Alice Xiaoyu Gu Of Design Next Agency On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Understanding the audience and current market
Understanding the target audience ensures designs are effective and resonate with users.
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 Alice Xiaoyu Gu.
Alice Xiaoyu Gu is the founder and CEO of Design Next Agency, a NYC-based design and build group specializing in visual design, interior design, architecture, and construction for the hospitality industry. With a master’s in advertising and over a decade of experience in hospitality design, Alice knows how to use both visual and interior design to showcase the unique story of every hospitality business. As a female leader, she also successfully manages a construction firm, bridging creativity and execution to bring hospitality concepts and dreams to life.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
After working in corporate roles, my husband and I decided to follow our passion for food and hospitality by opening our own restaurant. During this time, a friend approached me to help design his new café and bakery for visual identity and interior design. I focused on visual design while my husband handled the interior, seamlessly blending our skills.
Unlike residential design, commercial design requires targeting a specific audience while effectively communicating a brand’s identity. With a master’s degree in advertising and over 10 years of experience in visual design, I have developed a strong ability to articulate a brand’s vision through design. Additionally, when my husband and I worked together as a visual and interior design team, I realized that when visual and interior elements work hand in hand to deliver a cohesive experience in the hospitality industry, it tends to resonate more with the intended audience and lead to higher customer return rates.
My first project was highly successful — our friend’s café gained instant popularity, not just for its food but also because the design attracted a larger audience than expected. People visited not only to dine but also to experience the cohesive space we created. From there, through client referrals and growing demand, we transitioned into specializing in commercial hospitality design and build firm as our primary career focus.
In hospitality, while the food and beverage offerings are critical, good design is essential for conveying the brand and enticing people to engage with the product. As a commercial designer, I see my role as projecting the brand identity across both 2D visual and 3D interior elements to leave a lasting impression. Design has the power to invite people to try, stay, and ultimately return.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it? Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
I see life as a role-playing game where I am the main character, and everyone else is like an NPC (non-playable character). My purpose is to experience life fully and without fear. In this “game,” every person I meet has a role — some provide guidance to help me navigate the next chapter, others present challenges that help me level up, and a few teach valuable lessons that guide me toward the right path.
If I fail, I simply restart the game. If I succeed, I move on to the next chapter. Viewing life this way has allowed me to embrace challenges and setbacks with resilience, reminding me that my ultimate goal in this life is to experience life, and grow. This perspective has been a guiding force, helping me navigate tough times and celebrate successes with clarity and purpose.
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?
Resilience in the Face of Criticism
One of the most crucial traits I’ve cultivated is the ability to not let client judgments or negative comments affect my belief in my abilities. As designers, we inevitably face criticism, but it’s essential to maintain perspective. The designer-client relationship is delicate, much like matchmaking. The right clients will always value and appreciate your work, while the wrong ones, no matter how much effort you put in, may never recognize its value. Instead of feeling discouraged, I’ve learned to view mismatches as opportunities to refine my focus and align with clients who share my vision and strengths.
Staying Humble
Humility is another vital trait for success. A common mistake many entrepreneurs make is allowing early recognition to inflate their egos, which can lead to poor decision-making and strained relationships. I’ve found that the most successful leaders remain grounded, approachable, and open to learning, no matter how much they’ve achieved. Staying humble fosters stronger connections and ensures long-term growth.
Persistence
Persistence has been my guiding principle. No business succeeds on the first try — or even the second or third. I believe in giving every venture at least ten earnest attempts before considering stepping away. Many of my successes emerged after numerous iterations and a commitment to learning from each attempt. Persistence reminds me that setbacks are not endpoints; they’re steps along the path to eventual success.
Can you describe a recent project you completed and what your specific contributions were?
The newest project just finished in NYC. The Duo Cafe & Bar. Spanning 1,070 square feet, The Duo offers locals a fresh, adaptable experience that seamlessly transitions from a cozy café by day to a lively cocktail bar by night. Tasked with maximizing the 30-ft ceilings without adding a second floor, as a designer, I initially proposed an upper level for additional seating.
