Dasha Faires

“There are so many moving parts and intricacies in this industry. Concentrate on the things you can control and let everything else go with the flow.”

-Dasha Faires

Photo By: Camila Falquez for Datura

WomenWhoBuild, Meet Dasha Faires!

A woman to watch in the design and real estate industry, Dasha serves as the Creative Director of Fields Grade, a design led Real Estate Development company with a focus on community and cultural based design. Dasha’s current role with Fields Grade allows her to oversee interior design, branding, marketing, special projects, and the final resident experience for the companies portfolio of brands. Dasha is no stranger to creating consumer experiences, her initial Real Estate undertaking included conceptualizing and spearheading the Canal Street Market - a curated market, food hall, and community center in the heart of New York. Prior to landing in Real Estate, Dasha worked in the fashion industry in a multitude of roles for companies such as refinery29, fffest,and Man Repeller.

Dasha sat down with @ArchNative to discuss her current role, how her not so linear career path has led her exactly to where she wants to be and what her advice is for women starting in the industry.

Tell us a little bit about yourself and your role as a Creative Director?

I have had an interesting career path and worked in several different industries before landing in real estate, but ultimately my new position with Fields Grade encompasses all of my past experiences in design, curation, partnerships, marketing, branding, concepting etc

What was your first introduction to this role?

I dabbled in many different creative projects over the years while I worked in the fashion industry in NYC and made a big career switch in my early 30's when I concepted and helped open a project called Canal Street Market in downtown Manhattan.

What enticed you to make the switch from fashion?

I was always interested in the holistic creative approach of different brands and knew that ultimately I wanted to help drive these types of decisions that were being made no matter what the project or industry was. I'm obsessed with the fact that design and branding can be a determining factor for the success of a company. I love the process of discovery and I'm intrigued by all of the little details that go into creating experiences for people which ultimately led me to creative direction.

How do you approach each project?

There is so much research that goes into every little detail. I start with a lot of brainstorming, a lot of inspiration images, a lot of historical research and look for cues or connectors that could be important elements for the project. I always say with each new project comes signs from the universe that tend to pop out at me at every turn so an important piece of it is not forcing the process and just going with the creative flow of things.

Can you tell us about your process in the creation of the Canal Street Market?

There was so much excitement and creative energy behind that project because it was my first big project. I barely slept. I was constantly researching brands and working through the logistics of the operation. I recently read a quote by Calvin Coolidge and it made me think of the process of opening Canal Street Market: "Nothing in the world can take place of persistence. Talent will not; nothing is more common than unsuccessful individuals with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent." This was a challenging project to say the least and there were so many times I wanted to quit before it made it off the ground but persistence was key.

“It’s a privilege to be able to wake up everyday and do what I love. I hope to be able to bridge the gap between culture and the real estate industry.”

Can you tell us more about your role with Fields Grade?

Yes, I oversee interior design, branding, marketing, special projects, and the final resident experience for our portfolio of brands. When I started at the end of 2019, I did a lot of brand portfolio strategy and have been leading the company through a rebrand with the help of the amazing Lydia Turner of Studio Scissor.

What has been your biggest challenge in your career? What has been the biggest reward?

First, figuring out which direction to take with my career. My past experiences had been so broad and my career could have taken a multitude of directions. Secondly, it's been a challenge switching industries completely because of cultural differences especially when it comes to gender norms. I have had to learn to speak up with confidence at every turn.

The biggest reward has been my current position. It's a privilege to be able to wake up everyday and do what I love. I hope to be able to bridge the gap between culture and the real estate industry. I definitely have my work cut out for me but I'm lucky to work with a team that is receptive and supportive of new ideas.

What is one piece of advice you have for women entering the field?

There are so many moving parts and intricacies in this industry. Concentrate on the things you can control and let everything else go with the flow.

Camille LeVasseur

Barbara Leogrande