Designer Spotlight: Redline Design Group
Redline Design Group is an architecture and design firm based in North Carolina. As a “collaborative studio of architects, interior designers, and graphic artists”, Redline brings a new perspective to projects of all kinds with their innovation and creativity. From corporate interiors and hospitality to automotive retail and healthcare, Redline uses their design expertise to transform typically standard commercial spaces into unique and inviting interiors. We sat down with Amy Taylor and Rebecca Holthoff, interior designers at Redline’s Charlotte office, to learn more about their design process and what sets Redline apart.
In all their projects, Redline’s focus and priority is on their client and the client’s satisfaction with the project. They start the design process by diving deeper into their client’s vision: how they want the space to look, how they want to feel in the space, and how they want the space to represent their brand or company. To get a better understanding of their client’s desired style, they use images to help the client pinpoint exactly what kind of design they want in the space. “When someone throws out the words industrial, modern, or traditional, they can mean so many things to different people, so images really help to hone in on what different styles mean to each person.” With such a large team at Redline, it is imperative that they always keep the client’s needs in mind when collaborating on projects to ensure that the project has a cohesive style.
Redline is often presented with the challenge of reflecting the character of the company through their design and they do so by “subtly branding the company in creative and unique ways in the space.” Amy and Rebecca specialize in corporate interiors and hospitality projects and emphasized how, while similar in some ways, the projects need different types of attention. “Corporate spaces are mainly about the reflection of the company’s brand and the embodiment of the brand, while for hospitality projects, it’s more about how the design makes the end user feel in the space.” For corporate projects, they’ll often take the company’s branding colors and make them more appropriate for a living space, interpreting the brand’s color scheme into a more suitable color palette for interior design. For hospitality projects, they will focus on the feelings that the space evokes and make sure that the sentiments align with the ethos of the brand.
Working on spaces that are usually a bit drab or boring, Redline always succeeds by adding personality into their projects through accessories, artwork, and furnishings. “We believe that to get the most holistic end result, it’s best for us to be involved in not only the architecture and design, but in the furniture, art, accessories, plants, and signage- everything.” To distinguish their projects, Redline makes sure to incorporate interesting artwork since “art isn’t normally found in corporate commercial spaces.” They added, “one thing we really pride ourselves on is being able to research and source really unique and unexpected finishes that are not known by most designers.” Layering in accessories and plants on top of the artwork and finishes brings their projects to life and makes them stand out from an average commercial space.
When sourcing artwork, Amy and Rebecca claim that Visual Contrast is “always at the top of our list when we search for artwork.” Redline loves incorporating art into their proposals early on in the design process to guarantee that the art will complement the final design. Even for projects with lower budgets, “we will still try to get a couple pieces in visual areas from a company like you.” When asked about their favorite VC pieces, Amy and Rebecca both claimed Hashtag as their favorite “because of its graphic bold nature.” They added, “we love any of your pieces that have the deckled organic edge and how you showcase it in your frames. It adds such a nice textural touch to the pieces.”
