With Aire, we want to share with you behind the scenes of the world of decoration. We meet those who shape every day what we call “decor.” Today we are with Laura Pons, an interior decorator based in Lyon.
Laura Pons: Interior Decorator
My name is Laura and I am an interior decorator. I am also mother of 3 boys at a young age, which explains why my entire life as a decorator has been rethought. It’s important for me to have a Work / Life balance.
I’m originally from Lille, it’s my home region. I studied in Bordeaux at ESC Bordeaux and then worked in Paris for about ten years. I’ve been living in Lyon for a year and a half.
How did you get into the world of decoration?
Decorating is a second professional life . I hesitated for a long time about studying design. But in the end, reason won out and I went to business school, thinking it wouldn’t close any doors for me.
I obviously got involved during school in the arts office, I took cultural, decor options, etc…
I started my professional life at PSA. I have a career in the automotive industry, believe it or not! I was in digital and CRM for PSA. It’s an old part of my life. When I arrived at PSA, it was the very beginning of social networks, websites, apps, digital sales tools, newsletters… I ended up leading the digital team even though I had joined the company as Mrs. Facebook . It was really interesting to live through that period and see how the web changed the business world in just a few years. At first, people almost treated me like counting likes then digital became a strategic sector for the company.
I started to think seriously into decor when I was pregnant with my first child. I was working like crazy and wanted to find a better life balance. I have an anecdote to share with you:
When I was pregnant with my first child, I filled out a pregnancy journal where you answer certain questions, anecdotes, and memories, with the intention of passing it on to our child so they can read it in a few years. In the section "what do you want to pass on to your child," I started by writing: "the boldness to follow your desires and achieve your dreams," and I realized that I wasn’t really paving the way for them, and so I wasn’t not in line with my values . I really felt hypocritical in those lines. I became aware of this gap. And I told myself “try to become what you dream of.” I had done my sophomore internship with an interior decorator. I’d had this inside me for a long time. I wanted to put some passion in my profession and take a chance even if the sector seemed saturated. I wanted to set an example and apply to myself what I want for my child, to avoid the “do as I say, not as I do” ;)
I took a course to start my career change. I rediscovered the joy of learning what I loved! It was amazing! Just out of class, I had retained 90% of the course because I was so passionate! I needed training to feel legitimate and launch myself into design. However, it was a huge amount of work. Let’s not hide it. It’s very intense to go back to classes after several years of work. You have to hang in there and love getting involved in your work.
How do you position yourself in the sector?
When I started in interior design, I told myself: what will set you apart from others? My background is atypical and I’ve developed a strong work ethic over all these years. I like efficiency, getting to the point. When I work with B2B clients, I understand what they experience in their offices because I’ve been in their place. I also understand the challenges they face. This allows me to streamline exchanges and to give meaning to business projects. Maybe that’s what sets me apart from other decorators.
I also understand what it means to be an entrepreneur. I know an entrepreneur has a thousand other things to do than look at your presentation. So I try to be quick, make things easy, and offer very concrete solutions for my clients.
Where are you in your development?
I’ve been in Lyon for a short time and this is a new start for me. I’m trying to realize new aspirations. I’ve always been sensitive to environmental issues, organic products, not wasting, producing less waste, supporting local producers… I try to do many things myself to limit my impact.
I’m not perfect on the subject. For example, I tried cloth diapers but gave up. Let’s be honest, it was too restrictive! But there are plenty of simple things you can do yourself every day. I admire those who are zero waste. But I can’t for the moment.
I’m trying to connect my personal aspirations with my professional actions now. Just like in my personal life, I looked for a way to offer alternatives to my clientswithout making it a radical guideline.
As soon as you talk about ecological issues, you see it affects the people around you. More and more clients want to do eco-sourced , of vintage, of recovery I avoid pushing unnecessary production in my various projects. I think we can embrace a form of frugality and do concrete things every day.
Can you describe your creative process and way of working?
First of all, I really need to understand my client well. I need to know their tastes and have a brief of their intentions: what they like / don’t like. I don’t work with “my style.” I try to help my client reveal themselves. If they’re not “into decor,” I try to help them open up. I think if they call on an interior decorator, it’s because they want to step out of their comfort zone.
Then I isolate myself and enter a creative process. I take several hours to develop ideas. I project on paper a kind of synthesis of these exchanges with my client in the form of decorative axes.
