Fusion Interiors Group was formed in 2007 by Hilary Lancaster and has since grown and developed into an international name with a ‘Global Studio’ across 9 cities worldwide. Originally the name ‘Fusion Interiors Group’ described the ‘fusion’ of cultures and ideas and melting pot of nationalities within the company that impacted the very eclectic design style and approach that continues to be part of the company’s work. The concept of the ‘Group’ was also always at the very heart of the business model and the company’s value of collaboration. At the beginning of 2020 the company rebranded with the ‘FIG’ logo to represent a new step and growth in the journey which has naturally led us to using the FIG tree as a metaphor for our story because it fits so well with our values and foundations.
Hilary Lancaster has always brought her depth, her human personal touch or ‘soul’ to all of her projects and relationships, just as the FIG tree has deep roots and has been a symbol of connection for humanity for hundreds of years. Here we show the ways the FIG tree and it’s fruit has been illustrated and it’s symbolism and what it means for our brand story.
Organically Grown Design with a Human Touch & Spiritual Values
FIG tree symbolism throughout history has guided civilisation with an earthly nature and as a nurturing co-creator. The fig spirit is believed to awaken our collective memory of belonging to each other. It inspires us to share our creative energy and desires. The fruit, also known as a fig, resembles a womb, symbolizing a very fertile time to create something new.
Our FIG philosophy encourages all to look for new openings in life and to consciously co-create for the greater good. This is a time of increased creative energy and success which is reflected in our five design principles.
Life & Knowledge
It is believed that the tree in the Garden of Eden was a fig tree, the forbidden fruit wasn’t an apple, but a fig. In the Sistine Chapel Michelangelo’s frescos depict the tree bearing figs. Adam and Eve’s tasting of the forbidden fruit represents truth, goodness, and beauty and by stepping outside of God’s command they became autonomous. Their sin had caused their eyes to open and to see that they were naked, Fig leaves hid their nudity.
CONNECTION
Our deep knowledge of human desire enables us to make the intangible, tangible for every guest, client and investor, by adding life and meaning to a destination with a human story that bonds the guest to a brand and to a memorable experience.
Prosperity & Wellbeing
Hathor’s tree was regarded as the ‘tree of life.’ The drink made from the fruit was said to make one wise. It is believed that when Hathor saw that the fruit of the tree was good for food, pleasing to the eye and also desirable for gaining knowledge, she took some and ate it. She became Goddess of Fertility and of Healing and is also known as the Lady of the Sycamore Tree. The Fig leaves were used as medicine in ancient Egypt and Pharaohs took dried figs to their graves in order to sustain their souls on their journey into the afterlife. People believe that Hathor will emerge from a mythic fig tree to welcome them into heaven.
ABILITY
We allow creativity to blossom in all phases of the customer journey for the wellbeing of the hotel guest & improved prosperity for our clients.
STRENGTH
Our sensitivity to human emotion determines the success of every project we deliver. Our strength is having empathy and a natural curiosity about the people we design for whilst cultivating lasting relationships with our clients.
Enlightenment & Discovery
The spiritual teacher Siddhartha Gautama who became known as Buddha sat beneath an ancient sacred fig tree and began to meditate. According to some traditions, he attained enlightenment or “Bodhi” in one night. When his mind was purified by concentration, it is said he acquired the Three Knowledges. The first knowledge was that of his past lives and the past lives of all beings. The second knowledge was of the laws of Karma, the third knowledge was that he was free of all obstacles and released from attachments. A sacred fig grows at the Mahabodhi Temple where Buddhist pilgrims visit today.
PRODUCTIVITY
Our drive and our motivation towards producing award winning design for property investors and hotel owners and consistently transmitting our passion to our clients and their businesses.
Sustainability & Regeneration
Fig trees thrive in diverse environments and their power has been observed on volcanoes like Krakatoa. Fig trees recolonised the bare lava and encouraged the forest to grow anew. With a unique ability to reproduce across long distances and solitary fig plants able to reproduce, fig trees are planted to accelerate rainforest regeneration. In north-east India, people encourage fig roots to cross rivers to form robust bridges, saving lives in monsoon rains and In Ethiopia, fig trees help farmers adapt to drought by providing vital shade to crops and fodder to goats.
Fig trees can help limit climate change, protect biodiversity and improve livelihoods, if they are continuously planted and protected as humankind has done for centuries.
CHANGE
The fig tree represents the symbiotic relationship between sustainability and regeneration throughout ancient civilization. FIG fuses an emotive human approach to design with a more organically evolved development process that looks to nurture the desires of real people and to positively shape the future of humanity as well as nature.
The FIG Tree
Our company structure is also based on the concept of the tree.
The foundation of who we are is at our very roots which are our values and principles.
The company’s global partners cover regions of the world and form the branches, or global studios. Our CEO or Managing Director is really our company leader and brings us all together, uniting the branches and leading us forward with her vision to contribute in shaping the future of humanity through design.
FIG Project lifecycle:
Cultivate
Establish Trust and confidence with our Clients. Grow relationships and maintain the human connection with open communication & dialogue
Nurture
Manage the client’s expectations and ensure their investment is fruitful by developing the design strategy for the project that defines the client’s vision and design objectives.
Protect
Protect the client’s investment by validating all design incentives meet the client’s budget and are aligned with the creative brief approved by the client.
Thrive
Produce viable design options and innovations that satisfy all stakeholders ambitions and successfully represent the client’s ambition.
Yield
Implement the agreed design strategy and approved design solutions that increase guest satisfaction, customer loyalty, brand awareness and increased price premium for the client’s hotel projects.
Reap
Get the best return on the Client’s investment and improve profitability for all stakeholders.
