Anastasiia Amani Of Amani Design Studio LLC On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Build from the service model, not the sofa. Forget starting with fabrics or finishes. In commercial design, your foundation should always be the service model — the way people will interact with the brand in the space. Whether it’s a bank, a kids’ store, or an electronics market, the concept must begin with a functional idea that reflects real life. Sometimes that means building a tech store like an open-air bazaar. Sometimes that means designing a pharmacy like a first-time parent’s safe haven. It’s the emotional relevance of the journey — not just the visual.
As a part of my series about the ‘Five Things You Need To Know To Create A Highly Successful Career As A Commercial Designer,’ I had the pleasure of interviewing Anastasiia Amani.
Anastasiia Amani is a commercial interior designer with over a decade of international experience specializing in banking, retail, and high-impact customer environments. Her award-winning portfolio spans flagship projects across Europe, Central Asia, and the United States, blending strategic design, behavioral insight, and architectural innovation. She is currently establishing her own firm, Amani Design Studio, in Miami, where she continues to develop human-centered commercial spaces that merge aesthetics with business strategy. Anastasiia is also the author of Beyond Banking, a forthcoming professional guide for the next generation of designers rethinking the future of financial spaces.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
Ever since I was a child, I was naturally drawn to interior spaces. I would constantly rearrange furniture at home and find joy in creating beautiful, functional environments — whether residential or not. Design was always part of my life, and thanks to the support of my parents, I was able to turn this passion into a profession through formal education.
As I grew older, I discovered the specialized field of commercial design — and that’s when everything clicked. I realized that every store, every bank branch, every restaurant is a carefully curated space that influences how people feel and behave. While most people go shopping and focus on the clothes or products, I found myself studying the lighting, the materials, the layout, and how the space guided people’s movement. That’s when I knew: this wasn’t just an interest — it was my calling.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
I wouldn’t say it was a single situation — rather a recurring pattern I’ve encountered throughout my career, especially as a young woman in the architecture and design industry. Even with years of experience and a solid portfolio of complex commercial projects, I often found myself being underestimated at first glance. Clients — particularly large retail chains or corporate executives — would meet me for the first time and assume I was just a naive young girl, based solely on appearance.
But then the conversation would shift. Once I started presenting strategies for store rollouts, customer behavior mapping, or how design choices could increase their revenue, their perception would transform completely. Watching that shift — from skepticism to respect — became a familiar and oddly satisfying experience.
These moments taught me an essential lesson: never doubt your own value just because others don’t see it right away. Stay confident, stay prepared, and let your work speak louder than assumptions.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
Rather than a quote by someone else, I carry two personal philosophies that have guided my entire career:
“Design is not just about aesthetics. It’s about orchestrating emotion, behavior, and experience within a spatial context.”
And:
“Retail and banking design must go beyond functionality. It must speak the language of trust, innovation, and the customer’s subconscious expectations.”
These are not just ideas I apply to projects — they’re the red thread running through everything I create. For me, commercial design isn’t simply about how a space looks. It’s about how it communicates with the user. Every material, every lighting choice, every spatial decision must serve a purpose — to reflect the brand’s voice, to make people feel something, to build trust.
This way of thinking has shaped not only my professional work but also my personal life. I approach every space — even my own home — with this deep awareness of purpose, flow, and emotional connection. It’s not just a career lens. It’s how I see the world.
As a successful business leader, which three character traits have been most crucial to your success? Can you share a story or example for each?
Absolutely — and to me, these traits are essential in any creative field, especially commercial design.
1. Perseverance and resilience.
Creativity is a fragile thing. It’s easy to fall into the trap of creating only for yourself — that “I’m an artist, and this is my vision” mindset. But commercial design is not just art — it’s business. It requires the ability to hear your client, understand their goals, and collaborate in ways that move their business forward. There are times when ideas don’t land, when revisions feel endless, or a project doesn’t go as planned — and that’s where perseverance matters most. Not to prove you’re right, but to keep going, learning, and growing through it all.
2. The ability to listen and find balance.
One of the most important things I’ve learned is how to listen — really listen — to a client. Not just to their words, but to their concerns, their market, their audience. Great design happens when you’re able to hold on to your expertise and aesthetic vision while also building solutions that meet real business needs. Compromise, when done right, is a creative strength.
3. Empathy for the end user.
I always put myself in the role of the customer — even if I’m not the direct target audience. I walk through every space in my mind: a pharmacy, a boutique, a bank, a bar. I ask, “What would I want to feel here? What would make this space more intuitive, more meaningful, more human?” That perspective allows me to design spaces that truly resonate.
