About Interior Architecture, Environmental Psychology & Interdisciplinary Design: Q&A - with Noha Essam (Professor of Interior Architecture & Interdisciplinary Design, Environmental Psychologist, Sustainability Advocate, Creative Educator and a Futurist) from Egypt – Interview by Rotraut Walden/ Architectural Psychologist from the University of Koblenz/ Germany.
In this Q&A, I have the pleasure of talking to Noha Essam, who is A Global Award Winning Design Academic & A Futurist. A prestigious board member of AJMIRI/US. She is the Chapter founder of Speculative FuturesCairo. She is a member of African Circular Economic Network (ACEN). A Global Ambassador & Advocate of Sustainability at the Ministry of Planning & Economic Development (MPED). She has been selected to receive The International CA - Cumulus Association/Finland Accolade for design Academics 2021 coordinated by Sapienza University- Rome. She serves as a design professor and an educational consultant at a number of reputable universities in Egypt, Gulf Region and Europe. She received the leadership accolade of WDO for excellence in the design driven foresight in the education context in alignment with the UNDP.
Noha brings in how to move masses and change behavior through her foresight approach and trend forecasting techniques that tackle design from different contexts. She focuses on linking the scientific methodology, typological studies, art-based communication tools to design and consult for corporates and brand names in order to add value to the creative industry and design education. Noha was shortlisted for The Best Ph.D. Interdisciplinary Thesis among Middle East universities for the topic of “Phobia of Spaces” for the year 2018, and she has many international publications in interdisciplinary studies. Her researches develop better understandings of the relations between design education, and the creative industry with a focus on the multidisciplinary studies of future literacy and speculation. Having experience, and qualifications in both interior architecture and environmental psychology, Noha is in an excellent position to answer my questions. Here is what she has to say.
Answers by Noha Essam Questions by Rotraut Walden
Noha, You are a very well-known expert in interdisciplinary design, environmental psychology, and future studies (also applied for psychiatric institutions) worldwide. You work between Cairo and Northern & Western Europe region.
What are your main professional interests? In former times and nowadays?
I received a BA and an MA degree in interior architecture as well as a MSc in environmental psychology. I was always interested in psychology and since I had a passion for sensory design and behavioural responses, I decided to integrate my study major (Interior architecture) with my passion (Psychology) to accomplish my PhD in Interior architecture/Environmental psychology which was tackling the topic of phobia of spaces in nonresidential spaces which was shortlisted for Best Ph.D. Interdisciplinary Thesis among Middle East universities for the year 2018.
Since then I started to focus all my work and studies on the human experience, future narratives and storytelling where I started to exploring and experiencing multidisciplinary study areas and diverse perspectives of design while considering humanities, wellbeing as the core of my approach. Through my research platform Studio ne+, I focus my researches on design thinking, environmental aspects and future foresight in order to add value to the creative industry and design education. I also decided to dig deeper in sustainability, green approaches and resilience where I joined many design organization as a sustainability activist.
What are your tasks?
I adopt different methodologies to each project based on the objectives and the intended outcomes. I usually use focus groups, pilot studies and surveys to collect data from the users. I also tend to experimenting tools. Also, I help people to develop foresight strategies and visions for their projects and do creative workshops with space users, spreading awareness on psychological aspects and considerations and their significance in design. I serve as a professor of design and educational consultants in a group of reputable universities in Egypt, Gulf Region and Europe. I also work as a researcher and a design consultant at different firms in Egypt and abroad. I conduct environmental psychology experiments related to spaces. I use the technology of VR as detectors to the space preferences and exploring users emotions. I do publish articles on environmental psychology and human wellbeing, future studies and speculation.
I focus on linking the scientific research methodology of design, typological studies, art-based communication tools with professional practices to design and consult for companies corporates and brands in order to add value to the creative industry.
What is your background and your education?
I studied interior architecture and I received a Ph.D. from Faculty of Fine Arts in Cairo, in addition to two Masters from M.Sc.Environmental Psychology from St. Lawrence College, Canada and M.A. interior architecture, Faculty of Fine Arts in Cairo, Egypt.
