Inside Studio 11: Kellie Sirna on Hospitality Design, Work-Life Balance, and Sustainability

In this In Case You Missed It (ICYMI) mini article-read episode, we revisit an article published on the i+s website titled, "ASID Explores the Influence of Joy, Wellness, and Sustainability on 2025 Interior Design Trends," in which ASID's Lindsey Koren discusses how interior design is adapting to reflect emerging priorities that emphasize joy, wellness, and sustainability. Based on findings from the Association's recently released 2025 Trends Outlook, discover how these evolving influences offer insights into the ways consumers and designers alike are redefining their spaces to align with deeper personal and societal values as you listen in to this episode.

Marketing building products to architects and designers is more complicated than ever. In this episode of I Hear Design, host Robert Nieminen talks with Susan Fernandez, founder of Cast Carbon and partner at UpSpring, about what it really takes to break through the noise and connect with today’s A&D professionals. From her early days branding pavers to launching circular materials at Cast Carbon, Susan shares why storytelling is crucial—even for the most utilitarian products—and how to craft a narrative that resonates with specifiers. She explains why Gen Z staffers, not firm principals, are driving product research, how AI is changing the way designers source and compare materials, and why transparency beats perfection when it comes to sustainability claims. Plus, learn how something as simple as color branding (think: pink insulation) can make all the difference in standing out to overworked design professionals.

In this In Case You Missed It (ICYMI) article-read mini-episode, we commemorate Earth Day 2025 by revisiting an article published on the i+s website titled, "Creating a Climate-Resilient Blueprint for Schools," which explores the risks educational institutions face due to extreme weather-related events and the important role that resilient educational facilities can play in safely serving the community, inspiring key changes in building design and on-site energy resources. Listen in as we highlight how these future-ready facilities are helping shape a climate-resilient tomorrow—for students and entire communities.

With office vacancies rising and housing shortages mounting, the commercial real estate industry is at a tipping point. In this episode of I Hear Design, host Robert Nieminen sits down with Marissa Kasdan and Mark Oberholzer of KTGY to explore how adaptive reuse—and their bold Upcycle Tower concept—could reshape our cities. They discuss the real-world challenges of converting steel-framed office towers into viable residential buildings, the role of city incentives, and how thoughtful design can balance livability, cost, and sustainability. Learn how phased conversions, mixed-use flexibility, and embodied carbon savings are making adaptive reuse a compelling path forward for developers and municipalities alike. 🔑 Topics covered: Economic and environmental case for adaptive reuse KTGY’s Upcycle Tower design concept Zoning and policy changes in cities like Los Angeles Structural and cost considerations Strategies for integrating office and residential spaces Urban resilience and sustainable development

In this In Case You Missed It (ICYMI) article read episode, we look back at an interview i+s Editor in Chief Carrie Meadows conducted with Principal Caleb Anderson of /AND Design (formerly Drake/Anderson), originally published online on Feb. 5, 2025, in which he talks about an approach for wider industry collaboration that harmonizes design concepts and values for business with purpose. Discover how Anderson plans to advance the firm’s sustainability initiatives in a way that aligns his passion for creating what supports clients while subverting their expectations of luxury design.

In the final installment of our Women’s History Month series, we're honored to host Andrea Keller on this episode of I Hear Design. Andrea is a visionary architect and partner/designer of Star Tile who's redefining how we perceive design and its impact on human well-being. In this episode, we explore how incorporating these natural geometries into our built environments can trigger a calming neurological response, reducing stress and enhancing overall wellness. Andrea shares her insights on the difference between biophilia and biomimicry, and how architects and designers can move beyond simply adding plants to creating spaces that truly resonate with our innate connection to nature. Join us as we dive into the science behind fractal design, its practical applications, and the transformative power of aligning our spaces with nature’s inherent wisdom. This conversation is not just about design; it’s about creating a future where our environments actively contribute to our health and happiness.

In this Women’s History Month episode of I Hear Design, host Robert Nieminen sits down with Sara Balderi and Deidre Hoguet of Designtex for an inspiring conversation on the growing field of neuroaesthetics. They explore how neuroscience, biophilia, and the psychology of space are reshaping commercial design—from healthcare to hospitality—with a focus on emotional wellness, sensory comfort, and inclusive experiences. Sara and Deidre share their research on color, texture, and pattern, explain how “positive distractions” reduce stress in high-pressure environments, and discuss how natural materials can promote well-being on a subconscious level. They also highlight the role of evidence-based design and emerging technologies in creating spaces that adapt to users’ emotional and cognitive needs. Tune in to learn how thoughtful design choices can uplift, inspire, and truly make a difference in the places where we live, work, and heal.   Show Notes Designing with Emotion story Resources on Biophilia, Neuroaesthetics, and Designing for Wellbeing

In this episode of I Hear Design, host Robert Nieminen is joined by two influential women in the design industry—Alda Ly, founder and principal of ALA Studio (@_ala_studio), and Casey Baxter, vice president and general manager of HBF (@hbffurniture | @hbftextiles). As part of our Women’s History Month series, we explore their professional journeys, the impact of female-led collaborations, and the importance of amplifying diverse voices in the built environment. From navigating male-dominated workplaces to pioneering inclusive and empathetic design solutions, Alda and Casey share insights into fostering a culture of mentorship, designing with intention, and advocating for equitable opportunities in leadership. The discussion also highlights standout projects, such as HBF’s New York City showroom, which integrates wellness-focused spaces, and Alda’s work in women-centered interiors and inclusive workplace design. Tune in to learn how thoughtful design decisions are shaping a more equitable and empowering future for all.

To kick off Women's History Month, host Robert Nieminen sits down with Kellie K. Sirna, founder of Studio 11 Design, to explore her journey from launching a boutique design firm to leading one of Dallas' most sought-after hospitality design teams. In this episode of I Hear Design, Kellie shares insights on managing a multi-generational workforce, the evolving demands of hospitality design post-pandemic, and the firm’s innovative approach to sustainability and wellness. She also offers valuable advice for aspiring designers looking to carve out a niche in the commercial interiors space. Whether you're a design enthusiast or a seasoned professional, you won't want to miss this conversation packed with inspiration and practical advice.

In this mini In Case You Missed It (ICYMI) article-read episode, we dive into an article published on the i+s website on Dec. 3, 2024, titled, "Discover the Versatility and Value of Chemical Fabrics and Film," that explores how vinyl products deliver customization, durability, and aesthetic excellence across industries from healthcare to hospitality.