Modiarty Design Ltd have been shortlisted for Interior Design Scheme – London Award in The International Design and Architecture Awards 2023. Read more about Founder & Lead Designer, Samira Modaresifar, below:

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Name: Samira Modaresifar

Company: Modiarty Design Ltd.

Position within company: Founder & Lead Designer

Website: modiartydesign.co.uk

Tell us a little about your background in design:
My background is in computer science. I moved to the UK in 2009 to complete my Master’s degree. I am a creative person and have always been passionate about transforming a space and creating a warm, inviting vibe wherever I live. After working for over 10 years in Higher Education, I took a series of Interior Design short courses at the Chelsea College of Art, UAL. After completing these, I registered my interior design company in late 2020 after the world started to open up post lockdown. Ever since I have been expanding my experience and knowledge whist building my network in the industry.

How would you describe your personal design style?
My design style is modern and eclectic. I love adding interesting and playful twists to my designs and definitely enjoy it more when I add unique personal touches such as a DIY table, an upcycled lampshade, or a hand-drawn piece of art. I like using bold colours to create an effortlessly cosy and inviting environment. I go for clean lines, and a clutter-free approach complemented with striking accessories. With every new project I undertake, I find my style continuously evolving.

Where does your design inspiration come from?
I love spending time outside and being inspired by the wonders of the natural world. In mid-summer, I often go to my allotment at dawn to watch the sunrise and listen to the birds singing their hearts out. This gives me a feeling of utter calm and serenity which I like to mirror in my designs.

In what direction do you feel that design is moving towards in a general sense?
It’s difficult to predict the direction of design, but it normally reflects people’s changing way of life. During the pandemic, there was a huge shift to the use of bold and bright colours and the evolution in the way that we use our homes to cater for both our professional and personal lives. I see this trend continuing for 2023 and beyond as hybrid working becomes a new norm.   

Name five key themes to consider when approaching design in 2023 and beyond.
There are loads of them, but if I want to name five major themes, they are 1) sustainability. With increased awareness of our impact on the planet, it is crucial that this feeds through via a much greater use of sustainable and natural materials such as ceramic, wood and glass. 2) Grey-themes are passé and have been replaced with earthy-colour tones like browns, pinks and mauves. 3) The use of texture and textile to create layers and depth that give a feeling of warmth and cosiness. 4) Creating multifunctional spaces for the dual purpose of working and living. 5) The use of raw and unfinished materials such as cement and stone for a clean and calming approach.

If you could offer one piece of advice when it comes to design schemes, what would it be?
My first and most important piece of advice is to visualise a design. This is super important! Having a clear concept makes it easier to stay true to what you had in mind, producing a stronger and more cohesive result.

How important are The International Design & Architecture Awards?
It gives great recognition to people in the industry and rewards and encourages those who seek to push the boundaries forward.

What projects are you currently working on?
Currently, I am working on a beautiful family home that needs to be brought up-to-date with some TLC. I am also adding an extension to create a sleek open-plan kitchen and dining area which will become the heart of their home. This is a repeat client which always makes the work more joyful and satisfying. 

What was your favourite project to work on and why?
I always look back on my first project with special fondness. It was stressful to start but the amount of experience it brought me was unbelievable. Things that you can’t learn from anyone or anywhere, except when you step in and fold up your sleeves. It is always a special moment revealing the end result to the client, but seeing their reaction for the first time was unforgettable. 

What was your most challenging project to work on and why? 
I think every project has its own challenges. What I have learned through experience is to always consider room for a bit of flexibility in my design. Site surveys provide a lot of information, but you only really understand the actual space when you start. Every project has that moment when you rip out a cupboard to find a gaping hole in the floor that you haven’t budgeted for!  

Which products/services could you not live without when designing?
It might be cliché, but I have to say my MacBook and google!

What are your aims and goals for the next twelve months?
I am staring a couple of projects now, and my simple aim is to complete them on schedule. But if you ask what I would love to happen within next 12 months, I say that I would love to take on a commercial project in hospitality and gain more experience in that field.

Final thoughts; tell us a little more about yourself and your daily inspirations:
I believe nature is an unlimited source of inspiration. Taking inspiration from the amazing colour combinations of birds and flowers is where I get my love of bold and bright tones, and more importantly helps me to visualise my concepts to get my (occasionally sceptical) clients on board.

Your most treasured possession?
Generally, I don’t like losing things regardless of their value, but without my phone I would feel lost as it has all my contacts and client information.

Your favourite holiday destination?
I love traveling and take any opportunity to visit somewhere new. It’s quite tricky to pick one place as each city, town or country offers its own unique experience and joy. I will give you two of my favourite, Greece and Iceland. On two opposite ends of the spectrum, I know, but there is something about these two places which makes me happy to travel back any time.  

Your favourite hotel, restaurant & bar?
It’s difficult to pick one favourite location out of so many fabulous places. But to pick one, I would say the Andronis hotel in Santorini ticks all the boxes for me. One of my favourite restaurants in London is Circolo Popolare, the vibrant and inviting design pulls you through the door and you experience not only delicious food but an amazingly designed place that engages all your senses. I love a good hidden gem, when it comes to bars and luckily London has lots to offer. One of my favourites is Oriole which is full of characters, live music and a beautiful interior design.

Your favourite book, film & song?
Difficult to name one book, but I like a drama mixed with some thriller. My favourite film has to be The Sound of Music, I used to know the dialog word by word! And my favourite song, which frequently changes, is Et si tu n’existais pas, by Iggy Pop.

Your favourite food and drink?
Well, who doesn’t like a good Cosmopolitan? In terms of food,I love traditional Persian cuisine. Ghormeh Sabzi is my favourite (look it up!).   

Your favourite way to spend an afternoon?
I am a big fan of walking around places and coming across secret locations that you can’t find by simply sitting at home and googling the area. So, walking around old London and soaking in inspiration from the traditional mews is one of my favourite ways to spend the afternoon, weather permitted!

If you weren’t a designer, what would you be?
Well,I think I always wanted to do something related to art and creativity. I would have perhaps become an artist, painter or sculptor, or even a fashion designer.

Modiarty Design Ltd

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