At our company, you need to be able to fully immerse yourself in the style, design and atmosphere of the customer
At ICE International, half of the current design and marketing team consists of Artemis alumni, and Jellena Virt is one of them. She has been with ICE for over ten years now, specializing in bespoke carpets for high-end hotels, residential projects, yachts, and private jets. The daily goal is to ensure that the designs, quality, and service exceed the client's expectations. This is precisely why Artemis graduates are so highly sought after here: “You need to deeply understand the end client, the style of the design firm, and the chosen atmosphere for a project. This is something you learn at Artemis; students are constantly engaged in conceptual thinking and putting themselves in the shoes of a brand and its target audience.”
The Four Seasons New Orleans, Park Hyatt NY, The Langham London, collaborations with Philip Stark and Yabu Pushelberg… as a supplier of custom-made carpets, ICE International works with high-end clients and designers. Jellena Virt started here as a junior designer and has grown into her current role as Design Manager USA over the past ten years. During that time, the organization has expanded significantly. ICE now has multiple offices on almost every continent and collaborates on projects worldwide with renowned design firms.
Jellena: “The design firm oversees the entire renovation of, say, a hotel, determines the overall atmosphere, and ensures a cohesive and inspiring result. We contribute custom-made, often bold carpets that play a crucial role in the experience of a space. Think of carpets for suites, lobbies, and corridors, but also for restaurants or casinos.”
“The design firm provides the mood and style on mood boards, and within this framework, the design team gets to work. As a designer, you need to fully immerse yourself in the end client, the design firm’s style, and the chosen atmosphere for a project.
Designing within the client's framework
It’s a way of working that perfectly aligns with the programs at Artemis Academy, says Jellena. “Graduated designers understand this; they are trained to design within specific frameworks, styles, and target groups. I remember from my studies that assignments were always linked to a brand. This way, you are constantly engaged in conceptual thinking and immersing yourself in a brand and target audience at the academy. Additionally, I think the strength of Artemis lies in teaching you to think both creatively and commercially, which I believe is the perfect combination for preparing for a creative role in the commercial sector.”
That’s not always easy, Jellena knows: “This means you need to be able to set aside your own taste and style for the client. It’s not your own framework that matters, but the client’s.” However, this doesn’t pose a barrier to a career at ICE, considering the number of alumni currently working here; half of the marketing and design team is from Artemis. “Aside from the fact that students align with our way of working, there’s also plenty of room for growth and development here. And the company is a good employer; one of my colleagues, also from the academy, has been here even longer than I have.”
Choose your internship wisely
What should current students be thinking about when planning their career path, according to Jellena? “Make a well-considered choice when it comes to your internship; it will benefit you later when it comes to finding a job that suits you. During an internship, you make a lot of contacts and can consider whether you would want to work at that company. Often, not many students are consciously thinking about this, but the earlier you reflect on your passions and the direction you want to take, the more likely you are to find an internship where you can showcase your talents and possibly stay on.”
Jellena Virt (34) graduated from Artemis Academy in 2013 and is now Design Manager USA at ICE International B.V.: rugs.nl.