And while not exactly a character trait, I’d add one more key habit: visual curiosity.
Being well-informed, visually aware, and observant is critical. You don’t need to chase every trend or attend every design show — even walking through a city with open eyes can teach you volumes. Inspiration is everywhere if you pay attention.
Can you describe a recent project you completed and what your specific contributions were?
One of the most memorable projects I’ve led — though not the very latest — was for Raiffeisen Bank. Banking environments are one of the most complex and overlooked segments of commercial design. Many designers shy away from this sector because of the layered technical, legal, and security requirements — not to mention the emotional challenge. Let’s face it: banks are stressful. Even when you’re there for a positive reason, the experience often feels formal, intimidating, or emotionally draining.
My task was to reimagine that. I was responsible for developing and leading the concept from start to finish, both in terms of design and service model. The challenge was twofold:
1. Keep the functional and security aspects intact
2. Make the bank feel less like a bank — and more like a lifestyle experience
To do that, I drew a parallel with something people usually enjoy: a restaurant. Not literally — we weren’t serving steaks — but conceptually. In a restaurant, you choose your seat, you’re the center of attention, the staff comes to you, you don’t have to move or fill out forms — you simply sit, relax, and receive service. That’s the emotional blueprint we brought into the space. We focused on choice, comfort, flow, and a hospitality-inspired customer journey.
This was a full-scale concept I directed — from creative vision and layout to materials, zoning, and execution oversight. It’s one of those projects where design becomes strategy, and the emotional shift in the user’s experience is the true measure of success.
How do you approach balancing aesthetics and functionality in your designs?
Thankfully, we live in a time where the boundaries between aesthetics and functionality are easier than ever to bridge. With the enormous range of modern materials, smart technologies, custom production options, and a global design market, there’s rarely a reason to compromise one for the other. If I can’t find a solution on the market that fits both form and function, I collaborate with manufacturers to custom-create it. That’s the beauty of contemporary design — it’s flexible and resourceful.
For me, the golden rule is: start with function, then layer in the design. Especially in commercial design, this approach is essential. Take retail shelving, for example — I never begin with how it looks. First, I map out its exact purpose: what items it holds, at what height, what hooks or compartments it needs, how customers interact with it. Only after all of that is defined do I begin shaping the aesthetic — making sure it fits the brand, enhances the space, and feels intentional.
Even wayfinding and spatial navigation — things often seen as “purely practical” — can become an elegant part of the environment. A directional cue doesn’t have to be a basic arrow on a wall. When you understand the flow of a customer journey, you can guide people through color, lighting, flooring textures, or ceiling architecture — not just signs. The space itself becomes the communicator.
When function drives the foundation, design becomes a form of storytelling. The final result isn’t a patchwork of parts — it’s a seamless, intuitive, and beautiful experience that serves the user and meets the business goals of the client.
What is your design philosophy when it comes to commercial spaces?
My core philosophy is centered on empathy, dialogue, and purpose-driven creativity. I always begin by placing myself in the shoes of the end user — the customer walking into a store, a bank, a pharmacy, a restaurant. But at the same time, I actively listen to my client — the business owner — and help them articulate their goals, even when they may not be fully clear themselves. Often, clients come in with a vague vision, and it’s through thoughtful conversation and asking the right questions that we uncover what they truly need.
To me, commercial design should never be about aesthetics alone. It’s about finding the sweet spot between the client’s business goals and the user’s comfort and behavior. I believe every project should start with a deep understanding of function — what needs to happen in the space — and only then should design bring that function to life in a meaningful, beautiful, and brand-consistent way.
Another crucial part of my approach is inclusive design. Accessibility isn’t only about wheelchair ramps — it’s about recognizing that people navigate public spaces with a wide range of physical, emotional, and situational limitations. A pregnant woman, a parent with a stroller, a person on crutches, or even a family with children — all of these are customers whose experience matters. A truly successful commercial environment must feel intuitive, seamless, and welcoming to everyone, without exception.
In the end, I see commercial design as a living system — one that listens, speaks, and adapts. It’s not just about creating space. It’s about creating trust, clarity, and comfort through every inch of that space.
Where do you draw your inspiration for your designs?
Of course, there are the usual sources — trade shows, design magazines, trend platforms like Pinterest and Behance, and the latest collections from my favorite furniture brands. That’s the foundation.