Then I enter a very strong phase of inspiration. I especially use Pinterest and Instagram. I look for ways to illustrate my ideas for my client. Once I have this material, I need very quickly to develop the creative framework from A to Z.
I really struggle to get a mood board approved or to share moodboards alone. I prefer to deliver a concrete framework first. I deliver a project that is already complete. That’s my way of working even if it’s not standard in the world of decoration.
There is a risk because the return on investment can backfire on me. But I find that it’s not easy for a client to imagine themselves with just a mood board So I prefer to develop a project and show something concrete to my clients This method works well and I’ve never had to throw a project in the trash.
In B2B, you also face clients who are in a rush. In these situations, my working method suits them perfectly. Clients often come by word of mouth. So they know I can deliver quickly and don’t hesitate to reach out to me in this kind of format.
Would you say you have a particular style?
Personally, I obviously have things I prefer. I like unique things and colors. I really like objects that have a story. On the other hand, I’m not going to replicate the same thing for my clients. When I work for a client, I try to understand his aspirations with him.
Some clients sometimes seem lost, but in fact, that's not true. Deep down, they have a direction they want to go in. Sometimes they are minimalist, or sometimes they are looking for an effect that won't go unnoticed, or conversely, they want a very discreet decoration.
My instinct is that if someone comes to me as a decorator, it’s mainly because they are looking for Someone who will have boldness for us So I always push my clients to their limits. I want my clients to feel that they made the right choice by hiring a decorator who was able to go beyond their initial ideas to create a project that reflects them but that they hadn’t realized before.
Decor trends for 2021
I always try to be cautious with trends even though I am often the first victim of these movements. I always ask myself: are you choosing something because you truly like it, or because you saw it in this or that magazine? A typical example: five years ago, the pineapple and teal blue trend was everywhere. I try not to fall into that trap because then you regret those choices.
On the other hand, I find trends in art interesting. There are always cycles, and they also express a state of mind in our daily lives. We shouldn’t go against trends just for the sake of it.
For 2021, one of the big themes will be movement eco-friendlyAs consumers, we want Better produced and better sourced objectsWe highlight artisans. Today we can perfectly offer a beautiful ceramic piece instead of a basic vase.
I observe the return of natural and quite raw materials. We find organic shapes, curves. We are moving towards softness, and this trend is settling in. .
Similarly, in colors, we are moving towards natural tones. The range of greens continues to expand, for example. Earthy colors and terracottas are also broadening their palette. We are looking for more shades in sandy and natural tones.
I think we are also moving towards more minimalist decoration and a selection of more interesting objects. We are focusing more on the essentials. With the times we are going through, we seek to create cozy and comfortable "cocooning" spaces.
It's a great time for decor. More people now aspire to create wellness spaces in their homes.
Color, a sensitive subject
There was a time when I was often asked about certain "trendy" colors. Paint brands really wanted to stand out through their palette. But now my clients rarely come with color aspirations. They are less focused on color trends.
I think at first clients don’t dare to limit a project They are open to an approach coming from the decorator. I ask a lot of questions about their impressions of different colors because it gives me many clues about each person’s aspirations. Colors are something very personal The feedback I get from my clients gives me guidance. When they say: “I like light colors,” does that mean they want a bright space? Or that they want to find a kind of good mood? You can explore each person’s aspirations, dig deeper. If you have correctly interpreted a client’s expectations, you can ultimately offer them colors other than those initially expected.
There are obviously some formulas that work well in certain spaces. But there is no truth in colors.
Do you feel your clients ask you for a recurring decoration style?
For individuals, requests are often vaguer at first. They are sometimes lost during the first meetings when they don’t want something very marked. That’s when you have to ask the right questions to feel their aspirations. The field is quite open at these times and you have to choose a creative direction.
When you work with professionals, it’s very different They already have a well-developed brand identity. And it is the brand’s values that guide your work. I especially think of projects with “Émoi Émoi." It’s a great family brand. They do bold things but always with a soft, enveloping, reassuring approach… So I will support the brand’s identity in this way through my decoration work.
On the other hand, I worked for Mr T-Shirt. Their brief is always: “wow” “fun” “good mood.” This guiding line is found in the offices and stores I created with them.
For companies, decoration projects must embody their values. It has to show through.
Tell us about your dream project!
A project that has always moved me is working on a project parent-child hospital.
