Natalia Sicilia Of BAMO Design Studio On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Always be growing your network. Everyone’s path is different; having a diverse network will help broaden your approach to design, as well as help you become known in the industry.
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 Natalia Sicilia.
Natalia brings a thoughtful and dynamic perspective to her work. As Studio Director for BAMO’s Miami office, she strengthens the studio’s East Coast presence through collaboration and leadership in concept design, brand identity, and project execution. Guided by curiosity and a love of travel, architecture, and culture, she helps clients express their vision through design that feels personal, meaningful, and connected to place.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
Commercial design is a broad discipline that encompasses a wide range of spaces, but my passion lies specifically in hospitality design. From a young age, I was artistically inclined and deeply curious about people and cultures, an interest that led me to explore anthropology. I’ve always been fascinated by the way we use spaces, how they evolve, and the emotions they evoke. To me, hospitality design is the perfect intersection of art and science; a field where creativity meets functionality to shape memorable, meaningful experiences. It’s a discipline that not only reflects culture but also has the power to influence it, making a lasting impact on how people connect with space and with each other.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
One of the most interesting challenges I’ve faced was transitioning from designing land-based hotels to working on my first cruise ship project. I had to quickly adapt to a whole new set of constraints, from using the metric system to account for material weight, ship movement, and tighter spatial requirements.
The experience really broadened my perspective, reminding me how adaptable design thinking has to be across industries. It also taught me that stepping into unfamiliar territory, while daunting at first, can sharpen your skills in ways you don’t anticipate. Now I see every new project as an opportunity to grow by pushing past what’s familiar.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
Embrace uncertainty. Early in my career, I designed restaurants and hotels, immersed in the world of hospitality. When COVID struck, that path came to a sudden halt. I pivoted to residential design, relocated out of state, and began working remotely in an unfamiliar city during the height of pandemic isolation. At the time, it was a daunting transition, layered with the uncertainty of a global crisis. Still, I recognized that this historic disruption would reshape the hospitality industry. I chose to move to a city where hospitality is central to its identity, knowing proximity would be key to reintegrating into hotel design in the future. That pivot pushed me far outside my comfort zone, challenged my design perspective, and ultimately enriched my career in the most unexpected ways. When life throws you a curveball, lean in. Embrace the disruption; you never know where it might take you.
How do you approach balancing aesthetics and functionality in your designs?
Functionality is the backbone of every design. Without it, even the most beautiful space will fall flat, failing both operators and end users. Elements like space planning, orientation, alignments, paths of travel, and sightlines can be overlooked, yet they form the foundation of a successful design. These are the “invisible aesthetics”: the subtle, structural decisions that shape how a space feels and functions long before finishes are applied.
In luxury design, it’s easy to be seduced by high-end materials and show-stopping moments. But it’s the invisible aesthetics that make those moments possible. They guide the experience, support the flow, and ensure that beauty doesn’t come at the cost of functionality. When done well, they allow a space to not only look elevated but feel effortless.
What is your design philosophy when it comes to commercial spaces?
One question should stay at the forefront throughout every phase of design: “How is this going to be successful for everyone?” In hospitality design, you’re not just designing for a single end user; you’re balancing the needs of many. From the hotel owner to the guest, every decision must consider both emotional impact and operational value.
How do you create a space that feels memorable and meaningful for the guest, while also being functional, efficient, and profitable for the owner? That balance is where great hospitality design lives; at the intersection of experience, strategy, aesthetics, and business. In addition, every material and piece of furniture you select must thoughtfully reflect the concept and contribute to telling the story of the experience. Each element should reinforce the narrative, supporting the overall vision and deepening the guest’s connection to the space.
Where do you draw your inspiration for your designs?
The design industry is expansive, branching across countless niches and disciplines. I draw inspiration not only from within interiors but from staying connected to other creative worlds: fashion, film, art, and travel.
Taking an art class, watching a period drama, attending a fashion show, or exploring a new city always sparks fresh ideas and unexpected connections.
Engaging with industrial and fashion designers, hearing about their processes, and seeing design through a different lens brings new creative energy to my work. These moments of creative exchange are both refreshing and grounding. They expand my perspective and deepen my understanding of design as a shared language across disciplines.
What strategies do you use to ensure your designs meet the needs of the end-users?
