‘It’s impossible to go through a single day without living design and architecture’ – Keith Pillow
As a multidisciplinary studio for interiors, architecture, branding and products, design and creativity are the pulse of design, art and architecture associates, DAAA Haus. Founded by Keith Pillow in 2009, the studio has amassed a vast portfolio of work and a diverse team of creatives spread across Malta and Italy.
In this interview series, we caught up with the creative director, who describes his approach to his work as a way of life driven by emotion.
Quality design is about creating “an experience larger than the space itself”
“For me, quality design, specifically when it comes to interiors, is when a space makes the experience of living in it better, more fun, and more meaningful. It’s not about how expensive and shiny it may look, or how fancy and technical it may all be, but how good it makes us feel,” says Keith.
He adds that good quality design needs to be well thought out, developed in context of the surroundings, and built around the needs of those who will use the space. “The end result is always an experience larger that the space itself.”
In the broader context of the term, he adds “it is impossible to go through a single day without living design and architecture. The built environment is entwined with every facet of our lives, from our work to our homes, to our hobbies and social lives. Every product we use is the result of someone’s design work. To us, design and architecture are a way of life.”
“The most satisfying projects are usually the more challenging ones”
Throughout the years, the studio has designed a diverse range of projects – from residential spaces to hospitality, restaurants and retail, some of which make it to Keith’s shortlist of the most satisfying he’s worked on to date, either because they were hard to get off the ground with investors at concept stage, had a tight budget, or very tight deadlines.
“The Cugó Gran Macina is one of these, which today is one of Malta’s luxury boutique hotels, and also a testament to our rich history. We promoted this project from its concept stage with investors, seeing it through the restoration and architecture detailing, to the delivery of the final project,” says Keith.
Smaller in scale but just as rewarding was the design of the original Rocksalt Bistro Café in Sliema, for which the studio was given carte blanche, the restoration of a four-bedroom duplex apartment in Portomaso, and the complete conversion of an old club into a luxury office for an international online gaming company.
“If I had to look back, every project brings with it a level of satisfaction. Like in sports, the harder the game, the sweeter the reward at the end. If everything comes easy, the reward is taken for granted.”
Inspired by the past with an eye on the future
Asked to share his thoughts on an issue in the world of design that will spark debate in 2024, Keith singles out Artificial Intelligence. “Whilst I am one to embrace new technologies and change, I also feel that design is more than just generating good-looking images.”
“The romantic thinking behind good design cannot be replaced by AI, and the more we use and experiment with it, the more we realise that AI cannot replace a culturally-enriched human being who is passionate about design.”
On the other hand, looking back at a design movement throughout history that inspired his career, Keith explains that anything from the early Bauhaus movement, leading to mid-century and the post-modernist era of the late 1980s, including radical designers like Superstudio in Florence, resonate with him the most.
“Growing up, I was surrounded with design books and magazines from these eras, and so there’s a sense of nostalgia to me. But I also believe that most of these movements remain relevant today, and their depth and multi-disciplinary approach is something that resonates with us at DAAA,” says Keith.
“Every opportunity to create something new, big or small, is to be treasured”
Speaking of buildings that have long fascinated the studio founder, Balluta Buildings in St Julian’s tops the local list, while in Milan, where he spends half of his time, he identifies three buildings that “evoke a unique emotion every single time”.
“I continue to be amazed by the intricate detail of the Duomo Cathedral, no matter how many times I walk past it, as well as the bold simplicity of the San Siro Stadium. Last but not least is the Pirelli Tower by Gio Ponti – his work still stands as the best amongst all the modern high-rise buildings in the area.”
The greatest privilege of being a creative? Keith says it’s “being able to fly and get lost in imagination and creativity, forgetting about the problems, challenges and difficulties we face in our lives. Every opportunity to create something new, big or small, is to be treasured. We are paid to dream and use our imagination.”