I think parents and children want to find a warmer space in the hospital. I believe we can do something so much better, more joyful. We should work on playful decoration. In this context, Decoration could provide a strong service, a bit of softness and poetry in a daily hospital life that can be challenging.
The world of childhood really touches me. It is in early childhood that we awaken to the senses, taste, colors, the world. I would therefore be delighted to be part of a project like this.
Decoration at a decorator's home
Do you find the saying about cobblers at your place?
Of course, I’m very sensitive to decoration. I’m not into minimalism. I have it everywhere in the house. To feel good at home it has to be lively decoration I’m not trying to meet a vision of beauty. That’s not my thing at all. But I like to find elements of decoration that brings a kind of joy .
It’s not always tidy at my place. The house is alive. There’s a mix of styles.
It’s not built logically. It’s more about feeling. I pretty much follow the mix and match: That means not choosing things that go perfectly together. No, you’re going to gather lots of disparate objects and patterns. Then you mix many influences and make sure it works.
However, I’m not a compulsive buyer when it comes to decoration. My home is not a showroom!
Your sources of inspiration
I get inspired by everything! On the street, a stone, a wall recess, etc… In nature, colors depending on the seasons...
I often share an anecdote with my clients. If they tell me that two or three colors are too much, I tell them to go to their garden and look around. If you think your garden is too beautiful, there are already twenty colors in front of you. Nature offers an incredible number of colors and shades. You don’t invent anything with colors.They all already exist in nature, or almost.
There are also many people who have great interiors and don’t even realize it. That inspires me a lot. They keep family objects or materials that were there before them, and that’s what’s beautiful: when interiors have stories to tell.
A website to share?
I use Instagram. That way, a lot of things come to me.
I visit websites less spontaneously, except for The Socialite Family There is a lot of quality content on this account. They share family stories that I find touching.
https://www.instagram.com/thesocialitefamily/
People who inspire you?
I feel that interior decoration is quite a supportive field. I follow many interior architects and exchange with them on social media.
Interior architects who inspire me:
Heju Studio
Les filles d’intérieurs: https://www.instagram.com/lesfillesdinterieur/
Otherwise, among the big names I want to share with you: India Mahdavi!
https://www.instagram.com/indiamahdavi/
I like her use of color. She always pushes you out of your comfort zone, and with her, boldness pays off.
I also love the illustrations, sacrées frangines, Angélina Mc Key, Joanna Oalk, etc…
There is also the talented Dorothée from Bilboquet Déco: https://www.instagram.com/bilboquetdeco/
All of this is part of my sources of inspiration.
The entrepreneurial spirit
I clearly have an entrepreneurial aspiration. I know quite a few people who have started companies. I’ve worked on many projects this way. It’s inspiring because when you launch a brand, you’re super creative. You dig into your inner world to offer something unique. This approach deeply inspires me.
At first, I wondered about launching a brand. But I didn’t want to tie myself to a product. Now that I’m moving forward, I realize I don’t want to create a new need. I would love to create from a material and have an impact on waste reduction. When the time comes, it will happen.
I really like The French Vikings and Maximum , The Pavé.
A client project to share?
I’m working on a project of pharmacy with vintage furniture. It’s atypical and fits this eco-friendly trend since we want to focus as much as possible on reuse
Your 3 main principles of decoration
I’m more into the “anti-principle,” especially in decoration. Rules are made to be broken.
Decoration is something to be experienced and felt.
In a room that is small and dark, just because you put white doesn’t mean it will suddenly become bright. On the contrary, play with contrast, use dark colors to create a super “cocoon” effect. Draw inspiration from a room’s flaws to turn them into advantages. I think you have to use these flaws to turn them into strengths.
- Trust yourself : everyone has their own taste
- Trust with your partners : with your decorator, your craftsmen, it will highlight your project
- Have fun : there are no rules, do things that make you happy. Both as a decorator and as a client. Try to break away from Instagram clichés.
A simple pleasure
Savor the moment!
In the end, it almost never happens. Reading a book with a good tea.
Your musical favorites?
I love music but I always struggle to define what I really like.
So I have two things to share
1 - Think about things : Daði Freyr
2 - My old France side: Alain Souchon - Almost
Follow Laura Pons' work
Discover Laura Pons' Website: http://lauraponsdecoration.com/
Join Laura on Instagram
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