WEBVTT
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Representation is incredibly important because most of the unique spaces are built by people from different backgrounds, different cultures, different upbringings.
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But it's so important to have representation because then it influences more people to get in this industry and more designers from different backgrounds in the creative industry, which is what we need.
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It's fresh ideas, it's a different perspective.
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It's actually not just about me, it's bigger than me, it's the next generation, it's the people, it's the other Sodomese girls, people from working class backgrounds.
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I wish I had more of that when I was graduating, but it's so important to see people that look like you in this industry.
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At One's, we're proud to partner with brands that don't just talk about change, but they're actually shaping it.
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Today's episode is sponsored by Moroso, the luxury Italian design house that turns pieces of furniture into art.
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For the last 70 years, they've been working with the most influential designers around the globe, creating bold expressive pieces that not only fill a room but define it.
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Thank you, Moroso, for supporting O Lise.
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Welcome to the next episode of the Oise podcast.
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Today I have an absolute superstar, Enas Mahmoud.
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Welcome.
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Thank you.
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It's good to have you here.
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Thank you.
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Thank you for joining me today.
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So, Enas, I want to talk to you about so many things.
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Um, and I'm sure there's going to be a lot of listeners out there that want to hear about your story, your intro into design, where you were brought up, who you are, um, you know, and how you have come to be to get to this stage.
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So let's talk about where where were you brought up, Enas?
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So I was brought up in London, but born in Sudan and um family from Sudan, and I used to go back, you know, every summer, spend the summers there, and and you know, spent about two years there also during my teenage years.
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Um, but yeah, mainly, mainly brought up in London.
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Yeah, fantastic.
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And what did that connection to going back, you know, being brought up in London, but going back to Sudan and experiencing what that looked like?
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How did that feel?
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Oh, amazing.
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It I don't know how to explain it, but it just it feels like home.
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And um, we're very rich in culture, we're, you know, in art, in architecture, in interior design, um, in fashion.
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It it I was really raised around so many creative people in their own sense.
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And I don't think people realise how um eccentric and colourful um Sudanese women are from you know the the clothes that we wear and the henna and you know how we style our places, we're very eccentric people, and I think um subconsciously that kind of fed through my design philosophy and and and how I approach interior design from you know being surrounded by that.
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I think I can agree as your fellow neighboring country um that you know Sudanese, when I think about Sudanese women and I think about the tobs, the traditional tops that they wear, and the colour and the pattern, it is incredible.
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It is so it's a feast for your eyes, right?
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You know, you go to a Sudanese wedding, you go to uh, you know, or you see women that are dressed.
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I mean, it's like a form of language, actually, right?
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And it's wonderful to see.
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It really is.
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It's that you know, um, you don't really get to appreciate it until you actually take a step back and look at how you have gotten to this space and your design philosophy and and how you approach design.
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And it it really is um through being surrounded by so many gorgeous Sudanese women and and traditional clothing and the intricacy and the the craftsmanship of the patterns and the colours that we wear.
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So loving interesting.
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It absolutely has influenced you a lot, you know.
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You are a colour queen, right?
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It's like it's like your thing.
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It is, yeah.
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Um so let's talk about, you know, you grew up in a Sudanese family.
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Yes.
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And you know, we both we both know, we're both East African, and we both realize and understand that design is something, and art art and design, you know, although art has been historically in our culture for a very long time, you know, design is something where you go out and and do a design, have a design career.
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Yeah, is relatively new.
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I'd say we are kind of the first gener, well, we're second generation, but we are the first generation that have really gone out and done it as a career.
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Yeah, let's talk about that because that is a big, big topic, and that's something that you can personally talk to a lot.
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So when you went back home and you said to the parents, the family, I want to do interior design, I want to be an interior designer, what did that conversation look like?
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Um I mean, my my dad, he's very creative actually, and um he really has championed me into going in the design field, and my mom's very supportive as well.
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Um so I didn't necessarily study interior design, I studied surface design um at university.
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So it's more of like appreciation of products and surfaces and things like that that go into the home.
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But when I, you know, a couple of years after I graduated and I said, hey, I want to start my own business, it was it was um a journey for all of us.
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But yeah, that they are they are really supportive, but it's very new, you know.
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There's nobody in my family who um has an interior design business.
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In fact, when I was when I graduated uni and I tried to find somebody in our field, um there was no one.
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There was there was no Sudanese um business owners.
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And it was really hard getting into the industry with you know without a little I think that reference point is important, especially for for parents, for you to say at least blah blah has done it, you know, uncle or auntie over there has done it, you know, she's you know, and so there was no reference point for them.
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Um, so it it was a little bit tricky for them to kind of grasp what you can actually do with design.
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Um so yeah, it was it wasn't easy, but you know, they're they're such big cheerleaders and champions of what I'm doing now.
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So love that.
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So it was a journey, but you know, eventually they saw the talent and they and they really believe in it, which is fantastic.
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Yeah, exactly.
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Amazing.
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So when you started your business, yeah, that moment of getting your first project, how did that feel in us?
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Oh, do you know what it was so crazy?
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Um, and funny enough, I actually never wanted to start a business.
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Like it, I never really thought about okay, I'm gonna go out on my own.
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I always thought, okay, I'm gonna work in a studio, I'm gonna maybe be the director or you know, run it, or I I never actually really thought, okay, maybe I could do this on my own.
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It sort of all happened by accident, but I also believe nothing in this life is by accident.
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Um so it was on social media.
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Um, I was at the time working for a uh a studio, a homeware studio actually.
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And I left and I did want to get into interior design, but I was so scared because I didn't necessarily have the interior design degree, um, but I've always had the eye.
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Um, I've always been really, really good at putting things together.
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But of course, interior design and running a business is so much bigger than that.
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My client came about because they posted on social media that they were looking for somebody to design um one of the rooms, the VIP rooms at the O2 Arena.
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And I just thought, shh, let me just ask.
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What do I have to lose?
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Um, end up doing that, and then I believe a year later they bought a huge house and they asked if I would do it.
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Um, and I said no the first time because I was terrified.
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And then I ended up doing that house, and it it was just from there, it was like a word of mouth, and it it sort of developed, and you know, it was great for my portfolio, and then I started getting pressed, and it just slowly rolled like that.
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But for me to actually start the business, it meant that I had to be registered as a as a business to design at the O2 Arena.
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So I sort of I wasn't even called studio at Studio NS when I first started, I think it was decor by NS or something like that.
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Just anything to get on company's house so I can have the paperwork to be inside the O2 Arena.
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Yeah.
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Um and it and it really just snowballed from there, really.
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Yeah, yeah, yeah.
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And so how would you say, you know, when you uh handed over that project and you kind of you're you're doing your handover with the client, and you know, what did that moment look like when you had done it?
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Because it's one thing getting your first project, then it's another thing completing your first project, and you know, you've got the client there, yeah, and you're really, you know, you're doing the the final tour and the handover.
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Let's talk about that.
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It was so fun because um with that house, we did it in stages over a number of years, and um it was it was so interesting because my clients initially didn't like colour at all, they were very, very scared of it.
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But if you go and see that house now, every room has a bright yellow wallpaper or you know, green walls and ceilings, and um, there's so much colour now because we've taken them on that journey bit by bit.
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Um so it's interesting to take a client who has never really experienced colour in that sense to now going through the whole house and everything is bold and colourful and bright.
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And you did that.
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Yeah, and and they and they'll never go back to beige again or white.
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So yeah, um, it's yeah, it was just it really is an experience.
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It's hard to really put into words.
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What a beautiful moment, though, between designer and client where you can educate them on, you know, or you can guide them softly into something that they didn't know they needed in their life, you know.
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And that's really where design, that's where design comes alive, isn't it?
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You know.
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Um, so okay, so you had got your first project, you did your first residential project, you then moved on to more projects, and business started to grow more and more.
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You know, at this point, in your mind, what were you thinking?
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Were you thinking, wow, this is really happening?
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Like, am I how long did it take for you to really say to yourself, I am an interior design studio, I am running a business.
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Yeah, you know, because it because it takes time for different people, right?
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Yeah, and um it took me a minute.
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I would say honestly, maybe four years into the business, four or five years.
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Yeah.
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Um because I was still learning, I didn't really have much guidance.
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Um, so I didn't know if what I was doing is right or wrong, or what I was pricing, or how I was marketing myself.
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And you know, when when you um come from a working class background like myself, you don't have the investment to really understand how to run a business and so on.
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So you're really learning as you go along.
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Um, so it it took it took some time for me to actually, you know, yeah, say it out loud.
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Yeah, I think that's really humble and thank you for being vulnerable and and being honest about that because it's something that sometimes we're not always honest about, you know.
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We come from working class families, and when you're self-made and you're you're building, you know, brick by brick by yourself, yeah, it's not easy.
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And you know, we tend to gloss over a lot in our industry, you know, it it but actually it's hard building a business on your own, it's hard when you don't have outside investment.
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And you know, let's talk about that because a lot of we we have lots of emerging designers that that follow us on, you know, follow the Ole's journey.
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And when we get to talk to designers like yourself, you know, who have really you've grown up in London, you've built this business by yourself, you know, no outside investment.
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What advice would you give in that moment, you know, to somebody that is wanting to do the same, has maybe, you know, surface design is a real transferable skill that you've you you were able to transfer over.
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But in that moment, you know, what advice would you give Nas to somebody that is trying is self-made and is trying to get their first win their first project?
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Honestly, um work in somebody else's studio first, learn at somebody else's expense and really understand it all.