But honestly, the most valuable inspiration comes from real life. As I often say, commercial designers are also end users — we shop in the stores we design, eat at the restaurants we study, walk through airports, lobbies, banks, pharmacies. Every single day is filled with opportunities to observe how people interact with space — what works, what feels intuitive, what frustrates, and what delights. Whether I’m running errands, traveling, dining out, or simply taking my child to a playground, I try to pay attention to the details: how lighting affects mood, how a queue is managed, how seating flows or disrupts.
Travel is especially important to me — every city, every country has its own cultural code, architectural logic, and emotional temperature. Observing those differences sharpens your eye and teaches you to design with broader empathy and creativity.
One thing I always do: I document everything. I’m constantly taking photos and saving ideas into folders — not necessarily for a current project, but for the future. And I believe in cross-contextual thinking: just because I’m designing a bank doesn’t mean I won’t find a brilliant idea in a bookstore or a bakery. Sometimes, the most unexpected places reveal the most elegant solutions.
What strategies do you use to ensure your designs meet the needs of the end-users?
Everything starts with empathy. My core strategy is always to step into the shoes of the end user — to imagine how they feel, move, and interact with the space. From there, I ask: What would make this experience smoother, smarter, more human?
I also focus on building or refining the service model behind the design. Sometimes this means creating something that’s never been done before. Other times, it’s about taking a familiar format and infusing it with new energy — unexpected touches, clever details, or intuitive flows that make people say, “Wow, I didn’t expect that here — but I love it.”
What I aim for is differentiation with purpose. Each project should have a unique signature — something that makes it memorable and meaningful not just for the brand, but for the people who use it. That’s what builds loyalty and connection. When a space feels both fresh and familiar, it resonates deeply with users and naturally sets the business apart from its competitors.
In short, I don’t just design spaces — I design experiences. And those experiences are always shaped by putting people first.
How do you approach sustainability in your commercial projects?
Sustainability is something I always try to integrate into my work — but I approach it with both awareness and realism. Designing with intention, longevity, and functionality is, in itself, a form of sustainability. I don’t believe in disposable design. I believe in creating spaces that make sense, last for years, and don’t require constant reinvestment or waste. That’s my first contribution to sustainable practice.
When it comes to eco-friendly materials, recycled components, or energy-efficient technologies, I always present those options to my clients. But in commercial design, the final decision is often dictated by the client’s budget. I’m not the one setting the financial parameters — I’m designing within them. That said, I do advocate for smart choices whenever possible, and most clients today understand the importance of minimizing environmental impact.
Where I have the most control is in designing for longevity and adaptability. I spend a lot of time researching behavioral patterns, future trends, and psychological comfort — so I can propose concepts that will still feel fresh and functional 5 to 10 years down the line. This is not only better for the planet, but also better for the business. No one wants to renovate a commercial space every two years.
I also prioritize modularity and scalable design systems. Whenever possible, I build in flexibility — so the design can be adapted, expanded, or replicated across multiple locations. That, to me, is true sustainability: thoughtful, durable, and scalable design that serves people and the environment without unnecessary excess.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
We already had a global crash course in this during the pandemic of 2020. Whether we liked it or not, the world had to adapt — and fast. Remote work became a necessity, and so did remote design. Surprisingly (or not), it worked. Restaurants, hotels, and stores were still being designed, built, and opened — just under new rules, with new tools.
As humans, we are incredibly adaptable. That’s the beauty of it — and also the challenge. We learned that yes, digitalization and remote collaboration can absolutely work in commercial design. Do I personally prefer being physically present in a space? Absolutely. I love seeing the volume, feeling the atmosphere, talking face-to-face with the client. It gives me emotional and strategic insight that Zoom just can’t replicate. But that doesn’t mean remote work isn’t valid — it just works differently.
I’ve had real experience with this. I once worked on a major project in the Philippines while living in Ukraine, during wartime. I couldn’t travel, but the project still came to life — beautifully. Remote collaboration, when handled with care and precision, is more than possible.
As for digital tools and AI — they are incredibly helpful. AI can organize information, support decision-making, even generate mood boards or visualizations. But what it cannot do is feel. It can’t replace human imagination, emotion, or intuition. Great commercial design is not only logic and function — it’s storytelling, psychology, and empathy. That’s still — and always — a human domain.
So I believe in symbiosis. Technology can empower and accelerate our work, but the core vision? That still comes from the human heart and mind.
What are the five things you believe are essential for creating a highly successful career in commercial design? Can you share a story or example for each?
