In Profile:
Adeeni Design Group

Name: Claudia Juestel
Company Name: Adeeni Design Group
Position Within Company: Principal
Website: www.adeenidesigngroup.com

Tell us a little about your background in design:
Claudia Juestel brings a distinct cosmopolitan flair and refined European sensibility to every project she touches. Born and raised in Salzburg, Austria to a family of artists and musicians, she grew up surrounded by creativity, beauty, and craft. Trained in drawing, painting, and sculpture, her foundation in the fine arts remains central to her design philosophy.

Her immersion in hospitality began even earlier, through her family’s hotel and restaurants, later graduating with honors from one of Europe’s premier hospitality management and culinary schools. This fusion of artistry and service became a hallmark of her work: spaces that are as thoughtful and welcoming as they are visually compelling.

After moving to San Francisco to earn her BA in Fine Arts, Claudia continued developing her artistic voice and her path into interior design evolved naturally, with formative roles at Ralph Lauren Home Collection and the boutique hospitality design firm Candra Scott & Anderson.

In 1999, she founded Adeeni Design Group, bringing together her Austrian heritage, fine-arts background, and hospitality expertise into a practice known for its craftsmanship, narrative depth, and elegantly layered spaces.

How would you describe your personal design style?:
My personal style is best described as timeless, layered, and shaped by a distinctly European sensibility. I love blending periods, materials, and global influences to create spaces that feel collected, curated, and truly personal. Each interior reflects a thoughtful interplay of classical references, contemporary sensibilities, and authentic craftsmanship, resulting in environments that feel both elegant and enduring rather than defined by trends.

For me, beauty must always be matched with purpose. I design spaces that not only look exquisite but support the rhythms of everyday life, shaped by a genuine understanding of each client’s story. The result is a design language that is sophisticated yet livable, authentic, functional, and grounded in a timeless sense of style.

What projects are you currently working on?:
As always, we’re working on projects that span a wide range of design styles. I love being able to flex my creative muscles, moving from an Italianate Victorian mansion to a Spanish Revival hillside home, a 1980s Brutalist townhome, and a modern Edwardian apartment. Each one is uniquely inspiring in its own way.

What was your favourite project to work on and why?:
My favorite projects are those where clients come in with an open mind and a sense of trust, where they understand that great design is a thoughtful, collaborative process, and they know we always have their best interests at heart.

What was your most challenging project to work on and why?:
Large projects truly succeed with a strong design-build team and clients who all respect and trust one another. Collaboration is essential, because at its core, design is problem-solving, and the best solutions happen when the entire team is aligned from the beginning. Bringing everyone in early helps prevent many of the challenges that can arise later. For example, we have seen projects suffer when a contractor is chosen solely on cost; no matter how strong the design, a low-quality build will always compromise the final result. We have also seen a project fall short of its full potential when we were brought in too late, after key decisions had already been made. In those situations, certain ideas can no longer be executed, and ultimately, the client misses out on the best possible outcome.

Which products/services could you not live without when designing?:
I couldn’t do what I do without the talented artisans and craftspeople who translate our ideas into beautiful, functional realities. I have a deep appreciation for exquisite lighting, the true jewelry of a room. And in today’s world, stain-resistant fabrics have become indispensable, as has technology that performs seamlessly without ever detracting from the design.

What are your aims and goals for the next twelve months?:
Over the next twelve months, our goal is to deepen our portfolio with exceptional, creatively fulfilling projects while strengthening our relationships with artisans, makers, and specialty vendors who share our commitment to craftsmanship. We aim to elevate every aspect of the client experience, refining our communication, presentations, and project flow to reflect the highest level of service by taking advantage of new technology. At the same time, we plan to expand the visibility of the firm through thoughtfully chosen press, collaborations, and speaking opportunities. Ultimately, we hope to cultivate clients who value bespoke interiors and to begin exploring the development of a signature furniture or lighting collection that reflects our unique design voice.