Orginally Published on Disrupt

September 24, 2024

Alexandra Ayres, Principal and Director of Interiors at STG Design, leverages her 18 years of experience to lead a team focused on innovation, sustainability, and client-centric design. She emphasizes collaboration, creativity, and strategic planning to ensure that every project not only meets but exceeds client expectations. Ayres is passionate about designing spaces that enhance well-being and productivity, and she integrates sustainability into all aspects of her work. Her leadership style prioritizes mentorship, open communication, and aligning design with client vision, driving STG Design’s success in the commercial and educational sectors.

As Principal and Director of Interiors at STG Design, Alexandra Ayres brings over 18 years of experience in the interior design industry, specializing in commercial, corporate, and educational projects. She leads a team of skilled architects and interior designers, driving innovation and functionality in space creation across various sectors.

Ayres is known for her expertise in Revit, space planning, and project management, underscoring her commitment to delivering exceptional design solutions. Her professional credentials include certification by the NCIDQ and LEED AP, reflecting her dedication to sustainability and high standards in the field.

Her role involves close collaboration with clients, engineers, and contractors to develop spaces that not only meet but exceed user expectations. Ayres is passionate about designing environments that enhance well-being, productivity, and overall performance, ensuring that each project aligns with the specific needs and goals of the end-users.

Alexandra Ayres always knew she would pursue a creative field, having a passion for drawing and building from a young age. This early interest naturally led her to architecture and design, a field she fell in love with as she realized its profound impact on how people experience spaces. Ayres was captivated by the idea of influencing others through design, even without ever meeting the people affected by her work. Her journey in architecture has been one of steady growth, driven by her desire to continue learning, gaining experience, and benefiting from mentorship throughout her career.

Ayres’s inspiration to pursue a career in interior design was deeply rooted in her understanding of how well-designed spaces can foster connection among people. She emphasized the importance of persistence and ambition in her journey, noting that she has always set high goals for herself, striving for better opportunities and outcomes at every stage of her career. After starting her career at STG Design right out of college, where she spent seven years in Nashville, Ayres maintained close relationships with her mentors. This network ultimately led to her becoming the managing principal and opening a new office for STG in Phoenix.

Reflecting on her career, Ayres advises her younger self and others entering the industry to carve their own path, rather than following in someone else’s footsteps. She stresses the importance of staying true to one’s aspirations, embracing the freedom to dream big, and not letting reality dampen those dreams. According to Ayres, it’s essential to remain optimistic and believe in the possibility of achieving great things.

Fostering Collaboration and Client-Centric Design: Leadership Insights

In her leadership role, Alexandra Ayres exemplifies the principles of collaborative and creative leadership within the built environment sector. She fosters a culture where every team member’s voice is valued, recognizing that the best design outcomes emerge from the integration of diverse ideas and skills. Ayres is committed to ensuring active participation across her team, especially encouraging those who might be hesitant to share their opinions. This approach not only builds trust but also nurtures a sense of collective ownership, which is vital for a thriving creative environment.

Ayres’s leadership philosophy is deeply rooted in open-mindedness and mentorship. 

She views her primary responsibility as a leader to be the empowerment and development of her team rather than focusing on personal accolades. By creating an environment where everyone feels valued and supported, Ayres enables her team to reach their full potential, which in turn drives the overall success of their projects.

A key example of Ayres’s forward-thinking approach to design challenges can be seen in her management of a project involving the repositioning of a large campus. Faced with the client's demand for weekly deliverables, each requiring full detail and design, Ayres pushed her team to think creatively and iteratively. This intense process of generating numerous design variations under tight deadlines not only met the client’s expectations but also enhanced the team’s ability to produce high-quality work more efficiently. For Ayres, challenges are not just obstacles to overcome but opportunities to innovate and grow.

Central to Ayres’s design philosophy is the understanding that the success of a project hinges on realizing the client’s vision, not her own. She believes that the most important aspect of any design is its ability to reflect the client’s story, work culture, and goals, as they are the ones who will ultimately inhabit and use the space. Ayres’s goal is to create spaces that meet the client’s needs and bring them satisfaction. She recognizes that even the most aesthetically pleasing design is a failure if the client is unhappy.

To achieve alignment with the client’s vision, Ayres emphasizes the importance of active listening and a deep understanding of the client’s feedback. She diligently translates their comments and concerns into design solutions that fulfill their needs. This client-centric approach is crucial for Ayres, as much of her firm’s success relies on repeat business and word-of-mouth referrals. She understands that building strong client relationships and being a dedicated advocate for the client are key to sustained success in the design industry.

