This month we celebrate seven years since registering A Designer at Heart as a limited company. If someone had told me in 2018 where this would take me, I would have found it hard to believe. Back then, all I had was a coworking desk, one single client, a part-time design assistant, one laptop, and a huge amount of enthusiasm (and fear).
Since then, there have been dozens of projects, plenty of lessons (some easier than others), and countless people I’ve learned from. If I had to summarise the biggest takeaway, it’s this:
Design doesn’t live in isolation and we, as designers, are only a tiny part of a building’s lifetime. Even the most exciting concept is not good enough unless it holds up in everyday life.
How It Started
My interest in interiors started when I walked into an Ikea store at 12 years old, and looking at the room sets I felt excitement in every fiber of my being. At uni, I ended up graduating in building engineering and architecture, but later decided I wanted something more creative, so I moved to Milan for a master’s in interior design. That technical background is still with me though, resulting in a more rounded approach to projects.
I freelanced for a few years for interior and architectural companies: in Beijing (luxury residential and retail, some of which ended up on Elle Decoration), then in London (hospitality). I was also writing my blog at the same time, partly to practice English, partly to learn how to explain design clearly, and partly just because I love storytelling.
Around 2016, I discovered the PBSA sector. It was at a stage where some forward-thinking developers were starting to bring in hospitality designers to raise the standard. And I gained a small network. Then in 2018, one of those contacts, an acquisition director, called me out of the blue. He had joined a big PBSA brand with a European pipeline and asked if I wanted to help.
It seemed daunting at first, but part of me could also sense it was the opportunity of a lifetime. So I closed the small e-design business I had, asked for a big advance on the first projects, registered A Designer at Heart as a limited company on 14 September 2018, and got started.
Looking back, I think it was the right fit at the right time: although still young, I offered a hospitality know-how, humility, eagerness to learn, and tons of energy. That first client kept me busy for over three years and gave me an education you can’t buy: daily contact with senior executives in acquisition, investment, development, marketing, and operations, across projects in seven European countries. Andrew Jamieson, now Director at OPRE Solutions Limited, is the person I am grateful to every day for this opportunity, and he remains a mentor to this day.
Projects That Shaped Us
One that stands out is Bryggen PBSA in Copenhagen. By then I had already done more than 25 projects with that client, but this one was different. It was our first in Denmark, which meant stricter sustainability benchmarks and a chance to apply all the lessons learned from earlier developments.
We paid attention to details that sound small but make all the difference: where the sockets go so a seat actually gets used, what accessories make a place feel like home, how staff interact with students day to day. The outcome was better because the rules were tighter and the process more collaborative.
More recently, I’ve loved working with YourTRIBE in London. We were asked to create their brand interior identity from scratch. The first two buildings opened last year, another launches next month, and the pipeline is still going. Each project is a chance to build on the previous one, incorporating both development lessons and student feedback. It feels like “compound interest”: the more we do together, the more value builds up for residents and operators.
Lessons Learned Along the Way
- Different stakeholders, different needs. Marketing might push for high-end design, development will focus on costs, and operations will flag practical issues you hadn’t thought of. You need to hear all voices before deciding.
- Vision is not enough. Sell your design ideas, yes, but always ground them in practical benefits: efficiency, durability, operational ease. That’s what developers need to hear.
- Cross-learning is powerful. Skills from PBSA, BTR, co-living, and hospitality transfer more than I expected. The boundaries between sectors are thinner than they look.
- Home is the true goal. Instagram-friendly spaces are nice, but affordability, personalisation, and flexibility are becoming far more important.
Why Collaboration Matters
Design is never a solo act. For us, the value comes from the process itself: sitting down with all the stakeholders, asking questions, listening to their needs, and then translating those into spaces that work in real life. It’s not just about colours and finishes. It’s about thinking through how a lounge will be used, how the staff will manage the building, how cleaning and maintenance will happen, and how the space can adapt over time.
That process, of slowing down to imagine the everyday details and aligning them with the bigger vision, is what shapes communities. That’s where design really adds long-term value.
Looking Forward
Right now, I’m excited about:
- Modular solutions. Our Nestblok system, designed for PBSA and co-living, came out of a collaboration with LOFT, building on the research from The Property Marketing Strategists. And has been really well received.
- Cross-company partnerships. Working with architecture practices or other designers as an “interim interior department” is something I’d like to do more of.
- Freelance collaborations. Experienced designers bring fresh perspectives, and with clear guidelines, we can deliver the consistency of a large practice without the overhead.
The future feels collaborative, and that’s where I want A Designer at Heart to grow.
Thank You
This journey wouldn’t have been possible without the people who supported me: clients, collaborators, suppliers, freelance partners, and especially the developers and operators who trusted me and challenged me. You’ve all shaped how I think and work.
Here’s to the next seven years. And since lessons are better when shared: what’s the most important thing you’ve learned in balancing design, development, and operations?
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