based boutique design firm specializing in creating memorable spaces for the hospitality industry.

Asked about the unique objectives that differentiate residential from commercial clients, Dala says that it ultimately comes down to helping businesses see how great design can contribute to the bottom line.

Beyond aesthetics, great commercial design truly expresses the heart and soul of the brand. To achieve this, Dala always makes it a point to spend as much time as she can with her clients to discover “the heartbeat behind why they are doing what they are doing”, since doing so can better inform design decisions.

One tangible way House of Form does this is through designing what they call “Immersive Spaces” brought to life by renderings that leave nothing to the imagination of the client. She brings up her recent project, the subterranean martini lounge 36 Below, as a prime example of an Immersive Space in action.

Dala goes on to further unpack House of Form’s approach to turning a brand story into an aesthetic solution, and explains why their greatest strength as a design firm is their commitment to being a part of the process from start to finish, ensuring that “execution is aligned with the vision.”

Sponsors:

Topics Discussed:

  • [02:19] Why Dala decided to diversify her services to include commercial design

  • [05:14] Educating clients in the commercial and hospitality sector

  • [07:32] How great design can contribute to a business’s bottom line

  • [10:02] Incorporating the heart and soul of the brand into design

  • [11:42] Dealing with the unique challenges that designers face with commercial clients

  • [16:54] How standards differ between big brand clients and boutique clients

  • [19:32] How to stand out as a commercial design firm

  • [22:08] Defining “Immersive Spaces”

  • [31:57] What makes a good builder

  • [33:28] House of Form’s lead generation strategy

  • [35:51] Coordinating schedules with trade partners on commercial projects

  • [38:06] The evolution of House of Form and Dala’s road to starting the company

  • [46:17] What keeps Dala up at night regarding the future of House of Form

  • [46:56] About House of Form’s hospitality retreats

  • [54:17] What got Dala into design and how design school benefited her

  • [58:57] Dala’s favorite part of the job

Connect with Dala Al- Fuwaires:

Connect with Brad Leavitt:

Key Quotes by Dala:

  • If a client has never worked with a designer, there is likely education that needs to happen. If they have, they are very much aware of the value that comes with working with one.

  • Beyond aesthetics, we really try to think of the heart and soul of the brand.

  • Custom doesn’t necessarily have to be more expensive. We can work with smaller shops in the valley that can build a truly unique product, and it will probably be the same cost as something we could have purchased online.

  • Figure out what the brand story is and somehow turn that into an aesthetic solution. When you’re authentic to yourself and your brand, then you’re ultimately developing an authentic space that no one has ever done before.

  • The strength of our projects comes from being able to do everything from A to Z—being able to be a part of that entire process and making sure that execution is aligned with the vision.

Greg Villafana
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Episode 125: Finding a Niche in Post Frame Construction with RR Buildings, Kyle Stumpenhorst