Designing Dreams: An Interview with Anna Lafranchi

By Micha Richsteiner

Anna Lafranchi: What inspired you to pursue a career in interior design, and how did you get started in the industry?

I studied media and communications and worked in marketing for a long time. However, ever since I was a little girl, I have been interested in design due to my father’s influence as a well-known and passionate architect. He designs both houses and furniture. I used to accompany him often, although I would rebel as I wanted to work alongside him. At home, I frequently found myself designing rooms, constantly desiring to rearrange my own space, paint walls, and decorate.

My mother once told me, “One day, this girl will do something where she can utilize her talent and creative eye.” Those words stuck with me, and I always knew deep down that I would eventually pursue designing rooms for others. Three years ago, I decided to reduce my workload at my job and simultaneously establish my brand, ANNA LAFRANCHI INTERIORS. I took a learning course in interior design, which marked the beginning of my journey.

Can you describe your design philosophy and approach, and how you work with clients to bring their vision to life?

First of all, I strongly believe in the importance of intuition. Following my instinct has always proven to be right. Design is my passion, and I hold great respect for the entire process and everything it entails. Every interior project involves numerous decisions, and I have learned to trust my gut feeling in almost every instance.

Secondly, I approach each project as a unique endeavor. I begin with a fresh perspective, generating new ideas while carefully considering the needs and preferences of my clients. Since I am tasked with designing personal spaces, it is essential that these environments reflect the individuality of the people who will inhabit them. Although my ultimate goals remain consistent—creating warm, inviting, functional, and comfortable spaces—I strive to infuse each design with the essence and spirit of the client.

What’s design for you?

To me, design is a collaborative endeavor. While I bear the responsibility of managing project details as an interior designer, it is by no means a solo mission. I work closely with my clients, placing their needs and desires at the forefront. Listening to their requirements, understanding their tastes, and delivering results that align with the project brief are fundamental aspects of my work.

Building trust is one of the most crucial elements in my profession, which is why I treat my clients as if they were family. I am not a rigid, unfeeling entrepreneur with an impassive demeanor. Instead, I am authentic, frequently laughing, perhaps a little clumsy, but always empathetic. It is this genuine approach that fosters strong relationships with my clients and makes them enjoy working with me.

by Simon Bühler

What sets your design style apart from other interior designers, and how do you stay up-to-date with the latest design trends?

What sets me apart is not merely the style itself, as every designer is to some extent acquainted with various styles. However, when describing my personal style. I would classify it as minimalist and timeless, complemented by elements that exude warmth and coziness. Nature serves as a significant source of inspiration for me, and I enjoy incorporating natural materials into my work.

What truly distinguishes me is my personality. I treat my clients like family, going above and beyond to ensure their satisfaction. I actively involve myself in the craftsmanship of the projects, except for tasks involving drilling or electrical work, of course.

To stay updated on the latest trends, I rely on publications such as “Schöner Wohnen” and “Deco Home,” both of which I have subscribed to. Additionally, I keep an eye out for spontaneous inspiration during my visits to furniture stores.

Can you share an example of a particularly challenging or rewarding project you have worked on, and how you overcame any obstacles? 

Oh yes, I can remember that very well. It was my my first significant project for a Young Boys football player. It involved designing their entire attic apartment for both him and his girlfriend. They had requested to see the apartment only once everything was completed, adding to the pressure I felt. Naturally, I wanted them to be thrilled with the result. They provided me with a budget, and it was my task to create something remarkable within those constraints.

“Oh yes, I can remember that very well. It was my my first significant project for a Young Boys football player. “

I took on the challenge with enthusiasm, personally handling every aspect of the project. I wanted to experience the process of assembling furniture, laying the balcony floor, and all other tasks involved. However, for electrical and drilling work, I enlisted the help of a skilled handyman whom I had organized.

