Chloe Middleton & Joel Alcorn from Alcorn Middleton
Chloe Middleton and Joel Alcorn from Alcorn Middleton are partners in life and work. We chat to them about how they sustain balance, passion and drive.
Photography: Toby Scott, Tim Salisbury & Jad Sylla
‘It didn’t take us long to realise after our first year of working together (back in 2013), we found synergies within one another for the same work ethic, drive, and passion for design,’ says Chloe Middleton, pictured with her partner Joel Alcorn. Photo: Tim Salisbury
H&F: Hi Chloe & Joel, tell me about how the Alcorn Middleton journey first came about?
Chloe: Not many people would realise, but our journey began well before Alcorn Middleton materialised in 2019. It began back in 2013, very organically and unexpectedly, when Joel and I began working together through a mutual university friend. But even prior to this, we’d surmised that we’d both shared even more mutual friends in common, having studied at the same university throughout our entire undergraduate/bachelor’s degree, without ever crossing paths. So perhaps this union was a long time coming that the universe had manifested for the two of us.
It didn’t take us long to realise after our first year of working together (back in 2013), we found synergies within one another for the same work ethic, drive, and passion for design. Ultimately vying for the same goals in the shared work that we were creating. And that’s been the underlying force in how we’ve been able to run this marathon for the last 9 years, together.
What does a ‘normal’ day at work look like for you?
Chloe: We’ve grown to be very adaptive to work in varying environments, and I think being a consciously paperless office really fuels that nomadic way of thinking. So, it doesn’t matter where we are, if we’re together we tend to work, and we work better with verbal communication rather than computerised online platforms, lists, or tasks. But like many creative business and especially as small business owners, the motto ‘no two days are the same’, ring true for us. Vitality is the essence of life, is it not?!
So, a ‘normal’ day at work can start anywhere really, but predominantly it starts in the home office, before we’ve even turned on our computers, or looked at our phones. Usually is a conversation perhaps while we’re getting dressed for the day or whilst making a coffee. But as much as we try to schedule and forecast our time, a lot of what happened (or didn’t happen), the day before influences our tactical approach for the following day. And as creative individuals we’re easily able to adapt and wear whatever hat is required in that moment. Whether we’re working on our marketing strategies, doing business development, catching up with clients, updating consultants, updating drawings, sketching out a new concept (usually Joel), fielding calls from A&D reps, sourcing materials or products, entering awards, finalising a tender, doing business administration (predominantly me), preparing for a concept design presentation or presenting a concept design or developed design (to a client), doing a site measure, or attending a webinar for professional development, attending a seminar, attending a call out to (the construction) site, responding to RFI’s from builders from the computer or on-site, or even meeting with new prospective clients. Somewhere in between all of that we manage to have a late breakfast (or just brunch). And depending on workload (or impending deadlines), we’re usually clocking off around 5:30-6pm, but if we’re on a roll – why stop a good thing?
Joel: Unusually, I'm generally pretty quiet for the first part of the day as it's my thinking time. When I'm up at the crack of dawn I'm usually working on a concept, free from the notification world that we live in, and in my zone/element. I use this time to gather my thoughts for the day ahead and a lot of decision making happens that influences the output of the office for the day. It always amazes me how a simple phone call or an unexpected email can totally throw your day or week. So remaining diligent is important, as time and energy is so critical in what we do.
As the team begins to start the day, I like to check in for a bit of a reality check and some critical review. This sits with me for the remainder of the day before I get a chance to revisit. Most days our meetings are usually 10am or 2pm, this gives us sufficient time to put the finishing touches on what we are about to present and tick off a couple of niggling tasks in between.
By the afternoon I revisit the mornings scribbles and chats, to start to formulate these ideas into more considered outcomes. If I'm enjoying the process it flows on into the night, as I allow it the time that it needs to further explore or refine an idea as these are the special times and don't happen every day. Being a small practice, Chloe and I wear all the hats. However, through the current construction boom and with the entire industry run off their feet, we’re having to relinquish some of these tasks, which as perfectionists, has been rather testing.
Toowong Lighthouse by Alcorn Middleton. Photo: Jad Sylla
Ascot Stevenson House by Alcorn Middleton.
What do you love most about what you do?
Chloe: Transformative design through education. When we transform a space, not only do we physically change it, but we’ve noticed that we are able transform the way our clients think (for the better). Being able to change the way a person feels about a space, by transforming the way they previously resonated with a space to be a more uplifting and exuberant experience, noticing huge improvements in their attitudes and demeanour. It is only through this transformation process that we feel we’re able to exemplify and educate the importance well-considered design precedes all trends. So not only have we been able to physically transform a space, but we’ve been able to positively impact the cognition of others through a holistic design approach.
Joel: For starters, I get to work with my partner in life and business each day. Some people think we’re crazy, but to me it's more than special, and I count myself lucky for being able to share this ride with Chloe. But it's also the amazing community of people that we work with. There's so much happening in our industry and the people we sought to surround ourselves with; be it fellow colleagues, consultants or product representatives are truly wanting to make positive change in people lives and the world for the better. We’re very fortunate that clients can identify this level of care in our work, and how we conduct ourselves - so we count ourselves lucky that we also have the best clients. We all live busy lives so we make the process of designing a home as enjoyable and fun as possible.
