The Invisible Process: How Maja Stamenković Builds Emotion into Space

Thank you so much! It’s a privilege to be recognised with the London Design Awards.

My name is Maja Stamenković, and I’m the founder of MA_ST_AR Studio, an architecture and design studio based in Ljubljana, Slovenia. I established the studio in 2017 with a vision to create spaces and products that go beyond functionality—they are designed to evoke emotion. I’ve always believed in blending the boundaries between art, design, and architecture, and I strive to infuse each project with that spark of creativity, imagination, and emotional depth.

My passion for design grew from a desire to bring magic into everyday spaces, where artistry meets function and imagination shapes reality. Through sculptural furniture, installations, and bespoke pieces designed for contemporary living, my journey has become a pursuit of storytelling through design, creating environments that evoke positive emotions and transform the ordinary into the extraordinary.

I’m honoured to be among the winners of the London Design Awards. Having my work recognised by an international jury of experts is deeply meaningful and affirms the vision and values I bring to my practice.

This recognition reinforces my commitment to staying authentic and continuing to push creative boundaries. While it’s still fresh, I see it as a powerful motivator—one that brings new energy to my practice and opens exciting possibilities for future collaborations and projects.

Experimentation is essential in my creative process—it often leads to the most unexpected and powerful design outcomes. It allows me to move beyond fixed ideas and discover new forms, materials, or concepts that wouldn’t emerge through planning alone.

For example, in my latest project, I began with a clear concept, but through hands-on experimentation—working intuitively, exploring materials in unconventional ways, and breaking away from traditional methods—the design evolved into something completely different and far more compelling. It’s in that moment of unpredictability where the magic happens.

I’ve drawn inspiration from shredded confidential documents, construction site leftovers, and other unexpected things. At some point, I also started noticing heart shapes everywhere—spilt coffee, stains on asphalt streets, drops of water, stones on the beach, fried eggs on a plate.

So, I began documenting them and now have a photo collection of quite a few of these accidental hearts. One of my recent creations is a reflection of the beauty found in the chance of those moments.

I wish more people understood that great design isn’t created with a magic wand, nor does it happen at the press of a button—it’s the result of thoughtful exploration, iteration, and collaboration. There’s so much going on behind the scenes that most people never see.

And that invisible part is the most important—it’s what gives a design its depth, emotion, and meaning. It’s the quiet, unseen work that allows us to truly see, feel, and connect with the final result. That’s what makes a design truly meaningful—and truly good.

Over the years, I’ve learned that while a strong creative vision is important, it must also be adaptable—able to align with each client’s individuality. As I’ve grown, so has my ability to interpret the essence of each client, allowing me to design projects that reflect their lifestyle while staying true to my own ideas and design language.

Ultimately, I aim to leave a lasting impression by creating a “wow effect” every time someone enters a space or interacts with a product. When expectations are not only met but exceeded, and the experience feels deeply personal, it naturally leads to satisfied clients, meaningful connections, and word-of-mouth that carries the work forward.

The biggest challenge in creating Love Letters »M« was ensuring that all the individual components—each crafted from recyclable and natural materials, as well as leftovers—fit together perfectly in the final piece.

With eight distinct materials, including solid walnut wood, Portogallo Rosso marble, aluminium, stainless steel, tiles, plexiglass, and more, and involving seven skilled craftsmen, precision and coordination were absolutely essential.

Each part was made separately, so overcoming this challenge required detailed technical planning and clear, ongoing communication with everyone involved to ensure the entire composition came together as one seamless, cohesive whole.

I like to disconnect by going for a run or a walk in the forest. Being surrounded by nature helps clear my mind and brings fresh inspiration. Sometimes, I visit galleries or explore vibrant city hubs, where the energy and art spark new ideas. These breaks away from the studio recharge my creativity and allow me to return to my work with renewed vision and energy.

Authenticity, emotional connection, and curiosity are at the heart of everything I create. My designs reflect my sensitivity to detail, my love for storytelling, and my fascination with the hidden layers of life.

I often draw from my own experiences, from childhood moments of playful imagination to more introspective journeys of self-discovery.

I also value craftsmanship and the energy that goes into making something by hand. I believe that every space or object should carry emotion—that it should be felt, not just seen. Love, as a driving force in my life, naturally finds its way into my work, giving it warmth and meaning.

Stay true to your own vision—authenticity is timeless. Don’t chase trends; instead, focus on what genuinely resonates with you. When your work comes from a place of honesty and curiosity, it naturally becomes original and lasting.

Be open to the world around you—draw inspiration from art, nature, culture, people, and everyday moments. Let that curiosity fuel your creativity and help you evolve.

Most importantly, don’t be afraid to step into big shoes. Growth happens when you leave your comfort zone, take risks, and push your own boundaries. Whether it's a win or a setback, every experience teaches you something valuable. Keep exploring, keep challenging yourself—that’s how you grow not just as a designer, but as a person.

I would choose Philippe Starck. His work goes beyond design—it’s a poetic exploration of life, guided by emotion, ethics, and imagination. What resonates with me most is his fearless embrace of emotion and his belief that love is the essential force behind all meaningful creation.

Like Starck, I see design as something deeply human. It’s not just about form or function, but about connection, feeling, and purpose. His ability to challenge convention while bringing joy and wonder into everyday life aligns closely with my own creative approach.

I wish people would ask, “What message do you wish your work communicates to the world?”

My answer would be that design has the power to move us—to create emotional depth, spark connection, and bring beauty into everyday life. I want my work to speak to the heart, to remind people that spaces and objects are not just functional, but also deeply personal. Through form, material, and emotion, I aim to show that creativity rooted in authenticity and love can transform how we feel, live, and connect with the world around us.