One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Christian Davies...
Introduce your place of work.
At FITCH our focus is on designing the future for retail and brands. We tackle this through an approach born of Bold Thinking and Seamless Experience. I like to think of our work as challenging conventions and seeing solutions outside of the norm. Increasingly our work is moving to a new paradigm of “agile design” which is a relatively new idea, particularly in the world of built space. Getting our clients used to the fact that in a rapidly changing world the idea of a finished space, which can then simply be rolled out is no longer a reality. We see that shifting to concepts that will be in a state of constant flux, adapting and shifting as the market moves around them.
What are you currently working on?
One of the best things about FITCH, (and one of the reasons I came back after a few years in the wilderness) is the opportunity to work on big, hairy, audacious projects for clients. This kind of work – by its nature – has to be kept under wraps because things won’t be the same when the proverbial cat is out of the bag. The only downside to this is that we rarely get to talk about it – even when it’s out in public.
What I can say is that FITCH has changed so much in the last year in terms of skills, projects and clients. More so than at any other time I think. We’ve gone from being one kind of agency to another, and if I had to predict I don’t see that rate of change slowing.
What work are you most proud of?
In the US I’m really proud of the journey we’ve been able to take our client PIRCH and the work we have done with them to essentially turn the appliance category in this market on its head. I’m also really excited about our work for Creyate out of Mumbai, a truly Seamless end to end solution for retail. And our work for QFA, a “crowd sourced” identity in the fullest sense of the word.
What work from our Archive makes you think ‘I wish I’d done that’?
One of the best things about D&AD is you get a chance to recognize work which is just really nicely executed, in every category. The kind of solutions that set a standard and offer something for designers who see them to aspire to. But then, there are always those projects which rise above that, and aren’t just great pieces of craft but which make an impact. I was thrilled that the High Line in NYC got a nod a few years ago. It’s not only just such a brilliant example of design – although in my opinion it deserved a gong for just that – but it has also totally reframed the debate around urban social space, which is a critical issue we are facing across the globe today. Absolutely killer work, that truly made a difference in people’s lives.
What’s the best piece of advice you’ve received during your career?
From my Dad: “If you are going to do something, either give it your all or don’t bother. Life’s too short to waste time half-arsing stuff” I can’t tell you the number of times I’ve used these words in my day job.