How did you come to start your own firm?
Corinna Kretschmar-Joehnk: I began working in Peter’s [namesake] office directly after completing my studies. Peter was my boss. I progressed through the company and eventually cofounded our new branch office in Zurich and became a business partner. A year later, we realized there could be more than a business relationship between us. Eventually, I moved back to Hamburg, and we were married a year later.
Peter Joehnk: As a consequence of 9/11, my previous practice went into receivership. Corinna founded JOI-Design in 2003. This new company had my initials in the name, but Corinna has officially been my boss ever since.
CKJ: Things in life sometimes take an unexpected turn. When I moved back to Hamburg, we had not planned to open a new [company]. It was a challenge but, of course, also an opportunity.
Big Break?Â
PJ: One big step forward was the two Hiltons [the Hilton Frankfurt Airport and the Hilton Garden Inn Frankfurt] at the Frankfurt airport. We were involved in this landmark project from the early stages, but then Hilton was confirmed as the operator. We had not worked with the group before, but we were invited to pitch for the project in competition with a number of well-known firms. We held long discussions in the office and finally decided to go against the brief—courageous, yes, but possibly foolhardy. Happily, however, we were appointed the same evening.
Tell us about your design process.
CKJ: Peter looks at the big picture, gets the sense very quickly, and is decisive in his response. By contrast, I like to dive deeper, balancing the nuances and brainstorming with the team. Our firm’s motto is ‘Great design is the result of great teamwork,’ and the team consists of experienced colleagues as well as young newcomers and interns who all get involved in the creative process to ensure we integrate different generations.
What are each other’s strengths and weaknesses?
PJ: A lack of patience is my weakness, but I hope I compensate [for it] by being able to get an overview at a very early stage. I love to do general concepts at the beginning, and I’m able to crunch the numbers. Corinna is someone who sits at length with the team and debates the details. Once she has that special idea, there’s no way she can hide her excitement.
A favorite project in your portfolio?
CKJ: There are two projects that demonstrate our wide range: The first Curio by Hilton in Europe, the Reichshof Hamburg—a listed building with a great history in which we combined grandiose Art Deco elements with crisp contemporary additions—and the German debut of UK brand Premier Inn, where we designed the Premier Inn Frankfurt Messe as a modern and youthful take on British style with more than a dash of British humor.
How do you overcome challenging projects?
PJ: Last year, we redesigned two special suites in the Radisson Blu Frankfurt. We had the freedom to create something special and unexpected. Our aim was that the suites should stand out with their individual styles, more like private apartments. The challenge was finding the right balance, and there was also the branding question: How far could we go and still reflect brand values and meet guest expectations, as well as the needs of hotel operations?
What’s on the boards?
CKJ: We are currently completing a privately owned luxury golf resort in the south of Germany, the Öschberghof hotel in Donaueschingen. We are creating a calm and rejuvenating ambiance that draws on the spirit of the surrounding natural world in a very subtle way. Quiet design details celebrate the materials and surfaces, not least due to a high level of craftsmanship.
Biggest obstacle of owning your own firm?Â
CKJ: Acting with people for people. We form living spaces for human beings and the design process is accompanied by so many different personal interactions, from the very first contact with the client (a big question of trust) through debates with the team, various presentations, and, finally, discussions with contractors on site.
Lessons learned from working together?
PJ: For me, it was putting the brakes on, reflecting, and not always going with the first solution.
CKJ: With me, it’s exactly the other way around: Peter has shown me that we have to stop at a certain point in the creative process. Often, concepts do not get better when we overthink our ideas. We complement each other very well.
What’s one thing you know now that you wish you knew in the beginning?
CKJ: I’m a very emotional person and I had to learn to calm down. When you act more relaxed, the result is often more relaxed.
Why is two better than one?
CKJ: We know our talents and weaknesses, and we have a high degree of respect for one another. We have to deal with so many different decisions, and on top of that, our projects are so diverse. It’s great to pause and exchange ideas with someone you know really well.