Successful design begins with clear goals, functional considerations, and a deep understanding of the owner or brand’s values. In hospitality design, the challenge is multilayered, as there isn’t just one end user. The guest, the staff, and the ownership all have distinct needs, and a truly effective design must serve each of them.
Creating spaces that are functionally efficient, aesthetically engaging, and aligned with brand identity requires balance. It’s about integrating key design moments while ensuring day-to-day operations run smoothly. Design is, at its core, a form of problem-solving, but when you remain thoughtful about the end user’s experience throughout the process, you go beyond solving problems. You create spaces that resonate, perform, and exceed expectations.
How do you approach sustainability in your commercial projects?
Sustainability plays a critical role in how we design. When creating a hotel, regardless of brand or concept, we strive to design a space that authentically reflects its location. Sourcing locally not only brings a sense of place and cultural authenticity to the project, but it also provides meaningful context to the overall guest experience and guides the storytelling. But sustainability goes far beyond using local artisans and materials. At its core, it’s about designing with longevity in mind; for the client, the environment, and the user. A sustainable mindset pushes us to be forward-thinking: carefully considering space planning, operational functionality, material durability, and application, as well as evolving guest expectations and behaviors. Sustainability and longevity are ultimately about being resourceful; getting creative about what you have, and designing spaces that endure both functionally and aesthetically over time.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
Over the past few years, we’ve witnessed a significant shift in how people and companies invest their time, energy, and resources. With fewer commutes, less face-to-face interaction, and the rise of remote and hybrid work, our daily routines and methods of connection have fundamentally changed, and design must evolve in response.
The question is no longer just how do we make spaces work, but rather: how do we design commercial spaces that truly bring people together? How do people want to use these spaces now? Since 2020, the demand for public and shared environments has shifted. People are no longer seeking just functionality or utility; they’re looking for experiences and connections on a deeper level.
As a result, we’re seeing the rise of wellness clubs, alternative meeting venues, and digital-first platforms hosting in-person gatherings. Coworking spaces have become incubators for the small businesses that emerged during the COVID era, offering amenity-rich environments built for collaboration and connection. Hotels, too, are transforming; embracing was to connect with the local community by hosting pop-ups, creative events, and small business activations to become destinations in their own right, not just places to stay.
This evolution is driven by a deeper change in how we connect. People still crave community, but not just any community: they want one rooted in authentic culture. Today, culture plays a central role in what we create, consume, and align ourselves with. It influences the spaces we’re drawn to, the experiences we value, and the brands we support. For designers, this means going beyond function and form. We must craft spaces that reflect identity, foster belonging, and celebrate shared values; spaces where people feel not only connected, but seen and understood.
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?
- Always be growing your network. Everyone’s path is different; having a diverse network will help broaden your approach to design, as well as help you become known in the industry.
- Seek out and attend industry events of interest for inspiration, exposure, and networking.
- Build strong mentor relationships to enhance your skills and knowledge.
- Experience design in the field. Visit the places you design to experience them in person to better inform your perspective. Travel often to expose yourself to a variety of approaches to design as you experience it as an end user.
- Go beyond formal CEUs. Take a Master Class, attend a factory tour from one of your go-to manufacturers, and read a book on design that inspires you. Pay attention to how other creative industries impact interior design; film and fashion are great examples of industries that have crossed over and influenced interior design over time.
What role do you think commercial design plays in community building and social interaction?
Commercial design plays an essential role in fostering community and facilitating social interaction. At its core, this role ties back to culture and shared values. Younger generations, in particular, bring fresh energy and perspectives to global culture, reshaping how we connect and engage with one another. Their influence is driving the demand for new, more meaningful ways to gather.
Spaces like health clubs or fitness meet-ups, listening lounges, and intimate social dinner clubs are becoming increasingly popular alternatives to your local bar or coffee shop as the traditional meet-up venue or social activity. These environments prioritize authentic connection and experience, reflecting a broader cultural shift toward thoughtful, purpose-driven social interaction. Through design, we have the opportunity to create spaces that support these evolving social behaviors; places where people feel comfortable, connected, and inspired to build community.
How can our readers follow your work online?
Readers can explore our work and ongoing projects at bamo.com and follow along on Instagram at @bamoinc for a curated look at our portfolio, and @bamo_unfiltered for a behind-the-scenes perspective. We also share studio news, insights, and design thought leadership on LinkedIn.
Thank you for your time and excellent insights! We wish you continued success.
Natalia Sicilia Of BAMO Design Studio 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.