Welcome to IIDA Northland’s fourth Podcast episode of Community Pop! We are thrilled to introduce you to a new concept developed by our incredible team of volunteers with IIDA Northland.
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We invite you to come back next month for our upcoming Community Pop Podcast with another exciting interviewee, nominated by this month’s Veronica McCracken.
“…even in undergrad, I was interested in all aspects of design. And I really wanted to land somewhere that embraced that and embraced the kind of transdisciplinary aspect of our work. MSR design really does that.”
“The building industry is responsible for about 40% of global emissions, which is a huge deal. We can do a lot within our profession to make the world a better place.”
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Podcast Transcript:
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CW: I’m your host Caitlin Wolff, and today I’m talking to Veronica McCracken, Integrated Discipline Lead for Interior Design at MSR design. Hi Veronica, welcome to Community Pop!
VM: Hey, Caitlin. Thanks so much for having me. I’m super excited.
CW: As you know, you were nominated by Ingrid Humans with Steelcase, and she has a question for you. But before we get to that, can you first tell us a little bit more about your background and how you arrived in the interior design community?
VM: Absolutely. So going way back, my family is just a very creative family and I’ve felt supported by them just throughout my entire upbringing. So some, you know, all my siblings are really creative. My parents, even my grandparents. We have painters, landscape architects, photographers. It’s been really fun to be brought up in that environment and feel supported to pursue something in the creative industry. And then I ended up at University of Wisconsin-Stout for Interior Design and Industrial Design as well, I kind of found my way into both of those and loved that they have the arts background. I pretty much knew that I was going to be an interior designer since I was really young. I just kept following that path, which is pretty unique. And I feel really fortunate for that.
CW: And you’ve been at MSR for quite a bit and congratulations on your new role as Integrated Discipline Lead for Interior Design. Could you unpack that for us? Tell us about your history and the firm and what you’re going to be doing now.
VM: Absolutely. Thanks so much. Yeah. Like I said, even in undergrad, I was interested in all aspects of design. And I really wanted to land somewhere that embraced that and embraced the kind of transdisciplinary aspect of our work. MSR design really does that. I am happy to be somewhere that interior designers work really closely with architects and graphic designers and all disciplines. So that role is really specific to guiding and leading the Interior Design team within a firm that is really collaborative. We work together on our teams closely. I’m really excited and it is going be a really exciting new chapter for MSR Design and I’m just happy to be a part of it – thanks.
CW: MSR has a unique approach, like you’re saying. They also have a huge commitment to sustainability. So how did your interest and passion for sustainability begin? Did it begin at MSR? Was it before that? And what drives you everyday to continue that commitment?
VM: I’ve cared a lot about the environment since I was young. I grew up camping a lot and going to the Boundary Waters like a lot of us in this area. So I brought that passion with me, but wanted to find somewhere to land and find a firm that really shared those values. And I’ve learned a lot at MSR design in terms of how to actually do the work and practice what we preach in terms of the design process. I’m actually also the co-chair of the Carbon Leadership Forum for the Minnesota Chapter, which is an organization, a nonprofit that’s actually global. And we’re sharing tools, learning from each other to basically do our part. Because the building industry is responsible for about 40% of global emissions, which is a huge deal. We can do a lot within our profession to make the world a better place.
CW: Well, we appreciate the work that you’re doing to lead this industry and lead certainly this market representing us in those efforts. So thank you and bravo. So as you know, you were nominated by Ingrid Humans with Steelcase and she has a question for you.
Ingrid Youmans: Hey, Veronica, I’m wondering what’s something you’d like to see change within the interior design profession?
VM: I would say if I could change anything about the industry, it would just be that it would be more reflective of everyone. We are a predominantly white and female industry and I think the world suffers from not having more voices and more diverse backgrounds in this profession. And if I could have a two part answer, it also be that those of us in the industry would understand our impact on the environment and be more responsible with our choices.
CW: Well, now it’s time for our Lightning Round. We’ve been inspired by Vogue’s 73 Questions style interviews and we don’t have time for 73 questions. So we’re shortening it to 23. Go with your gut, Veronica. Are you ready?
VM: I am so ready. Let’s go.
CW: What do you usually drink in the morning?
VM: Coffee.
CW: Who is your dream design client?
VM: A wellness or yoga studio.
CW: Where’s your hometown?
VM: Eden Prairie, MN.
CW: Describe the style of your home in 2 words.
VM: Modern and natural.
CW: If you could be a tourist in the Twin Cities for the weekend, what hotel would you book?
VM: Hotel Alma.
CW: What’s your best sustainability tip for everyday living?
VM: Keep a pile of things that you want to donate instead of throwing them away.
CW: What’s one thing that you and your dog Riley have in common?
VM: We love avocados.
CW: Comedy or drama?
VM: Comedy.
CW: What makes you feel accomplished?
VM: Checklists.
CW: Sweet or salty?
VM: Ohh, definitely salty.
CW: And what’s your favorite salty snack?
VM: Chips and guac.
CW: What’s your favorite place or space in the Twin Cities?
VM: Uh, probably the stone arch bridge.
CW: What’s the best thing that happened to you during COVID?
VM: I moved in with my boyfriend.
CW: What’s the worst thing that happened to you during COVID?
VM: I moved in with …. No, I’m just kidding. I would say just kind of the confusion and not really knowing how to address the crisis at hand. It was just always changing. So that was hard.
CW: What city would you move to in a heartbeat?
VM: I’m missing my friends right now and they live in Utah, so somewhere by Salt Lake City probably.
CW: If you could go back to school, what would you want to learn?
VM: I’m super fascinated by like brain science and dreams, so something along those lines.
CW: What’s your favorite project in your career?
VM: The Missoula Public Library.
CW: What’s a design trend you want to see disappear forever?
VM: Tile that looks like wood, especially distressed wood.
CW: Do you have any party tricks?
VM: Ohh I can do a pretty good loon call and an eagle call too, but the loon one is funnier.
CW: What makes your inner child happy?
VM: Being outside in the rain.
CW: What’s your favorite local restaurant?
VM: Sooki & Mimi
CW: What inspires you?
VM: Oh, this is kind of cliche, but nature, it’s so good.
CW: If you can make a documentary, what would it be about?
VM: Design and how it affects human nature and our wellness.
CW: Last one, what’s one goal you are determined to achieve in your lifetime?
VM: I have a background in product design as interior design. It would be to have different products in different stores. I kind of have that now with Rypen, which is a local furniture manufacturer. I have a piece that I collaborated on which I designed and they produce. So that’s kind of fun. So getting close!
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CW: Well, Veronica, that’s all the questions that I have for you today. How can our listeners stay connected with you?
VM: My email is veronica@msrdesign.com and then, you know, social media @_veronicamae.
CW: Thanks, and thanks for being a part of our podcast. We can’t wait to hear who you’ll nominate next. Thanks for taking the time with us.
VM: Absolutely. Thanks so much. See ya.
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Caitlin Wolff – Social Spaces Specialist