Dean Connell, with over two decades in interior design, became increasingly critical of the ‘take, make, waste’ system prevalent in commercial real estate. As the FF&E Creative Director at WeWork in 2019, Dean saw the wastefulness of this linear approach firsthand. For the past five years, he’s been focused on understanding and addressing these issues.

Global social media has made design trends instantly accessible, putting immense pressure on businesses. The current system promotes low-quality, single-use furniture that’s difficult to repair or recycle, leading to significant waste. Dean has set his sights on using his design expertise to reduce waste. He is exploring the circular economy and decided to establish design and brand values that drive change.

I-AM.D.C grew from his bespoke interior design work, aiming to stand out in a competitive market by integrating circular principles and drawing inspiration from nature.By embedding circularity in his designs and proclaiming them as “I AM DESIGNED CIRCULAR,” Dean ensures high standards and helps clients meet their sustainability goals. His designs are meant to be cherished, adapted, and repurposed, addressing the root causes of furniture waste.

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