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It's not just you're you're not just designing, you're dealing with people, you're dealing with suppliers, you're, you know, it's time, it's it's somebody else's money.
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Um you have to learn how to be good with people because you're in their home and and in their space.
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Um, so I would say, yeah, work at somebody else, learn at somebody else's expense and um build your community.
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You cannot do this business on your own.
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You cannot, it's it's it's a lie to say, oh, you know, I've I've done it all on my own.
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I've had so much support from the people next to me.
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If you can't necessarily find somebody to um guide you or or whatever, you know, build your community with the people around you coming up because there you these are the people you can ask questions, you know, how much are you charging?
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Am I doing this right?
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Um, I'm having an issue with this supply, what can I do?
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Or, you know, it's everybody is here to help.
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Um, so it's yeah, find your community, build that, and go out there and learn as much as you can before you dive into your own business.
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That is great advice.
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So, key key points there are go into get industry-led experience, go into studio because you know, we are living in a world where um everybody wants to be CEO straight out of uni.
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And look, you know, that's okay.
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Yeah, but but I think also I love that you've spoken about industry experience.
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You know, this is often forgotten and something that is not valued enough like before.
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Yeah, um, so and then also your community, yeah, our favorite words.
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Honestly, like my community have been incredible because a lot of us don't actually have designers in our family that we can sort of go and ask advice for.
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So you need people who are your friends and are your community to be vulnerable with and to be open with.
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I think there's no point trying to pretend that yes, business is great and fantastic.
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It's hard.
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It's really, really hard.
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And I've wanted to quit so many times.
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Um, but it's your community that help you and guide you through those, those tough periods.
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Yeah, yeah.
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You mentioned just now about sometimes, you know, hand on head, like, oh my god, what am I doing?
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What is this?
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You know, what what stops you from quitting?
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Would you say, Anna?
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What kind of like are the motivators, the key motivators that you have to like slap yourself, no, no, no, I am born to do this?
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I think I'm a bit delusional, number one.
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Um, I'm trying to, I feel like sometimes I'm also trying to prove myself a point and to everybody else a point, actually, um, who you know didn't expect me to do this.
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Also, you know, the the longer I've been here and the older I'm getting, I realize it's actually not just about me.
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It's it's it's bigger than me, it's um the next generation, it's the people, it's the other Sudanese girls, it's um the other people that look like myself or people from working class backgrounds.
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I think it's it's so important, and I'm not trying to, you know, toot my horn or anything like that, but it's so important to um see people that look like you in this industry.
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And I wish I had more of that when I was graduating and you know, trying to find work.
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Um so I think that's that plays a big part, is is realizing that it's um it's not just for myself, it's it's for the people next to me and um the people that believe in me.
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So unfortunately, I can't quit.
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No, you've come too far now.
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You've come too far.
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So you you touched on a really important topic that is important to you and to me.
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Um, and it's about representation and it's about um, you know, identifying people that look like yourself in an industry where there's, you know, not many of us.
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And and I think let's talk about that.
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I, you know, representation.
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Why was why do you think it's important for this next generation of emerging design students that are in uni that are looking to somebody like you and are saying, wow, you know, she's run her studios for almost a decade now.
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She's she's doing amazing things, she's worked on incredible projects, you know, she's where I want to be.
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You know, why is it important in us, do you think?
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I mean, representation is incredibly important because um most of the most of the unique spaces are built by people from different backgrounds, um, different cultures, different upbringings, um, from different worlds.
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And you need that in this life.
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You need spaces and environments that are created from people who are unique and and who aren't all the same because you will get the same product time and time again.
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Um but it's so important to have representation because then it influences more people to get in this industry and more, you know, um designers from different backgrounds uh in the creative industry, which is what we need.
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It's it's it's fresh ideas, it's a different perspective.
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Um and it's it's just it's so important um to have that representation in an industry that hasn't always represented us.
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Yeah, yeah, definitely.
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So, in terms of your kind of, you know, I I often ask this question to to designers that come on the podcast, like who you were when you started Studio NAS and who you are now.
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And you know, I know, and I know obviously you're smiling because it's an evolution, right?
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It really is.
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You evolved as a woman, as a designer, as a person.
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Yeah.
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So who would you say she was?
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Oh god, she was scared, she was absolutely terrified and had no idea what she was doing.
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Umbitious, hungry, terrified.
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I probably said that twice because I really was um delusional.
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Um and the I think now I'm more confident in who I am as a woman and as a designer.
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Um I listen to my gut a lot more.
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Um I don't lead with desperation.
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When you lead with desperation, you attract uh not the right clients, maybe um, not the right projects.
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I think now I'm in this space where I'm quite confident in what I can bring to somebody's home and environment and how I can change that.
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And don't get me wrong, I'm I still have moments of of fear um because it is terrifying, uh, you know, being a business owner and being a designer.
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But I'm so much more comfortable in my skin and um I can walk in spaces and feel like I belong.
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Whereas before, you know, I wanted to sort of be in the background and hide myself and and let the the the the pictures and the projects talk for itself, but actually people like us don't have that privilege.
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Um we do have to be front and center and show up.
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Um and I feel like I'm a lot more confident um doing that.
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Yeah, yeah.
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Thank you, Anastasia's such a such a really heartfelt answer, actually.
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Um and uh let's talk about visibility in this industry.
00:21:16.160 --> 00:21:32.000
We talk about we talk about representation, we talk about visibility in 2026, and again, another hot topic for our industry and the way in which you show up and the way in which, you know, what has worked for you, would you say, in terms of visibility, you know, online or in person?
00:21:32.240 --> 00:21:35.200
What's your kind of how have you gone about it?
00:21:35.599 --> 00:21:36.720
I mean, there's a few ways.
00:21:36.799 --> 00:21:44.720
I mean, I've had the privilege of of being on panels, which has been great, um, being impressed, which has also really helped.
00:21:44.960 --> 00:21:55.680
Um and yeah, just just kind of showing my face and myself a bit more on social media, even though I absolutely hate it.
00:21:55.839 --> 00:21:57.599
Um I have to do it.
00:21:57.839 --> 00:22:02.640
Um and just Showing up as myself, I guess.
00:22:03.359 --> 00:22:13.440
Um, and I've noticed that the more I show up as myself and what I represent, people are actually drawn to that.
00:22:13.599 --> 00:22:25.599
People are drawn to your story and to your background, and it's it's been really interesting to see um how that resonates with people from all over the world, actually.
00:22:26.400 --> 00:22:39.920
So yeah, I think showing up as my authentic self and um putting myself you know at the back front and face um of the business has helped.
00:22:40.160 --> 00:22:41.279
Yeah, fantastic.
00:22:41.599 --> 00:23:10.799
And let's talk about kind of like you know, the challenges that have come from because as as beautiful as interior design is, it comes with its challenges, whether that's you know, clients or project deadlines or you know, working with different people, different suppliers, you know, it will be really good to understand, you know, what what challenges have you faced over the years, um, you know, and sharing how you overcome that as well.
00:23:11.200 --> 00:23:12.480
God, where do I start?
00:23:12.720 --> 00:23:13.920
Um so many.
00:23:14.079 --> 00:23:24.960
It could be it could be working with the wrong contractors, um, things going wrong on site, things showing up incorrectly.
00:23:25.200 --> 00:23:31.359
Um, it could be clients, it can be unpleasant sometimes.
00:23:31.599 --> 00:23:44.000
Um, you could be in the middle of, you know, a couple going at it and you're sort of, you know, um trying to play the therapist at the same time.
00:23:44.240 --> 00:23:46.000
Um, it could be staff.
00:23:46.559 --> 00:23:56.799
Um, you know, you're you're not just dealing with people, you're dealing with their personalities and their own things um and trying to navigate that.
00:23:57.680 --> 00:24:09.599
It could be budget, it could be, you know, trying to navigate how to um stretch a budget while still making the space look beautiful.
00:24:09.839 --> 00:24:17.920
There's so many things, and and I think over the years now I've just understood that with every project, something is gonna go wrong.
00:24:18.319 --> 00:24:21.359
It it's inevitable, it is what it is, and I prepare my clients now.
00:24:21.440 --> 00:24:28.720
I'm very transparent with them, you know, this is the project, this is what's gonna, this is what could happen and might happen, hopefully it won't.
00:24:28.960 --> 00:24:44.799
But it's also um letting them know that it will get handled and it will be sorted and we'll get through it and it's gonna be fine and it's gonna be beautiful, but it can be quite rocky because there's so many moving factors, it's not linear.
00:24:44.960 --> 00:24:45.599
Um, yeah.
00:24:45.839 --> 00:24:51.519
So it's just yeah, it's trying to balance everything at once, all the time.
00:24:52.160 --> 00:25:12.720
I think that's a really fantastic out um insight, actually, because educating your client from the very beginning that it's gonna be it's inevitable that there are going to be potential challenges, time constraints, this budget, you know, from the very beginning is really helpful advice, actually, for for because it never it never goes perfectly.
00:25:12.799 --> 00:25:13.599
You're absolutely right.
00:25:13.920 --> 00:25:14.720
Absolutely not.
00:25:14.880 --> 00:25:21.519
Um, and I think at the beginning I never wanted to say that out loud because maybe it makes me look like I don't know what I'm doing.
00:25:21.680 --> 00:25:31.359
But actually, um the more experience you have and the more transparent you are with your clients, the more they respect you and trust you.
00:25:31.599 --> 00:25:36.559
So yeah, it's just preparing them that something will go wrong, but it will be fine.
00:25:36.720 --> 00:25:38.079
We're gonna get through it, you know.
