FM_.qxd

structure. We didn’t have space or chairs or employees.’” Once again, the

interior design community is made of aware of their position in the food

chain of the dot.com client. In fact, designers can achieve greater under-

standing of the needs of dot.com companies if theycompare“oldworld”and

“new world” realities in the dot.com business community.

Someofthe“oldworld”executivesarebeingchosentoleadthese“newworld”

companies. Rick Inatome, CEO of an Internet education company, ZapMe

Corporation,felt like a strangerin a foreign land when he left the glamorous

trappings of a Fortune500 business attheageof 46. D. M. Osborne,a senior

writeratInc., interviewed Inatome forthe March 2000 coverstory,“Getting

It.” He described Inatome’s first days: “Instead of working in an executive

suitewithaprivatewashroom,InatomespenthisfirstweeksatZapMe,based

in San Ramon,California,perched on a boxin a six-by-sixfoot cubicle. One

day a boisterous young Web designer thrust out his hand and casually

inquired of theCEO,‘So,whatdoyou do here?’”

The implications of these scenarios are significant to the interior designer.

With the old rules becoming outdated, and new ones being introduced, dis-

missed, and reintroduced with a different twist, it is imperative that design

professionals staycurrent. It is no longerenough to attend the design indus-

try conferences, but it is increasingly important to attend the many confer-

ences that are targeted to the new economy companies. Similarly, it is

commonplace for one to findFast Company, Wired, andRed Herringpubli-

cations on the desks of interior designers working for dot.com clients.

Diane Schroeder, Design Director at GHK, has worked with several emerg-

ing e-business companies, leading the design of their spaces to reflect their

culture and newidentity. She summarizes the differences:“These companies

Old World

Currency is cash.

Market value is based on doing the

right thing.

Stock prices increase with the

announcement of a new partnership.

There are established rules of

hierarchy.

New World

Currency is stock options.

Market value is based on doing

the instantaneous thing.

Stock prices increase with the

announcement of a big sale.

There are few rules and flatter

organizations.

CHAPTER 19 SPECIALTY PRACTICES 423