Silencing Anything But Creativity | An Interview with HUSH
Proactive, curious and communicative: this is how HUSH – a concept-driven experience design firm – defines its cultural values. They look for people who want to learn from the world they are surrounded by and who get inspiration from it. With their brand-inspired and technologically-driven design, they create with the intention of displaying a company’s vision- motivating, inspiring and galvanizing their workforce.
What inspires and influences the work coming from HUSH? How do these inspirations translate into HUSH’s work?
We look for inspiration outside of our core industry. There is a healthy love for contemporary fine art, computer-based, generative artwork, architecture and interiors, creative technology experiments, music, and writing on collaboration, mental processes and human behavior. With these kind of diverse interests, you can imagine that our team has a wide array of backgrounds that have all somehow led them here. As a result, we run projects with a reasonably consistent (although nimble) process but from various angles and perspectives.
What makes HUSH’s work unique? What word would you use to describe HUSH?
Getting to the heart of our client’s mission and understanding what motivates them and their audiences. We dig deep and push until we understand it incredibly clearly. From there, we take bold leaps in creative development, translating that simple, core idea into something to be felt and experienced in an unconventional way.
What role does design have in society?
As designers, we have the ability to shape the way our audience perceives a message. This can be overt or subtle, surface-level or deep.
Design gives form to ideas. It visualizes the invisible. It compels, coerces, and translates.
The role of design, as we see it, is to help translate complex ideas into relatable ones. We can translate complex philosophical, mission, vision and value ideas and bring them to life as a space to inhabit and interact with. In all instances, we believe design should lead to simplicity.
How do you see design evolving?
We believe as our society becomes more and more digital, data will play more and more of a factor in design. At HUSH, we leverage data to create experiences that are completely unique to our clients. We believe designing experiences using data can be means of expressing a company’s brand. For Capital One, we designed a workplace environment defined by data to express their company culture.
How would you like people to feel when they view HUSH installations and experiences?
We hope anyone who inhabits an experience designed by HUSH will feel a deep connection to a message and vision. They should have an epiphany – an understanding something in a new, unexpected way. Our projects increasingly exist within corporate environments. Companies will invest in a piece of art to express their culture. Our work intends to display a company’s vision- motivating, inspiring and galvanizing their stakeholders. Now, we are helping to do this in more interesting ways like leveraging their data to create own-able stories and experiences. In Google’s New York City headquarters, we created a holistic, executive-level experience that inspires guests with the power of their own data with a three part installation – The Passage, The City Cave, and The Skywalk.