00:25:38.160 --> 00:25:40.720
At the end of the day, yeah, it's not life or death.
00:25:40.799 --> 00:25:46.160
Yeah, you know, we're not surgeons, we're designers, um, everything is gonna be fine.
00:25:46.319 --> 00:25:48.559
Um and we'll get through it.
00:25:48.640 --> 00:25:49.599
Yeah, yeah.
00:25:49.839 --> 00:25:54.000
And and that's what would your like dream project be?
00:25:54.400 --> 00:25:59.839
Where would it be and what would it be if you could dream up what that looks like?
00:26:00.319 --> 00:26:00.799
Do you know what?
00:26:00.880 --> 00:26:05.200
I'd love to do something commercial, even though it terrifies me.
00:26:05.440 --> 00:26:26.480
I would love to do like a really high-end restaurant, um something like that, like something really exclusive, uh, maybe a private members' club, or you know, something where you where you can actually be very, very creative and layered and colourful and bold.
00:26:26.799 --> 00:26:29.920
Um, yeah, I think I'd I'd love to do something like that.
00:26:30.319 --> 00:26:31.200
We can so see that.
00:26:31.279 --> 00:26:31.440
Yeah.
00:26:31.680 --> 00:26:32.480
We can absolutely see that.
00:26:32.799 --> 00:26:33.839
And a product line.
00:26:34.160 --> 00:26:35.279
And a product line.
00:26:35.440 --> 00:26:38.079
Oh, let's we'll come to that in a minute.
00:26:38.319 --> 00:26:42.559
Um, but you know, that brings me really nicely on to Enas.
00:26:42.960 --> 00:26:46.400
You are a designer as part of Wow House this year.
00:26:46.480 --> 00:26:47.119
Yes.
00:26:47.440 --> 00:26:51.920
And if you could describe to anyone what Wow House is, what would you say?
00:26:52.160 --> 00:26:57.119
Oh my God, it's like it's like the Met Gala.
00:26:57.519 --> 00:27:00.799
It's like the um the Oscars of interior design.
00:27:00.880 --> 00:27:04.880
It's you know, it's the thing that everybody wants to be a part of.
00:27:05.200 --> 00:27:12.559
Um, and it's such a unique and incredible show where you actually have no brief.
00:27:12.720 --> 00:27:30.960
You go crazy, you do what you can do and in the time frame that you have and with the you know the suppliers or the sponsors that you have, but it's really the chance to showcase who you are as a designer with no clients, no nobody telling you you can't use red or you can't do this.
00:27:31.200 --> 00:27:35.839
Um yeah, it's it's the perfect showcase to sh to represent who you are as a designer.
00:27:36.079 --> 00:27:36.640
Fantastic.
00:27:36.799 --> 00:27:38.240
And let's talk about your design.
00:27:38.400 --> 00:27:38.720
Yeah.
00:27:38.880 --> 00:27:45.039
So, Enas, you had the brand new concept, which is the uh garden folly room.
00:27:45.680 --> 00:27:49.839
Um, tell us all about that and what inspired your design?
00:27:50.079 --> 00:28:03.519
Yeah, so I had the garden folly room, which is a new addition to Wow House this year, and um I worked with Darren Price from Adam Architecture, who did the facade, and Hector Fincher did all the beautiful lanterns outside as well.
00:28:03.920 --> 00:28:24.480
And um, when I was first approached by the concept, uh immediately I said, okay, I wanted this space to really be bold, and I knew it did the size and the measurements, so it was a little small, but it was it was a jewel box, and that's what I wanted it to really feel like.
00:28:24.559 --> 00:28:56.480
You know, I want you to go inside and um slowly take in all the layers and all the details of the room, and I wanted it to be a representation of both my worlds, my Sudanese heritage and my British upbringing, and a love letter to where I'm from and what I represent and what I've grown up watching and seeing and experiencing, and also the the suppliers that I've worked with.
00:28:56.640 --> 00:29:12.880
You know, I've worked with some amazing suppliers in my room, and it really's all about um belonging and heritage in that room, and that's yeah, that's what I wanted to bring to Wildhouse this year.
00:29:13.119 --> 00:29:17.759
Fantastic, and you absolutely executed that brief beyond words.
00:29:18.240 --> 00:29:28.799
It is absolutely stunning, it is so it's really got a signature of Studio and Ass on there, you know, and the colour, the textures, the smell.
00:29:28.960 --> 00:29:31.759
I mean, you know, we went there and we've seen the room.
00:29:31.920 --> 00:29:38.559
There was small details like the dates on the table with some bahur, yeah, you know, which is traditional.
00:29:38.880 --> 00:29:44.720
And you know, these concepts are so new to a place like Wildhouse, you know.
00:29:45.119 --> 00:29:59.839
And they're new because of your heritage, yeah, you know, and the fact that you are the first, the first East African designer to, well, in fact, no, you're you're not the first African, but uh, we have Tolly.
00:30:00.160 --> 00:30:00.880
Shout out to Tollin.
00:30:01.119 --> 00:30:01.839
Tollin, I love him.
00:30:02.000 --> 00:30:08.559
Yeah, we've had the amazing uh our small island sisters, Tony and and Alex, and I know Claire Gaskin as well.
00:30:08.720 --> 00:30:12.640
Um they've all been amazing, you know, Hall of Fame for previous years.
00:30:12.880 --> 00:30:14.000
Honestly, they really set the bar.
00:30:14.480 --> 00:30:17.519
They really did, they really did, and it's fantastic to see.
00:30:17.599 --> 00:30:23.680
But you know, in terms of the kind of cultural heritage part, it just was like a nod to your heritage.
00:30:23.839 --> 00:30:30.160
Yeah, and I think things like that are wonderful, and you should be very proud of yourself for the design that you've created.
00:30:30.559 --> 00:30:35.440
Um, and I want to talk about you know what's next for you, and us.
00:30:35.920 --> 00:30:42.400
You know, you mentioned product line potentially in the future, and you know, commercial and hospitality spaces.
00:30:42.799 --> 00:30:45.759
We can so see that for you from an industry point of view.
00:30:46.160 --> 00:30:53.039
What you created with the jewel box with the garden folly room, we've all said in the magazine, you know, we can see that being in a hotel.
00:30:53.200 --> 00:31:00.559
Okay, we can see that being in a luxury lobby, bar, you know, and I and we'd love to see that from you.
00:31:00.720 --> 00:31:03.759
But I want to hear from you about where you see yourself.
00:31:04.160 --> 00:31:04.880
Do you know what?
00:31:04.960 --> 00:31:15.440
I used to have so many plans, and uh life has been interesting, yeah, and I've learned to actually embrace it and just sit in the moment.
00:31:15.680 --> 00:31:25.440
Uh, and really sit, like for example, now with Wildhouse, I'm just embracing sitting in this moment and taking it all in and really appreciating.
00:31:25.680 --> 00:31:28.559
Whereas in the past, I've always been like, okay, what's next?
00:31:28.640 --> 00:31:29.119
What's next?
00:31:29.200 --> 00:31:33.119
Yeah, you know, just seeing everybody's feedback and reaction.
00:31:33.279 --> 00:31:36.960
I would love to do a light ink product, maybe.
00:31:37.279 --> 00:31:48.720
Um, I've worked with gladi lighting in the room, yeah, and we've had so much incredible feedback for the wall lights that I designed with them.
00:31:48.960 --> 00:31:50.640
So it's a little, you know.
00:31:51.119 --> 00:31:51.920
You heard that first.
00:31:52.079 --> 00:31:52.319
Yeah.
00:31:52.559 --> 00:31:53.519
Maroch, gladi.
00:31:54.160 --> 00:31:55.039
Let's make it happen.
00:31:55.359 --> 00:31:56.000
Let's do it.
00:31:56.240 --> 00:31:58.880
There's no pressure, no pressure, no pressure.
00:31:59.039 --> 00:31:59.200
Yeah.
00:31:59.359 --> 00:32:04.240
We could so see the NS collection happening, and it's so reachable.
00:32:04.400 --> 00:32:04.559
Yeah.
00:32:04.720 --> 00:32:05.920
You know, it's so reachable.
00:32:06.079 --> 00:32:06.240
Yeah.
00:32:06.319 --> 00:32:15.759
I mean, we've always I've always designed bespoke products from for my clients, but I think um I would love to try that route.
00:32:16.160 --> 00:32:18.079
It's always something I've always wanted to do.
00:32:18.319 --> 00:32:23.440
I've always been obsessed with designing and pattern and colour and shapes.
00:32:23.599 --> 00:32:27.519
And um yeah, I think maybe that could be the next step.
00:32:28.160 --> 00:32:31.759
And and again, that circles back to your surface design degree.
00:32:32.319 --> 00:32:36.319
You know, I think that foundation for you really is still there.
00:32:36.559 --> 00:32:44.640
You know, it comes, it comes from that a lot, and it's um it's wonderful to see your talent in so many facets, actually.
00:32:44.960 --> 00:32:45.839
So, Enas.
00:32:46.160 --> 00:32:50.960
Yes, I remember having a conversation with you, is it 12 months ago?
00:32:51.200 --> 00:32:58.480
Yeah, probably just over 12 months ago, actually, or around 12 months ago, and we sat in the design center and we had a conversation.
00:32:58.720 --> 00:32:58.880
Yeah.
00:32:59.039 --> 00:33:00.480
What did we have a conversation about?
00:33:00.640 --> 00:33:12.559
I remember we were sat in the restaurant, and this was after I did the Wild House tour with Homes and Garden next in design, and um, I was so inspired.
