17 Pavlina Vardoulaki Pryor - DesignMorphine and new education paradigm

In this episode, we talk with Pavlina Vardoulaki Pryor and discuss computational design, how DesignMorphine was formed, its Masters programme on computational design and its Ph.D. programme.

Pavlina is a computational designer and an academic working at the intersection of technology and design. She is currently working at Nike's HQ in Oregon. She is a founding member and CCO of DesignMorphine. Pavlina has taught at numerous distinguished institutions including at Harvard GSD, NYIT, AA School and others.

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Full Transcript

Dimitar: Hi everybody, welcome to another UH Studio Architecture podcast. In this podcast, I have another fellow DRL grad, Pavlina Vardoulaki Pryor. How are you?

Pavlina: Hello, hello Dimitar, thank you so much for having me. It's super exciting to be able to talk to you, to catch up, because it has been a while since 2015, but we saw each other at the DRL. So it's really, really exciting to see you. It's exciting to see what you're doing with this podcast and giving people really the opportunity to speak about their passions, their design, and what architecture means to them. So thank you so much for creating this platform and for the invitation.

Dimitar: Oh, thank you so much for the kind words. I actually really enjoy talking to like-minded people like you and all the other guests out there. I find it an amazing opportunity, so much appreciated for the kind words. Cool, so I'm just going to introduce you a little bit, but feel free to jump in if I miss a couple of things. I'm just looking at your LinkedIn profile.

So, you're currently working at Nike as a Director of 3D Footwear and Design Catalyst, and you've been there for quite a while. At the same time, you run Design Morphine, right, which is one of probably the better-known online education platforms for architectural design. I see a lot of teaching experiences on your LinkedIn as well, which is fantastic. It would be great to hear your passions about teaching.

And then, yeah, you also attended the Architecture Association DRL Lab from 2013 to 2015. Oh, and currently, you are also pursuing your PhD, right?

Pavlina: Yes, I keep busy, I do. But yeah, it has been an interesting past 10 years after the DRL. I'm very curious and passionate about computational design and how it can infiltrate different dimensions of design outside of architecture, which has been a primary force in this space.

Pavlina: I'm working now with a very talented team at Nike on the footwear front. We're creating products focused on digital and cultural innovation, responsible for cutting-edge products such as ISPA, CoCreate, Explore, Nike Lab, and Nike by Youfutur. It has been an interesting experience working on these projects.

Design Morphine, it's actually celebrating its 10-year anniversary. It's a great milestone for us, and we're excited that we made it to 10 years. We keep growing, interacting with our community, and being part of something we are all proud of. It has given me such a great opportunity to learn from others and stay connected, no matter where in the world we are. It’s been a great experience.

Dimitar: Wow, 10 years! Congratulations on that. I still remember, maybe the last time we met was at one of the physical workshops long ago for Design Morphine when I was just in town and decided to visit you guys. Amazing that it's been 10 years.

Pavlina: Yes, that’s exactly where we started—from the union of architects in Bulgaria with our first workshop back in 2014. That was the first one we conducted, and we've grown a lot over the years with the help of my partners, the co-founders of Design Morphine: Tzetelina Guevie and Michael Pryor.

We’ve spent a lot of time with our community, traveling, working together, and socializing. What brings us together is that the same people from the community are the ones teaching, mentoring, and even taking on different roles. They continue learning while also teaching. We wear different hats, creating great opportunities for all of us. We now have more than 50 members at Design Morphine.

Dimitar: Wow, 50 members? Are they staff or volunteers?

Pavlina: They're members, so it’s not like full-time staff. They are running workshops and projects throughout the year. Our students come from more than 84 countries. It really depends on the members and what they want to bring to the table, so there's a lot of freedom of exploration at Design Morphine.

Dimitar: How does the freedom of exploration at Design Morphine work? Do members decide when and what kind of workshop they want to run, or is there a general agenda?

Pavlina: We do have a calendar that we follow during the year, but it depends on what the members are interested in. There is a lot of freedom for them to explore new topics. This has been part of Design Morphine’s culture from the beginning. There is no micromanagement, and any member can choose their own topics and venture into them during our time slots for the academic year.

Dimitar: That’s great! So, does Design Morphine mainly focus on architectural workshops or does it extend beyond that?

Pavlina: It's beyond architecture. For example, we have some members working on our Master of Science program and PhD programs, which are longer engagements. Some members are full-time involved in these endeavors, while others may only contribute through specific workshops. We currently have around 30 educators and 40 students involved in the Master of Science program.

Dimitar: Wow, that’s a big team! And how do you all keep in touch? Is there a platform or system for that?

