1Congratulations on winning the London Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?
Thank you so much. I’m Eng. Samia, the Lead Designer at Arwa Designs, where I’ve had the privilege of working for the past eight years. Being part of the studio’s journey and evolution has been incredibly rewarding, not just professionally, but personally as well.
My passion for design began with a curiosity about how space influences human emotion and experience. Over the years at Arwa Designs, I’ve been able to deepen that passion, working on projects that challenge me creatively and allow me to tell meaningful stories through design.
What inspires me most is the ability to transform empty spaces into environments that are not only beautiful but also deeply reflective of culture, personality, and purpose.
2What does being recognised in the London Design Awards mean to you?
It’s an incredible honour, not just for me but for the entire Arwa Designs team. As a Saudi studio led by strong creative women, being recognised internationally reaffirms that our design philosophy—rooted in both innovation and heritage—resonates globally. This win symbolises the collective effort, creativity, and intention we bring to every project.
3How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?
The award has amplified our studio’s visibility and opened doors to exciting opportunities, including international collaborations and larger-scale regional projects. For our team, it’s been a major confidence boost. It validated our belief in designing with meaning and has encouraged us to continue pushing creative boundaries while staying true to our values.
4What role does experimentation play in your creative process? Can you share an example?
Experimentation is a core part of how we innovate at Arwa Designs. For one of our award-winning villas, we explored the idea of blending traditional Saudi motifs with modern materials—translating carved wood details into custom metalwork and juxtaposing sharp architectural lines with soft, textural fabrics. It was a delicate balance, but the outcome was a space that felt both contemporary and timeless.
5What's the most unusual source of inspiration you've ever drawn from for a project?
One of the most unexpected sources of inspiration came from football teams. In our culture, soccer isn’t just a sport—it’s a deeply rooted part of our social fabric. The strategy, discipline, movement, and even the passion seen in the game sparked an idea for a layout concept, influencing how energy and flow moved through a space. It reminded me that inspiration truly can come from anywhere—even the roar of a stadium.
6What’s one thing you wish more people understood about the design process?
That design is so much more than selecting finishes or making things look pretty. It’s a strategic, layered process that considers function, emotion, psychology, and storytelling. What might appear seamless on the surface is the result of countless thoughtful decisions behind the scenes.
7How do you navigate the balance between meeting client expectations and staying true to your ideas?
It starts with listening deeply. Understanding the client's lifestyle, habits, and aspirations allows us to design spaces that are meaningful to them while also incorporating our creative direction. At Arwa Designs, we believe that the best results come when trust is built, and from there, the collaboration becomes effortless.
8What were the challenges you faced while working on your award-winning design, and how did you overcome them?
The project came with two key challenges: a very high ceiling and an expansive open floor plan. While visually striking, they made the space feel too vast and impersonal at first. We overcame this by integrating multi-functional design solutions and intentional zoning to create flow and intimacy. Every decision, from furniture placement to vertical layering, was made with precision to ensure a space that was both functional and luxurious.
9How do you recharge your creativity when you hit a creative block?
I believe in stepping away, physically and mentally. Shifting my focus to something unrelated, like art, travel, or even a simple walk, helps reset my mind. I also find a lot of value in team discussions. At Arwa Designs, we thrive on collaboration, and sometimes all it takes is one fresh perspective to unlock a whole new idea.
10What personal values or experiences do you infuse into your designs?
I value subtle storytelling, whether it be through materials, light, or layout. My approach is shaped by a respect for tradition, but also a drive to reinterpret it in modern, relevant ways.
11What is an advice that you would you give to aspiring designers aiming for success?
Stay curious, stay grounded. Learn to observe and ask questions. Design is a lifelong learning journey, and success comes not from replicating trends but from finding your own voice. Collaborate, take risks, and most importantly, design with intention.
12If you could collaborate with any designer, past or present, who would it be and why?
I’m drawn to the work of designers who bridge cultures and challenge norms, someone like Zaha Hadid. Her fearless exploration of form and space was extraordinary. But honestly, I also find value in unexpected collaborations with textile artists, product designers, and even architects from completely different backgrounds. That’s where innovation lives.
13What's one question you wish people would ask you about your work, and what's your answer?
I wish more people asked: “What emotion do you want someone to feel when they enter your space?”
Because for me, design is about crafting an emotional experience. Whether it’s calm, wonder, or a sense of belonging, my goal is to make sure every space we create leaves a lasting emotional impression.