I grew up in Cairo surrounded by a very diverse group of family and friends. I was always fascinated by the art and culture scene in Egypt and was lucky to have the opportunities to explore all my interests. It introduced me to a world of different fields and topics that I became interested in. Eventually my passion for seeing the beauty in all these different things led me to pursue a multiple degrees in different disciplines. I also joined a fellowship program at LSBU/UK and currently I am pursuing my researches as a research fellow at FHNW/Switzerland. I believe in the power of design researches in playing a crucial role in helping to plug gaps by conducting future studies to facilitate building capacity and facilitating independent dialogue with civil society to help people live more sustainable lifestyles.
Who are your influencers?
I got inspired by so many people in different discipline during my journey, many role models were a source of inspiration and motivation in my life. They shaped my vision, provided me with insights on how to pursue my studies, work and practices, starting with my family, mentors and professors. I can not list names because they are so many but eventually I can say that I got inspired by whoever has the passion for whatever they do, whoever insists on success with so many obstacles in the way, fight for what matters to them, and never take no for an answer.
I am also a member of African Circular Economic Network (ACEN). A Global Ambassador & Advocate of Sustainability at the Ministry of Planning & Economic Development (MPED). I served as a research leader at WDO in the design driven foresight context in alignment with the UNDP. I also belong to the creative climate collective at WDCD, Netherlands. I was involved in many design initiatives in Egypt and abroad.
Please explain what the many Awards, you have received, are about?
You are a member Living Futures Society! Do you also belong to other associations or societies?
Yes, actually I am the Cairo Chapter founder of Speculative futures. CA, US. A prestigious board member of AJMIRI/US.
I received the Excellence Award in Scientific Research in Environmental Psychology - Faculty of Psychiatry - Cairo University 2023, The recognition from International women summit for my work and achievements 2023, The Creative Research Award - University of Applied Sciences and Arts - Basel, Switzerland 2023, the Creative Design ScholarshipAmsterdam / Netherlands 2022, Environmental Design Presentation Grant - Climate Conference 2022 COP 27 Sharm El-Sheikh, the Certificate of Appreciation for Contributing to the Be an Ambassador Program - Ministry of Planning and Economic Development 2022, Global Design Organization Award for Leadership in Scientific Research Based on Foresight in cooperation with the United Nations Development ProgramCanada 2021. The International Universities Organization Scholarship for Design Academics-Finland. 2021, The Certificate of Appreciation from the Faculty of Architecture and Design, Spienza University-Rome 2022.
I was honored to be selected by the United Nations Program for the Empowerment of Women among 50 inspiring women in the field of education and community service 2021. And as I previously mentioned that my PhD was shortlisted for Best Interdisciplinary Thesis among Middle East universities for the year 2018.
What was inspiring?
I believe what was very inspiring to me is my passion for art and my creativity in bringing different disciplines together. This helped me stand out in a world where the standard is specializing in one thing. I would encourage young generation to forge their own path, take risks, and follow what they are passionate about, not what is common. I can say that through my work which focuses on human wellbeing, I am detecting future tendencies based on the philosophy that supports the fact that utopian and dystopian fiction are genres of speculative fiction that explore social, cultural and political structures. Experiencing multidisciplinary areas, diverse perspectives was a process of unravelling of potentials and giving free play to my mind while considering the human experience that is at the core of my approach. I enjoy linking typological studies, artbased communication tools to work on future literacy and speculation.
In my practices, I reflect on Utopia, Dystopia & Heterotopia in the context of Neo-normality related to future imagination which bring a lot of creative and interesting scenarios to deal with.
What are the challenges for the future?
I think about what could happen in the next 10 years, and that already plays a big part in my future speculation practices, forecasting methods and the strategic foresight that I embrace in my thinking. I definitely want to encourage younger designers to appreciate the semantics of design and understand new aesthetic codes so that it becomes a lifestyle, not a career. I also try to spread awareness about the significance of critical design and imagining possible futures. I strive to leverage the value of research in design and integrate the environmental psychology aspects in all design practices.
Which of your favorite research areas are innovative?
