Interview with Lora Deneva

Lora Deneva ("LD") interviewed on Thursday, 29 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

LD : I began my creative journey as an intern in the Product Design studio of Lorenza Bozzoli in Milan, Italy, where I was immersed in a vibrant design culture and learned the importance of detail, aesthetics, and storytelling. After that, I continued to develop my skills in architecture and interior design by working with several architectural firms, including LPA Architecture. These experiences allowed me to work on diverse projects—ranging from residential and commercial interiors to larger-scale architectural concepts—helping me shape a multidisciplinary approach to design that blends form, function, and emotion.

How did you become a designer?

LD : 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.

What are your priorities, technique and style when designing?

LD : 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.

Which emotions do you feel when designing?

LD : 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.

What is your day to day look like?

LD : 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.

How do you keep up with latest design trends? To what extent do design trends matter?

LD : 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.

How do you know if a product or project is well designed? How do you define good design?

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

How do you decide if your design is ready?

LD : 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.

What is your biggest design work?

LD : 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.

Who is your favourite designer?

LD : 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.

Would you tell us a bit about your lifestyle and culture?

LD : 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.

Would you tell us more about your work culture and business philosophy?

LD : 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.

What are your philanthropic contributions to society as a designer, artist and architect?

LD : 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.

Lora Deneva Profile