Interview with Anton Zubkov

Anton Zubkov ("AZ") interviewed on Friday, 23 May.

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

AZ : Although I’m not a designer by formal education, I’ve been immersed in the world of emotional, child-centered design since 2018, when we founded Felifam — a premium design studio focused exclusively on creating meaningful, fully customized children's rooms. My wife Viktoria, who leads our design direction, is a talented interior designer with a deep understanding of how space influences a child’s development. Together, we’ve built a brand that works across Europe — with clients in Italy, Switzerland, the UK, Germany, the Baltics, and Ukraine. Over the years, we’ve created dozens of one-of-a-kind projects for families who want more than just beautiful furniture — they want emotionally rich environments that help their children feel safe, inspired, and confident. Our company, Felifam, won a Bronze A’Design Award for one of our signature children’s room designs, and we’re now expanding with our first permanent showroom in Milan, as well as new product lines and global partnerships. So while I may not have started as a designer, I’ve spent the last 6+ years fully dedicated to the craft of designing not just interiors — but childhood experiences that leave a lifelong emotional imprint.

How did you become a designer?

AZ : I didn’t become a designer in the traditional way. I wasn’t trained in design or architecture. My background is in entrepreneurship and brand building. But everything changed when we became parents. My wife Viktoria — the heart of our design team — is a professional interior designer. Watching her design our own children’s rooms opened my eyes to something I had never truly noticed before: how deeply a child’s space can influence their emotions, creativity, and sense of self. That realization changed my direction completely. I felt a strong, almost emotional responsibility to help families create rooms that go beyond trends and Pinterest boards — spaces that truly reflect who their child is. In 2018, we launched Felifam, not as a design service, but as a mission: to design children’s rooms that are emotionally intelligent, timeless, and deeply personal. I stepped fully into the role of creative director, strategist, and storyteller — working hand in hand with Viktoria and our team to turn each room into a world. So no, I didn’t “choose” design. Design chose me — through love, through fatherhood, and through the desire to create something that matters.

What are your priorities, technique and style when designing?

AZ : At Felifam, our design process is driven by emotion, function, and story — these are the three pillars we prioritize in every project. Emotion first. We begin every project by deeply understanding the emotional world of the child and family. How should this space feel? What emotions should it support — safety, imagination, calm, confidence? That becomes our guiding light throughout the process. Function with empathy. A beautiful room must also work. We design every detail — from play zones to sleep areas — to support the child’s daily routines and natural development. The space must grow with the child, adapt, and stay relevant emotionally and practically for years. Storytelling through space. Each room tells a unique story — often inspired by the child’s passions, personality, or dreams. We translate that story into layout, materials, textures, lighting, and custom-made furniture under the Felifam brand. In terms of technique, we use a mix of hand sketching, digital tools (SketchUp, V-Ray, AutoCAD), and immersive 3D renderings to help families emotionally connect with the space before it’s built. Every project ends with a fully styled, turnkey realization — where the room looks and feels exactly like the visual, and often more. We don’t approach design as decoration — we approach it as a form of emotional architecture. And our goal is always the same: To create a room that doesn’t just impress — it feels like home to the child.

Which emotions do you feel when designing?

AZ : Designing, for me, is an emotional journey — one that begins with curiosity and ends in quiet wonder. At the very start, I feel a deep sense of empathy and responsibility — especially knowing that we are designing a room for a child. We’re shaping their world, their memories, even parts of their identity. That fills me with meaning, but also with humility. The most exciting phase is the moment when the concept starts to take shape — when we’ve listened deeply, understood the child’s world, and suddenly… the idea appears. That “click” — the emotional core of the design — is incredibly powerful. It’s like discovering a new story that’s waiting to be told through space. During the journey, I feel gratitude — for the process, the team, the families who trust us. And when we step into the finished room for the first time, there’s always a moment of pure silence and awe. That space used to be an idea. Now it’s a living world. What fulfills me most is not the applause or aesthetic — it’s the spark in a child’s eyes, the tears of joy from a parent, the knowing that we’ve created something deeply personal and lasting. Design, for me, is not work — it’s a form of love in physical form.

What particular aspects of your background shaped you as a designer?

