Welcome to “Future Talks” by RTF, an engaging series of conversations with the trailblazers who bring design stories to life. In this edition, we have the pleasure of sitting down with Dan Howarth, a British design writer, editor, and consultant based in the vibrant city of New York. With a portfolio that spans publications like Architectural Digest, Dezeen, Interior Design, and Sight Unseen, Dan’s insights into the world of design are invaluable. Join us as we delve into his journey, his approach to design journalism, and his thoughts on the evolving landscape of media. Whether you’re an aspiring design writer or simply passionate about the world of design, Dan’s wisdom is sure to inspire and enlighten. Stay tuned as we bring you this captivating conversation.
RTF: Hi Dan, we are so glad to have you as a guest on Future Talks. Thanks for joining us. How did you first become interested in design, and what inspired you to pursue a career as a design writer and editor?
Dan: Thanks for having me! I think My Mum and Nan were always crafting, sewing, knitting etc and encouraged me to do so too, allowing me to appreciate how things are made. I studied architecture at university and fully planned to follow that as a career, but once I graduated, I wasn’t keen on the idea of being stuck on CAD for years . So I thought about how I’d be able to continue with this area of knowledge and passion for the field with a job that would allow me to travel, to meet people, and to continue learning outside of an academic environment and expand my knowledge to other areas of design. Journalism seemed to tick all of those boxes!
RTF: Tell us about your role as an editor and your experience with various publications.
Dan: I got my start as an intern at online magazine Dezeen, back when there were just seven of us in a tiny North London office. I was eventually hired full time, and my role quickly grew and expanded with the company. I was named Style Editor and began expanding the coverage into the fashion and lifestyle sectors, then Design Editor overseeing all of the site’s non-architecture content. After I was made Deputy Editor, I came over to New York to help Dezeen set up an office here, and liked it so much I decided to stay. As US Editor, I was responsible for all of the Americas content and coverage, and growing the readership and partnerships on this side of the Atlantic.
Throughout this time, I would pick up freelance assignments from various other publications , and contributed to a couple of design books.
I gave the corporate world a spin for a while, working for BMW and MINI on the A/D/O space in Greenpoint, Brooklyn. When that project folded at the start of the COVID-19 pandemic, I found a position as Editorial Director at global branding agency Base Design, but yearned to be back in the media world so took the decision to go freelance.
Shortly after, I was snapped up by Architectural Digest to launch and manage the AD PRO Directory—a list of approved architects, interior designers, and landscape specialists —and to create content to promote these professionals across the magazine’s channels.
I still contribute to AD and Dezeen, as well as design titles including Interior Design, Sight Unseen, and more.
RTF: Can you describe your approach to writing about design? What aspects of design do you find most compelling to write about, and why
Dan: In terms of process, I always try to start by discovering the most interesting or unusual thing about the subject, and using that as the hook. From there, I try to create a narrative that brings the reader on a journey—whether that’s through a space, or a designer’s thought process—and weave in facts, figures, and other useful tidbits as I go.
I will say, writing was never my strong suit at school, but it became easier and easier the more I did it. I still regularly use a thesaurus and am constantly looking up definitions, but I don’t think there’s anything wrong with that—you learn bit by bit!
I typically write in the mornings because I’ve found that’s when I’m the most focused, and I’ll make it a point to wake up early if I have a deadline. I burn out fairly quickly as the day progresses and past 4pm, I’m hopeless.
You can’t really beat interviewing a subject face to face, since you get so much more from someone when you can read their cues and body language, though this obviously can’t always be the case when writing about projects all over the world.
I really love writing about hospitality projects (hotels, restaurants) because those who read the articles can go and experience these spaces for themselves too. I like the idea that I’m indirectly offering recommendations to people.
RTF: How do you approach working with designers, architects, and other creatives to bring design stories to life?
Dan: As I mentioned, speaking to designers and architects directly is always the best way to discover the ideas and intentions behind their work. Getting to know them better on a personal level also really helps when writing about their projects, since creative work is so personal and linked to its creator.
RTF: Can you share any upcoming design trends or developments that you find particularly exciting or noteworthy?
Dan: I love that we’re moving towards a more maximalist, individualistic approach to interiors
Sustainability is only going to get more
RTF: You have a wonderful portfolio of clients in PR and communications, enlighten us about the same. Tell us about the essential components of a good PR strategy.
Dan: A good PR and comms strategy comes from understanding the landscape .
Some projects will be right for some publications and not others.
RTF: What according to you is the right way to pitch projects to publications? How to approach publications, how to choose which publications to approach? What are the most common pitching mistakes that architects make and must avoid?
Dan: One of the most common mistakes is to pitch a project without photography. Architecture and design media is, as you might guess, so visually oriented that an editor is going to find it very hard to agree to publishing a project before seeing what it looks like. (You’d be surprised how many of these pitches I receive.)
RTF: What are the latest trends in social media and content creation and how can architects fully utilize this medium to build their outreach and visibility
Dan: It’s been fairly well-documented that social media platforms are prioritizing video. There’s definitely been a shift towards more candid, less filtered, “flippant” posting as opposed to the polished, highly curated images and feeds we would see pre-pandemic. Individuals are embracing and capitalizing on their individuality and POV, rather than trying to keep up with everyone else, and that authenticity is very refreshing.
Architects and designers, particularly from younger generations, can use this to their advantage.
RTF: The media landscape has evolved significantly over the years. What are your thoughts on these changes, and how do they impact your work? And what has your biggest learning been in all these years?
Dan: There is so much out there that editors have to be more selective when it comes
Digital media is seeing a dramatic shift as advertisers invest their dollars in influencer marketing , rather than web banners
RTF: What advice do you have for aspiring design writers and editors who are looking to enter the field or improve their skills?
Dan: Get out there and meet people! Almost every job I’ve ever landed, whether full-time or freelance, came through a personal connection
