Beyond the Surface:
The Power of Storytelling in Design with Geena Wood
INSIDE THE ROOM
Sit down with our Interior Designer, Geena, as she explores the topic of the importance of storytelling in our creative process.
“In interior design, true originality often feels out of reach. Everything can feel done before, with layouts repeated, colour palettes reused, and trends endlessly exhausted. Yet we live in an age of the remix, where value comes from reimagining existing elements. Just as music relies on sampling, film on reference, and fashion on vintage revivals, people are not looking for something entirely unprecedented. They look for connection; familiar ideas combined with a fresh perspective.
While visual elements are constantly recycled, human experiences remain exclusive to the individual. Each time someone enters a space; their interaction is completely distinct to that moment. Good design is not about inventing a style out of thin air; it comes from synthesising a project's parameters: the physical location, the brand identity, the history of the site, and the people who will inhabit it.”
“Authentic design begins with listening, understanding and observing. Then, shifting the focus and translating that learning into developing a story to be told. This is where strong design emerges; at the intersection of identity and context. A brand brings values, voice, and purpose; a location brings history, culture, and community. Uncovering how these elements can meet produces concepts that reflect genuine truth and lasting relevance.
When narrative drives design instead of aesthetics, choices become grounded and expressive. A palette could respond directly to local light and geography, or a feeling that we want to resonate with which is linked to an experience of the past. Storytelling turns a space into a distinctive experience, with a sense of belonging and purpose which goes beyond what the eye can see.”
“Protecting the creative process prevents design from becoming repetitive or isolated. Inspiration can come from anywhere - a scene in a film, a passage in a book, a local conversation, or the natural play of light and shadow. To keep ideas fresh, at DLSM Studio we gather every two weeks for collaborative inspiration sessions where team members share perspectives, references, and insights. This practice keeps us creatively engaged and ensures projects are approached with open-minded thinking, encouraging to dig deeper and towards the unexpected, rather than rigid formulas.
Designing beyond surface-level aesthetics creates spaces that hold greater significance. When we resist the pressure to be trendy and instead invest in uncovering authentic narratives in a project, the result becomes much stronger. ”