Pavlina: Yes, it’s a proper community. We have online forums where we keep sharing different kinds of information and opportunities. Many of our students become members and start teaching. It’s very organic how the whole community grows, and we have forums to stay connected with our students, even after they graduate.

Dimitar: That sounds fantastic. It's great that your community stays connected and grows in such an organic way. So, has any of this influenced how you and the rest of the Design Morphine team organize yourselves?

Pavlina: We constantly try to reimagine everything in Design Morphine. It's not about perpetuating any specific program; it’s more about creating something fresh, new, and meaningful for the community. My experiences as a student, educator, designer, and leader have all contributed to shaping Design Morphine. But it's also about collaboration—working with others and identifying gaps in the educational system that we can fill.

Dimitar: That makes a lot of sense. I saw recently that you also offer Blender workshops. How does that fit into your program?

Pavlina: Yes, we’ve introduced Blender as part of our Master’s program, and we value it highly, especially since it's open-source. Blender is incorporated into our Chapter 3: Amalgamation, where we work on parallel explorations with both Blender and Grasshopper. Students get to choose which software to explore based on the approach they want to take.

Dimitar: That’s really interesting, and it sounds like you're taking a very holistic approach. It’s not just about learning software, but about using these tools to improve the quality of design and architecture.

Pavlina: Exactly. We want to expand the narrative of computational design and show how it can infiltrate various industries, from fashion to architecture. We're trying to create a broad toolset for our students and encourage them to think about interoperability between different software programs to create truly innovative designs.

Dimitar: That’s where it gets interesting—when you start working with different programs, going back and forth, using each for specific parts of a project. It goes beyond just learning how to use one tool.

Pavlina: Yes, it’s not just about learning how to model in Grasshopper or ZBrush. It’s about rethinking the design process entirely and using multiple tools in combination. That’s when we see really innovative designs emerge.

Dimitar: Absolutely. It’s exciting how digital tools have become the new paintbrushes for designers. But it’s also a challenge to stay efficient while managing new technology.

Pavlina: Efficiency is key, especially in business-driven environments. With computational design, you can optimize processes and save a lot of time. That’s how I survived some of my biggest design challenges—by automating and optimizing workflows.

Dimitar: So computational design is more than just creating pretty pictures for Instagram. It’s about streamlining processes and automating tedious parts of the design, right?

Pavlina: Exactly. Automation is a huge part of it, especially as projects get more complex and need to be delivered faster. The further you get into the optimization and real-world execution, the more important these tools become.

Dimitar: Are you working with the metaverse or digital spaces in Design Morphine as well?

Pavlina: Yes, we’ve been involved in projects like a hackathon with Microsoft Garage and working with Wilder World to create educational experiences in the metaverse. We’re passionate about exploring how design education and collaboration can happen in these virtual environments. It’s part of the future of design, and we see a lot of opportunities for young designers in these spaces.

Dimitar: That’s really exciting! I can see how the metaverse offers a new platform for architects and designers to create and share unbuilt projects.

Pavlina: Yes, it’s like a whole new type of real estate. You can create and experience things that may never be built in the physical world. It’s also a way to bring people together to collaborate in virtual spaces, just like how we’re communicating now over Zoom. In the future, it could be through avatars in virtual environments.

Dimitar: Do you think it will impact design education too?

Pavlina: Definitely. We’re already working on integrating VR and digital experiences into education. For students, it’s a great way to interact with their designs in real time. It’s not just about the physical world anymore—design is expanding into virtual realms, and the potential for creativity is limitless.

Dimitar: Do you think creating digital experiences and virtual environments will shape the future of architecture and design practice?

Pavlina: Absolutely. It’s already happening, and I believe it will continue to grow. Designers are finding new ways to express their ideas in virtual worlds, and it opens up new opportunities for collaboration. We’re no longer limited by physical space, and that’s incredibly liberating for creativity.

Dimitar: That makes sense. There’s so much potential for exploring new concepts and pushing boundaries. You mentioned earlier that Design Morphine is celebrating its 10-year anniversary. That’s such a big milestone! What have you learned over the past decade?

Pavlina: I’ve learned so much! It’s been a journey of growth, both personally and for the community. I think the most important lesson is the power of collaboration. Design Morphine has grown because of the incredible people involved—the co-founders, the members, the students. Everyone brings something unique, and we’ve built a community that supports and learns from one another. It’s been amazing to see how far we’ve come and how much we continue to grow.

Dimitar: That’s wonderful. It’s clear that community is at the heart of what you do. Do you see Design Morphine expanding even more in the future?

Pavlina: Yes, we’re always looking for new ways to evolve. We’re constantly exploring new technologies, new educational models, and new ways to engage with our community. I think the key is to stay adaptable and open to change. The world of design is always evolving, and we want to be at the forefront of that evolution.

