Flair Magazine Just last July, Nadia Salem, 24, launched Beit Nadia, a multi-disciplinary design house that has quickly become one of our favorites. Not only does it provide a flexible variety of design services for clients, it is definitely an exemplar of good taste and good quality, a gem brand in the Egyptian market. We sat with Nadia to give you an inside look into her inspirations and the challenges she faces in the world of design.
What was it like learning interior design in Florence, Italy?
It was very inspiring. It was a lot more artistic than London for me. What I learned in London was a lot more technical than artistic. Every corner and every street in Florence is historic and inspiring in its own way. Italy is full of design ideas, both modern and old. The buildings, the art, the way they live and the way they re-invent old buildings with a modern touch is very inspiring to me.
How did your experience at Alchemy Design Studio influence your current career?
It mainly taught me more about the business and heightened my sensitivity to details and standards that we don’t necessarily find prevalent in the Egyptian market. This includes certain technical details, material combinations, and lighting techniques.
How did you come to develop your own identity as a designer?
I just do what I want to do. What I see fits the project well and in coordination with what the client wants, I implement. There’s no certain formula, really. My style varies with every different project but what remains a common theme throughout is my rule to pay attention to details.
Tell us about your creative process.
Usually, the client and the space itself are my main inspiration. I just translate it into something tangible. We start with mood boards and finalize our plans. Then we go ahead with 3D renderings and technical drawings.
Where are the most random places you find inspiration?
In my dreams! I dream a lot about my work and most of the time, I find solutions for a lot of things during my sleep.
Which project stands out to you most? Why?
There is no particular project. Each one has its own charm and identity, so I can’t really pick a favorite. Commercial projects are always more interesting to me, though.
Explain to us the multi-disciplinary business style that you apply.
Basically, we do anything that’s design-related. Beit Nadia offers a variety of services from interior design to architecture. We offer furniture and styling consultancy. We do branding, and landscape and outdoor design, as well. We actually just launched our furniture line “Noon”, so this is the newest addition to our line of work. We do it all. If you have a project and you come to me with an idea in your head, we can build together the concept, the logo, the branding, the little details, the packaging and the interior that will go with it.
How would you say your aesthetic style has developed over time?
International trends have a very minor role in my style, to be honest. I try my best to produce something timeless with a design that will last, but of course, my style changes as the world evolves. You can’t help but grow with what is happening around you. Otherwise, I want to avoid being cliché as much as possible.
What main challenges do you face in this field?
Timing and implementation. Sometimes, clients want high quality but demand it in a very short time period and at the cheapest price. It doesn’t work like that. Something has to be compromised in order to get what you want. You also don’t always find contractors who can implement the international-inspired details that you want.
What do you hope to accomplish with your brand in the future?
Hopefully, the brand can expand to the Middle East and I can expand my furniture line internationally. It’s a local brand for now and we just launched but we’re hoping to reach the international audience eventually.
Nadia’s Top Tips For Home Décor
- Don’t play with too many colors. Just have three dominant ones, two or three different materials and an accent.
- Always accentuate with your doors and your curtains. Have them exaggerated so they can make the space look bigger.
- Styling is very significant. It’s what carries personality and that’s always down to the client. It’s the small little things, including the frames and the personal items that are elemental to any space.
By Sarah Guirguis