Generally my research and practices based on culturally and psychologically exploring social issues and detecting human behaviors. I find integrating design with humanities is very innovative area of research as we shift from the world of magic to the realm of fiction and speculation, exploring more about an equitable future, it is very important to examining creative theories of design by studying transparent multi-layered ideas that form between the conscious and subconscious mind of time and locations through past/memory, present/reality, and future/fancy. My approaches aim at turning personal topics and individual experiences into philosophical assumptions that raises questions and imagination, establishing a direct connection between experimental/conceptual research and cognitive mapping as an intuitive experience.
What is your personal motivation to help and work?
I believe guiding others and transferring knowledge and expertise is a noble deed, and this is what I am trying to do through my work in education, and you are not only delivering information but you are delivering tips on how to live, deal and act, you are building characters and shaping minds and influence souls and this is priceless. Besides, I believe in empathy as an essential skill in all types of work and specially in design and this is what motivates me through my work in research and design which focuses on people, culture, ethnography and lifestyle. It is always interesting being a problem solver and life-long learner, able to leading a team to success. completing a difficult project, and seeing it through to the end. spotting flaws and errors so as to make sure the end result of a project is as good as possible. I seek to consolidate the thought of the interdisciplinary of design and not to be restricted to the field of specialization, I also care about developing a strategy of awareness of the importance of interdisciplinary studies that are blended.
What are the professional and personal highlights in your life?
Professionally, I tend to celebrate my achievements either big or small since I believe every single experience adds to me personally, enhancing my personality and qualify me to a next step in my career. I can highlight my academic achievements of accomplishing my PhD and two Masters degrees, also joining fellowship programs and receiving research grants from reputable organizations. I can also highlight my role in inspiring a new generation of designers through my work and practices as a mentor and educator. In addition to belonging to environmental organizations, NGO’s, governmental institutions and research centers and being selected as Cairo chapter lead for global organization. Receiving recognitions and awards for what I am passionate about is something fabulous and it really feels good when you are acknowledged and appreciated for what you really love to do not what you have to do. Personally, I believe life is all about ups and downs, I can highlight memories of success, achievements and excellence with the people in my life who support, encourage and inspired me to be who I am today.
As well as highlighting moments of weakness, frustration and depression, I believe accepting this feeling of weakness sometimes is healthy. It definitely help us appreciate our success and strive to be the best version of ourselves and feel the gratitude to all people in our lives, family, mentors and friends who believed in us when no one did.
What would you like to be asked? What have I forgotten in my interview questions? What else is important for you?
Maybe I like to mention the level of understanding and appreciation to the environmental psychology study area and its impact on architecture and design and highlighting if architects and designers is aware enough of this impact today.
Because I believe an deeper awareness is still needed to help young generation of designers and architects understand how important to study environmental psychology, anthropology, humanities and sociology and how it is very related to design disciplines. From what I experienced through accomplishing my PhD in this topic of Phobia of spaces, I can say that The topic of the thesis was related to the role of interior architecture design in reducing the phobia of non-residential spaces. Some of my colleagues praised the topic, which has not been addressed by specialists in architecture and design. A big number of scholars tried to dissuade me from the idea because they thought that studying psychological aspects, experimenting solutions to reduce phobias through design is not so much related to the design and architecture disciplines. I was determined to continue my study of this subject, which I was actually interested in, even before I graduated from the Faculty of Fine Arts. My research was directed to an in-depth study in psychology that aimed at the genesis of fear, the causes of phobic disorders in individuals, and the influence of the surrounding environment and places on stimulating the causes of phobias.
It was clear from my study that every human being must have two or more phobias of places, which were divided into four thousand types of phobias of places listed in the Diagnostic Manual of Mental Disorders, phobia of closed, open, crowded places, and phobia of bridge sand tunnels. In the study, I was exposed to unfamiliar phobias such as tree phobia, glass phobia, stone phobia, lighting phobia and holes. Eventually, The thesis was shortlisted as the best interdisciplinary doctoral thesis (interdisciplinary) among Middle Eastern universities for the year 2018.