00:33:12.799 --> 00:33:14.079
I was so, so inspired.
00:33:14.160 --> 00:33:17.039
And I it was actually my first time seeing Wild House.
00:33:17.119 --> 00:33:27.039
I mean, I've always seen it online, and you know, um, but it was my first time experiencing it and going through all the rooms, and I was just in love.
00:33:27.519 --> 00:33:36.079
I was in love with everything and all the designers' rooms, and it was so, so creative, and I was so inspired.
00:33:36.160 --> 00:33:46.799
I left feeling um so enriched, and and I I remember sitting down with you and I was like, Blyn, I'm gonna do Wow House.
00:33:46.880 --> 00:33:50.319
I don't know when, I don't know how, but I'm gonna do it.
00:33:50.400 --> 00:33:53.519
And I already know what my room or what it's gonna feel like.
00:33:53.680 --> 00:33:55.839
I already know the colours I'm gonna use.
00:33:56.000 --> 00:34:00.720
Like it just came into my head that okay, I'm going to do this.
00:34:00.960 --> 00:34:03.119
I don't know how, but it's gonna happen.
00:34:03.359 --> 00:34:08.639
And I already know the feeling I want people to feel when they walk into my room.
00:34:08.880 --> 00:34:13.840
And it was just insane when I got the email the year after.
00:34:14.400 --> 00:34:17.840
And um, yeah, I just I couldn't believe it.
00:34:18.159 --> 00:34:19.199
I really, really couldn't believe it.
00:34:19.440 --> 00:34:26.480
I remember that conversation very, very clearly, and I remember the determination in your face, in your voice.
00:34:26.639 --> 00:34:32.800
Yeah, and I remember I'm smiling because it brings me so much joy that it came to fruition.
00:34:32.880 --> 00:34:40.960
Yeah, you know, it's it's it was written and it absolutely was your time and to see it unfold.
00:34:41.119 --> 00:34:42.639
I mean, that was 12 months ago.
00:34:42.800 --> 00:34:46.639
You keep talking about what you want, and as because it obviously comes true, you know.
00:34:46.960 --> 00:34:51.760
And it's crazy because I thought I was still too early in the game to do wowhouse.
00:34:52.079 --> 00:35:01.760
Um, I mean, last year I did Homes and I won Homes and Garden next in design, and that was amazing, and that sort of helped me set the pace for Wowhouse.
00:35:01.920 --> 00:35:08.960
Yeah, but it just goes to show, you know, you may feel that okay, that's not yet.
00:35:09.199 --> 00:35:10.079
Yeah, not actually.
00:35:10.559 --> 00:35:14.400
In in other people's mind, the way in which they see you is very different, you know.
00:35:14.480 --> 00:35:31.360
And I I I there's lots of people that speak so highly of you in this industry, and I think it's a combination of the light that you bring into room, the conversation, you know, you you know your stuff, and it's like people seeing it in you before you see it in yourself sometimes, you know.
00:35:31.519 --> 00:35:31.760
It happens.
00:35:31.920 --> 00:35:32.880
We're so hard on ourselves.
00:35:33.199 --> 00:35:34.880
We don't see, we don't see it, do we?
00:35:35.039 --> 00:35:46.239
Yeah, no, but it but you to circle back to the community thing you said, this is why the advice you gave about building your community when you're entering this industry is everything you have to put yourself out there, right?
00:35:46.880 --> 00:35:54.880
Absolutely, it's I it really is the foundation to to keeping you sane in this community and in this sorry, in this industry.
00:35:55.119 --> 00:36:08.159
Um I have had so many people pour so much love and light and energy and time into um pushing me to to do this.
00:36:08.320 --> 00:36:11.360
And you know, you're one of my biggest champions.
00:36:11.519 --> 00:36:16.400
So it's it's you know, it really is such an incredible experience.
00:36:16.559 --> 00:36:29.760
And like I keep saying before, you are nothing without your with your without your tribe, without your community, and and the people who will champion you and you know get you through the hard times and the difficult moments.
00:36:30.000 --> 00:36:33.679
So yeah, it's it's been it's been lovely, it's been a journey.
00:36:34.000 --> 00:36:42.800
Yeah, I'd say to end true success is really when people can advocate for you when you're not in the room.
00:36:42.960 --> 00:36:43.440
Yes.
00:36:43.679 --> 00:36:50.239
And I think in your case, Enas, yeah, that's a hundred percent what we all want to do and continue to do.
00:36:50.639 --> 00:37:04.239
And we're really excited for your next chapter, post Wow House, you know, to continue to see you work on amazing different projects, you know, hospitality, residential, commercial, whatever you want, the sky is the limit.
00:37:04.400 --> 00:37:04.800
Yes, it is.
00:37:04.960 --> 00:37:06.320
And we're all here to support you.
00:37:06.719 --> 00:37:07.039
Thank you.
00:37:07.519 --> 00:37:08.719
Thank you so much for joining us.
00:37:08.800 --> 00:37:09.360
Thank you for having me.
00:37:09.840 --> 00:37:10.639
Thank you so much.
00:37:10.960 --> 00:37:11.440
Thank you.
00:37:11.679 --> 00:37:12.559
Thank you.
00:00:00.239 --> 00:00:09.359
Representation is incredibly important because most of the unique spaces are built by people from different backgrounds, different cultures, different upbringings.
00:00:09.599 --> 00:00:20.239
But it's so important to have representation because then it influences more people to get in this industry and more designers from different backgrounds in the creative industry, which is what we need.
00:00:20.320 --> 00:00:23.760
It's fresh ideas, it's a different perspective.
00:00:23.920 --> 00:00:32.399
It's actually not just about me, it's bigger than me, it's the next generation, it's the people, it's the other Sodomese girls, people from working class backgrounds.
00:00:32.640 --> 00:00:39.119
I wish I had more of that when I was graduating, but it's so important to see people that look like you in this industry.
00:00:39.359 --> 00:00:44.799
At One's, we're proud to partner with brands that don't just talk about change, but they're actually shaping it.
00:00:45.039 --> 00:00:51.039
Today's episode is sponsored by Moroso, the luxury Italian design house that turns pieces of furniture into art.
00:00:51.280 --> 00:00:59.520
For the last 70 years, they've been working with the most influential designers around the globe, creating bold expressive pieces that not only fill a room but define it.
00:00:59.759 --> 00:01:02.159
Thank you, Moroso, for supporting O Lise.
00:01:04.480 --> 00:01:07.599
Welcome to the next episode of the Oise podcast.
00:01:07.680 --> 00:01:11.760
Today I have an absolute superstar, Enas Mahmoud.
00:01:11.840 --> 00:01:12.239
Welcome.
00:01:12.480 --> 00:01:12.879
Thank you.
00:01:13.200 --> 00:01:14.239
It's good to have you here.
00:01:14.959 --> 00:01:15.359
Thank you.
00:01:15.519 --> 00:01:16.879
Thank you for joining me today.
00:01:17.040 --> 00:01:20.799
So, Enas, I want to talk to you about so many things.
00:01:20.959 --> 00:01:33.439
Um, and I'm sure there's going to be a lot of listeners out there that want to hear about your story, your intro into design, where you were brought up, who you are, um, you know, and how you have come to be to get to this stage.
00:01:33.680 --> 00:01:36.640
So let's talk about where where were you brought up, Enas?
00:01:36.879 --> 00:01:50.719
So I was brought up in London, but born in Sudan and um family from Sudan, and I used to go back, you know, every summer, spend the summers there, and and you know, spent about two years there also during my teenage years.
00:01:51.359 --> 00:01:53.599
Um, but yeah, mainly, mainly brought up in London.
00:01:53.840 --> 00:01:54.640
Yeah, fantastic.
00:01:54.799 --> 00:02:01.439
And what did that connection to going back, you know, being brought up in London, but going back to Sudan and experiencing what that looked like?
00:02:01.599 --> 00:02:02.239
How did that feel?
00:02:02.480 --> 00:02:03.359
Oh, amazing.
00:02:03.439 --> 00:02:06.879
It I don't know how to explain it, but it just it feels like home.
00:02:07.120 --> 00:02:16.400
And um, we're very rich in culture, we're, you know, in art, in architecture, in interior design, um, in fashion.
00:02:16.639 --> 00:02:23.599
It it I was really raised around so many creative people in their own sense.
00:02:23.759 --> 00:02:51.840
And I don't think people realise how um eccentric and colourful um Sudanese women are from you know the the clothes that we wear and the henna and you know how we style our places, we're very eccentric people, and I think um subconsciously that kind of fed through my design philosophy and and and how I approach interior design from you know being surrounded by that.
00:02:52.159 --> 00:03:06.879
I think I can agree as your fellow neighboring country um that you know Sudanese, when I think about Sudanese women and I think about the tobs, the traditional tops that they wear, and the colour and the pattern, it is incredible.
00:03:07.039 --> 00:03:10.080
It is so it's a feast for your eyes, right?
00:03:10.319 --> 00:03:15.439
You know, you go to a Sudanese wedding, you go to uh, you know, or you see women that are dressed.
00:03:15.520 --> 00:03:18.719
I mean, it's like a form of language, actually, right?
00:03:19.039 --> 00:03:20.639
And it's wonderful to see.
00:03:20.879 --> 00:03:21.439
It really is.
00:03:21.680 --> 00:03:36.159
It's that you know, um, you don't really get to appreciate it until you actually take a step back and look at how you have gotten to this space and your design philosophy and and how you approach design.
