In Profile
Delfina Design

In what direction do you feel that design is moving towards in a general sense?

With the growing influence of artificial intelligence and social media on design trends, the AI generated designs, while efficient, often lead to homogenization, producing visuals that lack the distinctive character essential for brand differentiation. This over-reliance on data-driven patterns can result in designs that feel impersonal and fail to connect emotionally with audiences. Moreover, social media platforms, through their algorithms and trending hashtags, tend to promote certain aesthetics, encouraging designers to conform to popular styles for broader visibility. This dynamic can overshadow originality, as the pressure to “impress” in a sea of viral content may lead to the adoption of fleeting trends over enduring design principles. At Delfina Design, human-centric approach is perferred, we consciously choose to diverge from these transient influences. Our commitment lies in embracing the craftsman style, prioritizing meticulous attention to detail, high-quality materials. We believe that true elegance and timelessness stem from authentic, handcrafted designs that resonate on a personal level, rather than conforming to the ephemeral trends dictated by algorithms or social media virality, at Delfina Design ensures that each project not only stands apart in its uniqueness but also maintains relevance and appeal that endures beyond the ever-changing tides of the digital landscape.

Name five key themes to consider when approaching design in the future.

Humans approach multiplied by five. In a design world increasingly driven by artificial intelligence, uniformity, and fleeting social media trends, maintaining a personal, human-centered approach will be essential to preserving true originality.
Prioritizing human intuition over algorithmic predictions and individuality over mass appeal it will be necessary for an authenticity, depth lasting impact in the future.

If you could offer one piece of advice when it comes to designing, what would it be?

I will answer with a phrase by the Master of elegance for me Giorgio Armani “Elegance doesn’t mean being noticed, it means being remembered”. Everything must have a meaning. Nothing just to show off.
And last but not least, a sentence by the great Aldo Gucci:
“Quality is remembered long after price is forgotten”. That doesn’t need explanation. Quality is always a priority over everything not matter how much it cost.
So elegance and quality are the best advice I can give.

How important are The International Hotel & Property Awards?

As a boutique interior design studio founded 6 years ago targeting hospitality projects The International Hotel & Property Awards is very important to us, being shortlisted is already an important achivement, a testament to the quality and originality of your work and a great opportunity to gain recognition among top professionals in the hospitality design industry.

What projects are you currently working on?

We are working on a couple high residential on Palm Jumeirah Dubai, other couple commercial projects for high end developers, boutique hotels in the pipeline in the Middle East region and Italy.

What was your favourite project to work on and why?

Any high end projects which allows us to explore new ideas and quality is interesting for us, whether residential, hospitality commercial or F&B.

What was your most challenging project to work on and why?

Projects are never too challenging or difficult, as a client wrote “No project will be too complicated for Delfina” I believe the same and all challenges based on my experience lead to the best outcomes.

Which products/services could you not live without when designing?

E.g. Lighting companies, furniture companies : Everything is important to the best outcomes of a project: from big items to the small details.

What are your aims and goals for the next twelve months?

Our goal is to continue to design and delivered quality projects for selected projects and clients.

Your most treasured possession?

I believe my most treasured possession is the passion and determination for my job.

Your favourite holiday destination?

Everywhere in the Mediterranean.

Your favourite way to spend an afternoon?

Saaha Offices B 403
Downtown Dubai UAE

If you weren’t in this sector, what would you alternative profession be?

Photography for what I always had a passion and an eye.