AZ : My journey as a designer didn’t begin with a design degree — it began with life experience, entrepreneurship, and fatherhood. And those are exactly the aspects of my background that shaped me most. Before founding Felifam, I developed skills that had nothing to do with interiors — but everything to do with understanding people: Empathy and emotional intelligence — from being a parent and a listener. Understanding children’s emotional needs and how space can support their development is at the core of everything we create. Strategic thinking — from years of running businesses. This helped me structure the creative process, scale ideas without losing soul, and lead a team with clarity. Communication and storytelling — I learned how to turn feelings into words, and stories into spaces. Our rooms don’t just look beautiful — they tell who a child is. The biggest influence on my work has been my wife Viktoria, a professional designer whose talent and sensitivity continue to inspire me daily — and my children, who remind me of the raw, honest emotional world we’re designing for. My path into design has been unconventional — but deeply personal. And I believe that’s what makes our work unique: It’s not just based on design rules. It’s built on real life, real love, and real meaning.

What is your growth path? What are your future plans? What is your dream design project?

AZ : My growth path is deeply connected to the growth of Felifam — because Felifam is not just a company, it’s a reflection of who I’m becoming as a person, a father, and a creative leader. Our future plans are bold and clear: — To open Felifam showrooms in key European capitals, starting with Milan — immersive, emotional spaces where families can feel what our design truly means. — To create a global design ecosystem for families: combining design, education, emotional intelligence and premium products under one brand. — To build a network of trusted partners and local teams who will help bring Felifam experiences to families around the world — without compromising on soul or quality. My dream design project? I would love to create an entire children’s hotel or emotional learning center — a place where design meets education, psychology, play, and architecture. A space that proves that children deserve the same level of thought, care and sophistication as any luxury client — if not more. In the future, I want to be remembered not just as someone who built beautiful spaces — but as someone who helped shift the way we design for childhood. Someone who brought meaning, tenderness, and intelligence into spaces where future humans are being shaped. And maybe one day, my children will walk into a Felifam showroom in another part of the world — and feel proud of what we built. That’s the kind of legacy I’m working for.

What are your advices to designers who are at the beginning of their career?

AZ : My advice to young designers starting their career is simple but powerful: don’t chase trends — chase meaning. Design is often seen as style or decoration, but the real value is deeper — it’s about emotion, empathy, and problem-solving. If you focus only on what looks “cool” now, you’ll miss the chance to create work that lasts and truly matters. Be prepared for challenges. Early on, I faced doubts and pressure — both internal and external. There were moments when I questioned if I was doing the right thing, especially because I came from outside the traditional design world. But I learned that resilience and passion are what push you through those moments. The best advice I ever received was from a mentor who told me: “Listen more than you speak. Understand before you design.” That changed everything. Listening — to clients, users, and even your own intuition — is the foundation of meaningful design. Keep learning constantly — through books, conversations, observing life, and embracing failure as a teacher. Surround yourself with people who challenge and inspire you. And remember: design is a journey of human connection. The more you care, the better you’ll be.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

AZ : For fellow designers, artists, and architects aiming for true success, my key advice is this: Focus on the why behind your design, not just the what. Too often, we get caught up in aesthetics, tools, or trends — but the most impactful design comes from understanding why you’re designing something, and who it’s really for. Meaning-driven work stands the test of time. Here are some best practices I recommend: Start every project with deep empathy. Go beyond surface preferences. Understand the emotional, psychological, and functional needs of your users or clients. Tell a story through your design. People remember feelings and narratives, not just visuals. Make your work speak on a human level. Balance creativity with discipline. Innovation is crucial, but structure, clear process, and consistent quality keep your work reliable and professional. Collaborate openly. Great design rarely happens in isolation. Surround yourself with diverse talents, listen actively, and be ready to evolve your ideas. Avoid the trap of “design by committee.” While feedback is important, stay true to your vision and values. Not every opinion should dictate your design. Invest in your personal growth continuously. Read widely, travel, explore other art forms, and never stop questioning your assumptions. In short, success is a mix of heart, intellect, and humility. Approach design not as a task, but as a responsibility — to the people you serve and to the culture you shape.

What is your day to day look like?

AZ : My day usually starts early — around 6:30 am — with a run or a short meditation. These quiet moments help me clear my mind and prepare for the day ahead. After breakfast with my wife Viktoria and our children, I dive into work. Mornings are usually for focused tasks — reviewing design progress, strategizing with our team, and speaking with clients or partners across Europe. I like to start the day with clear priorities and avoid distractions as much as possible. Throughout the day, I switch between creative thinking — brainstorming new ideas, planning showrooms, or refining design concepts — and practical management tasks like coordinating production and logistics. What I enjoy most in a routine business day are the small moments of connection: a quick message from a happy client, seeing a new furniture prototype arrive, or a spontaneous idea sparked during a conversation with Viktoria. Even the busiest days have a rhythm, and for me, the key is balance — between creativity, leadership, and family. And ending the day with dinner and stories with my children is always the best part.

