About Cheryl Durst

About IIDA

IIDA Images

News and Story Ideas

Questions to Ask

Contact Info

Welcome to the press kit for the International Interior Design Association!

Life Drives Design

From Classroom to Corporate Headquarters,
Design Professionals Enrich Our Lives

Americans are fascinated by decorating and home makeovers as proven by our many reality-based TV shows on these topics. Yet few people understand the powerful reach of today's Interior Design professionals.

Cheryl Durst, Executive Vice President and CEO of the International Interior Designers Association, is out to change that. She speaks 30 to 40 times a year to audiences around the United States, dispelling myths and bringing Interior Design to the forefront of the public consciousness.

"The first thing that they (the public) go right to is the home, which is very natural," says Cheryl, who has addressed almost 10,000 people in the past year. "But the majority of IIDA Members are designing airports, they're designing stores, they're designing hospitals, they're designing work places. They're doing large spaces where there are large numbers of people."

IIDA is a professional networking and educational association of 13,000 Members in 10 specialty Forums in 29 Chapters around the world. The Association strives to create a strong niche for the most talented and visionary Interior Design professionals to elevate the profession to the level it warrants. Driven by grassroots needs of today's professionals, the Association provides training and networking to lead the way for the next generation of Interior Design innovators.

"My passion for this really lies in the fact that Interior Design is about what happens on the receiving end. It's about human beings and it's about humanity," Cheryl says. "Our Members are really skilled and very intrinsic to creating habitable spaces."

The Association provides a forum to demonstrate design professionals' impact on the health, safety, wellbeing and virtual soul of the public, balancing passion for good design and strategy for best business practices.

IIDA professionals are experts in a wide range of issues, from the effects of interior design upon student learning and worker performance to the influence of interior design on the economy, health and enjoyment of life. They can explain how children misdiagnosed with ADHD can benefit from nontraditional class designs and sunlit spaces, and how those same principles apply in the home and office.

As designers for major players such as Google and the U.S. Green Building Council, IIDA experts can discuss how a well-designed office helps companies attract and retain creative and motivated employees. Designing hospitals and hotels, they can discuss the latest research into designs that foster health and a sense of wellbeing.

Designing spaces to fit the needs of our lives today and to recall past periods, IIDA Members are in essence cultural anthropologists, Cheryl says.

"What intrigues me most about Interior Design is it literally is magic," she says. "We create these spaces where people live and work and play, and where they learn and heal. The Members of IIDA create these really innovative spaces where every single aspect of human existence takes place."

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Media Contact is Michelle Tennant: Michelle@publicityresults.com, 828-749-3200.

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