Yacine Bensalem Of In Situ and Partners On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Ensure that commercial design is truly what you want to pursue. Behind the scenes, the work is often far less glamorous than it appears, requiring dedication and perseverance.
As a part of my series about the ‘Five Things You Need To Know To Create A Highly Successful Career As A Commercial Designer,’ I had the pleasure of interviewing Yacine Bensalem.
Born in Algeria, Yacine Bensalem was educated in Milan and Paris where he graduated from the École d’Architecture Paris-Villemin (UP1). He worked in Paris, Brussels, Milan, and Singapore and is now permanently based in Hong Kong. In 25 years of professional experience, he developed a multi-disciplinary expertise in architecture, interior design, and luxury fitting-out contracts. Since 1997, he successfully established architecture and interior design firms in Paris and Brussels. In 2011, he co-founded In Situ & Partners, a multi-cultural and multi-disciplinary practice focusing on luxury interiors. With his team, they delivered innumerable retail, residential, corporate, and commercial projects throughout Asia Pacific, Europe and the Middle East. Yacine is married with French novelist and screenwriter Alma Brami, with which he has three children.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
In 2011, while navigating a career transition, I had the privilege of meeting Alain Hivelin, the legendary chairman of Balmain Paris, who played a pivotal role in revitalizing the brand. He entrusted me with designing his office, and the results exceeded his expectations. Pleased with my work, he commissioned us to create Balmain’s first boutique in Hong Kong, located in the prestigious Gateway Arcade in Tsim Sha Tsui. The boutique’s success marked the beginning of a lasting collaboration, leading to our involvement in designing numerous Balmain boutiques worldwide and, later, the worldwide boutique design concept for Pierre Balmain. This opportunity paved the way for numerous projects across commercial design, spanning fashion, beauty, food, wine, and beyond.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
During the Covid pandemic, we were instrumental in developing various international projects. By collaborating remotely with local partners and embracing new technologies, we ensured their success, proving that great design can be achieved without the need for physical presence.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
“To be modern is not a fashion, it is a state. It is necessary to understand history, and he who understands history knows how to find continuity between that which was, that which is, and that which will be.”
Le Corbusier
As we embarked on transforming the Hong Kong Bankers Club, our mission was to harmonize its storied legacy with a refreshed, contemporary identity. To achieve this, we delved deeply into the club’s rich history, exploring its heritage and significance to its community. This comprehensive research helped us pinpoint the elements essential to preserving its character and ensuring continuity with the past.
The challenge lay in weaving modern touches into the space without diluting its identity. We identified the features that deserved to be preserved as tributes to its legacy and how best to incorporate contemporary design elements that enhance the atmosphere.
The result is a thoughtful balance between tradition and innovation — a space that honors the club’s historic roots while embracing a forward-looking vision, offering members an environment that feels both familiar and refreshingly modern.
As a successful business leader, which three character traits have been most crucial to your success? Can you share a story or example for each?
Determination, hard work, and humility have been the most crucial traits in my journey as a business leader.
Life isn’t just a series of successes; setbacks are inevitable. Determination has helped me persevere, viewing challenges as opportunities for growth rather than obstacles. I’ve also always believed in the power of hard work, continuous learning, and pushing boundaries. Our firm approaches every project as a platform to innovate and adapt. In commercial design, a field closely intertwined with fashion, staying ahead of trends is critical. Humility is vital in understanding and respecting my clients’ visions while empowering my team. I’ve always prioritized fostering a collaborative environment where every voice is valued.
Can you describe a recent project you completed and what your specific contributions were?
We played a significant role in the development of the new T Galleria by DFS at the Four Seasons Hotel, Venetian Macau. Our work encompassed designing the House of Jewels alongside watches, eyewear, wine & spirits, fine food, and generic commercial arcades. This project was particularly challenging as it involved redesigning and delivering nearly the entire department store during the constraints of the Covid pandemic.
How do you approach balancing aesthetics and functionality in your designs?
I studied architecture in Paris, where many universities follow Le Corbusier’s principles, emphasizing that function dictates form. My process begins with designing a framework that addresses the project’s functional needs with precision. However, once the structure is established, I go beyond the traditional French doctrine by incorporating layers of detail and artistic expression. My approach marries the structural rigor of my French education with the artistic freedom of my Italian heritage, creating a balanced fusion of functionality and elegance.
