We were lucky to catch up with Danielle Lands recently and have shared our conversation below.

Danielle, appreciate you joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

At the end of 2020, in the midst of the pandemic, I moved to South Florida with my life partner, and started my business, studio No. 11, an architectural design firm. I had been working on the design team of a real estate development firm in New York City, and I was craving inspiration. I wanted to be making design decisions and help people improve the space around them. I took a leap of faith and launched studio No. 11, not knowing anyone in the industry in Florida, which made it all the more challenging – which only heightened my excitement. Now, two and half years later, studio No. 11 continues to grow, with larger and more complex projects. Without taking that initial risk of leaving a steady job and moving to an unknown place, I wouldn’t be where I am today.

Danielle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Since I can remember, I have always been interested in how people interact with their environment. From feeling calm in a room that’s painted green, to the intensity of occupying an underpass, the physical context we are in can alter our behavior and mental state. Understanding this impact is what led me to complete a Master’s in Architecture at the University of Pennsylvania. Having worked as an Adjunct Professor at Temple University, a design researcher, and in the real estate development world, my understanding of the spatial needs of people has continued to deepen – and there is still so much for myself and my field to learn. Through my work as the Lead Designer of studio No. 11, I now work in residential design, looking to improve my client’s home in financially efficient and environmentally conscious ways. I also am conducting research in my free time on the current zoning code in South Florida and its impact on housing. Having this research drive influences my client work, and allows me to take a big-picture approach to solving design questions, while focusing on the specific needs of each project.

Can you open up about a time when you had a really close call with the business?

In April 2022, I had a severe ski accident, where I suffered multiple fractures throughout my knee and lower leg. After undergoing multiple surgeries and weeks off, I was only able to work an hour a day. My projects had pending deadlines which I wasn’t capable of meeting as I was on medication to handle the severe pain. Earlier in the year, I had started collaborating with another local designer, and he picked up the parts I couldn’t get to. A year later, I’m still in physical therapy, but I’ve learnt the importance of taking time for myself in order to provide the best work for my clients, and that we all need help – we shouldn’t be afraid to ask for it when we need it.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

One of the challenges in my work is educating my clients on the design and construction processes; it always takes longer than anyone expects, and it’s so important to be on the same page with my clients, particularly at the onset of a project. Many of the home renovation shows make our jobs as designers seem simple. It’s complex work that requires time and expertise to create, and it often takes many iterations. I always try to make the early design phases highly collaborative with my clients, and instead of it being something that is lengthy, it becomes a time where we get to know each other, and collectively create designs that surpass their expectations.    

Contact Info:

• Website: www.studiono11.com
• Instagram: https://www.instagram.com/studio.no.11/

Image Credits
studio No. 11