Martians / Marziani
Out of the ordinary encounters / Incontri fuori dall’ordinario
Keith Pillow is an elegant 40-year-old who has understood a principle of postmodern culture, which we could call the lesson of Carlo Scarpa and Tadao Ando. Namely that architecture and design are a passion even more than a profession. There is therefore no overriding necessity to have a degree to operate in these fields, while there is an absolute need to have an idea that attracts and propels architects, designers and communication creatives in a vision of the discipline and its developments. Pillow has achieved this through DAAA Haus, his multidisciplinary studio with offices in Valletta, Milan and Syracuse. In doing so, from the heart of the Mediterranean, he has advanced a concept that has only recently been seen in the traditional capitals of creativity. Revised and corrected in light of today’s world, his is a true renaissance workshop that, originating in communication, now works on a wide range of architectural projects for hotels, offices, restaurants and private residences.
“I founded DAAA Haus in 2009 in Malta. Since then, we’ve expanded to accommodate over 30 young professionals of different origins, from Maltese to Italian, Serbian and Irish, but also including India, Poland and Tunisia. My family history, however, is rooted in industrial design, metalwork production, detailed technical drawings and construction sites. I’m actually a self-taught creative and I got into this industry because I was curious and ‘thirsty’ for new experiences.”
Pillow’s studio combines the passion of creative people with functional and innovative design projects, but most of all it believes in the encounter between different means, materials, technologies, techniques and strategies. This approach reveals Pillow’s past in the retail concept universe, which started in interior design before arriving at creative direction.
“My love for design and architecture traces back to my childhood, or rather my relationship with my father, who allowed me to experience the best of the 1980s. He was a strange, hybrid figure, an oddball surveyor and designer specialised in clubs and shops in Malta, but mostly in Italy. So, apart from growing up in a house with design magazines, design tables and design drafts, I grew up accompanying him around construction sites, everywhere. He was amazing, also because, when he came home at night, he would start drawing.”
From this relationship, it was almost a natural progression for Pillow to move into real estate.
“During my studies I worked as a part-time real estate agent. That was when I discovered my inclination to help people better appreciate the potential of a property. I’d choose realties that in my opinion had good potential. But more importantly, when showing them to prospective buyers, I would offer them ideas and solutions regarding the design and architecture. That was the first step towards becoming what I am today.” Pillow’s talent for marketing and communication led him to work in an advertising agency for over ten years, specialising as a real estate and destination branding consultant.
“That opened my mind and I realised this was what I wanted to do, thanks to working with several international designers and architects. So, 14 years ago I founded DAAA Haus.” Before saying farewell, Pillow takes me to look at the walls of Valletta, built by the Knights of the Order of St. John to guard their treasure and secrets.
“It was here that I realised that design shouldn’t be a way of life, but a true belief, something recognisable in my daily life, but also in my professional world. This might not apply to everyone, but I think it could make the world a better and more beautiful place.”