1. Build from the service model, not the sofa
Forget starting with fabrics or finishes. In commercial design, your foundation should always be the service model — the way people will interact with the brand in the space. Whether it’s a bank, a kids’ store, or an electronics market, the concept must begin with a functional idea that reflects real life. Sometimes that means building a tech store like an open-air bazaar. Sometimes that means designing a pharmacy like a first-time parent’s safe haven. It’s the emotional relevance of the journey — not just the visual.
2. Walk the space like a customer — literally
To create a functional layout, you have to experience it physically. We often recreate floorplans using cardboard furniture and walk through customer paths to simulate real behavior. Where do people hesitate? What feels intuitive? Commercial design is choreography. If a person can move confidently through the space without reading a sign, you’ve done your job.
3. Light is 30% of your success
You can have a brilliant layout, premium finishes, and top-tier branding — and it will still fall flat if the lighting is off. Lighting sets rhythm, mood, emotion, and hierarchy. Treat it as an entire layer of your design system, not an afterthought. The same space with two lighting concepts can feel like two entirely different businesses.
4. Design for invisible barriers
Designing for inclusivity goes beyond wheelchair access. A mom with a stroller, someone on crutches, or a family with three small kids are all navigating temporary physical limitations. A good designer thinks for the whole household — not just the ideal customer avatar. If children are comfortable and entertained, adults are present and focused. That’s how you design for productivity — by making comfort universal.
5. Interview, observe, decode
Clients often don’t know exactly what they want — and that’s okay. The job of a designer is to ask better questions. Before creating a concept, I spend hours observing existing locations (if available), watching how customers move, where they pause, and what frustrates them. Then I translate that into design. Research is empathy — and empathy is the ultimate commercial edge.
A successful career in commercial design starts with knowing that your job isn’t just to create a space — it’s to make the business inside that space work better. That’s where the true magic happens.
What role do you think commercial design plays in community building and social interaction?
Commercial design plays a far more vital role in our daily lives than most people realize. It’s the invisible architecture of our routines, our experiences, and even our emotions. From the moment we leave our homes — whether we go to a grocery store, a pharmacy, a bank, a restaurant, an airport, a hotel, or a museum — we are engaging with commercial design.
It’s not a separate discipline — it’s the backdrop and the stage of our everyday life. Everything outside our private spaces is shaped by it. Commercial design is how we move through the world, how we shop, eat, travel, connect, and celebrate. It’s the framework for our workdays, our weekend outings, our vacations, and even the most personal milestones — weddings, birthdays, and life events.
So in my view, commercial design is not a part of life — it is life. It influences how we feel, how we behave, and how we connect with others. That’s why it has such incredible power — and why it must be approached with both creativity and responsibility.
Given your influence, if you could inspire a movement to bring the best results and solutions to the greatest number of people, what would it be? You never know what impact your idea might have!
If I could inspire a movement, it would be rooted in something very personal — a cultural shift in how people treat one another within commercial spaces. I was born and raised in Ukraine, and now I’ve been living in the U.S. for nearly two years. One of the things I deeply admire about American culture is the everyday kindness — the small talk, the smiles, the friendliness from strangers, especially in places like stores, banks, restaurants, or hotels. There’s a sense of openness and equality that I hadn’t fully experienced before.
What I would want to spread across the world is this atmosphere of dignity and warmth — where no matter who you are, how you look, or what you can afford, you feel welcomed and respected. Commercial design plays a huge role in that. Every environment — from a luxury boutique to a fast-food restaurant — sends a message about how people are seen and valued.
This isn’t about perfection or pretending everything is ideal. People sometimes say this kind of friendliness is superficial — but I’d rather be greeted with a polite smile than a cold stare of judgment. So if I could lead a movement, it would be to design experiences and environments that reinforce kindness, equality, and emotional comfort — where every customer feels like a person, not a transaction.
To me, that’s not a utopia. That’s just good design — for people, by people.
How can our readers follow your work online?
I’m currently in the process of launching my own studio — Amani Design Studio — based in Miami. While the company is already established, we are now in the active phase of development, visibility, and outreach. Our official website is currently under construction and will be available soon at:
Amanidesignstudio.com
In the meantime, you can explore my work through various platforms, including my digital portfolio, design profiles, and personal blog on Instagram.
https://www.upwork.com/freelancers/~01bf74b05ccf2bb856?mp_source=share
https://www.behance.net/225c7212
https://www.instagram.com/anastasiia_amani?igsh=MTdkYTdndWNwYjkzbw%3D%3D&utm_source=qr
Stay tuned — there’s a lot of exciting work ahead!
Thank you for your time and excellent insights! We wish you continued success.
Anastasiia Amani Of Amani Design Studio LLC On Five Things You Need To Create A Highly Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.