Interview: Adelaide-Based Interior Designer Ryan Genesin of Genesin Studio.

With a family background of three generations of stonemasons and tilers, Ryan Genesin of Genesin Studio had design on his mind from a young age. From accompanying his dad on site as a kid, Genesin went on to study Interior Architecture at the University of South Australia, graduating with honours and moving to Melbourne to join its then-budding design scene.

There, he spent time with leading Australian firms such as Hassell, SJB and Hecker Guthrie (then called HP&G) before coming full circle back to Adelaide to found Genesin Studio in 2008. Since then, Genesin has asserted himself as a transformative influence on South Australia’s landscape, with award-winning hospitality projects stalwarts of Adelaide’s nightlife and social fabric. Consistently sought after for National projects, the studio also has a satellite office in Melbourne’s Collingwood, established in 2011.

Beyond everything Genesin has already achieved thus far, he says his dream creative project would be a health and spa retreat next to a waterfall in the Amazon jungle, in collaboration with Oscar Niemeyer and Patricia Urquiola – a concept we would love to see brought to life just as much as him!

Over to Mr Genesin for more quirky insights, sound advice and sharp observation on running an Interior Design practice and the industry in Australia today.

Ban Ban Korean restaurant, Adelaide (2018). Photography by Andre Castellucci.

+ Wassup, Ryan? Thanks for FINALLY getting your shit together so we can do this interview, huh? It only took – what – like, 3 years? But like all good things, it’s been worth the wait. Anyway! Let’s talk shop. When did you first decide you wanted to become an interior designer?

From very young I was exposed to a sensory overload of work sites, construction smells, mechanic car workshops, sheds of tools and my Nonna’s semi-commercial sewing room filled with reels of yarn, fabrics and chalked templates. With an Italian background, my family has a history of 3 generations of stone masons and tilers. Having grown up from the age of 5 helping (what I thought was helping) my Dad onsite, I was taking part seeing the literal fabric of a space either being built new or renovated. I always had too many questions for my dad either walking through large scale spaces together wanting to know what each area was going to be used for or watching him work ‘why are you doing that?”, “what are you using that material for?”. My interest was naturally there for materials and processes and I thought of becoming an architect. As I grew up my cousin Kestie Lane was studying Interior Design at university and on occasion I would see her scaled uni models with tiny people and drawings left out somewhere and I was fascinated with this medium.

In high school I had a growing interest in visual arts and dabbled in work experience at a graphic design office and then later in an interior design office which felt like something I could do having a more tactile environment.

I studied at the University of South Australia and completed a Bachelor of Interior Architecture with Honours. In Adelaide at the time, employment and projects were very tightly held in A&D scene with mainly the larger firms doing the notable work. I was offered a short contract with Hassell by one of my uni tutors doing 3D Renders. Soon after I was offered a job at SJB Interiors Melbourne. Once there amongst a budding design scene, I hit the ground running with the excitement for a new city, a work-hard attitude and passion for the job. I found myself getting included on great projects and given many sink-or-swim opportunities on Melbourne and Sydney projects and learning at lightning speed having been seated next to a draftsman too.

After a year I was then offered a position at a small firm in Collingwood that were doing some great work at the time called Hecker Phelan & Guthrie (HP&G now Hecker Guthrie). After a hilarious interview with Paul, Kerry and Hamish it felt like a better fit; they felt like the crazy-cool aunty and uncle that all families have… I was sold!

HDP Residence, North Adelaide (2018). Photography by Jonathan VDK.

+ And when did you decide it was time to start your business?

Working at HP&G were good times! I worked very closely with Paul, Kerry and Hamish over many projects varying from retail, commercial, residential, and hospitality. They all had their own nuances for detail which was great. We had a fun work crew riding on the work-hard-play-hard method. As more and more amazing projects were realised and published the team grew and we moved to a larger office in Richmond. As a number of years went by working on amazing projects, I matured as a creative and I felt it was the right time to have a leap of faith as opportunities arose to create some of my own amazing projects for people to experience back home in Adelaide. The final decision to move back was made and Genesin Studio was created late 2008.

After a short time being back in Adelaide my network in Melbourne started offering some amazing residential penthouse and retail projects which I then found myself back in Melbourne on a fortnightly basis. This then gave demand to setup our satellite office in Collingwood with good friends Ha Architects about 2011.

HDP Residence, North Adelaide (2018). Photography by Jonathan VDK. Architecture in collaboration with Williams Burton Leopardi.

+ What is your main priority when starting projects? Is there something that is fundamental to your practice – your philosophy and your process?

Our priority with the first meeting is always about communication and getting to know our client/s. We would always gauge our clients and their experiences to harness the best approach to gain trust and to establish the foundation of their design brief and budget. This alignment is critical to know where we are trying to get bang-for-buck and not assume clients have deep pockets. We are about good design and timeless design. Part of our process is lightly educating our clients along the way and making them understand their choices and what makes timeless design; is it the proportion, the materiality? etc.