On the day of the reveal, I was filled with nervous anticipation. To my delight, my clients were ecstatic and couldn’t believe their eyes. Their reaction affirmed that my work was of high quality, but more importantly, it demonstrated the trust they had placed in me. Experiencing such genuine satisfaction from clients is an incredibly rewarding feeling. It’s worth mentioning that they continue to reside in the apartment, and it has remained unchanged since its completion.

by Micha Richsteiner

 

What role do you see sustainability and eco-friendliness playing in the future of interior design, and how do you incorporate those values into your work?

Sustainability holds immense importance as it directly impacts the quality of life and the preservation of Earth’s diverse ecosystems. As interior designers, we have a responsibility to prioritize eco-friendly practices and incorporate green materials into our designs, especially in homes. By utilizing sustainable interior design principles, we can enhance energy efficiency and contribute to a healthier environment.

When working on new construction projects, interior designers have a unique opportunity to design spaces from the ground up with an environmentally friendly approach. It is crucial to optimize space utilization, select construction materials with low environmental impact, and minimize waste and energy consumption. These measures not only benefit the health and well-being of the occupants but also result in cost savings for clients.

Reducing the size, weight, and overall quantity of materials used in a design is a simple yet effective way to minimize environmental impact. Employing fewer materials while maintaining high quality is essential. Personally, I have a fondness for using wood in my designs. Wood not only adds a natural and timeless aesthetic to spaces but also aligns with current interior design trends.

Its inherent beauty, varied structures, shapes, and colors are often showcased in decorative finishes and surfaces. Furthermore, wood as a building material can help address critical issues such as CO2 emissions in the residential sector. The need for additional living space, and the growing desire for individual and healthy furnishings.

How do you balance your artistic vision with the practical considerations of budget, timelines, and client needs?

Learning by doing has been a fundamental aspect of my journey as an interior designer. The initial projects were challenging, but with time and experience, I developed a sense of intuition and expertise. It’s understandable that clients often have budget constraints, and I always take their needs into consideration. However, I also prioritize delivering high-quality work, including the selection of furniture.

Over time, I have gained valuable insights into sourcing the best furniture pieces for different target audiences. Knowing where to find the most suitable objects has become second nature to me. Time management is another crucial aspect of the job that improves with experience. I’ve learned the importance of starting early. As furnishing an entire apartment with new furniture cannot be accomplished within a week. It is necessary to consider delivery times and plan accordingly. Many of my clients approach me months in advance to ensure a smooth and timely process. Of course, if the project involves designing with existing furniture, it can be completed within a shorter timeframe, sometimes even within half a day.

by Simon Bühler

What do you think are the most important qualities for a successful interior designer to have?

There are a lot of important qualities an interior designer needs. Good organisation and planning skills. To be creative and artistic, an understanding of colour, shape and form, to keep up to date with new design developments, embracing deverse styles, to take inspo from everywhere, to work to deadlines and budgets, good communication, presentation and negotiation skills. problem-solving skills, be authentic and friendly!

How do you manage client expectations and ensure that they are satisfied with the final result of a project? 

My customers come first. Each person has their own needs and that is important to consider in this job. Customers come to me because they see my work and already trust me. My key: to be emphatic and design the spaces according to the personality of the client. Then: nothing can go wrong!

by Simon Bühler – Anna Lafranchi

What advice would you give to someone who is just starting out in the interior design industry?

One of my favorite pieces of advice for aspiring interior designers is to always be open to learning. The only way to truly grow is to dive in, take notes, and ask questions when you need help understanding. For example, when you’re new to job sites, there will be plenty of things that will seem foreign to you as a designer. Take advantage of the builders and trades around you. Many of them have been in the industry for years and are more than happy to impart their knowledge to you. Keep in mind that every job will be different, so learning is an ongoing process that never ends! And BE YOURSELF!

Finally, what are your long-term goals for your company and your career as an interior designer, and how do you plan to achieve them?

My goal is to eventually have my own team and offer other people the opportunity to pursue their dream job. I want Anna Lafranchi Interiors to grow, not only throughout Switzerland but also throughout Europe. Maybe someday internationally. But I am very open and take each day as it comes. Something I have learned is to live in the present moment. It’s important to enjoy every second of life and let the universe do the work. It has a plan for me! I am excited and look forward to everything that will come.

more about Anna here