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

AZ : We do keep an eye on design trends, but at Felifam, trends never dictate our work. Our priority is to create timeless, emotionally rich spaces that support children’s development and family values. Design trends are like fashion — they come and go. Our goal is to build environments that last not only physically, but emotionally. We focus on authenticity, comfort, and storytelling, which never go out of style. When we do follow trends, it’s with a critical eye: we extract elements that genuinely enhance the emotional experience or functionality, rather than just copying what’s popular. We draw inspiration from nature, art, architecture, and especially from children themselves — their personalities, dreams, and behaviors. So while we’re aware of what’s “hip” this season, our designs reflect a deeper, more lasting vision. We want our work to grow with the child and family, not age out like a fleeting trend. For inspiration, I read design books, follow thought leaders, visit exhibitions, and spend time in nature. But ultimately, the strongest inspiration comes from listening to the children and families we serve.

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

AZ : For me, good design is felt first, seen second. It’s not just about aesthetics or innovation — it’s about how a product, space, or experience makes people feel and how well it serves their needs. I evaluate design by asking: — Does it create the right emotional atmosphere? — Does it solve real problems — functional, psychological, or social? — Is it authentic, with every element chosen for a reason? — Does it tell a story that resonates with the user or occupant? — Does it stand the test of time, both physically and emotionally? The “aha” moment comes when a design is effortlessly intuitive and deeply meaningful. When you walk into a room or use a product and feel an immediate connection — that’s great design. Common mistakes to avoid are: — Designing for trends rather than people. — Overcomplicating solutions instead of simplifying them. — Ignoring emotional impact in favor of pure function or style. — Lack of coherence — when elements clash or feel disconnected. Good design, for me, balances heart and mind. It’s honest, purposeful, and creates a lasting positive impact.

How do you decide if your design is ready?

AZ : Deciding when a design is ready is both an art and a discipline. For me, a design is ready when it fully answers the emotional and functional brief we set at the start — when it feels complete in its story, its usability, and its emotional impact. I believe no design is ever truly “perfect” or final — there’s always room to improve, to tweak, or to innovate. But perfectionism can also be a trap. That’s why we set clear milestones and criteria during the process to know when the design has reached its purpose. The moment I say “yes, it’s ready” is when: — The design feels authentic and aligned with the child’s personality and family’s needs. — All elements work harmoniously — nothing feels out of place or unnecessary. — The client — often the family — connects emotionally and is excited about the space. — Practical testing, if possible, shows the design functions smoothly in real life. After launch, I always keep an open mind for future improvements or lessons learned — but I don’t let that prevent moving on to new projects. Each project has its lifecycle, and our role is to deliver the best possible version within that timeframe. A design becomes a success when it makes a positive difference — when the child feels safe, inspired, and happy in their space, and when the family feels that their investment was meaningful. That’s the ultimate measure.

What is your biggest design work?

AZ : One of my biggest and most meaningful design works is a children’s room we created for a 6-year-old girl who loved ballet, nature, and painting. This project was special not only because of the beautiful result, but because it embodied everything Felifam stands for — emotional depth, personalization, and storytelling through space. Our initial aspiration was to design not just a room, but a sanctuary — a place where she could feel safe, inspired, and free to explore her passions. We chose a soft pastel palette, natural textures, and custom elements like a ballet barre with a mirrored wall and a cozy art corner bathed in natural light. What made this project particularly challenging was balancing elegance and playfulness while making sure the space would grow with her. It demanded deep empathy and meticulous attention to detail — every curve, color, and accessory was chosen to reflect her personality and support her emotional world. The true reward came when the family shared how the girl immediately felt at home, spending hours drawing in her art corner with pure joy and focus. That reaction — the transformation of a space into a lived experience — is what makes this project my favorite and most satisfying. Currently, I’m excited about designing a shared room for siblings in Switzerland, where we’re exploring flexibility and individual expression within a shared space. It’s a fresh challenge that pushes us creatively and emotionally.

Who is your favourite designer?

AZ : I have great admiration for designers and architects who combine emotional intelligence with timeless creativity. One of my favorites is Tadao Ando — his minimalist architecture perfectly balances simplicity, light, and spirituality. His work teaches us that design is not just what you see, but what you feel in a space. If I could talk with a single designer from the past, it would be Charlotte Perriand — a pioneer of modern design who blended functionality with warmth and human-centered thinking. Her ability to create spaces that invite life and connection resonates deeply with what we strive for at Felifam. The most iconic designer, in my view, is Dieter Rams — his principles of good design, especially “less but better,” have shaped how we think about sustainability and timelessness. I also admire Isamu Noguchi for his poetic approach to form and nature, and Le Corbusier for revolutionizing architecture with human needs at the center. These designers inspire me to think beyond aesthetics — to create work that touches people emotionally and stands the test of time.