When the landlord declined, me and the team embraced the challenge, seizing an opportunity to make creative use of the expansive vertical space within budget. Looking upward, the blank canvas above called for something dramatic that would complement The Duo’s elegant cocktail atmosphere at night. We envisioned a floating, twisting glass sculpture resembling a dragon in flight — a striking centerpiece designed to captivate.
The dragon isn’t just decorative — it’s a dynamic light source that shifts with the time of day, setting the tone for a seamless transition from café to bar. So we developed a custom glass dragon installation with color-changing LED lights, allowing Duo’s ambiance to shift effortlessly from day to night.
Each glass segment, weighing over 80 pounds, was suspended with reinforced steel wire, while a gridded floor guide helped align each piece with precision. The installation’s tubular LED lights adjust in color and intensity, blending subtly by day and becoming a vibrant focal point by night. Designed with care and creativity, this unique feature resonates with the local’s young, social-media-savvy crowd, giving The Duo a memorable and distinctive identity.
How do you approach balancing aesthetics and functionality in your designs?
I believe that design is “where creativity meets pragmatism” — a principle that’s also reflected in our company philosophy and written in our website. When I approach balancing aesthetics and functionality, I always start with a strong foundation: functionality. I consider key questions like: Who is our target audience? What specific needs should the design address? How will the space or visual elements function in the context of its purpose?
Once these functional criteria are fully met, I shift my focus to creativity and aesthetics. I firmly believe that aesthetics play a crucial role in commercial design, particularly in hospitality. Just as people use clothing and makeup to express their identity, a brand needs visually compelling interiors and designs to create a recognizable and memorable identity. A design with strong aesthetics not only enhances usability but also amplifies the brand’s ability to stand out and connect with its audience.
What is your design philosophy when it comes to commercial spaces?
In addition to the principle of “where creativity meets pragmatism,” that I mentioned earlier, I also firmly believe that successful commercial design, whether in visual identity or interior spaces, is driven by the understanding that design is an investment, not just an expense.
Many business owners underestimate the tangible benefits that thoughtful design can bring. In today’s world, especially with the rise of social media, aesthetics play a significant role in attracting customers. People, young and old alike, are naturally drawn to visually appealing spaces, which can significantly reduce the need for traditional advertising — your design becomes your marketing tool.
When consulting with clients, I often use the analogy of a great product and its packaging: even if the product (like exceptional food) is outstanding, it can go unnoticed without the right “packaging.” In the hospitality industry, investing in impactful design and build can yield higher returns than many expect, both in customer engagement and overall brand recognition.
Where do you draw your inspiration for your designs?
Literally everywhere! I see design as a form of art, and art is life — it’s all around us. My inspiration doesn’t come solely from design websites; I explore a wide variety of sources. Visiting art galleries, attending food expos, and even browsing through local vintage shops can spark fresh ideas. I believe that staying curious and open to different experiences helps me create designs that are unique, meaningful, and deeply connected to the world around us.
What strategies do you use to ensure your designs meet the needs of the end-users?
I always begin with thorough market research, which is a service our firm includes as part of our design package. Unlike residential design, which focuses solely on fulfilling a client’s personal taste, commercial design must meet two layers of expectations: the client’s preferences and, more importantly, the needs of their customers. In fact, prioritizing the end-user — the customer — is often critical to achieving a design’s success.
Before setting the art direction for both visual identity and interior design, we conduct detailed research to understand the local audience. This includes analyzing spending habits, aesthetic preferences, cultural influences, and other key factors. By aligning the design with these insights, we ensure the final result not only resonates with customers but also helps our clients achieve their business goals.
How do you approach sustainability in your commercial projects?
Sustainability is one of our strengths, and it’s integrated into every aspect of our approach. By combining both design and build under one roof, we streamline communication between designers, architects, and general contractors. This not only saves time and reduces costs for the client but also minimizes construction waste — an important step toward more sustainable practices.
Additionally, looking ahead, one of our goals for next year is to launch a program centered around achieving a Net Zero footprint. This initiative is designed to support business owners who aspire to open hospitality spaces in an environmentally responsible way. By aligning design, materials, and construction methods with Net Zero principles, we aim to make sustainability an accessible and practical choice for our clients.”
