New Perspectives

When Avi Topelberg joined Design Nation in November last year, he came with extensive knowledge and experience in and of the hospitality industry, along with a solid background in the design industry. This combination has proven to be a boon for the team at dNa. We spent some time with Avi to get a deeper understanding of his aspirations since joining the team.

Q. Thanks for your time today, Avi. Can you tell us, what attracted you to working with Design Nation?

Design Nation was a client of mine in a past life, so I knew the business well. When the opportunity presented itself to join the team, it was the company’s culture, reputation and longevity that appealed to me. Our backgrounds in the hospitality industry aligned quite nicely too, and there was a sense of familiarity that felt comfortable, a good fit.

Having worked in large companies as well as on my own, I liked the idea of joining a smaller team but one that was growing. I’d worked with Marnie as a client and had a lot of respect for what she had built, so I was drawn by the opportunity to work with her as a colleague. Overall, I felt I could add value to the business but at the same time, learn from it – a great mix, if you ask me.

Q.??You have over 25 years’ experience in the hospitality/lifestyle industry, how do you apply this to your role as Sales Director at dNa?

I would say the biggest advantage my experience has for my role at dNa is the networks I have made over the years. These connections allow me to provide unique solutions to our clients, being able to address a need through new channels.

Because my experience is from a different perspective, I have insights into the industry, knowledge of the history and background of business groups, that can help reframe dNa’s approach to the market.

As a senior member of the team, I work with the leadership group to provide guidance and structure for the sales team and help streamline the business.?

Q.??What changes have you observed in the industry over those years?

One of the major changes I've seen has been the consolidation of groups to form larger entities in the industry. There are also a lot more groups than there used to be and a wider diversification of venue types. It used to be that you could go to a restaurant, pub or nightclub but little else; now you can go to a speak-easy or a gin bar, a small ten-seat affair or a multi-room venue, an inner-city brewery or an outer suburb lounge. We’ve seen the revitalisation and utilisation of previously unseen and unknown pockets of our major cities.

With the diversification has come the need to increase the appeal of the venue, so lots more energy is being spent on the character of the space to create an ambience or vibe, turning it into a destination. The bar has really been raised in the quality of the offerings, from the fitout to the menu to the drinks list, and more.

Q.??What is the most surprising thing you’ve learned since joining dNa?

It has been really exciting to discover all the things most people don’t see from the outside when dealing with Design Nation – things like the impeccable professionalism of our operations team who ensure the smooth delivery of projects, and the strength of the relationships with our clients and suppliers.

Despite having collaborated with dNa in the past, I didn’t really appreciate the breadth of products and services we have to offer. For me it’s been a process of distilling all this information and aligning it with the nuances of our clients’ needs.

Q.??What are you looking forward to achieving over the next 1-2 years at dNa?

Certainly, being part of building the culture of the business and contributing to its growth. But also, to establishing a strong client base and helping them deliver amazing projects. The industry has and is continually evolving across all sectors whether workplace, hospitality or healthcare, and I’m looking forward to being attuned to the ever-changing needs so that we can continue to provide the quality solutions our clients have come to expect from dNa.

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