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

AZ : I currently live in Milan, Italy, a city that beautifully blends history, art, and innovation — an inspiring backdrop for anyone in design. Milan’s vibrant culture, dedication to craftsmanship, and passion for beauty deeply influence our work at Felifam. Music is indeed part of my creative process. I often listen to classical or ambient music during focused work sessions; it helps me enter a calm, reflective state where ideas flow naturally. My Ukrainian roots have a strong presence in my approach. Growing up in a culture rich in resilience, craftsmanship, and emotional depth has taught me to value authenticity and storytelling — qualities that I bring into every project. I believe that good design is a form of emotional intelligence that can elevate society by making spaces more humane, supportive, and inspiring. On a personal level, design has helped me introduce small but meaningful changes in life — like creating peaceful corners in our home for meditation and family time, or choosing materials that connect us to nature and longevity. These choices foster well-being and balance in a busy world. Good design, to me, is essential not only for aesthetics but for the advancement of society — by shaping environments that nurture creativity, connection, and growth.

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

AZ : At Felifam, our work culture is built on collaboration, trust, and shared passion. We believe that design is never a solo effort — it’s a collective journey that involves designers, clients, manufacturers, and partners working closely together to create something meaningful. I work hand in hand with my wife Viktoria, who leads our creative vision, as well as with a dedicated team of project managers and trusted manufacturing partners. Our approach is open and transparent — we value clear communication, respect for each other’s expertise, and a commitment to quality and emotional intelligence. When selecting business partners or hiring team members, I look for shared values first — especially integrity, empathy, and a genuine passion for creating spaces that positively impact children’s lives. Skills are important, but character and attitude are paramount. We want people who care deeply and are willing to go the extra mile to maintain our high standards. One core challenge in our profession is balancing creativity with practicality — ensuring our designs are not only beautiful and meaningful but also feasible, safe, and functional. Another is educating clients about the emotional value of design beyond aesthetics. My job responsibilities range from strategic direction and client relations to quality control and team leadership. I see myself as a guardian of the Felifam mission — ensuring every project reflects our values and delivers joy. A good designer, artist, or architect, in my view, must have: — Empathy to understand users deeply — Curiosity to explore new ideas and challenge norms — Discipline to balance creativity with execution — Communication skills to articulate vision and collaborate — And above all, passion — the fuel that drives great design.

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

AZ : At Felifam, we believe that design is not just a profession — it’s a responsibility to society, especially when working with children’s spaces that shape their futures. We actively seek ways to give back through pro bono projects for families in difficult situations or community centers focused on child development. While our main business is premium design, we see these contributions as vital investments in the world we want to build. I deeply respect and support designers, artists, and architects who engage in humanitarian projects. Using creative skills to improve lives, raise awareness, or provide dignity is one of the highest callings of our profession. We also participate in design events, conferences, and workshops — often sharing our journey and insights to inspire and mentor young designers. At Felifam, we strive to create an environment where our team can grow professionally and personally, with opportunities for learning, experimentation, and leadership. Good design, to me, is design that creates positive impact beyond aesthetics — it connects, heals, and empowers.

What positive experiences you had when you attend the A’ Design Award?

AZ : Participating in the A’ Design Award has been an incredibly rewarding experience for me and the entire Felifam team. Winning the Bronze award validated our mission to create emotionally rich, meaningful children’s spaces — it showed us that our approach resonates beyond our immediate clients. Three main benefits of design awards and competitions are: Recognition and Credibility: Awards provide external validation from respected industry peers, which builds trust with clients and partners worldwide. Inspiration and Growth: The competition exposes us to diverse design philosophies and innovations, pushing us to refine and elevate our own work. Networking and Opportunities: Awards open doors to new collaborations, media exposure, and global markets that would otherwise be difficult to access. Design competitions are essential because they celebrate creativity, challenge designers to go beyond comfort zones, and promote excellence in the field. They keep the industry vibrant and forward-thinking. Being named Designer of the Day is a huge honor. It feels like a personal milestone and a recognition of the emotional, thoughtful approach that Felifam embodies. It motivates us to keep pushing boundaries and creating spaces that truly matter.

Anton Zubkov Profile