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. Understanding the audience and current market
Understanding the target audience ensures designs are effective and resonate with users.
For example, when we worked on the Butterdose café targeting NYU students around and discovered they preferred spaces with ample charging stations and communal seating. Incorporating these elements led to high occupancy rates and great reviews.
2. Creativity Balanced with Functionality
Why it’s essential: Designs must be beautiful yet practical to serve their intended purpose.
Example: In designing a rooftop bar, we combined stunning visuals with ergonomic seating and durable materials, making the space both Instagram-worthy and efficient for operations.
3. Staying Ahead of Trends and Technology
Why it’s essential: Knowing the latest trends and tools ensures relevance and innovation.
Example: By incorporating augmented reality into our design presentations, we allowed clients to visualize their spaces, making the decision-making process smoother and gaining a competitive edge.
4. Commitment to Sustainability
Why it’s essential: Modern clients and users increasingly prioritize eco-friendly practices, making sustainability a key differentiator in today’s market.
Example: We are in the process of developing a program to incentivize clients who value eco-friendly approaches. This initiative aims to reduce the overall carbon footprint of projects while attracting eco-conscious business owners and larger hospitality clients who are invested in a sustainable future. By integrating sustainable materials, energy-efficient solutions, and innovative green practices, this program positions both us and our clients as leaders in responsible design.
5. Problem-Solving and Strategic Thinking
Why it’s essential: Unexpected challenges are inevitable, and creative solutions keep projects on track.
Example: The Duo cafe project was intended to add one more layer to fill the 30ft tall ceiling, after landlord’s rejection, I came up with the idea of the Dragon Installation not only solving the problem of 30ft tall gap also serving a purpose of transitioning between daytime cafe and night time cocktail bar using lighting effec.
What role do you think commercial design plays in community building and social interaction?
Commercial design plays a crucial role in community building and fostering social interaction. As I mentioned earlier, we always start by conducting local audience and market research. This ensures the design not only enhances business metrics like average ticket size and return rates but also creates a cultural hub where people feel connected and inspired to visit.
For example, in our recent project in Park Slope, Brooklyn, we designed Fleur with a Shanghai-themed retro style, tailored to the neighborhood’s middle-class families with higher education backgrounds and an appreciation for culture. The storefront design attracted significant attention, and the feedback from diners has been overwhelmingly positive.
One elderly customer shared that the retro style reminded him of times past, something he hadn’t seen much of in New York lately, and he planned to bring his family back for another visit. A younger gentleman mentioned that the cultural focus of the design allowed him to showcase his aesthetic taste when he brought his date, and Fleur has since become their regular weekend spot.
This project exemplifies how thoughtful commercial design can go beyond aesthetics to spark emotional connections, foster shared experiences, and contribute to building a sense of community.
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 to pioneer a Net Zero Program in the hospitality industry. This sector is still at an early stage when it comes to sustainability, but the opportunity for creating lasting change is vast. Imagine a beautifully designed, highly functional restaurant or hotel that also operates with net zero emissions — this is the future we should be striving for.
The movement would focus on integrating sustainable practices with top-notch aesthetics. It would push the boundaries of what’s possible by using innovative technologies and eco-friendly materials that don’t just look good but perform well. Every detail — from energy-efficient lighting and water-saving fixtures to reclaimed and sustainably sourced furniture — would be carefully curated to ensure that sustainability and beauty go hand in hand.
By combining aesthetic excellence with environmental responsibility, we can create spaces that not only set new standards for the industry but also inspire consumers. These spaces would show that sustainability doesn’t mean sacrificing style; instead, it offers an opportunity to redefine what it means to create memorable and responsible hospitality experiences. This movement could set a new benchmark for the industry, encouraging more businesses to adopt sustainable practices that don’t compromise on design quality or visual appeal.
How can our readers follow your work online?
Follow our IG account on @interior.by.dna and @branding.by.dna
Thank you for your time and excellent insights! We wish you continued success.
About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.
Alice Xiaoyu Gu Of Design Next Agency On Five Things You Need To Create A Highly Successful Career… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.