This month, we spoke with Reginaldo Reyes, VP Brand Experience + Environmental Design at KNOCK, about his involvement in the greater design community and how his personal experiences affect his work.
Your Work — Tell us about your work at Knock.
My role is to guide our teams as we activate our brand work into experiences that matter. I’m a strategic and creative partner who dives into challenges holistically. Whether it’s digital or physical, I always design through a lens of empathy and offer solutions that solve both business and audience goals. My background is unique—I studied architecture and interiors—so I bring a nontraditional perspective to engage our clients. My work ranges from retail to arts and culture to health care, with each project posing new and exciting challenges.
Your Experience — Tell us about your experience as a Filipino American. How did your heritage impact your experiences growing up? How does it impact your experiences today?
As an immigrant kid born in the Philippines and raised in St. Louis, Missouri, I straddled two different worlds. While I initially struggled to fit in and never knew why, I taught myself to “code switch” (a term I didn’t know existed until a few years ago) and maneuver through these two parts of my identity. Connecting with people came naturally for me and code switching eased the barriers of coming in and out of different networks and social circles.
Going through life with these two filters has given me a deep appreciation of experiences and empathy, which are essential for any curious and inclusive designer.
Your Connectedness — How have you fostered relationships in the community?
After many years in the design industry, I’ve recognized my privilege as a designer of color in a creative leadership role. I enjoy connecting with the next generation of designers—especially those with similar backgrounds and experiences.
Beyond mentoring students through industry organizations and design schools, I’ve also had the opportunity to work with many nonprofits throughout my career. I realized that giving back requires more than just monetary donations, but also a commitment to using my design skills to create community-focused environments. From designing learning spaces and libraries with Target and Heart of America to creating a health-and-wellness grocery store in North Minneapolis, each of these projects connected me with communities and enabled me to use design as a future-forward tool.
My involvement in Theater Mu, the second-largest Asian American theater company based in the Twin Cities, introduced me to the diverse stories of Asian cultures as told through the performing arts—both locally and nationally. Storytelling is woven into everything I design, so understanding the performance process helps expose me to new perspectives.
Your Inspiration — Who or what’s inspired your recent work?
Meeting new people, going to new places, revisiting familiar places, and going down the rabbit holes of the worldwide web keep me inspired! Lately, I’ve been following artists and designers who authentically and unapologetically share their unique styles with the world. Artists like Bisa Butler, John Brooks, Florian Baudrexel, Sheila Hicks, Kelly Wearstler, Ella Brit, and Carl-Martin Sandvold create art ranging from portraiture to abstract sculpture, conveying fresh, imaginative perspectives on people and places. I’ve also been engrossed in the poetry of Dhiman and Mary Oliver, who offer deep thoughts on everyday challenges.
Travel has been challenging due to the pandemic, but I love finding new places and revisiting familiar spaces here in the Twin Cities. Pike’s Island—where the Mississippi and the Minnesota Rivers converge—is a beautiful and serene setting. Visits to the Walker Art Center and MIA always reinvigorate me as well.
Your Purpose — Why do you do what you do? What makes it
meaningful to you?
I love what I do because I get to create environments that connect people to brands and businesses. Nothing is better than witnessing a client and their customers immersed in a newly designed experience; it makes the strategic process and attention to detail worth it.
Above all else, I aim to be there for others. Giving back is about giving of yourself—something we can all do every day. Being a serving leader takes many forms, and moments to inspire and effect change often come unexpectedly. I try to step back, take it all in, and find new ways to make a difference.
At KNOCK, we design experiences that matter—experiences that make true impacts for our diverse communities and clients. It fulfills how I approach design and my relationships to our teams and partners.
Your Goal — What’s next? (For you, the community, the industry, etc.)
I’ve had a major health scare in the last couple of months and it’s driving me to be my best self, inside and out. Having death at your doorstep really puts a spin on how I want to approach my life, both professionally and personally. I intend to make the most impact I can with what I can control…with all my heart. Bring it on! I am ready for new and rewarding experiences. Are you?