We like to reinvent ourselves with every project giving our clients a bespoke outcome resulting in considered and sophisticated residential interiors, and innovative and experimental hospitality and retail spaces.

With residential it is a very intimate process. We look at people’s lives now and the future of how they want to feel in spaces. Thermal qualities of their home, do they like to be in sunlight or just see the sunlight, understanding the morning and night rituals to always create beautiful spaces. Through these processes we find ourselves becoming friends with our clients and their families which is a great sign.

Working on hospitality and retail projects will always have a different starting position. Business operators that have had years behind them will always have a wealth of knowledge but it is our job to make them understand their future business potential and their market position. We offer so much more to our clients then just a cosmetic upgrade. After understanding all of this we would start to pull together a collaborative team of consultants to suit the client and the project needs.

Moving back to Adelaide has given me different skills due to budget constraints and we find ourselves doing more with less. This does take a little more work from our end at times but we find the environments we create are more considered and tactile. We look at the materials on offer very closely. Like with our project Antica Pizzeria e Cucina, this was not set out to be a brick-on-brick narrative but we started by looking at the brick as new material rather than what it’s conventional purpose and then the design game began with slicing, pattering, cutting and bolstering etc. The outcome was very warm, brooding yet familiar.

Viet Next Door: Vietnamese Tapas Bar, Adelaide (2017). Photography by Jonathan VDK.

+ How is your studio structured? i.e. How many of you work in the studio, what types of skills do you have in-house, is there anything you are outsourcing, and how many projects do you handle at any one time?

As a small office with currently two interior architects and part-time admin we get our hands dirty and have an understanding of the project and consultant team which gives our clients a comprehensive communication stream from concept stage all the way through to occupancy. Working efficiently is critical for us to maintain productivity and program and we would rather produce quality over quantity.

As projects grow and vary across different typologies so do our resources having Architects, graphic designers, landscape architects and artists collaborate together. Collaborating with other like-minded creatives also makes our projects interesting with specialist skills to meet project criteria.

We handle about 20 projects at a time which are all at different stages. Good programming and good builders are also key to making this happen.

Antica Pizzeria e Cucina, Adelaide (2016). Photography by Homan Photo.

+ How do you organise and manage the competing demands of modern business and life? Do you have any tip or tricks you could share with us that help you in your day to day (i.e. software, online tools, shortcuts, task management, cheat sheets, advisors, anything!)

Communication is essential in our office especially with the construction industry always throwing a few curve balls at us. We need to work efficiently and prioritise demands.

I believe getting your mind and thoughts on paper can also be as helpful especially before bed to assist in a good night sleep. I always keep a moleskin nearby to sketch some lastminute idea or I will often be loading my iPhone with location reminders which works for me when my day is loaded back-to-back in meetings.

For general office project tasking we use the app Trello. This is great for project stages and milestones especially when I am out of the office or interstate. We also have a good accountant and business advisor which is important to help understand the world other than Architecture and Design.

Aesop Rundle Street, Adelaide (2015). Photography by Jonathan VDK.

+ What do you feel is the most challenging part of being an interior architect today? And if you could change one thing about the industry, what would it be?

Having the general public exposed to renovator reality TV and Pintrest can really distort true project timelines, Australian standards and design direction. But, we are a sobering wealth of information and we quickly realign true project trajectory. It is our job as designers to understand the client’s position, especially if clients have not gone down the Architecture and Design path before. Having an honest discussion about what they feel and see in their image and deconstruct the design process can be informative for all invested parties.

If I could change one thing it would be the misunderstanding of what an Interior Architect does. There needs to be more certification or study here to get more credibility.

Hyde Park Residence, Adelaide (2019). Photography by TreeHouse3D.

+ What are some of your methods to stay motivated, focused and expressive? And your top 3 main sources of inspiration and references you are drawn to regularly – i.e. books, magazines, websites/ blogs etc?

Material and Processes: We love putting time aside or making a lunch excuse for getting out of the office and exploring supplier showrooms and fabricator workshops. We love asking all the techy questions on tooling and fabrication which then makes us understand fabricators limitations and also give us more ideas.

Collaboration: It is important to surround ourselves with people you want to work with and who make you think and challenge yourself. We have had some great project results because of this.

Books: Having a large book collection is something that is very important to my creative process to understanding where design has come from and where it is going.

Travelling: The obvious one is traveling. I always find myself being inspired by the simplest material contrast or staying somewhere calm and simple to appreciate the less is more moments.

Music: We love music in the office and we are always making sure we have a solid playlist to keep the day interesting.

Being Focused: I always struggle with the work-life balance. It is hard when you are passionate and love what you do for work but filing your heart and soul by making time for family, kids, and wife time is always important to staying focused and balanced.

CJB Residence, Adelaide (2012). Photography by Jonathan VDK.

+ Who or what are some of your influences? What other designers, peers and creatives, in general, do you admire?

This is a loaded question!

