Interview with Lora Deneva

I've loved drawing ever since I was a child—it was my way of expressing ideas and emotions. At the time, I didn't know that "designer" was an actual profession, especially since it wasn't as popular or widely known. But as I grew older and discovered the world of design, I realized it brings together everything I enjoy: creativity, problem-solving, and working with aesthetics and functionality.
I began my academic journey by studying Engineering Design and Furniture Manufacturing in Sofia, Bulgaria. That gave me a strong foundation in both the technical and creative aspects of design. After that, I pursued a Master's degree in Interior Design at NABA in Milan, Italy, which helped me deepen my artistic vision and explore more conceptual and spatial approaches. That combination of technical grounding and creative exploration shaped the designer I am today.

I always start with the functional layout, zoning, and material selection—this creates the foundation. I also truly enjoy bringing concepts to life through beautiful visualizations.

As a woman, I often feel so many emotions that it can get overwhelming. Designing is like exploring the full spectrum— inspiration, creativity, frustration, and happiness all at once.

Every day is different for me, depending on the stage of each project. I usually start my morning by checking emails, reviewing project updates, and setting priorities. Some days I’m deep into drawings or 3D visualizations; other days are about site visits or client meetings. What I enjoy most, even on a quiet day, is seeing a concept take shape—that always excites me.

I don’t actively follow trends. I focus on timeless design and what truly fits the client and the space. Of course, I stay aware of what’s happening in the design world, but I don’t let trends guide my creative decisions.

For me, a design is successful when it improves a person’s quality of life.

I usually step away from the design for a few days. If, when I return to it, it still feels right and convinces me—then I know it’s ready.

Definitely the Dental Clinic project. It took me two years to complete and was extremely challenging in every aspect—functionality, aesthetics, and technical constraints. That’s why I’m especially proud of the result—it pushed me to grow and deliver something truly refined.

Zaha Hadid. I admire her bold vision, fluid forms, and how she redefined the boundaries between architecture and art. Her work continues to inspire me deeply.

Music has always been a vital part of my daily life. I actually can’t work without it—it helps me concentrate, inspires me, and gives me energy. As for culture, I believe it deeply influences how I approach design, shaping my sensitivity to space and atmosphere. I’m currently working on diverse projects that reflect this blend of creativity and cultural awareness.

I believe our environment reflects our minds, moods, and lifestyle. Today, living in a healthy and functional space is the new luxury. My goal is to meet every client’s needs by combining modern technologies with fine materials to create harmony in life. I value clear communication and reliability in my partners. Good designers should be adaptable, detail-oriented, and empathetic to both clients and spaces.

Yes, I do pro bono design work and always will. I do this not for money, but out of passion. My mission is to improve the quality of life for as many people as possible—even if I can change the environment of just one person, it matters deeply to me.

My goal has always been to create beauty and to improve the quality of people’s lives.

I’m very grateful that my parents gave me the freedom to choose my own path and supported me along the way. Becoming a designer was definitely my own choice, and it’s a decision I’m truly happy with.

I enjoy unconventional projects that think outside the box and challenge me creatively.

Study hard, work hard, and enjoy life by observing the environment.

Creativity, originality, simplicity, and a touch of genius.

Zaha Hadid, Karim Rashid, and classic Italian designers.

I love the work of Zaha Hadid and Karim Rashid because they are unconventional, different, and designed with an eye for every detail. Their creations seem complex but are actually simple—and that’s exactly what makes them successful.

For me, design is the art of bringing different worlds together—function, emotion, purpose, and beauty. It's a conversation between the technical and the poetic, the practical and the aesthetic.

Design shapes the way we live, move, and interact. It brings beauty, function, and comfort into everyday life, solves problems, improves accessibility, and creates environments that support well-being, connection, and sustainability.

Design is going toward sustainability, focusing on people’s needs, and using new technology. It will create smarter, greener spaces that improve how we live and respect the environment.

It depends on the project. For example, my last project—a clinic—took me 2 years to complete.

I start with the functional layout, zoning, and the choice of materials.

My motto is: Use your smile to change the world, don’t let the world change your smile!

Neither. I think trends are mostly a consumer-driven thing created to sell more.

