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INSIDERS

In conversation with Claudia Afshar on discreet luxury, sustainability consciousness and rare forms of inspiration

INSIDERS

Keywords:

Interviews , Comfort Living , Sustainability , Inspirations , Product design
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What characterizes the work of Claudia Afshar is a discreet, respectful and conscious luxury. Throughout her countless trips in Europe – that she defines as the greatest source of inspiration – she has collected and preserved in her personal imagery small precious details, eventually pouring them into her projects. Besides, there is an aspect of awareness on key issues, such as environmental and social sustainability and the conception of a positive company culture. Starting from her beginnings, we investigated the fundamental moments of Claudia’s career and the inspirations that have guided her ever since. These latter are not only about design, but also fashion, art and dance. It is a multifaceted world all to tell.

Bel Air Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Anthony Barcelo
Bel Air Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Anthony Barcelo
Bel Air Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Anthony Barcelo
Bel Air Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Anthony Barcelo

Speaking of the very beginning of your career, what elements of those early years can we still find in your work?

Starting from the very beginning, I was born and raised in England. However, I spent most of my time in Spain, where my family had a holiday home. I have never confined myself to the borders of these two countries, but I have always travelled all over Europe in search of quiet luxury details. Such elements have always remained with me and have made me the designer of today. I look for inspiration among cobbled streets, stone finishes or in the ocean water. It is not about a great overall experience, but rather about small special experiences that I carry in my pocket and turn into creativity. I would therefore say that my greatest source of inspiration is Europe.

On the other hand, my mother had an important interior design firm. Thus, I grew up observing her projects take shape and traveling between different sites. Finally, giving a piece of creative advice, I would say that it is crucial to know who you are as an artist from the moment you start. Once you know yourself it is much easier to get into projects and collaborate with customers or partners. It does not matter if the styles are different, but it is important how you can complement and integrate yourself into each and everything. I did it from the beginning and it keeps evolving.

How would you define the manifesto of your studio?

I would say that what most defines me is a form of discreet luxury. The world of design in general is going in the direction of a greater balance and discretion, while remaining always surprising. In my case, it is about the little elements that are layered beautifully rather than a massive construction that can deteriorate rapidly. For this reason, whether it is furniture, stone works or a specific area of the house, I like to focus on how everything harmonizes together. It is crucial that the person who will live or use that space enjoy it for a long time, as opposed to being just a trend. The second element that makes up our manifesto is being sustainably conscious. By that I do not mean that what we do is always 100% sustainable, it would be an impossible hypocrisy, but that we try to be as much as possible and we are mindful of that.

Bel Air Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Anthony Barcelo
Bel Air Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Anthony Barcelo
Brentwood Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Lisa Romerein
Brentwood Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Lisa Romerein

Regarding the integration between interior design and other non-directly related fields, how and to what extent do you contaminate your projects with external inspirations?

An interesting fact about me is the fact that I used to be a classical dancer, starting from the age of seven. Therefore, I went to a performing arts school and I used to train every day. This is also why my eye naturally looks at lines, shapes, movements, arts and cultures. These are extremely important to me and an ongoing source of inspiration for my practice. Another area I investigate is fashion. I think it is particularly connected to the world of interior design, especially in the case of high-end products and furniture. It is a form of visual expression not unlike dance choreography or painting. It is always about creating something from scratch. And for me it is fundamental to incorporate the worlds of art and fashion in my work.

Not only an interior designer, but also a speaker and panelist for important events. What are the themes in the A&D filed that, according to you opinion, need to be defended more strongly? 

Coming from Europe and knowing the passion and the way the world progresses and moves, I believe that the key issue today is sustainability. The reflection on what we can do to limit waste and on the objectives that the American market must aim to achieve are certainly strong arguments that I often discuss in my panels. I sometimes find myself dealing with renovation projects on areas of 15,000 or 30,000 square feet, endowed with a number of kitchens, ovens and furniture. In some cases, the furnishing pieces  already present on site still work perfectly, and there would be no need to generate new waste. What I do is to look for local nonprofits to donate to. This way, you partner with local outlets and, even if you are not using the product directly for yourself or for the project, you will make another homeowner content. 

One more topic that I talk about during the panels and that I consider fundamental is that of company culture. The focus is on creating an environment that is inclusive and serene for everyone. As a business owner I do not always have the right answers, but I think it is important to create a team and make everyone feel part of it. Everyone must have their own voice and feel that they can speak freely, beyond the corporate hierarchy. Personally, I am grateful to my team. We share the same vision and determination to get to the goal.

Brentwood Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Lisa Romerein
Brentwood Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Lisa Romerein
Brentwood Residence, Los Angeles, USA, Claudia Afshar Design <br />Image copyright: @Lisa Romerein
Brentwood Residence, Los Angeles, USA, Claudia Afshar Design
Image copyright: @Lisa Romerein

As an expert in the interior design sector, what are the three aspects that have seen the greatest evolution in recent years? 

One aspect is that Europe was, until recently, far ahead of the United States in terms of new technologies, whereas today there has been a change of pace. The world has become smaller, connections are being created around the world and the awareness of environmental issues is universal. We are working with Italian, Spanish, English and Australian brands. The fact of having a type of support like that offered by the Medelhan platform means that we all have the opportunity to communicate with companies situated far away, while before there was a large gap. Finally, rhythms have increased. We live in a fast-paced, perfectionist world, where there is too little consideration for imperfections. I therefore believe that there must be greater consideration for the beauty of what is not perfect.

Can you tell us about your path towards environmental sustainability?

I would say that it all started in 2016, when together with my team I undertook a really important renovation project. The plan was to eliminate everything that was pre-existing. As passionate as I am about the world of high-end design, I felt so guilty and came back to my team to point out how much product and raw material was being wasted. We all start  thinking of ways such a waste could be avoided. That is when we began to build awareness and reflect about how to start talking to our community. We then set out to find local non-profit organizations to donate the materials not used for the project and to look for partners who shared our mentality and attention to the realization of products.

Claudia Afshar <br/> Founder of Claudia Afshar Design
Claudia Afshar
Founder of Claudia Afshar Design
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