Space is relational - the feeling of intimacy, an understanding of perspective, an impatience with location, a sense of 'this is home' and how much is enough. Space holds freedom and choice. Voids are thresholds that we bridge in order to move and change. - Nina Freedman
INSIDE OUT. We seek out the client's story, which we call the seed of the Dream and its creative, identifying fingerprint. We work inside out. Our particular interest is to promote understanding and empathy as the core of pioneering ideas. The designs we create for our clients capture their stories, and provide a direct, genuine connection to their audiences. We generate the emotional impact of space.
TRUTH. Truth promotes genuine visibility. It is the essence of beauty. Truth is seeing cultural and social issues that are clear. Truth, as a way of working, has integrity, honesty and transparency. The story of an individual client or company is its truth. Truth, the core from which creativity stems, promotes interest and loyalty. It is the way people and companies want to be known and seen. It is the foundation of their life’s work.
RELATIONSHIPS. We aspire to a future of connected living. When the character of a space reveals a shared personal, social, cultural, or institutional story, it cultivates dialogue and transformation. We create the vessel for community. We extend the vision outward, to seamlessly weave with the land.
DEMOCRATIZATION OF SPACE. Spaces that are dignified, alive and healthful generate social well being. Space has the capacity to generate equality and opportunity, and to drive social and cultural transformation.
DUALITY. We believe in exploring contradictions which seem incompatible and imperfect. We embrace both light and shadow. The bases of Dreamland's values, we believe these qualities drive holistic, truthful and unique design solutions.
IN-SERVICE. The manner in which we provide 'services', is a practice of conscious service. The success of the project relies on personal, group and project dreams. Passionate about ideas, we work on projects of any scale with clients who seek original designs and a compassionate working process. Our goal is to serve our mindful clients in a conscious process that is impactful to all.
ACCESSIBILITY. Accessibility allows for choice. We believe that visionary design solutions should be affordable and accessible. We are changing the way that design is delivered. Our alternative business model is an extension of our compassionate process. We work with clients who range from blue chip brands to innovative startups to non-profits in the developing world.
TIME. We grant authority and responsibility for time. This process allows Dreamland to forge connections with creatives who work on their own schedules. In our alternative mentorship process at Dreamland, we work with trust as a core mission. We provide the values of ideas rather than the value of a time sheet.