00:03:36.319 --> 00:03:54.319
And it it really is um through being surrounded by so many gorgeous Sudanese women and and traditional clothing and the intricacy and the the craftsmanship of the patterns and the colours that we wear.
00:03:54.479 --> 00:03:55.680
So loving interesting.
00:03:56.000 --> 00:03:59.120
It absolutely has influenced you a lot, you know.
00:03:59.280 --> 00:04:00.960
You are a colour queen, right?
00:04:01.280 --> 00:04:02.560
It's like it's like your thing.
00:04:02.800 --> 00:04:03.360
It is, yeah.
00:04:03.439 --> 00:04:06.479
Um so let's talk about, you know, you grew up in a Sudanese family.
00:04:06.560 --> 00:04:07.039
Yes.
00:04:07.280 --> 00:04:25.199
And you know, we both we both know, we're both East African, and we both realize and understand that design is something, and art art and design, you know, although art has been historically in our culture for a very long time, you know, design is something where you go out and and do a design, have a design career.
00:04:25.279 --> 00:04:26.560
Yeah, is relatively new.
00:04:26.639 --> 00:04:33.600
I'd say we are kind of the first gener, well, we're second generation, but we are the first generation that have really gone out and done it as a career.
00:04:33.680 --> 00:04:39.600
Yeah, let's talk about that because that is a big, big topic, and that's something that you can personally talk to a lot.
00:04:39.839 --> 00:04:49.120
So when you went back home and you said to the parents, the family, I want to do interior design, I want to be an interior designer, what did that conversation look like?
00:04:50.240 --> 00:05:01.519
Um I mean, my my dad, he's very creative actually, and um he really has championed me into going in the design field, and my mom's very supportive as well.
00:05:01.759 --> 00:05:08.399
Um so I didn't necessarily study interior design, I studied surface design um at university.
00:05:08.560 --> 00:05:13.680
So it's more of like appreciation of products and surfaces and things like that that go into the home.
00:05:13.920 --> 00:05:24.959
But when I, you know, a couple of years after I graduated and I said, hey, I want to start my own business, it was it was um a journey for all of us.
00:05:25.600 --> 00:05:30.560
But yeah, that they are they are really supportive, but it's very new, you know.
00:05:30.639 --> 00:05:36.079
There's nobody in my family who um has an interior design business.
00:05:36.240 --> 00:05:45.040
In fact, when I was when I graduated uni and I tried to find somebody in our field, um there was no one.
00:05:45.199 --> 00:05:49.839
There was there was no Sudanese um business owners.
00:05:50.079 --> 00:06:10.319
And it was really hard getting into the industry with you know without a little I think that reference point is important, especially for for parents, for you to say at least blah blah has done it, you know, uncle or auntie over there has done it, you know, she's you know, and so there was no reference point for them.
00:06:10.480 --> 00:06:17.199
Um, so it it was a little bit tricky for them to kind of grasp what you can actually do with design.
00:06:17.439 --> 00:06:26.240
Um so yeah, it was it wasn't easy, but you know, they're they're such big cheerleaders and champions of what I'm doing now.
00:06:26.399 --> 00:06:27.279
So love that.
00:06:27.519 --> 00:06:34.720
So it was a journey, but you know, eventually they saw the talent and they and they really believe in it, which is fantastic.
00:06:34.879 --> 00:06:35.519
Yeah, exactly.
00:06:35.839 --> 00:06:36.319
Amazing.
00:06:36.800 --> 00:06:44.959
So when you started your business, yeah, that moment of getting your first project, how did that feel in us?
00:06:45.759 --> 00:06:48.319
Oh, do you know what it was so crazy?
00:06:48.560 --> 00:06:52.480
Um, and funny enough, I actually never wanted to start a business.
00:06:52.879 --> 00:06:56.160
Like it, I never really thought about okay, I'm gonna go out on my own.
00:06:56.240 --> 00:07:08.959
I always thought, okay, I'm gonna work in a studio, I'm gonna maybe be the director or you know, run it, or I I never actually really thought, okay, maybe I could do this on my own.
00:07:09.120 --> 00:07:14.560
It sort of all happened by accident, but I also believe nothing in this life is by accident.
00:07:14.879 --> 00:07:19.199
Um so it was on social media.
00:07:19.360 --> 00:07:25.519
Um, I was at the time working for a uh a studio, a homeware studio actually.
00:07:26.000 --> 00:07:38.560
And I left and I did want to get into interior design, but I was so scared because I didn't necessarily have the interior design degree, um, but I've always had the eye.
00:07:38.800 --> 00:07:42.800
Um, I've always been really, really good at putting things together.
00:07:42.879 --> 00:07:46.639
But of course, interior design and running a business is so much bigger than that.
00:07:46.959 --> 00:07:58.560
My client came about because they posted on social media that they were looking for somebody to design um one of the rooms, the VIP rooms at the O2 Arena.
00:07:58.959 --> 00:08:01.519
And I just thought, shh, let me just ask.
00:08:01.600 --> 00:08:03.279
What do I have to lose?
00:08:03.439 --> 00:08:12.720
Um, end up doing that, and then I believe a year later they bought a huge house and they asked if I would do it.
00:08:12.879 --> 00:08:17.040
Um, and I said no the first time because I was terrified.
00:08:17.360 --> 00:08:32.559
And then I ended up doing that house, and it it was just from there, it was like a word of mouth, and it it sort of developed, and you know, it was great for my portfolio, and then I started getting pressed, and it just slowly rolled like that.
00:08:32.799 --> 00:08:43.039
But for me to actually start the business, it meant that I had to be registered as a as a business to design at the O2 Arena.
00:08:43.279 --> 00:08:49.200
So I sort of I wasn't even called studio at Studio NS when I first started, I think it was decor by NS or something like that.
00:08:49.360 --> 00:08:55.759
Just anything to get on company's house so I can have the paperwork to be inside the O2 Arena.
00:08:55.840 --> 00:08:56.000
Yeah.
00:08:56.159 --> 00:08:58.960
Um and it and it really just snowballed from there, really.
00:08:59.120 --> 00:09:00.000
Yeah, yeah, yeah.
00:09:00.399 --> 00:09:14.879
And so how would you say, you know, when you uh handed over that project and you kind of you're you're doing your handover with the client, and you know, what did that moment look like when you had done it?
00:09:14.960 --> 00:09:24.960
Because it's one thing getting your first project, then it's another thing completing your first project, and you know, you've got the client there, yeah, and you're really, you know, you're doing the the final tour and the handover.
00:09:25.039 --> 00:09:25.759
Let's talk about that.
00:09:26.000 --> 00:09:41.279
It was so fun because um with that house, we did it in stages over a number of years, and um it was it was so interesting because my clients initially didn't like colour at all, they were very, very scared of it.
00:09:41.440 --> 00:09:56.240
But if you go and see that house now, every room has a bright yellow wallpaper or you know, green walls and ceilings, and um, there's so much colour now because we've taken them on that journey bit by bit.
00:09:56.639 --> 00:10:10.000
Um so it's interesting to take a client who has never really experienced colour in that sense to now going through the whole house and everything is bold and colourful and bright.
00:10:10.080 --> 00:10:11.039
And you did that.
00:10:11.200 --> 00:10:14.720
Yeah, and and they and they'll never go back to beige again or white.
00:10:14.879 --> 00:10:19.039
So yeah, um, it's yeah, it was just it really is an experience.
00:10:19.120 --> 00:10:20.559
It's hard to really put into words.
00:10:20.799 --> 00:10:33.120
What a beautiful moment, though, between designer and client where you can educate them on, you know, or you can guide them softly into something that they didn't know they needed in their life, you know.
00:10:33.519 --> 00:10:37.360
And that's really where design, that's where design comes alive, isn't it?
00:10:37.440 --> 00:10:38.080
You know.
00:10:38.320 --> 00:10:49.200
Um, so okay, so you had got your first project, you did your first residential project, you then moved on to more projects, and business started to grow more and more.
00:10:49.360 --> 00:10:54.559
You know, at this point, in your mind, what were you thinking?
00:10:54.799 --> 00:10:57.600
Were you thinking, wow, this is really happening?
00:10:57.759 --> 00:11:07.600
Like, am I how long did it take for you to really say to yourself, I am an interior design studio, I am running a business.
00:11:07.759 --> 00:11:10.799
Yeah, you know, because it because it takes time for different people, right?
00:11:11.840 --> 00:11:14.799
Yeah, and um it took me a minute.
00:11:14.960 --> 00:11:20.000
I would say honestly, maybe four years into the business, four or five years.
00:11:20.080 --> 00:11:20.240
Yeah.
00:11:20.639 --> 00:11:26.000
Um because I was still learning, I didn't really have much guidance.
00:11:26.240 --> 00:11:32.720
Um, so I didn't know if what I was doing is right or wrong, or what I was pricing, or how I was marketing myself.
00:11:32.879 --> 00:11:47.440
And you know, when when you um come from a working class background like myself, you don't have the investment to really understand how to run a business and so on.
00:11:47.519 --> 00:11:49.840
So you're really learning as you go along.
00:11:50.080 --> 00:11:56.159
Um, so it it took it took some time for me to actually, you know, yeah, say it out loud.
00:11:56.320 --> 00:12:05.200
Yeah, I think that's really humble and thank you for being vulnerable and and being honest about that because it's something that sometimes we're not always honest about, you know.
00:12:05.519 --> 00:12:13.519
We come from working class families, and when you're self-made and you're you're building, you know, brick by brick by yourself, yeah, it's not easy.