Our influences can sometimes come for tangible items. I like to look at the materials we are considering for the project and explore its potential, to understand is limitation and how we can apply it. In doing so this creates influence for each project differently and will always have the clients thinking we are mad.

My residential influences have always come from Modernism. A time where houses were built for people to engage with each other, to sit and talk, to socialise and entertain. These seemingly basic spaces understood ergonomics, captured mood, and lighting. These social and considered environments have always resonated with me when designing.

There are lots of people we creatively admire. Some of the list would include old and new greats like: John Lautner, Richard Neutra, Oscar Niemeyer, Pierre Koenig, Vincent van Duysen, John Pawson, David Chipperfield, Carlo Scarpa, Joe Colombo, Gio Ponti, GamFratesi, Kelly Wearstler, Patricia Urquiola, Eero Saarinen, Arne Jacobsen, Verner Panton.

Australia has a great representation on the international stage at the moment with too many to list. Some Australian creatives I admire and respect for helping shape my career include: Kestie Lane, Nick Harding, Lia van Dalen, Clare Cousins, Neil Durbach, Paul Hecker, Kerry Phelan, Hamish Guthrie and Andrew Parr. I hugely respect and value all our experience together.

There is some great talent growing here in Adelaide which is exciting for this city. Some creatives that stand out for me are Daniel + Emma, ceramicist Dr Damon Moon, Studio Mignone, Khai Liew who are all doing some great work. We are also doing some collaborative projects with Walter Brooke which has been fun.

TMK Residence, Adelaide (2012). Photography by Jonathan VDK.

+ What advice would you give to emerging designers who want to follow your path?

Make sure you love what you do. Our industry needs passion and drive.

Gaining experience in different sized firms is great to understand the pros and cons of each. All these experiences should be drawn upon as positive experiences which will help shape your future. Working out what not to do is also a good start. Be patient and put in the hard work to gain experience. Don’t be scared to share ideas and have a voice. A good idea is a good idea.

Starting small would be a great start so you can see more of the business and getting close to clients is priceless. The true presentation of design and gaining trust from clients is always a shifting goal post but essential for a good designer to perfect.

If you are thinking of starting your own business make sure you have a support person or mentor to bounce ideas off. Understand that cashflow is king in any business and knowing your business model and program is essential.

Chianti Riserva Italian restaurant, Adelaide (2012). Photography by Blake Heywood.

+ What was one of your biggest lessons learned since starting your practice?

The art of negotiation. You can be the best designer but if you have no clients you have no business. So, creating opportunities with potential clients was essential for me to network and make them understand they need me for their project.

+ What would be your dream creative project or a collaboration?

It would be a dream to collaborate with Oscar Niemeyer and Patricia Urquiola on a health and spa retreat located next to a waterfall in the Amazon jungle.

Mother Vine wine bar, Adelaide (2014). Photography by Jonathan VDK.

+ What’s next – can you share with us your vision, some of your goals (and some of your current projects)?

We endeavor to keep a mix of projects across all typologies of retail, residential and hospitality which makes for an interesting office. Our goals would be to slowly grow further with the employment of a few architects to assist with project demand.

Some current projects we have in the office include a gin distillery in McLaren Vale for Never Never Gin Distillery; a Rooftop Bar and an Italian restaurant in collaboration with Walter Brooke, a new bath ware showroom; a Women’s Health Consulting hub; a coffee shop in Sydney; A wedding Reception venue in Bendigo; A speakeasy in Bendigo; new-age mechanic workshop; a winery upgrade in Barossa; A coffee roaster HQ in Adelaide; a night club and restaurant in Melbourne, and few more projects in the pipeline.

Nordburger burger restaurant, Adelaide (2014), in collaboration with Peter J Deering. Photography by Jonathan VDK.

LET’S GET REAL!

+ What’s the best mistake you have ever made?

Starting a business just before the global financial crisis. Lets say a shit time for many industries as the world economy takes a kick in the guts but sobering as a business operator. It really made me think of our industry differently. We typically were considered a luxury service, a ‘want’ industry. In those tough times I had to reassess our value and qualify our worth to our potential clients as a ‘need’. This has formed some of our core values today and really makes our clients think about the value add we have on projects… not just fluffers.

+ What rules do you live by?

1. Never say no to cake!
2. When in doubt, chuck it out.
3. Life’s too serious to be serious.
4. Stop and smell the roses.
5. You are only as good as those around you.

+ Your most treasured belonging?

Not sure if you can count my kids as belongings but I have a few little human treasures. Three to be exact.

Material belonging would be my turntables and records. They deliver goodness to me every time I mix. They are relaxing, soul filling, nostalgic and entertaining all at the same time.

+ What’s one thing other people may not know about you?

I enjoy collecting music and records, mostly House / Tech house / Deep House.

+ It’s not very cool, but I really like…

…to dunk toast with Vegemite into a glass of milk.

Aura & Botanica Showroom, Adelaide (2018). Photography by Jonathan VDK.

[Images courtesy of Genesin Studio. Photography credits noted.]