Aligning Vision and Expectations: Strategic Design Process

Alexandra Ayres approaches the design process with a methodical strategy that lays a solid foundation for each project. She begins by gathering detailed programmatic and functional requirements through a comprehensive list of questions, ensuring that adjacency needs and resource placements are thoroughly understood. This meticulous approach allows her to build a clear understanding of the client's needs from the outset.

A key tool in Ayres's process is her "look and feel" presentation, which visually aligns the client's expectations with her design approach. By addressing abstract concepts like "modern architecture," she ensures that both she and the client share the same vision. This step is crucial, as terms like these can vary widely in interpretation, and aligning on them early helps prevent misunderstandings later in the process.

Beyond the functional aspects, Ayres delves into the underlying story behind the client’s needs. She considers factors such as the return-to-work model and hybrid working environments, integrating these into the design. Her goal is to create spaces that not only meet the practical requirements but also reflect the company’s culture and become desirable destinations for employees.

Managing client expectations is another critical element of Ayres’s approach. She understands the importance of clear communication throughout the project lifecycle to avoid misunderstandings and ensure alignment. To this end, Ayres provides weekly progress reports, detailing her team's current activities, upcoming milestones, and any required deliverables. This level of transparency keeps clients informed and engaged, reducing the likelihood of surprises and ensuring that the project stays on track.

Ayres’s strategic approach to design, combining thorough planning, visual alignment, and transparent communication, ensures that her projects not only meet but exceed client expectations.

Elevating Client Experience and Sustainability

Alexandra Ayres prioritizes the use of detailed visual renderings throughout all phases of a project, understanding that while her team can easily visualize a space in 3D, clients often cannot. By providing comprehensive renderings, she ensures that clients have a clear and accurate understanding of the final design, eliminating ambiguity and enhancing their overall satisfaction. Ayres is committed to this practice because she recognizes that setting clear visual expectations leads to a smoother design process and ultimately results in happier clients.

Sustainability is another cornerstone of Ayres’s design philosophy. Even when clients do not explicitly request sustainable features, she integrates environmentally responsible practices into the core of her projects. When sustainability is a client requirement, Ayres meticulously addresses these needs, ensuring that her designs meet or exceed expectations. Her approach to sustainability is holistic, embedding eco-friendly practices into every aspect of the design process. Ayres leverages the expertise of key individuals within her firm who specialize in sustainability to stay informed about the latest materials and practices. This ensures that her team is well-equipped to deliver designs that are not only visually appealing but also environmentally responsible.

Through her focus on detailed visual communication and a commitment to sustainability, Ayres consistently delivers high-quality, client-centered designs that align with contemporary environmental standards.

Cultivating Innovation: Pushing Design Boundaries

Alexandra Ayres prioritizes encouraging her team to think outside the box and push the boundaries of traditional design. She fosters an environment where creativity is highly valued and where team members are motivated to explore innovative solutions. By maintaining a collaborative and open-minded atmosphere, Ayres ensures that her team remains at the forefront of design, continually evolving and improving their work.

Ayres understands the challenge of encouraging her team to think beyond conventional limits, recognizing that each person’s "box" is shaped by their unique realities and experiences. She believes that building a diverse team is essential for pushing boundaries, as diverse perspectives inspire new ways of thinking. For instance, pairing a highly technical individual with someone who is more design-oriented can lead to mutual growth, with each person challenging the other to explore new ideas and approaches.

Ayres also advocates for drawing inspiration from beyond the typical design sources. She encourages her team to look to art, sculpture, nature, and other creative disciplines for ideas. By stepping outside their usual surroundings, her team is able to generate fresh, innovative concepts that keep their work dynamic and cutting-edge.

Through her focus on fostering creativity, diversity, and external inspiration, Ayres cultivates a design team that is not only innovative but also capable of pushing the boundaries of what is possible in the built environment.

Embracing User-Centric and Flexible Design: Alexandra on Current and Future Trends

Alexandra Ayres is enthusiastic about the growing trend toward user-centric design in commercial and educational interiors. She notes a significant shift in the industry, where functionality and usability of spaces are increasingly prioritized over aesthetics alone. Whether designing for a school or a commercial office, Ayres is dedicated to creating environments that are not only visually appealing but also highly functional and tailored to the specific needs of the users. She emphasizes the importance of understanding how people interact with and experience a space, whether they are students of various ages or employees and visitors in a corporate setting.

