MY PURPOSE STORY WITH PENNY SLOANE OF SIREN DESIGNS
Our “Pursuing Purpose” series aims to inspire people to find their purpose and deeper meaning from their professional and personal life. We believe that when you find that enigmatic spot centred around what you love to do, what you’re good at doing, and what you value doing, you will feel calmer, energised and more courageous in life.
We talk to Penny Sloane of Siren Design as she shares her story about her love of interiors which she discovered at a very young age, and how making a positive impact on the environment and optimising sustainability is a key driver in each of their business designs.
PENNY SLOANE, CEO, SIREN DESIGNSPLEASE TELL US ABOUT YOUR JOURNEY TO STARTING YOUR BUSINESS. WHAT MADE YOU PURSUE YOUR CAREER AND WHY?
I have always loved interiors and was forever rearranging our house and my room when I was growing up. I also knew I wanted to pursue it as a career when I was only 14 years old. However, it was the architecture of interiors that really excited me. So, it was a pretty easy choice to study interior design.
I studied at the University of Technology Sydney (UTS) where I graduated with a Bachelor of Interior Design. I also have a Bachelor of Arts and International Studies, where I studied interior design in Milan at the Politecnico di Milano; which gave me a different appreciation to social and cultural influences which help to determine the experience and purpose of an interior environment.
If you are going to work every day of your life it needs to be for something you love. I thrive when i'm surrounded by happy people that challenge me to be better. Siren Design launched in 2005 in Sydney, Australia as a place to enable young creatives to thrive.
When I moved to Singapore in 2011, I quickly realised that Singapore needed a Siren and that’s when I decided to give it a go and set up the Singapore office – the rest is history! There was no grand plan to open an office in Asia, rather the opportunity came to me. I started Siren Singapore from scratch – just me and a phone; as well as a lot of late nights and long weekends behind the computer. I’m proud to say we now have 28 designers working on large-scale, predominantly commercial interiors, retail and hospitality. It’s been an amazing journey!
WHAT ARE SOME OF THE ASPECTS YOU LOVE MOST ABOUT IT?
At Siren our mission is to enable people to thrive. We all spend so much of our lives at work. The interior environment has an enormous impact on our health, wellbeing and productivity on a daily basis – to play a part in improving that experience for other people, to be able to curate spaces that inspire people to do their best work – for me, that’s rewarding.
A BOLD AND CENTRAL STAIRCASE DESIGNED BY SIREN DESIGNSWAS FINDING YOUR PURPOSE A DIFFICULT JOURNEY, OR WAS THERE A DEFINING MOMENT YOU KNEW THAT’S WHAT YOU WANTED TO DO?
I do feel that my purpose has changed over the years of the business. In the past two years, I have been focusing on using my creativity to encourage businesses to take care of the planet. This is a no brainer for me!
I wanted to create a business that enabled me to have the life I wanted for myself and family. Without the environment we have no world to do what we do. I want to make sure my kids grow up in an environment that is sustainable and simply exists! The built environment generates an incredible amount of waste. My purpose is to minimise this waste; design with purpose. No fads.
WHAT QUALITIES DO YOU THINK IT TAKES TO DO WHAT YOU DO?
Tenacity and kindness. Some days are really tough, complicated and stressful! I do try and be kind to myself on these days and then pick myself up and try again. I am constantly learning; the minute you think you have figured it out it's time to learn how to do it better. One of my favourite quotes is from Alvin Toffler.
““The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and re-learn””
THE SIREN DESIGN TEAM, SINGAPOREWHAT ADVICE WOULD YOU GIVE TO SOMEONE WHO WANTED TO PURSUE A CAREER IN INTERIOR ARCHITECTURE?
Be ready for long hours, countless rejections, not paying yourself for longer than you think, getting it wrong but then learning from those mistakes.
Use your network, keep talking and celebrate the little wins.
Keep coming back to your purpose when things feel like they are falling apart as well as when they are going well. Such a great pulse check.
WHAT DOES SIREN DESIGN VALUE AS A BUSINESS?
We have 5 Values - Be Kind, Be Brave, Keep it Real, Strong Communication and have True Grit.
IN WHAT WAYS DO YOU THINK YOUR PURPOSE HELPS OTHERS?
The spaces Siren Design creates touches so many lives. Our “Place for Purpose” design methodology will help deliver a workplace which is providing the right type of employee experience; one that supports employee productivity and well-being, forges strong partnerships across organisational boundaries, aids employee recruitment and retention, conveys the company brand and fosters innovation, collaboration and creativity.
Purpose driven designed space is not following trends. We stand for common sense. Finding that sweet spot between innovation and practicality.
SIREN DESIGN - PWC EXPERIENCE CENTREWHAT ARE SOME COMMON MYTHS ABOUT YOUR WORK OR FIELD THAT YOU WANT TO DEBUNK?
That I am a decorator. Yes it’s a small part of what we do but not only what I do.
ANY FINAL WORDS?
Finding the balance of running a successful business and having young babies is something I still to this day, struggle with. Mum guilt is real! I do try and flip the guilty feeling to a lucky feeling.
I say no to a lot of social events and really treasure simple family time on the weekend where I can turn off my phone and be 100% engaged with the kids.
PENNY SLOANE - SIREN DESIGN - www.sirendesign.com.sg