For our season finale of AVD Inspire, I’m joined by someone who’s not only curating Canada’s biggest design stage but also shaping where the industry is heading: Will Sorrell, National Director of the Interior Design Show (IDS).

Will’s journey is a story of global vision meeting Canadian design. Raised in London by designer parents, he spent 20 years curating and producing exhibitions across 16 countries before making the leap to Canada. Today, he leads IDS Toronto and IDS Vancouver — reimagining what design shows can be and ensuring Canadian talent shines on an international stage.

In this conversation, we dive into Will’s London-to-Victoria shift (from high-speed city life to paddleboarding the Pacific), how IDS is evolving to meet the needs of the trade, and the bold moves reshaping the future of IDS. 

And because you know I love a little spoiler — we're excited to share some exciting news: AVD Inspire Season 2 will be recorded live at IDS Vancouver this fall!

In this episode, we talk about:

• Growing up in London with design in his DNA
• The “Gucci to Gore-Tex” lifestyle shift to Victoria
• What IDS does for Canadian makers, designers, and industry
• The boldest changes Will has brought to IDS Toronto & Vancouver
• Curating speakers and installations that elevate and inspire
• Why design shows must stay trade-first to succeed
• A sneak peek into what to expect at IDS Vancouver
• Will’s grounding rituals as a Dad, Creative, and Event Leader

About Will Sorrell

Will Sorrell is the National Director of the Interior Design Show (IDS). Over the last 20 years, Will has curated and produced events and exhibitions across 16 different countries, supporting the global design industry and celebrating innovation. Formerly with London’s acclaimed Design Junction (winner of Best UK Tradeshow, 2018), he now leads IDS Toronto and IDS Vancouver, shaping the conversations and connections that define Canadian design today.

Connect with IDS & Will Sorrell

Interior Design Show (IDS): https://interiordesignshow.com/
Instagram (IDS): https://www.instagram.com/interiordesignshow/
LinkedIn (IDS): https://www.linkedin.com/company/interior-design-show/

Instagram (Will Sorrell): https://www.instagram.com/willsorrell/

LinkedIn (Will Sorrell): LinkedIn: https://www.linkedin.com/in/will-sorrell-22b2601b/

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