ABOUT THE DESIGNER
Brett Cameron is creative director of Kingsmen Exhibits Pte Ltd. He has more than two decades of experience as a qualified interior, exhibition and museum designer. he has spent 14 years working in the Asian region. Brett graduated with a Masters in Design from Raffles University. He has designed and executed projects spanning the globe and in doing so has learnt to appreciate the nuances of global demands versus local expectations. Brett has led his team of designers in winning numerous awards, including the Singapore Design Awards (Sda) and the President’s design award for Design of the Year.
Kingsmen Exhibits is a strong multi-disciplinary Singaporean brand. The design firm handles everything from design concept through to in-house manufacturing. Brett’s team focuses on the field of experiential design. They create environments that engage the audience through experience and emotion. The team designs the environmental experience tailored to the specific needs of an audience. There are multiple clients to consider in experiential design. Apart from the audience, there is a venue client, such as the museums; the curators; as well as the subject, such as the artist or brand. the team helps the clients to pull together an integrated approach to the communication intentions of the space, to complement the content and artefacts.
Being Together is one such project. It features photography works depicting the fragmentation of the modern family. The fragmentation theme is carried through to the design of the displays. It also offers the opportunity to create a sense of disorientation. The idea was to disorientate visitors with physical fragmentation of the displays, as well as the strategic use of lighting. Dark spaces with brightly lit panels capture the fragmentation in the family photographs. The photographs themselves tell a story. The display enhanced the story, while embracing the collection’s diversity.
According to Brett, the local market for environmental design is a small but stable. There is a need for the local business community to show greater appreciation for design and to embrace it. The business community needs to understand the benefits of engaging a designer. Fees for design services should be regarded a worthy investment that can eventually reap rewards. It takes time to train a fresh graduate before a quality designer is “profitable”. Yet across the region, poor job prospects have discouraged many design- trained students from staying in the field.
Brett sails and teaches rugby at The Tanglin Club. Rugby has made him understand and appreciate teamwork. he recognises the importance of a strong team in a design firm, where designers are able to work collaboratively. He also encourages brainstorming so that fresh ideas and experience can come together. In fact, the designers in his team get in trouble if they do not challenge him. Despite the aversion for challenging authority, Brett is confident that Asian designers are gifted.
Brett Cameron’s advice for emerging designers:
“Designing is a lifelong journey and unlike other vocations, it often takes longer to become an established designer and to reap the financial rewards. The variables that define the qualities of a designer are diverse and often difficult to identify. However, once a designer achieves a good reputation and can confidently present his or her own personal brand to the marketplace, and that brand has an identifiable commercial significance, then there is greater success and opportunities to be enjoyed.”