The transition is over. By Frankel's definition, great design is not just an interior designer performing services at the highest level of excellence. There is much more to it than a work aesthetic. In order to produce great design, an interior designer must be fully informed and educated in the cultural arts, and must practice ethics and morality on a daily basis. Issues such as specifying sustainable products, being fully aware of the health and welfare of people within spaces, for example, must be the overriding benchmarks for making choices.
Most designers tend to rely on marketing for survival when addressing their practice.
They rationalize the business position as opposed to using real conscience about appropriateness. This has got to change if we are going to raise the level of respect for what we do from our clients and the public realm. F rankel's IIDA leadership role coincides with a new direction in his personal career. This is a time marked out for giving back to the profession that has given him so much. To see that subjects such as ethics and morality are put on the front burner.