00:12:13.679 --> 00:12:24.000
And you know, we tend to gloss over a lot in our industry, you know, it it but actually it's hard building a business on your own, it's hard when you don't have outside investment.
00:12:24.480 --> 00:12:32.639
And you know, let's talk about that because a lot of we we have lots of emerging designers that that follow us on, you know, follow the Ole's journey.
00:12:32.720 --> 00:12:41.279
And when we get to talk to designers like yourself, you know, who have really you've grown up in London, you've built this business by yourself, you know, no outside investment.
00:12:41.519 --> 00:12:53.840
What advice would you give in that moment, you know, to somebody that is wanting to do the same, has maybe, you know, surface design is a real transferable skill that you've you you were able to transfer over.
00:12:54.159 --> 00:13:04.159
But in that moment, you know, what advice would you give Nas to somebody that is trying is self-made and is trying to get their first win their first project?
00:13:04.480 --> 00:13:14.559
Honestly, um work in somebody else's studio first, learn at somebody else's expense and really understand it all.
00:13:14.720 --> 00:13:24.799
It's not just you're you're not just designing, you're dealing with people, you're dealing with suppliers, you're, you know, it's time, it's it's somebody else's money.
00:13:24.960 --> 00:13:30.879
Um you have to learn how to be good with people because you're in their home and and in their space.
00:13:31.039 --> 00:13:39.039
Um, so I would say, yeah, work at somebody else, learn at somebody else's expense and um build your community.
00:13:39.200 --> 00:13:41.519
You cannot do this business on your own.
00:13:41.679 --> 00:13:47.440
You cannot, it's it's it's a lie to say, oh, you know, I've I've done it all on my own.
00:13:47.519 --> 00:13:50.720
I've had so much support from the people next to me.
00:13:50.879 --> 00:14:07.279
If you can't necessarily find somebody to um guide you or or whatever, you know, build your community with the people around you coming up because there you these are the people you can ask questions, you know, how much are you charging?
00:14:07.440 --> 00:14:08.720
Am I doing this right?
00:14:08.879 --> 00:14:11.759
Um, I'm having an issue with this supply, what can I do?
00:14:11.840 --> 00:14:15.600
Or, you know, it's everybody is here to help.
00:14:15.840 --> 00:14:26.000
Um, so it's yeah, find your community, build that, and go out there and learn as much as you can before you dive into your own business.
00:14:26.159 --> 00:14:27.279
That is great advice.
00:14:27.440 --> 00:14:40.240
So, key key points there are go into get industry-led experience, go into studio because you know, we are living in a world where um everybody wants to be CEO straight out of uni.
00:14:40.559 --> 00:14:42.320
And look, you know, that's okay.
00:14:42.399 --> 00:14:47.200
Yeah, but but I think also I love that you've spoken about industry experience.
00:14:47.279 --> 00:14:51.679
You know, this is often forgotten and something that is not valued enough like before.
00:14:51.759 --> 00:14:56.240
Yeah, um, so and then also your community, yeah, our favorite words.
00:14:56.559 --> 00:15:06.960
Honestly, like my community have been incredible because a lot of us don't actually have designers in our family that we can sort of go and ask advice for.
00:15:07.120 --> 00:15:13.600
So you need people who are your friends and are your community to be vulnerable with and to be open with.
00:15:13.759 --> 00:15:18.480
I think there's no point trying to pretend that yes, business is great and fantastic.
00:15:18.559 --> 00:15:19.360
It's hard.
00:15:19.600 --> 00:15:21.120
It's really, really hard.
00:15:21.200 --> 00:15:23.679
And I've wanted to quit so many times.
00:15:23.919 --> 00:15:29.120
Um, but it's your community that help you and guide you through those, those tough periods.
00:15:29.279 --> 00:15:30.000
Yeah, yeah.
00:15:30.240 --> 00:15:36.559
You mentioned just now about sometimes, you know, hand on head, like, oh my god, what am I doing?
00:15:36.720 --> 00:15:37.360
What is this?
00:15:37.440 --> 00:15:41.600
You know, what what stops you from quitting?
00:15:41.840 --> 00:15:42.799
Would you say, Anna?
00:15:43.039 --> 00:15:51.440
What kind of like are the motivators, the key motivators that you have to like slap yourself, no, no, no, I am born to do this?
00:15:52.080 --> 00:15:54.799
I think I'm a bit delusional, number one.
00:15:55.279 --> 00:16:07.919
Um, I'm trying to, I feel like sometimes I'm also trying to prove myself a point and to everybody else a point, actually, um, who you know didn't expect me to do this.
00:16:08.240 --> 00:16:15.519
Also, you know, the the longer I've been here and the older I'm getting, I realize it's actually not just about me.
00:16:15.600 --> 00:16:27.759
It's it's it's bigger than me, it's um the next generation, it's the people, it's the other Sudanese girls, it's um the other people that look like myself or people from working class backgrounds.
00:16:27.919 --> 00:16:39.759
I think it's it's so important, and I'm not trying to, you know, toot my horn or anything like that, but it's so important to um see people that look like you in this industry.
00:16:39.919 --> 00:16:44.960
And I wish I had more of that when I was graduating and you know, trying to find work.
00:16:45.200 --> 00:16:59.360
Um so I think that's that plays a big part, is is realizing that it's um it's not just for myself, it's it's for the people next to me and um the people that believe in me.
00:16:59.519 --> 00:17:02.559
So unfortunately, I can't quit.
00:17:03.519 --> 00:17:04.960
No, you've come too far now.
00:17:05.200 --> 00:17:06.400
You've come too far.
00:17:06.640 --> 00:17:11.359
So you you touched on a really important topic that is important to you and to me.
00:17:11.839 --> 00:17:23.039
Um, and it's about representation and it's about um, you know, identifying people that look like yourself in an industry where there's, you know, not many of us.
00:17:23.200 --> 00:17:25.200
And and I think let's talk about that.
00:17:25.279 --> 00:17:26.960
I, you know, representation.
00:17:27.200 --> 00:17:41.279
Why was why do you think it's important for this next generation of emerging design students that are in uni that are looking to somebody like you and are saying, wow, you know, she's run her studios for almost a decade now.
00:17:41.359 --> 00:17:47.279
She's she's doing amazing things, she's worked on incredible projects, you know, she's where I want to be.
00:17:47.680 --> 00:17:50.880
You know, why is it important in us, do you think?
00:17:51.279 --> 00:18:08.079
I mean, representation is incredibly important because um most of the most of the unique spaces are built by people from different backgrounds, um, different cultures, different upbringings, um, from different worlds.
00:18:08.400 --> 00:18:10.480
And you need that in this life.
00:18:10.640 --> 00:18:22.559
You need spaces and environments that are created from people who are unique and and who aren't all the same because you will get the same product time and time again.
00:18:22.799 --> 00:18:37.839
Um but it's so important to have representation because then it influences more people to get in this industry and more, you know, um designers from different backgrounds uh in the creative industry, which is what we need.
00:18:37.920 --> 00:18:42.400
It's it's it's fresh ideas, it's a different perspective.
00:18:42.640 --> 00:18:53.839
Um and it's it's just it's so important um to have that representation in an industry that hasn't always represented us.
00:18:54.160 --> 00:18:55.839
Yeah, yeah, definitely.
00:18:56.160 --> 00:19:08.480
So, in terms of your kind of, you know, I I often ask this question to to designers that come on the podcast, like who you were when you started Studio NAS and who you are now.
00:19:08.720 --> 00:19:13.839
And you know, I know, and I know obviously you're smiling because it's an evolution, right?
00:19:14.079 --> 00:19:14.400
It really is.
00:19:15.119 --> 00:19:18.240
You evolved as a woman, as a designer, as a person.
00:19:18.400 --> 00:19:18.720
Yeah.
00:19:19.039 --> 00:19:21.759
So who would you say she was?
00:19:22.400 --> 00:19:29.839
Oh god, she was scared, she was absolutely terrified and had no idea what she was doing.
00:19:30.160 --> 00:19:37.759
Umbitious, hungry, terrified.
00:19:38.000 --> 00:19:44.400
I probably said that twice because I really was um delusional.
00:19:44.960 --> 00:19:53.839
Um and the I think now I'm more confident in who I am as a woman and as a designer.
00:19:54.079 --> 00:19:57.599
Um I listen to my gut a lot more.
00:19:58.400 --> 00:20:01.039
Um I don't lead with desperation.
00:20:01.519 --> 00:20:10.640
When you lead with desperation, you attract uh not the right clients, maybe um, not the right projects.
00:20:11.359 --> 00:20:20.880
I think now I'm in this space where I'm quite confident in what I can bring to somebody's home and environment and how I can change that.
00:20:21.039 --> 00:20:31.680
And don't get me wrong, I'm I still have moments of of fear um because it is terrifying, uh, you know, being a business owner and being a designer.
00:20:32.480 --> 00:20:40.960
But I'm so much more comfortable in my skin and um I can walk in spaces and feel like I belong.
00:20:41.119 --> 00:20:55.839
Whereas before, you know, I wanted to sort of be in the background and hide myself and and let the the the the pictures and the projects talk for itself, but actually people like us don't have that privilege.
00:20:56.319 --> 00:20:59.920
Um we do have to be front and center and show up.
00:21:00.319 --> 00:21:04.240
Um and I feel like I'm a lot more confident um doing that.
00:21:04.480 --> 00:21:05.119
Yeah, yeah.
00:21:05.359 --> 00:21:10.880
Thank you, Anastasia's such a such a really heartfelt answer, actually.