Chloe: Awwh wow that’s sweet. I mean, of course, I love being able to create and design with my best friend! Otherwise, why have we been going at it this long. I’m so proud that I am able to ride this crazy rollercoaster of running a business with the person in this world that means the most to me.
Where do you mainly gather inspiration?
Chloe: For me I’m drawn to the detail, how things go together, and what they are made of. If I’m out and about, you’re sure to find me taping on walls, examining the materiality and constructability of things, or generally just touching things to understand the textural qualities of a material. And always asking questions. I’m interested in usual everyday things, and how they can be applied in a unique, innovative, or non-conventional way.
Joel: Travel plays a big part in our practice. Chloe and I pre-COVID would travel through Europe and Asia at least once a year - on a good year, maybe twice. Every trip we would make an effort to seek out places and buildings that we have either studied or seen in books and magazines. Even with our own work, pictures never do them justice! You need to experience it fully to appreciate the designer’s intent. So I reflect on these moments from time to time and often try to recreate, not necessarily a particular form, but a feeling and embodiment of space. These experiences might be only half the detail or foggy in my minds presence, but drawing upon these memories makes for more exciting outcomes.
Is there a common misconception people have about your job?
Chloe: Yes, that design is quick and easy. It isn’t. We’re always working from scratch, from an idea in our mind that we need to convey to at least 3 or more consultants, and then to a builder (and his trades).
As architects and interior designers, we sit in this paradigm between artistic endeavours and the real world. It’s a hard thing to balance, art, which is not only subjective, but on top of that we also have added complications like real-world issues of timeframes, budgets, quality, and expectations. Ideally, as the designers we are the master planners of your aspirations and dreams. The work we do and produce, prepares the blueprint of how the construction will take place. We will essentially build your design in CAD (Computer Aided Design) format, we will plan everything. From the details, junctions, materials, feature lighting and bespoke cabinetry, we’ll have considered it all (how you approach your ensuite, how guests will arrive, how you will transition from entertaining to clean up, or how the spaces transition from dawn, morning, noon, night and dusk), even before the builder’s picked up a drill. If it takes 9-12 months to build your dream project, it will likely take us the same amount of time to plan and prepare the builder (and all the other consultants), to complete the project.
Toowong Lighthouse by Alcorn Middleton. Photo: Jad Sylla
Toowong Lighthouse by Alcorn Middleton. Photo: Jad Sylla
“Since the beginning, Joel’s always been attuned to my abilities and strengths, before I’d been aware of them myself. But probably above all else, I love the fact that we’re able to create a legacy of work together we’re proud to say, ‘we did that!’, which others admire.”
Walan Apartment by Alcorn Middleton. Photo: Toby Scott
Toowong Lighthouse by Alcorn Middleton. Photo: Jad Sylla
How do you navigate through each of the roles in your job – and make it all work?
Chloe: If university has taught me anything (and a lot of my mentors have also reiterated this), it is ‘keeping those plates spinning’. There are a lot of moving parts to any business, and again if you’re a small business, you’re doing a lot of it yourself. Creating processes or protocols that enable work to transition across multiple jobs is paramount. And just try to keep on top of it, it’s not easy. It’s just learning how to manage all those plates, trying your best not to drop any. The longer you’re in the industry the more contacts you will know to call on, to make your job on projects that much more manageable.
Joel: Having worked with each other for close to a decade now we have an unspoken language between us that both recognises our strengths and weaknesses. I do most of the client liaison as I love a chat, where Chloe looks after a lot of the things you don't see, like keeping the ship running. We often tag team between tasks when it comes to marketing, financials, and design. I'd say we’re both very well rounded at a lot of things, and in tuned to each other, which helps.
What’s the most valuable piece of advice you’d give to someone staring their own interiors firm?
Chloe: Don’t try and do it all yourself, you’ll burn yourself out (and fast). Figure out what you’re great at doing and seek help, assistance, or guidance where you fall short. More heads are greater than none. And where you can, find mentors (or even a fellow peer group – find your tribe), they are invaluable sources of learned experiences and knowledge. Finding others in a similar situation as you (wanting to branch out on their own, or having recently taken the leap), just reach out for a casual chat to see if you can learn things from one another (if they’re not a part of your immediate group of friends/network, they’ll have their own contacts and network they rely on and can draw upon). But be willing to give back, don’t expect to take and take from others, be open and honest and yourself.
Joel: Having mentors. It's very import to have a good network of people to turn to. If you currently don't have that then start becoming more active in the community. There are constantly events, free and paid where you not only get to hear from some esteemed architects and interior designers, but you also meet a lot of interesting and influential people along the way.
What’s coming up for Alcorn Middleton this year?
Chloe: Wow, where to being, there’s so much! A lot more commercial and public works are in the pipeline then the residential projects we’ve become known for. But we still have some very exciting alterations and additions underway – finally after COVID. We’ve recently moved closer to the Brisbane CBD, and are now residing in Fortitude Valley, a short walk from all the beautiful architecture and design showrooms. So we really feel like we’re in the thick of it all now!
