We are pleased to welcome Florian Pucher into the role of Interior Design Principal, based in Shanghai.
Florian has a reputation for being able to pair big picture thinking with an astute understanding of project execution. With a holistic background, Florian is a designer that works across sectors and breaks down the barriers that designers can sometimes get boxed into. Just some of the clients and companies that Florian has worked for include Lego, JLL, Erdos and Ralph Lauren.
After studying architecture in Vienna under Zaha Hadid, Florian embarked on an international career by moving to China and nearly 20 years later, he brings a wealth of experience working across various roles and design fields on everything from carpets to complex city planning projects.
Some of Florian’s most significant project work includes the interior and landscape design for the large scale Erdos Group Headquarters in Inner Mongolia where he achieved a harmonious design language throughout, design development, co-ordination and quality assurance for the Ralph Lauren Flagship Store in Shanghai which took place during Covid-19 when travel for international stakeholders was impossible, and a key project for Beyond Meat in Shanghai that is in progress and focuses on the customer experience and connection for a growing consumer base.
In his new role at Hassell, Florian will be leading the interior design team in our Shanghai studio, which has been working on projects such as Park Avenue Central for Keppel Land (in Shanghai), K11 Art Mall (in Wuhan) and Melia Hotel & Resorts (in Chongqing). A big believer in team culture and collaboration, one of Florian’s greatest skills is his ability to motivate teams and push projects to their limits.
Park Avenue Central (PAC), Shanghai
“What drew me to Hassell is the level of design and execution the practice embodies in every project it undertakes. There’s an unmistakable culture of care for people in the practice – both the design teams as well as the people that the places are actually being designed for, and this makes for an inspiring environment,” said Florian.
Melia Chongqing Hotel and Resort
“I’m looking forward to bringing my expertise and leadership of design teams to the role and combining that with the energy of the team in Shanghai, I think it will make for some very special outcomes for our clients,” said Florian.
And after nearly two decades spent living and working in China, Florian says the speed, scale and dynamism of the country still excites him as it’s unmatched anywhere else in the world.
“Design is getting stronger and more valued in China, especially in cities like Shanghai and it’s a great time to be working in design here,” said Florian.
Q&A with Florian Pucher
What are some of the key elements to creating places with lasting value that people love?
Florian: People must respond to and feel connected to a place in order to fully embrace and love it. As designers, we start every project by analyzing and investigating the context and empathising with the people who we are creating these spaces for. So, each project is tailor-created, based on a deep understanding of the environment, history, culture and the needs and aspirations of the intended users.
If better designed places create better experiences for people, is the reverse also true: can people have a positive impact on their environment?
Florian: Absolutely. People are what gives a space meaning and purpose. Also, people are more creative in using spaces than we sometimes imagine and there are always positive surprise effects in any project.
Do you see a big push of sustainable design in China? What are some of the approaches being taken?
Florian: Yes I do. This process has long been in the making. While many years ago sustainability was something that had to be requested, it has become a standard component of every project, just like meeting the budget or delivering great construction quality. This resonates with Hassell’s sustainability framework and is at the core of everything we do. In our discipline, there is a push for reused and recycled materials and the industry is demanding more transparency in the supply chain and data that allows verification that the targets have been met.
Is there anything that’s surprised you during your career as a designer, something that the student version of Florian wouldn’t have imagined possible?
Florian: When I came to China right after graduation, I was motivated and maybe naïve and I wanted to build as much and as fast as possible. Learning by doing was my motto. Maybe I had read too many Rem Koohlhaas books, but the reality could not keep up with that expectation. What surprised me though is how versatile a designer in China can be and how many different typologies and disciplines they can work in. That has always been the most rewarding aspect of my career – always being able to find something new and interesting while constantly delivering design solutions and inspiring spaces.
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