09 May 2025
In this exclusive interview, I delve into the world of Design Management —uncovering the journey, challenges, and insights from Rachael Alexander a seasoned professional who has shaped remarkable retail spaces at Unibail-Rodamco-Westfield (URW).
How did you get into Design Management?
Honestly, I fell into it in 2006. I was freelancing at the time (placed by Studio, ironically), and a gentleman approached me, commenting, “Your work looks like my ex-girlfriend’s—are you from Melbourne?” It turned out I was. After a chuckle, he mentioned that Westfield was hiring retail designers and connected me with his ex-girlfriend, who was an RDM at the time. Soon after, I had an extensive interview for an Interior Design role on the Westfield Stratford City project.
After two weeks of uncertainty, Paula Wyllie, the GM of Retail Design Management, called. She reviewed my portfolio and offered me the job on the spot. Remarkably, she even encouraged me to aim higher with my salary—resulting in a £18K increase. I never planned to become an RDM, but looking back, it feels like this role was meant for me.
Can you give me an overview of your week?
My day starts with Trello and my black book—there’s something satisfying about ticking tasks off. I prioritise urgent tenant requests, especially those aiming to start on-site, as my sign-off on their Detailed Design package is critical.
Throughout the week, I collaborate with Leasing, review new tenant proposals, create concepts for landlord-installed areas, and produce “seductive dossiers”—bespoke concept packs for prospective tenants. I love & live for hand sketching, giving designs a more conversational feel.
I meet with retailers, visit site, and collaborate with our Leasing/Specialty Leasing and Project Management teams to problem-solve. I also update our Design Guidelines alongside my colleague at Westfield London, ensuring we maintain consistency and stay market-relevant in the UK.
It’s important that I stay connected with design professionals globally, building a network and sharing best practices & have really enjoyed being in conversation with RDMs in Australia by example at Vicinity and Scenter Group.
What do you enjoy most about your role?
The people. At URW, I’m surrounded by a supportive team, including a Head of Leasing for WSC who lifts me up on tough days & is confident in sharing her own ideas on design, I feel like I have created a space where others can also have a design opinion. Of course, collaborating with retailers is another highlight—it’s a dynamic, co-creative process.
By way of example, working with Mark Chung at H&M on a large-scale project was a highlight here at WSC. His collaborative approach with us made the approvals process far more dynamic, enjoyable and responsive to both our commercial and design needs.
I’ve also connected with some incredible designers over the years. Occasionally, I find myself wondering what I might be missing by not being in an agency— then I realise that this is where I feel my most whole & connected.
What projects are you most proud of at URW?
Bradford and Westfield Stratford City are my standout projects. Bradford felt like a close-knit family experience, while WSC was a high-pressure, high-reward challenge. I also loved working on pop-up kiosks for Speciality Leasing, transforming ideas into revenue-generating designs!
How does working in a large company differ from a design agency?
At URW, being part of a global company means career paths, salary reviews, and appraisals are more structured. Your performance is reviewed by a panel, which ensures fairness and transparency. It ensures your efforts are seen at the top level and prevents subjectivity—it’s all black and white, no fluff or bubble.
What is the most challenging part of your role?
Balancing multiple tasks and navigating constant requests can be overwhelming. I also experience a bit of envy when I see stunning designs from others, but I’ve learned to channel that feeling into inspiration by sharing with the wider RDM what we can drive our tenants to do.
What advice would you give to an interior designer looking to move into Design Management?
First and foremost, you need to be ready—mentally and practically.
Know the detail. It’s one thing to specify a finish, but you need to understand whether it will hold up for six months/term of a lease. You must know the viable alternatives inside and out—it’s like speaking another language & don’t assume everyone will appreciate it, so be tactful.
Master your communication. You’ll often need to deliver unwelcome news to tenants/designers—how you do that makes all the difference. Gone are the days of the combative landlord tones; you need to be firm but collaborative and I find recognising the positives is a true way to ensure it seen as constructive feedback. Also, be open to learn, we don’t know it all…
Prepare for a lifestyle shift. Once you leave agency life, it can be harder to go back. You’re no longer working agency hours—there are no last-minute pitch decks—so you quickly become accustomed to a better work-life balance.
Stay agile. Design Management requires you to seamlessly glide between projects and requests without missing a beat. Be three steps ahead of where you need to be…
Any final thoughts?
Design Management is about making designs work while adding your own “magic.” At URW, I’ve built a career where I can walk through any mall I’ve worked on and see my “wins.” It’s a dynamic, ever-evolving role, and I genuinely love what I do.
A huge thank you to Rachael Alexander for sharing her career insights.
#CareerAdvice #DesignManagement #InteriorDesign #URW
17 Feb 2025