Technology is crucial in today’s digital era. Anything that improves and simplifies our lives is important to me in the design process.

Mainly my laptop equipped with my favourite softwares like Rhino, AutoCAD etc.

Color, materials, and ambiance are key to creating the right feeling and function in a space. White color, for example, brings a sense of purity, spaciousness, and calm, making spaces feel clean and open. Materials add texture and depth, connecting us to the physical environment. Lighting plays a crucial role in shaping ambiance — it can highlight features, create moods, and affect how colors and materials are perceived. Together, these elements create an atmosphere that supports comfort, well-being, and the purpose of the space.

The architects I’ve collaborated with have had the greatest influence on me. Working with them has always inspired me and shaped both my design approach and personal growth.

Bruno Munari’s Arte come mestiere, Da cosa nasce cosa, Le Corbusier’s Towards a New Architecture, and The Seven Lamps of Architecture by John Ruskin have all had a strong impact on my design thinking — and many others as well.

Zaha Hadid

I feel seen and satisfied, motivated to keep going. I’m not famous, so it’s definitely not hard—haha!

I love all colors when used properly. My favorite food is pasta, and my favorite season is autumn.

This one wasn’t funny at the moment, but it is now! For a dental clinic project, we ordered specialized metal cabinets that were very expensive and took six months to produce. A week before they arrived, I noticed the bathroom tiles were installed 2 cm too close, which meant the cabinets wouldn’t fit. I panicked! Luckily, when the cabinets arrived, they were actually a bit smaller than expected and fit perfectly. How funny is that?

Coffee is my best friend — it kickstarts my day and keeps me going. Seeing progress in a project and bringing ideas to life always keeps me motivated.

Not for me.

I founded my studio in 2018. Since then, I’ve worked on various projects in residential, hospitality, and commercial design.

For me, design is the art of bringing different worlds together—function, emotion, purpose, and beauty. It's a conversation between the technical and the poetic, the practical and the aesthetic. My role is to listen to all these voices and shape them into something that feels effortless, yet deeply intentional.

I enjoy unconventional projects that think outside the box and challenge me creatively.

My latest project is always my favorite because I aim to grow and improve with each new design.

My first project as a freelancer was an office building—quite a challenge. I’ll always be deeply grateful to my clients for believing in me and giving me that first chance. Their trust meant so much to me.

It depends on the purpose, but I love using natural materials like wood and stone. I’m also a big fan of technology and always try to integrate it in a way that improves and simplifies the client’s experience.

Haha, I’m probably most creative when I’m pushed by a deadline!

Function, safety, hygiene, and aesthetics

Haha, that’s a good question! As a woman, I often feel so many emotions that it can get overwhelming. Designing is like exploring the full spectrum— inspiration, creativity, frustration, and happiness all at once.

Seeing my designs come to life is the most satisfying feeling. When the client enjoys the result, I can finally breathe and feel a deep sense of relief and fulfillment.

For me, a design is successful when it improves a person’s quality of life.

When judging a design, I first consider if it’s functional and makes life easier. Then I ask if it evokes emotion, tells a story, and has good quality.

As designers, I think we should educate people about a sense of responsibility and aesthetics.

Studying and living in Italy made me fall in love with Italian design and style. I follow that approach but always try to add modern touches to keep my work fresh and personal. My style balances elegance, functionality, and innovation.

Now I live in my hometown, Sofia. My cultural background definitely influences my designs, sometimes even unconsciously. Designing in Sofia is exciting because the field is rapidly growing, which gives me great opportunities to develop.

Everything is about finding the right balance.

Creativity, problem-solving, drawing skills, engineering knowledge, psychology, and project management are all important skills for a designer.

My computer is my best friend. I work with AutoCAD, Rhino, Vray, Photoshop, and many others. I also rely on books and various sources of inspiration to fuel my creativity.

It’s still a challenge for me. As a creative person, I don’t like strict time frames, but I make an effort to stay consistent and meet deadlines.

Some of the questions you’ve asked are actually the ones I get most often—and honestly, there are a few I prefer not to answer!

I love 3D modeling and visualization—I think that’s the part I enjoy the most.

For now, I work on my own.

People can contact me through my website or directly via email at info@loradeneva.com.