FAQ

A Design Manager in property development represents the project owner or developer to shape the vision, establish the brief, and oversee the entire design process from a strategic point of view. This can involve coordinating with multiple stakeholders and managing their expectations and briefs to deliver a fit-for-purpose outcome. Unlike an architect or interior designer, I don’t create the drawings — I coordinate and lead them, making sure every design decision aligns with the commercial, operational, brand standards, and guest or tenant experience goals.

Architects and interior designers are specialists in creating and detailing the design. My role as a client-side Design Director is different — I represent the owner or developer to make sure every design decision aligns with the business case, budget, operational needs, and project vision.

I sit above all the creative and technical consultants, coordinating their work, resolving conflicts, and ensuring the design intent is protected right through to completion. This prevents costly scope creep, reduces risk, and ensures the final built outcome delivers both brand value and financial returns

I add value by:

- Validating concepts early with feasibility studies before large design costs are committed.

- Bridging the gap between creative vision and commercial reality.

- Reducing risk by managing scope, budget, and timelines across multiple consultant teams.

- Ensuring the final built environment meets both brand and financial performance objectives.

In short, I lead projects from vision to opening day. This includes:

Setting the design brief and key project objectives.

Appointing and directing consultants (architects, interior designers, engineers, etc.).

Managing feasibility, approvals, and cost planning.

Overseeing delivery to ensure design intent, quality, and financial returns are achieved.

A Project Manager oversees budgets, timelines, contracts, and delivery milestones. A Design Manager works specifically on the design process, ensuring that architects, interior designers, and engineers align their work with the developer’s strategic objectives, operational needs, and brand standards. On large projects, both roles work together — with the Design Manager focusing on creative alignment and the Project Manager on execution logistics.

The best time to appoint a Design Manager is before significant design work begins — ideally during the feasibility or early concept stage. This allows them to set the brief, align stakeholders, and guide consultant selection, ensuring that the design path supports commercial and operational success from the start. Appointing later can mean missed opportunities for value creation and cost control.

No — I complement their role. Architects and interior designers bring creative and technical expertise. I provide strategic leadership from the client’s perspective, ensuring their work supports the wider business case, operational needs, and long-term asset performance. This collaboration protects design quality while keeping the project viable.

While I have deep experience in hospitality-led developments, this strategic approach applies across multiple sectors, including mixed-use precincts, premium retail, residential, resorts, wellness, and integrated developments. In each, I bring the same focus on aligning design excellence with commercial success.