Ewald Damen, Creative Director and Managing Director, on his creative inspirations

Speaking exclusively to Hospitality Design, Ewald Damen, Creative Director and Managing Partner, shares how a globally influenced background, love of art, and innate desire to be creative have guided his professional journey.

Where did you grow up?

I grew up in a small village near Maastricht in the Netherlands, building huts in the forest and playing with Lego. During my teenage years, I lived in the U.S. and eventually moved to London after a few short stints in Rotterdam and Amsterdam. Living in these very different countries and cities provided me with varied opportunities and influences, which helped shape my career path and led me to where I am today.

What is your first design memory?

My first strong impression of architecture happened when I visited Amsterdam as a young child. I saw many grand and majestic buildings, like the Central Station and the Rijksmuseum, and the unique architecture of these places had a significant impact on me. And, ironically, I got to work on both buildings during my first real job in Amsterdam—it felt as if it all had come full circle.

Give us a bit of your background: college, first jobs, early lessons learned.

I studied architectural building and engineering in college, but after completing the course, my tutors advised me to attend art school to explore my creative side. I am grateful for their guidance, as art school opened my eyes to the world of architecture, design, and art in general.

Following art school, I went on to the Piet Zwart Institute in Rotterdam to study for a master’s degree in retail communication design. There, my tutor offered me my first position at Merkx + Girod. I have always felt that this role was my first significant career step and shaped the way I approach my work. Arriving in the U.K. a few years later led me to working at Virgile + Partners.

When did you join Virgile + Partners? What does your role entail?

I joined in 2008 as a lead designer working on some large department store projects. Creatively driving hospitality and retail projects, including Harvey Nichols Birmingham, defined my role within the consultancy. In 2017, I became creative director working closely with the agency’s founder Carlos Virgile. When he stepped down earlier this year, I took over leading the team.

Describe your recent hospitality projects.

The Andaz hotel we designed in Delhi is special. It gave India a new vision of what hotels and hospitality could be like with many new initiatives and concepts, including a progressive art program. We worked with local art consultant Rajeev Sethi, who helped us create big installations that emphasize the traditional and local crafts in a contemporary way.

The concept of the Apartment in Dubai’s Address Boulevard hotel took a very bespoke perspective or slant by taking different residential spaces that close and merge depending on mood and need of the guest. Every time you go back you can experience the restaurant or bar in a different way—formal or informal.

What architect or designer do you admire most?

I have an immense admiration for Rem Koolhaas. His approach has always challenged convention and his thinking intrigues me. The projects OMA delivers stand out to me and the diversity of the work—from architecture to retail and fashion shows—inspires me to work across various disciplines.

What is your dream project?

As a studio, we once started work on an eco-resort situated on a remote Brazilian tropical island. Unfortunately, the project was canceled, but working on the architecture and full design was an absolute thrill. I have never worked on anything like it, in terms of scale and spaces. The challenge of a project that balanced luxury and eco credentials was an inspiration.

If you could have dinner with anyone, living or dead, who would it be?

I would not say no to joining a table with Frida Kahlo and Andy Warhol. My love for art drives these choices, but their personalities also attract me. I would take us to a small restaurant called Wolfgat in South Africa. The owner Kobus forages food from the ocean and nearby land and prepares amazing dishes.

If you weren’t in your current career, what would you be doing?

Maybe a fine artist? Although I always had a love for photography as well. Or even fashion … Whatever it would be, it would need to be a creative job. Architecture and design have always drawn me back to what I do, so I guess I have landed on my feet.