Pinnacle Interiors
Joseph Charles, Owner & Managing Director with Meenakshi Ajai, Head of Design
Charles, who has worked with Meenakshi over countless projects and considers her to be an ace to Pinnacle Interiors’ success, avers, “In the past decade, it is our ability to collaborate seamlessly that makes us most proud. As members at the helm of operations and design, we share exceptional rapport that stirs transparent conversations on different design and build perspectives. If we may say so, we are in earnest in our roles as leaders. We set standards by examples, and provide assistance in all areas of well-being to our teams. We also recognise our responsibility towards creating a safe space for people to share their ideas and aspirations. Investing in our team members is yet another aspect we agree on. One-on-one coaching, resilience training, or access to other tools that help promote employee engagement and contentment of our staff are our priorities. We believe in curating an environment where our teams feel so supported that even the business’ victories feel personal.”
Why would you recommend Design & Build to clients over design-bid-build? Particularly, what do you think makes your establishment the go-to for projects?
Charles: Our decade-long experience in the field and the region as a design and build fit-out firm dictates that both design and build and design-bid-build concepts have individualised scopes. There’s enough opportunities for both as the market is very dynamic in this region.
However, we believe design & build has abundant merits. Clients save on budget and can expect a shorter turnaround time. The design and build contractor can take over multiple responsibilities single handedly, which provides the client a better time-buffer in case things don’t go as planned. Owners only need to deal with one procurement process, one contract, and one point of contact, which can simplify and streamline the project delivery. The design and build contractor can also start the construction work before the design is fully implemented, which can reduce the overall project duration and cost. Another benefit of design and build is that it can foster more collaboration and innovation between the design and construction teams.
Our reputation in this market precedes us as a company that can deliver unique design and build fit-out projects in time whilst without compromising on quality and hence we believe we are exceptional.
In your opinion, how is the role of the Head of Design in a D&B firm different from the role of the Principal Designer in a Design firm? Are there added responsibilities or challenges?
Meenakshi: Both roles involve having a creative direction for multiple projects and managing the Design team. The Head of Design in a Design & Build firm, however, also has the added responsibility of making sure everything functions in tandem with the operations and budgetary constraints. We designers, managers and coordinators, all at once. Ensure seamless coordination between all the stakeholders involved in the entire construction process, overseeing the drawings required for the various official submissions and addressing any design related issues during the fit-out process all falls on our plate.
Sometimes, we may have to forgo certain design elements or look for alternate materials to stick to the budget or project timeline, especially if it is a project that has been won through a tendering process.
What does the future of Design & Build in the Middle East look like? Are the firms ready to take on bigger and more ambitious projects?
Charles: We think the Middle Eastern market presents a tantalising scope for the Design and Build approach as the real estate and developmental projects are booming in all sectors. From our observations, we believe that many of our competitors are gearing up to work on bigger and more ambitious projects, and to let you in on a secret – so are we!
The Middle East is often called a melting pot of cultures. Have you made use of your cultural background in projects for muses or in any other way or form?
Meenakshi: Being from South India, I have always wanted to use materials like the Athangudi tiles. No luck so far, but the closest I have gotten is using Moroccan tiles, which is also a beautiful material to work with.
How does the firm make use of the latest technology in construction and management? What techniques and tools do you use to stay on top of your game?
Charles: We have implemented applications of the likes of ‘Site Reporting’ to facilitate smooth site inspections. For surveys and project management, we are leveraging AI technologies. In addition, a sophisticated SOP and ERP system connects all these verticals in order to have a fluency from the design to execution.
Have you tried your hands-on AI tools such as MidJourney to generate concepts or ChatGPT for presentations, research, or anything else?
Meenakshi: I have tried ChatGPT for research and to help with ideas for presentations. So far, it’s felt like having an executive assistant who is quick but a little inexperienced. I have tried using DALL.E 2 to try and generate some models or even images for references. I feel it is slightly more adaptable than MidJourney, although beating the latter’s User Interface might be a Herculean task for its contemporaries.
In the future, what can we hope to see from your firm? What does your vision board for the future look like?
Charles: We embrace creativity and aesthetics that resonate with our target audience. We boast an unrivalled combination of acquired trust and authenticity. Our offerings of bespoke design and build solutions sieve us from the crowd. Our crystal communication with clients to accelerate growth, and steadfast commitment sustainability have worked wonders in our favour. Pinnacle Interiors is all about brand engagement and authenticity, which is underpinned by our core message of value and quality.
In 2023-24, Pinnacle Interiors intends to change the status quo and become drivers of change in the market. Our firm is accredited with local and international awards for design and build solutions showcasing our quintessential quality and standard. There is nothing that Pinnacle Interiors cannot achieve through collective effort.
Quick facts about Pinnacle Interiors:
Teams that make it possible: Design, Quantity Surveying, Sales and Marketing, Procurement and Project Execution teams.
One project that perfectly sums Pinnacle Interiors’ capability: Majlis Al Amal for Al Jalila Foundation at Dubai Healthcare City. An award-winning that is a unique ‘cancer drop-in centre’ providing a support network in a nurturing, free of cost environment for women.