Dimitar: It’s great that you’re focusing on adaptability. The design world is changing so fast, and staying ahead of the curve is crucial. I noticed that you also launched a PhD program recently. Can you tell us more about that?

Pavlina: Yes, we just launched the PhD program in collaboration with UASG in Bulgaria, which is my alma mater. It offers 12 different pathways for innovation, including computational architecture, AI, VR, smart cities, and more. The program is designed to be flexible, allowing students to study online while working full-time. It’s a three-year program, and we have an amazing team of mentors working with the candidates.

Dimitar: That sounds like a great opportunity for students. How long is the PhD program, and what does it focus on?

Pavlina: It’s a three-year program, and the focus is on innovation in architecture and design through the lens of advanced technologies. We offer students the flexibility to choose their own research focus within the 12 pathways we’ve identified. It’s designed to be a deeply personal and professional journey for each candidate.

Dimitar: And what about your own PhD? What are you focusing on?

Pavlina: My PhD is focused on computational and advanced design, specifically through the lens of education and practice. I’m looking at how computational design is infiltrating various industries and how we can better prepare students for the challenges of the future.

Dimitar: That’s such a relevant topic. Do you think computational design is being adopted worldwide, or is there still room for growth?

Pavlina: There’s definitely a lot of interest worldwide. Many large companies like Amazon, Apple, Nike, and Samsung now have computational design teams. But there’s still a lot of room for growth, especially in traditional fields like architecture, where there is a need to better understand how computational design can enhance efficiency and creativity.

Dimitar: It's interesting that you mentioned Amazon. How does computational design fit into a company like Amazon, which isn’t immediately associated with design in the way Apple or Nike might be?

Pavlina: At Amazon, computational design is more about automating processes and improving efficiency. Think about their distribution centers. They operate like machines, and computational design helps optimize those systems to function as efficiently as possible. It’s about streamlining workflows and solving complex problems quickly and accurately.

Dimitar: That’s fascinating. I never thought about it that way. So, computational design can apply to so much more than just product design—it’s about improving systems and processes across industries.

Pavlina: Exactly. It’s really about problem-solving, and the scope is vast. Whether it’s architecture, fashion, product design, or logistics, computational design can improve outcomes. And as technology advances, the opportunities to integrate computational design across different industries will only increase.

Dimitar: Where do you see yourself fitting into all of this? Do you consider yourself more of an architect, a computational designer, or an educator?

Pavlina: That’s a good question! I think I wear many hats. At the core, I consider myself a problem solver. My goal is to empower others—whether it’s through education, design, or leadership. I’m not always the one executing, but I’m focused on creating environments where others can learn, grow, and succeed. It’s about enabling creativity and innovation, not just doing the work myself.

Dimitar: That makes sense. You’ve clearly built a strong community around you, and you keep mentioning the importance of mentorship. How do you balance your professional responsibilities with your personal life, especially considering how busy you are with Nike, Design Morphine, and your PhD?

Pavlina: It’s definitely a challenge, but I prioritize what’s most important to me. Sleep, staying connected with family and friends, and making sure I manage my time effectively. I’m very organized and try to optimize processes wherever possible. I also rely on the amazing people around me. We’ve built such a strong community, both at Design Morphine and at Nike, and that support system allows me to keep everything balanced.

Dimitar: It sounds like your community really helps you manage everything. But how do you maintain your mental health, given all your commitments?

Pavlina: Staying organized and prioritizing tasks is key, but I also focus on staying connected to the people who matter most to me. My family, my friends, and my community give me strength. I also trust the people I work with because they are incredible at what they do. It’s a team effort, and knowing that we’re all in this together helps me maintain peace of mind.

Dimitar: That’s really important, especially in today’s fast-paced world. What advice would you give to young architects or designers who are looking to find a sense of community?

Pavlina: I would say don’t be afraid to reach out and connect with others. Find mentors, be open to collaboration, and look for organizations or communities like Design Morphine that can support your growth. Building a community is about staying curious, sharing your passion with others, and constantly learning from those around you.

Dimitar: That’s great advice. It’s clear that mentorship and community are at the heart of what you do. I’ve really enjoyed our conversation. Is there anything else you’d like to add before we wrap up?

Pavlina: I’d just like to say that we’re always open to new members and ideas at Design Morphine. We’re offering free mentorship sessions in December, so anyone interested can sign up. We’re also always posting about upcoming workshops and open days on our website and social media channels. Thank you so much for having me on the podcast—it’s been great to catch up!

Dimitar: Thank you so much for your time, Pavlina. It’s been a pleasure, and I’m looking forward to seeing what’s next for you and Design Morphine!

Pavlina: Thank you! More exciting topics to come. Take care!