Beyond Interiors

BY jesse

July 1st, 2009

In a Brunswick art studio in Melbourne’s North a group of artists have staked their claim. The Pea Grean Boat is home to a handful of jewellers, painters, fashion designers and sculptors. One of these intrepid artists, Emma Coulter, also happens to be a senior designer at Geyer.

“Where design is conceived, rationalised, developed, documented and endlessly laboured over before it is even built, my art happens very intuitively,” Emma says, “I paint in the complete opposite way that I design.”

Formally trained in both art and design, Emma studied at QUT and has worked for HPA and Cox Rayner and now works for Geyer’s Melbourne office as a senior designer and creative lead designer.

“I’m a big believer that ‘god is in the details’ and if you can carry the idea through to that level of resolution then I believe you will create a successful project. Of course it all depends on how good the idea is in the first place.”

Emma recently exhibited in her third solo art show, ‘Memory Space’ at Kick gallery in Melbourne. “The concept is basically a metaphor for a collective dwelling space of subconscious thought patterns and processes and the translation of subliminal ideas into visual references,” she explains.

The artist and designer is a member of the Geyer’s national Design Leadership Team (DLT). “We are responsible for ensuring that ideas are challenged, design standards are maintained, and that great design comes out of the office,” she says.

In her role at Geyer Emma has also been involved in a number of notable projects including John Holland’s head office in Brisbane – a favourite of the designer for its “raw and honest detailing” – and BHP Mitsubishi Alliance Brisbane, as well as quirkier projects such as the ’24 hour chair’ for Wilkhahn’s 200th anniversary in ’07.

“I think artists think in a slightly different way to designers. Art is first and foremost deeply rooted in a conceptual idea. It isn’t driven by the same commercial pressures. Art lets an idea be an idea for the sake of an idea,” Emma says.

“I think too often in design we start by focussing on the end result and the deliverables. A little more time invested up front exploring ideas can really set up the foundations for a more memorable outcome.”