00:21:11.119 --> 00:21:15.359
Um and uh let's talk about visibility in this industry.
00:21:16.160 --> 00:21:32.000
We talk about we talk about representation, we talk about visibility in 2026, and again, another hot topic for our industry and the way in which you show up and the way in which, you know, what has worked for you, would you say, in terms of visibility, you know, online or in person?
00:21:32.240 --> 00:21:35.200
What's your kind of how have you gone about it?
00:21:35.599 --> 00:21:36.720
I mean, there's a few ways.
00:21:36.799 --> 00:21:44.720
I mean, I've had the privilege of of being on panels, which has been great, um, being impressed, which has also really helped.
00:21:44.960 --> 00:21:55.680
Um and yeah, just just kind of showing my face and myself a bit more on social media, even though I absolutely hate it.
00:21:55.839 --> 00:21:57.599
Um I have to do it.
00:21:57.839 --> 00:22:02.640
Um and just Showing up as myself, I guess.
00:22:03.359 --> 00:22:13.440
Um, and I've noticed that the more I show up as myself and what I represent, people are actually drawn to that.
00:22:13.599 --> 00:22:25.599
People are drawn to your story and to your background, and it's it's been really interesting to see um how that resonates with people from all over the world, actually.
00:22:26.400 --> 00:22:39.920
So yeah, I think showing up as my authentic self and um putting myself you know at the back front and face um of the business has helped.
00:22:40.160 --> 00:22:41.279
Yeah, fantastic.
00:22:41.599 --> 00:23:10.799
And let's talk about kind of like you know, the challenges that have come from because as as beautiful as interior design is, it comes with its challenges, whether that's you know, clients or project deadlines or you know, working with different people, different suppliers, you know, it will be really good to understand, you know, what what challenges have you faced over the years, um, you know, and sharing how you overcome that as well.
00:23:11.200 --> 00:23:12.480
God, where do I start?
00:23:12.720 --> 00:23:13.920
Um so many.
00:23:14.079 --> 00:23:24.960
It could be it could be working with the wrong contractors, um, things going wrong on site, things showing up incorrectly.
00:23:25.200 --> 00:23:31.359
Um, it could be clients, it can be unpleasant sometimes.
00:23:31.599 --> 00:23:44.000
Um, you could be in the middle of, you know, a couple going at it and you're sort of, you know, um trying to play the therapist at the same time.
00:23:44.240 --> 00:23:46.000
Um, it could be staff.
00:23:46.559 --> 00:23:56.799
Um, you know, you're you're not just dealing with people, you're dealing with their personalities and their own things um and trying to navigate that.
00:23:57.680 --> 00:24:09.599
It could be budget, it could be, you know, trying to navigate how to um stretch a budget while still making the space look beautiful.
00:24:09.839 --> 00:24:17.920
There's so many things, and and I think over the years now I've just understood that with every project, something is gonna go wrong.
00:24:18.319 --> 00:24:21.359
It it's inevitable, it is what it is, and I prepare my clients now.
00:24:21.440 --> 00:24:28.720
I'm very transparent with them, you know, this is the project, this is what's gonna, this is what could happen and might happen, hopefully it won't.
00:24:28.960 --> 00:24:44.799
But it's also um letting them know that it will get handled and it will be sorted and we'll get through it and it's gonna be fine and it's gonna be beautiful, but it can be quite rocky because there's so many moving factors, it's not linear.
00:24:44.960 --> 00:24:45.599
Um, yeah.
00:24:45.839 --> 00:24:51.519
So it's just yeah, it's trying to balance everything at once, all the time.
00:24:52.160 --> 00:25:12.720
I think that's a really fantastic out um insight, actually, because educating your client from the very beginning that it's gonna be it's inevitable that there are going to be potential challenges, time constraints, this budget, you know, from the very beginning is really helpful advice, actually, for for because it never it never goes perfectly.
00:25:12.799 --> 00:25:13.599
You're absolutely right.
00:25:13.920 --> 00:25:14.720
Absolutely not.
00:25:14.880 --> 00:25:21.519
Um, and I think at the beginning I never wanted to say that out loud because maybe it makes me look like I don't know what I'm doing.
00:25:21.680 --> 00:25:31.359
But actually, um the more experience you have and the more transparent you are with your clients, the more they respect you and trust you.
00:25:31.599 --> 00:25:36.559
So yeah, it's just preparing them that something will go wrong, but it will be fine.
00:25:36.720 --> 00:25:38.079
We're gonna get through it, you know.
00:25:38.160 --> 00:25:40.720
At the end of the day, yeah, it's not life or death.
00:25:40.799 --> 00:25:46.160
Yeah, you know, we're not surgeons, we're designers, um, everything is gonna be fine.
00:25:46.319 --> 00:25:48.559
Um and we'll get through it.
00:25:48.640 --> 00:25:49.599
Yeah, yeah.
00:25:49.839 --> 00:25:54.000
And and that's what would your like dream project be?
00:25:54.400 --> 00:25:59.839
Where would it be and what would it be if you could dream up what that looks like?
00:26:00.319 --> 00:26:00.799
Do you know what?
00:26:00.880 --> 00:26:05.200
I'd love to do something commercial, even though it terrifies me.
00:26:05.440 --> 00:26:26.480
I would love to do like a really high-end restaurant, um something like that, like something really exclusive, uh, maybe a private members' club, or you know, something where you where you can actually be very, very creative and layered and colourful and bold.
00:26:26.799 --> 00:26:29.920
Um, yeah, I think I'd I'd love to do something like that.
00:26:30.319 --> 00:26:31.200
We can so see that.
00:26:31.279 --> 00:26:31.440
Yeah.
00:26:31.680 --> 00:26:32.480
We can absolutely see that.
00:26:32.799 --> 00:26:33.839
And a product line.
00:26:34.160 --> 00:26:35.279
And a product line.
00:26:35.440 --> 00:26:38.079
Oh, let's we'll come to that in a minute.
00:26:38.319 --> 00:26:42.559
Um, but you know, that brings me really nicely on to Enas.
00:26:42.960 --> 00:26:46.400
You are a designer as part of Wow House this year.
00:26:46.480 --> 00:26:47.119
Yes.
00:26:47.440 --> 00:26:51.920
And if you could describe to anyone what Wow House is, what would you say?
00:26:52.160 --> 00:26:57.119
Oh my God, it's like it's like the Met Gala.
00:26:57.519 --> 00:27:00.799
It's like the um the Oscars of interior design.
00:27:00.880 --> 00:27:04.880
It's you know, it's the thing that everybody wants to be a part of.
00:27:05.200 --> 00:27:12.559
Um, and it's such a unique and incredible show where you actually have no brief.
00:27:12.720 --> 00:27:30.960
You go crazy, you do what you can do and in the time frame that you have and with the you know the suppliers or the sponsors that you have, but it's really the chance to showcase who you are as a designer with no clients, no nobody telling you you can't use red or you can't do this.
00:27:31.200 --> 00:27:35.839
Um yeah, it's it's the perfect showcase to sh to represent who you are as a designer.
00:27:36.079 --> 00:27:36.640
Fantastic.
00:27:36.799 --> 00:27:38.240
And let's talk about your design.
00:27:38.400 --> 00:27:38.720
Yeah.
00:27:38.880 --> 00:27:45.039
So, Enas, you had the brand new concept, which is the uh garden folly room.
00:27:45.680 --> 00:27:49.839
Um, tell us all about that and what inspired your design?
00:27:50.079 --> 00:28:03.519
Yeah, so I had the garden folly room, which is a new addition to Wow House this year, and um I worked with Darren Price from Adam Architecture, who did the facade, and Hector Fincher did all the beautiful lanterns outside as well.
00:28:03.920 --> 00:28:24.480
And um, when I was first approached by the concept, uh immediately I said, okay, I wanted this space to really be bold, and I knew it did the size and the measurements, so it was a little small, but it was it was a jewel box, and that's what I wanted it to really feel like.
00:28:24.559 --> 00:28:56.480
You know, I want you to go inside and um slowly take in all the layers and all the details of the room, and I wanted it to be a representation of both my worlds, my Sudanese heritage and my British upbringing, and a love letter to where I'm from and what I represent and what I've grown up watching and seeing and experiencing, and also the the suppliers that I've worked with.
00:28:56.640 --> 00:29:12.880
You know, I've worked with some amazing suppliers in my room, and it really's all about um belonging and heritage in that room, and that's yeah, that's what I wanted to bring to Wildhouse this year.
00:29:13.119 --> 00:29:17.759
Fantastic, and you absolutely executed that brief beyond words.
00:29:18.240 --> 00:29:28.799
It is absolutely stunning, it is so it's really got a signature of Studio and Ass on there, you know, and the colour, the textures, the smell.
00:29:28.960 --> 00:29:31.759
I mean, you know, we went there and we've seen the room.
00:29:31.920 --> 00:29:38.559
There was small details like the dates on the table with some bahur, yeah, you know, which is traditional.
00:29:38.880 --> 00:29:44.720
And you know, these concepts are so new to a place like Wildhouse, you know.
00:29:45.119 --> 00:29:59.839
And they're new because of your heritage, yeah, you know, and the fact that you are the first, the first East African designer to, well, in fact, no, you're you're not the first African, but uh, we have Tolly.
00:30:00.160 --> 00:30:00.880
Shout out to Tollin.
00:30:01.119 --> 00:30:01.839
Tollin, I love him.
00:30:02.000 --> 00:30:08.559
Yeah, we've had the amazing uh our small island sisters, Tony and and Alex, and I know Claire Gaskin as well.
