By Jane Dagmi
When interior designer Jessica Duce of JDuce Design was invited to design The Point at High Point Market, her answer was an immediate yes—quickly followed by a brief moment of, “Oh, s—.”
Always eager for a challenge and energized by hospitality spaces, Duce admits a flicker of self-doubt crept in. After all, her work would be experienced—and inevitably judged—by thousands of designers. The peer review aspect was a little triggering.
The opportunity, however, outweighed the pressure, and in the months that followed, Duce and her creative director, Peg Kusner, leaned in. Working with a select group of brands and the High Point Historical Society, they shaped a space that reflected High Point’s manufacturing heritage, enduring spirit of innovation, and trademark Southern hospitality.
The narrative began before visitors even stepped inside. The stylish black exterior wrap, created by Crobar, featured retro typography reminiscent of a beloved old watering hole. Inside, nostalgia unfolded in the details: a custom mural by Splashworks featuring vintage photography sourced from manufacturers and local archives; brasserie-style and industrial lighting from Crystorama; rich-toned upholstery from Revolution, an oval mirror from LH Home, and portable table lamps from Adesso lent the space the charm of a vintage railway dining car.
While nostalgia guided the aesthetic, functionality drove every decision.
Located at the center of Market, The Point is one of the busiest and most demanding spaces on campus. It hosts panels, roundtables, and one-on-one meetings. It serves lunch, dispenses information, and is a crash pad for weary Market-goers.
“This space has a lot of demands,” explains Ashley Grigg, VP of Strategic Growth Partnerships at the High Point Market Authority. “We need a designer who can consider all these functions while also creating a space compelling enough to catch the eye of the designers walking into it. That’s a lot of pressure.”
As an authority and influencer in the vacation rental design space, Duce approaches every project through the lens of guest experience. Her goal at The Point was to create an environment that was comfortable, durable, flexible, and visually memorable—with Instagrammable moments woven throughout. Grigg noted seeing a steady stream of social posts featuring visitors posing in front of the oversized postcard graphic on the exterior.
Conscious of waste, Team JDuce also approached the project with pragmatism and respect for budget. Existing elements from previous iterations of The Point—including the reception desk, kitchen bar, and banquettes—were thoughtfully repainted, repurposed, and reupholstered rather than discarded. They also considered how custom elements created for the space might later live on in HPMA’s new headquarters slated for 2027.
Beyond the good looks, the space is filled with smart moves that make The Point work harder and feel better. Here are five on-point decisions from the JDuce team:
ADAPTABILITY: Inspired by a vintage magazine image, they designed a grid wall near reception where photographs can easily be swapped out and refreshed.
FUNCTIONALITY: Cubbies installed at each end of the space gave guests a place to stash bulky bags and materials while keeping them within sight.
CONSIDERATION: “You don’t look cute sitting on a barstool in front of people,” Duce jokes. Instead, she created a comfortable banquette and raised platform for speakers and panelists.
CAPACITY: By lining the walls with uninterrupted bench seating and layering in side chairs, ottomans, high-tops, and barstools, Duce increased seating capacity by 15.
ACOUSTICS: The generous use of upholstery throughout the space helped soften noise levels in this bustling pop-up structure.
The day before The Point opened, I sat with Jessica Duce and Jessica Wynn, Director of Guest Experience at High Point Market Authority. The two had worked closely throughout the project, navigating the inevitable twists and turns—including one project pause that briefly made Duce’s heart sink before momentum quickly resumed.
To design a space where creatives gather to learn, connect, recharge, and make memories felt deeply meaningful to her. And while following a long line of talented designers could feel daunting, Duce embraced the opportunity to contribute to the ongoing evolution of a public space that serves the design community.
“I hope people feel comfortable here,” she says. “And I hope they appreciate our interpretation of our love for High Point.”