Looking ahead, Ayres identifies flexibility as the key to anticipating the needs of future workplace and educational environments. With the rise of remote work and the evolving nature of how spaces are utilized, she focuses on designing adaptable spaces. This includes incorporating flexible furniture solutions, movable walls, and other elements that allow spaces to expand and contract as necessary. Ayres firmly believes that planning for flexibility is essential in a world where change is constant, and she aims to create spaces that can proactively respond to future challenges and requirements.

Shaping Leadership and Business Acumen: Alexandra Ayres on Mentorship, Education, and Client Partnerships

Reflecting on her career, Alexandra Ayres credits her mentor, Dave Johnston, with significantly shaping her leadership style and approach to mentorship. Johnston, who was her boss when she first joined STG, played a pivotal role in ensuring that Ayres’s voice was heard and that her career path was guided by what was best for her personal and professional growth, rather than the company’s immediate needs. Ayres deeply values this mentorship approach, which prioritizes individual development and future potential, and she has adopted similar principles in her own leadership role.

Ayres also acknowledges a gap in the business education provided by design and architecture schools, noting that much of her business acumen was developed on the job. At STG, there is a strong emphasis on transparency regarding the business side of operations, which has allowed Ayres to gain a comprehensive understanding of profitability, project management, and business development. She emphasizes the importance of setting goals, tracking progress, and being adaptable to ensure the success of the business. Additionally, Ayres highlights the significance of building relationships and understanding the effort required to win projects and develop business—skills she believes are crucial for running a successful firm, yet often overlooked in traditional education.

When it comes to business development, Ayres places a strong emphasis on alignment and partnership with clients. She believes that a successful partnership is built on mutual understanding and trust, where both parties value and respect each other’s expertise. Ayres seeks to work with clients who appreciate and understand her firm’s approach to design, and she actively looks for opportunities to build strong, lasting relationships. For Ayres, these partnerships extend beyond the completion of individual projects; they are about being a reliable resource for her clients, even when she is not directly involved in a current project.

Building Trust, Embracing Technology, and Navigating Industry Challenges

Alexandra underscores the critical importance of alignment and partnership in cultivating strong client relationships. For her, the foundation of these relationships is trust. She values the trust she has built with her clients so much that many reach out to her for advice even when she isn’t directly involved in their projects. This deep level of trust not only ensures client satisfaction but also fosters long-term partnerships, with clients consistently returning to seek her expertise.

In discussing project management, Ayres emphasizes that organization is the cornerstone of success. While design skills are essential, she believes that being highly organized is crucial, particularly when managing multiple projects at different stages. Ayres relies on tools like OneNote to keep track of tasks, schedules, and deadlines, ensuring efficient time management. She also stresses the importance of aligning client expectations with what her team can realistically deliver. Before committing to any deadlines, Ayres confirms with her team to avoid setting unachievable goals, which could lead to disappointment and failure.

Ayres is a strong advocate for the use of technology in space planning, particularly Revit. She highlights how Revit has revolutionized the design process by transforming 2D designs into 3D models quickly, enabling clients to better visualize and understand the scale and mass of spaces. This technology not only enhances client comprehension but also improves quality assurance by integrating across different disciplines, such as structural and MEP engineering, to identify and resolve potential conflicts early in the design process.

When identifying the biggest challenges currently facing the interior design industry, Ayres points to two main issues. The first challenge is the increasing expectations from clients, driven by the availability of advanced visualization tools. Clients now often expect rapid, high-quality outputs, which can be particularly challenging on smaller projects with tighter budgets. To meet these demands, STG Design is investing in new technologies and strategies to streamline processes and enhance efficiency. The second challenge is adapting to the rapid technological advancements in the industry, such as AI and virtual reality. Ayres notes that STG Design is proactively building a team equipped to integrate these cutting-edge technologies into their practice, ensuring they remain at the forefront of the industry.

Looking ahead, Ayres is focused on her dual role as managing principal for the Phoenix office and commercial practice group lead at STG Design. Over the next five years, she aims to continue enhancing the Phoenix office’s reputation while expanding the firm’s reach into new markets. However, Ayres is committed to maintaining the firm’s right size, ensuring that growth does not compromise quality or the firm’s culture. Additionally, she plans to expand STG Design’s client portfolio, specifically targeting clients who offer opportunities for national or global projects.

Through her emphasis on trust, organization, and technological integration, Ayres is guiding STG Design to navigate industry challenges and achieve sustainable growth in the coming years.