What is your design philosophy when it comes to commercial spaces?
The design philosophy focuses on creating purposeful spaces that prioritize the guest experience and customer journey, both visually and physically. The aim is to foster customer engagement, strengthen brand identity, and ultimately drive sales for the client.
Where do you draw your inspiration for your designs?
Our style is contemporary, yet it thoughtfully incorporates historical references and heritage details subtly woven into the design. For instance, Balmain’s aesthetic draws inspiration from 18th-century Parisian architectural codes, reflecting the elegance of that era, while Pierre Balmain’s golden era in the 1950s-60s also influences the brand’s identity. Similarly, in the design of the Hong Kong Club, elements of Chinese heritage are seamlessly integrated, honoring local traditions within a modern framework.
What strategies do you use to ensure your designs meet the needs of the end-users?
Our approach begins with a detailed brief from the client, who often has a clear vision of the desired customer experience. From there, it becomes a collaborative process where we work closely with the client to translate their insights into a functional and emotionally resonant design for their target audience.
How do you approach sustainability in your commercial projects?
We strive to prioritize sustainability in every aspect of our work. For energy efficiency, we carefully calibrate lighting to minimize consumption and collaborate with companies that provide eco-friendly air conditioning solutions while maintaining excellent air quality. Regarding materials, we not only work on LEED Platinum-certified projects but also go a step further by sourcing materials locally whenever possible, reducing environmental impact and supporting regional economies. We prioritize low-VOC products and materials with minimal toxic emissions, as well as the use of natural, eco-friendly paints.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
Commercial design has long been done remotely, with lead teams working from headquarters and traveling to construction sites worldwide for oversight. Since the pandemic, this has changed, with trips now made only when necessary. Many brands now rely on regional offices instead of singular headquarters.
When it comes to digital tools, virtual tours are becoming increasingly powerful, offering an easy and immersive way to convey design concepts to clients.
What are the five things you believe are essential for creating a highly successful career in commercial design? Can you share a story or example for each?
- Ensure that commercial design is truly what you want to pursue. Behind the scenes, the work is often far less glamorous than it appears, requiring dedication and perseverance.
- Get a solid educational background to equip you with the knowledge and skills to excel.
- Find success by recognizing or creating the right opportunities.
- Stay curious and never stop learning. Trends and technologies evolve rapidly in commercial design, so staying ahead is crucial.
- Keep strong interpersonal skills and authentic connections with clients and collaborators. Longstanding relationships built on trust have led to repeat business and referrals.
What role do you think commercial design plays in community building and social interaction?
Commercial centers and malls, in particular, have evolved into modern social hubs that blend shopping, food, culture, and entertainment, incorporating features like restaurants, cinemas, and theaters. This approach is particularly prominent in newer, less heritage-focused cities across Asia and North America, even if online shopping has affected their relevance in certain areas.
At the same time, many retail stores have included the experiential element to create a sense of community and a tailored approach to the client, something that can’t be found online. For example, many high-end luxury brands operate massive retail stores, some even owning entire buildings with concierge services, eateries, and more. These major investments often yield substantial returns.
Given your influence, if you could inspire a movement to bring the best results and solutions to the greatest number of people, what would it be? You never know what impact your idea might have!
I would advocate for a global movement centered around the principles of sustainable living. In a world increasingly confronted by environmental degradation, the need for a collective transformative movement has never been more urgent.
This movement would aim to educate, empower, and encourage individuals and communities to adopt lifestyle choices that positively impact our planet and society, by promoting eco-friendly practices like reducing waste, conserving water, and using renewable energy sources. Through mobilizing communities to participate in sustainability initiatives, such as tree-planting campaigns and community gardens, we can restore natural ecosystems, reduce carbon footprints, and improve local biodiversity. This shift would not only benefit the environment but also enhance public health and well-being.
How can our readers follow your work online?
You can follow our projects by visiting our website, insituandpartners.com, Instagram @insituandpartners, and LinkedIn, @In Situ & Partners.
Thank you for your time and excellent insights! We wish you continued success.
About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.
Yacine Bensalem Of In Situ and Partners On Five Things You Need To Create A Highly Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.