00:30:08.720 --> 00:30:12.640
Um they've all been amazing, you know, Hall of Fame for previous years.
00:30:12.880 --> 00:30:14.000
Honestly, they really set the bar.
00:30:14.480 --> 00:30:17.519
They really did, they really did, and it's fantastic to see.
00:30:17.599 --> 00:30:23.680
But you know, in terms of the kind of cultural heritage part, it just was like a nod to your heritage.
00:30:23.839 --> 00:30:30.160
Yeah, and I think things like that are wonderful, and you should be very proud of yourself for the design that you've created.
00:30:30.559 --> 00:30:35.440
Um, and I want to talk about you know what's next for you, and us.
00:30:35.920 --> 00:30:42.400
You know, you mentioned product line potentially in the future, and you know, commercial and hospitality spaces.
00:30:42.799 --> 00:30:45.759
We can so see that for you from an industry point of view.
00:30:46.160 --> 00:30:53.039
What you created with the jewel box with the garden folly room, we've all said in the magazine, you know, we can see that being in a hotel.
00:30:53.200 --> 00:31:00.559
Okay, we can see that being in a luxury lobby, bar, you know, and I and we'd love to see that from you.
00:31:00.720 --> 00:31:03.759
But I want to hear from you about where you see yourself.
00:31:04.160 --> 00:31:04.880
Do you know what?
00:31:04.960 --> 00:31:15.440
I used to have so many plans, and uh life has been interesting, yeah, and I've learned to actually embrace it and just sit in the moment.
00:31:15.680 --> 00:31:25.440
Uh, and really sit, like for example, now with Wildhouse, I'm just embracing sitting in this moment and taking it all in and really appreciating.
00:31:25.680 --> 00:31:28.559
Whereas in the past, I've always been like, okay, what's next?
00:31:28.640 --> 00:31:29.119
What's next?
00:31:29.200 --> 00:31:33.119
Yeah, you know, just seeing everybody's feedback and reaction.
00:31:33.279 --> 00:31:36.960
I would love to do a light ink product, maybe.
00:31:37.279 --> 00:31:48.720
Um, I've worked with gladi lighting in the room, yeah, and we've had so much incredible feedback for the wall lights that I designed with them.
00:31:48.960 --> 00:31:50.640
So it's a little, you know.
00:31:51.119 --> 00:31:51.920
You heard that first.
00:31:52.079 --> 00:31:52.319
Yeah.
00:31:52.559 --> 00:31:53.519
Maroch, gladi.
00:31:54.160 --> 00:31:55.039
Let's make it happen.
00:31:55.359 --> 00:31:56.000
Let's do it.
00:31:56.240 --> 00:31:58.880
There's no pressure, no pressure, no pressure.
00:31:59.039 --> 00:31:59.200
Yeah.
00:31:59.359 --> 00:32:04.240
We could so see the NS collection happening, and it's so reachable.
00:32:04.400 --> 00:32:04.559
Yeah.
00:32:04.720 --> 00:32:05.920
You know, it's so reachable.
00:32:06.079 --> 00:32:06.240
Yeah.
00:32:06.319 --> 00:32:15.759
I mean, we've always I've always designed bespoke products from for my clients, but I think um I would love to try that route.
00:32:16.160 --> 00:32:18.079
It's always something I've always wanted to do.
00:32:18.319 --> 00:32:23.440
I've always been obsessed with designing and pattern and colour and shapes.
00:32:23.599 --> 00:32:27.519
And um yeah, I think maybe that could be the next step.
00:32:28.160 --> 00:32:31.759
And and again, that circles back to your surface design degree.
00:32:32.319 --> 00:32:36.319
You know, I think that foundation for you really is still there.
00:32:36.559 --> 00:32:44.640
You know, it comes, it comes from that a lot, and it's um it's wonderful to see your talent in so many facets, actually.
00:32:44.960 --> 00:32:45.839
So, Enas.
00:32:46.160 --> 00:32:50.960
Yes, I remember having a conversation with you, is it 12 months ago?
00:32:51.200 --> 00:32:58.480
Yeah, probably just over 12 months ago, actually, or around 12 months ago, and we sat in the design center and we had a conversation.
00:32:58.720 --> 00:32:58.880
Yeah.
00:32:59.039 --> 00:33:00.480
What did we have a conversation about?
00:33:00.640 --> 00:33:12.559
I remember we were sat in the restaurant, and this was after I did the Wild House tour with Homes and Garden next in design, and um, I was so inspired.
00:33:12.799 --> 00:33:14.079
I was so, so inspired.
00:33:14.160 --> 00:33:17.039
And I it was actually my first time seeing Wild House.
00:33:17.119 --> 00:33:27.039
I mean, I've always seen it online, and you know, um, but it was my first time experiencing it and going through all the rooms, and I was just in love.
00:33:27.519 --> 00:33:36.079
I was in love with everything and all the designers' rooms, and it was so, so creative, and I was so inspired.
00:33:36.160 --> 00:33:46.799
I left feeling um so enriched, and and I I remember sitting down with you and I was like, Blyn, I'm gonna do Wow House.
00:33:46.880 --> 00:33:50.319
I don't know when, I don't know how, but I'm gonna do it.
00:33:50.400 --> 00:33:53.519
And I already know what my room or what it's gonna feel like.
00:33:53.680 --> 00:33:55.839
I already know the colours I'm gonna use.
00:33:56.000 --> 00:34:00.720
Like it just came into my head that okay, I'm going to do this.
00:34:00.960 --> 00:34:03.119
I don't know how, but it's gonna happen.
00:34:03.359 --> 00:34:08.639
And I already know the feeling I want people to feel when they walk into my room.
00:34:08.880 --> 00:34:13.840
And it was just insane when I got the email the year after.
00:34:14.400 --> 00:34:17.840
And um, yeah, I just I couldn't believe it.
00:34:18.159 --> 00:34:19.199
I really, really couldn't believe it.
00:34:19.440 --> 00:34:26.480
I remember that conversation very, very clearly, and I remember the determination in your face, in your voice.
00:34:26.639 --> 00:34:32.800
Yeah, and I remember I'm smiling because it brings me so much joy that it came to fruition.
00:34:32.880 --> 00:34:40.960
Yeah, you know, it's it's it was written and it absolutely was your time and to see it unfold.
00:34:41.119 --> 00:34:42.639
I mean, that was 12 months ago.
00:34:42.800 --> 00:34:46.639
You keep talking about what you want, and as because it obviously comes true, you know.
00:34:46.960 --> 00:34:51.760
And it's crazy because I thought I was still too early in the game to do wowhouse.
00:34:52.079 --> 00:35:01.760
Um, I mean, last year I did Homes and I won Homes and Garden next in design, and that was amazing, and that sort of helped me set the pace for Wowhouse.
00:35:01.920 --> 00:35:08.960
Yeah, but it just goes to show, you know, you may feel that okay, that's not yet.
00:35:09.199 --> 00:35:10.079
Yeah, not actually.
00:35:10.559 --> 00:35:14.400
In in other people's mind, the way in which they see you is very different, you know.
00:35:14.480 --> 00:35:31.360
And I I I there's lots of people that speak so highly of you in this industry, and I think it's a combination of the light that you bring into room, the conversation, you know, you you know your stuff, and it's like people seeing it in you before you see it in yourself sometimes, you know.
00:35:31.519 --> 00:35:31.760
It happens.
00:35:31.920 --> 00:35:32.880
We're so hard on ourselves.
00:35:33.199 --> 00:35:34.880
We don't see, we don't see it, do we?
00:35:35.039 --> 00:35:46.239
Yeah, no, but it but you to circle back to the community thing you said, this is why the advice you gave about building your community when you're entering this industry is everything you have to put yourself out there, right?
00:35:46.880 --> 00:35:54.880
Absolutely, it's I it really is the foundation to to keeping you sane in this community and in this sorry, in this industry.
00:35:55.119 --> 00:36:08.159
Um I have had so many people pour so much love and light and energy and time into um pushing me to to do this.
00:36:08.320 --> 00:36:11.360
And you know, you're one of my biggest champions.
00:36:11.519 --> 00:36:16.400
So it's it's you know, it really is such an incredible experience.
00:36:16.559 --> 00:36:29.760
And like I keep saying before, you are nothing without your with your without your tribe, without your community, and and the people who will champion you and you know get you through the hard times and the difficult moments.
00:36:30.000 --> 00:36:33.679
So yeah, it's it's been it's been lovely, it's been a journey.
00:36:34.000 --> 00:36:42.800
Yeah, I'd say to end true success is really when people can advocate for you when you're not in the room.
00:36:42.960 --> 00:36:43.440
Yes.
00:36:43.679 --> 00:36:50.239
And I think in your case, Enas, yeah, that's a hundred percent what we all want to do and continue to do.
00:36:50.639 --> 00:37:04.239
And we're really excited for your next chapter, post Wow House, you know, to continue to see you work on amazing different projects, you know, hospitality, residential, commercial, whatever you want, the sky is the limit.
00:37:04.400 --> 00:37:04.800
Yes, it is.
00:37:04.960 --> 00:37:06.320
And we're all here to support you.
00:37:06.719 --> 00:37:07.039
Thank you.
00:37:07.519 --> 00:37:08.719
Thank you so much for joining us.
00:37:08.800 --> 00:37:09.360
Thank you for having me.
00:37:09.840 --> 00:37:10.639
Thank you so much.
00:37:10.960 --> 00:37:11.440
Thank you.
00:37:11.679 --> 00:37:12.559
Thank you.
