InsidherLand have been Shortlisted for Seating – Chair Award and Lighting Piece Award in The International Design and Architecture Awards 2021. Read more about Founder and Creative Director Joana Santos Barbosa below:

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Name: Joana Santos Barbosa

Company: InsidherLand

Position within company: Founder and Creative Director

Website: www.insidherland.com

Tell us a little about your background in design (education, experience, etc)

I have a degree in Architecture by the Faculty of Architecture in Porto and the beginning of my career was developed in both urban, commercial and residential projects.

I later decided to move on to design and develop my own signature. In 2012, I launched InsidherLand, in which I create author design in furniture, upholstery, lighting and accessories, currently exporting to several countries on five continents.

How would you describe your personal design style?

I create effortless sophisticated designs with symbolism for luxurious interiors.

I mostly love working with creative freedom and being able to develop my own signature allowed me to have designs with a strong DNA that is beyond any specific style.

Where does your design inspiration come from?

In InsidherLand, I present two collections. Beyond Memory deeply influenced by organic forms of nature as well as traditional cultures and Identity that is inspired by art, music and architectural forms.

All the creations are personally design by me, as each one has a narrative and a strong personal symbolism attached to it. Each design is born out of a real moment and a story gets materialized in a piece of art with functionality.

In what direction do you feel that design is moving towards in a general sense?

We are witnessing a worldwide growing interest in the use of natural elements and materials that promote a sense of responsibility and sustainability. Also, in general, a certain sculptural quality in design is increasingly in vogue.

I believe that design has its share of responsibility in building a better world and that its evolution should be thought collectively. However, I also understand to be true that great historical achievements have been allowed by individual, introspective minds and, hopefully, this will continue to emerge from any generalized trends.

Name five key themes to consider when approaching design in 2020 and beyond.

. Take decisions based more in intuition than in logic. Logic is a place between four walls and intuition flows away from boundaries.

. Honestly show your own personality. The world changes all the time but people see where the truth stands out.

. Create uniqueness through quality, details and emotion.

. Give more than what people are expecting from you.

. Be patience but mostly perseverant.

If you could offer one piece of advice when it comes to design schemes, what would it be?

Ask yourself everyday “What’s inside my mind that will bring beauty to the world?”

If you get a positive answer, just put all your heart into it. Nowadays, having the courage of showing yourself to the world can be really brave.

How important are The International Design & Architecture Awards?

The International Design & Architecture Awards are extremely important for the recognition and the celebration of talent. The awards are also platforms that open doors to new opportunities and partnerships.

What projects are you currently working on?

At the moment, I’m involved in a series of new creations to be launched soon by InsidherLand. I’m also working very closely with clients in commissioned design pieces, created for special interiors.  

What was your favourite project to work on and why?

I love to work with my team of Portuguese artisans and develop special solutions for each creation. The Azores chandelier and the Arches dining chair were two designs that were very challenging for the team and that turned out to be very successful.

What was your most challenging project to work on and why?

It’s been almost 10 years since I launched InsidherLand and I already released around 80 creations. Many projects have been challenging for us and I’m thankful for everything we learned from all of them.

Which products/services could you not live without when designing?

The work of my team of skilled artisans in wood, marble, upholstery etc, as well as high quality materials that we work with. These represent the success that the creations have among our customers.

What are your aims and goals for the next twelve months?

2020 was a great year for InsidherLand and 2021 is being even more promising. I hope to increase the team in the coming months and to be able to dedicate myself to both exclusive new designs and interiors.

Final thoughts; tell us a little more about yourself and your daily inspirations:

Your most treasured possession?

My family.

Your favourite holiday destination?

If in Portugal, the interior of Alentejo as well as the wonderful Costa Vicentina. If outside of Portugal, I love cities with culture, museums and history as well as beautiful beaches with warm waters.

Your favourite hotel, restaurant & bar?

I don’t have any favourites. I love beautiful spaces with professionals who receive visitors with quality and warmth.

Your favourite book, film & song?

Book – Leadership Wisdom from the Monk Who Sold His Ferrari by Robin Sharma

Film – Don’t have a favourite film.

Song – I have too many favourite songs!

Your favourite food and drink?

Food – A typical Portuguese dish named feijoada à transmontana.

Drink – Water lemon

Your favourite way to spend an afternoon?

On the beach or in the countryside, surrounded by family and true friends.

If you weren’t a designer, what would you be?

I have a degree in Architecture and worked full time as an Architect in the beginning of my career, so I would probably be working in building beautiful spaces. I could also be working with horses in the countryside being equally happy.

InsidherLand

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