Wendi Stallings Of Private Label International On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Hospitality Mindset — Always design for experience, no matter the sector.
Consumer-Centric Thinking — Let consumer attitudes guide decisions from programming to finishes.
Adaptability — Be willing to pivot strategies as markets and expectations evolve.
Collaboration — Build trusted partnerships that align vision and execution.
Resilience — Challenges are inevitable; success comes from responding with creativity and persistence.
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 Wendi Stallings.
Wendi Stallings is the founder and principal of Private Label International, a full service interior design studio that develops hospitality environments and lifestyle brand experiences for clients worldwide. Founded in Scottsdale 2008, Private Label expanded to San Francisco in 2012. A long-term change influencer and future thinker with over 25 years of experience, Wendi is an expert in lifestyle and design. Her industry knowledge, strategic creativity, and sharp eye drive innovation and trends. Using the power of design and her insight into the heart of consumer preferences and market demands, she caters to leading developers, architects, hoteliers and restaurateurs seeking to appeal to sophisticated experience seekers who like to keep their lives interesting and unpredictable.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
I began my career in the late ’90s at a large commercial firm, working on a range of office projects until one, a maximum-security prison, made me realize I needed a new direction. Joining a boutique full-service studio changed everything. Collaborating with artisans to bring ideas to life revealed my passion for hospitality design, leading projects for brands like Starwood and Marriott. Those experiences shaped my belief that design is more than aesthetics; it is strategy, storytelling, and emotional connection. Today, I carry those principles into every sector, creating environments that resonate and inspire.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
Attending the Cityscape Global Real Estate Conference in Dubai and meeting with some of the world’s leading developers was a defining moment in my career. That experience led to designing, a welcome center for The Grand, at the time was the largest master plan community in India, an extraordinary test of designing for a local market from afar. It showed me that great design transcends distance when rooted in cultural understanding, empathy, and collaboration, transforming vision into spaces that connect people and purpose.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
One of my favorite quotes is, “Luck is what happens when preparation meets opportunity.” It’s a reminder that what often looks like luck is usually the result of consistent effort and readiness.
Early in my career, I had the chance to step into a leadership role on a major hospitality project sooner than expected. It wasn’t something I planned, but I realized that every late night, every lesson learned from past challenges, had prepared me for that moment. That experience reinforced my belief that success rarely happens by chance. When you stay curious, keep learning, and put in the work, you’re ready when opportunity arrives.
As a successful business leader, which three character traits have been most crucial to your success?
Curiosity, resilience, and empathy have been essential to my success as a business leader.
Curiosity fuels innovation and keeps me engaged in learning — about people, markets, and emerging ideas. Resilience allows me to navigate challenges with perspective and adapt quickly when conditions shift. Empathy builds trust and alignment that turn collaboration into meaningful partnerships. Together, these traits have shaped how I lead, create, and sustain lasting relationships in business.
Can you describe a recent project you completed and what your specific contributions were?
One of our most rewarding recent projects transformed former office towers in DC into a live/work community where residential living meets hospitality. The property features 21 super amenities designed to spark creativity and inspire entrepreneurship. I led the property positioning strategy, aligning psychographics with design direction to ensure every detail reflected how future residents want to live, where market insight and authentic community character come together seamlessly.
How do you approach balancing aesthetics and functionality in your designs?
For me, aesthetics and functionality are inseparable. Every project begins with strategy, understanding the brand, the market, and the experience we want to create. I approach design through a hospitality lens, ensuring spaces not only perform seamlessly but also evoke emotion and connection. The best environments balance efficiency with design integrity, becoming unforgettable destinations.
What is your design philosophy when it comes to commercial spaces?
Every project we design begins with a hospitality mindset, crafting experiences that feel intentional and engaging. Our strength lies in understanding the nuances of our clients’ diverse audiences and translating those insights into environments that resonate. We often say that true differentiation comes from cultivating a distinct point of view, because character is what commands attention, creates value, and captivates even the most discerning eye.
Where do you draw your inspiration for your designs?
I draw inspiration from being a constant observer of the world around me. Travel has offered endless exposure to design innovations, but what inspires me most is watching how people gather, connect, and interact in daily life. By layering those observations with psychographic research, we create spaces that feel both deeply personal and strategically scalable, designs that reflect how people truly like to experience life.
What strategies do you use to ensure your designs meet the needs of the end-users?
We approach every project with a balance of intuition, research, and reflection. By studying consumer behavior, market trends, and walking through the design as if we’re the end user, we ensure each space functions as seamlessly as it feels. Revisiting past projects helps validate our approach, confirming that every detail stands the test of time and real use.
How do you approach sustainability in your commercial projects?
Sustainability isn’t an add-on; it’s embedded in the foundation of every project. We focus on durability, adaptability, and wellness by selecting materials that last, designing layouts that evolve with use, and integrating features that support both people and the planet. True sustainability is about longevity and practicality, creating environments that endure with purpose and responsibility over time.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
Remote work has redefined how people live, interact, and connect. Multifamily and hospitality environments have become the new “third place,” offering flexible settings that support work, social life, and wellness in equal measure. Spaces now need to be both inspiring and functional, places people choose to spend their days, not just move through.
What are the five things you believe are essential for creating a highly successful career in commercial design?
- Hospitality Mindset — Always design for experience, no matter the sector.
- Consumer-Centric Thinking — Let consumer attitudes guide decisions from programming to finishes.
- Adaptability — Be willing to pivot strategies as markets and expectations evolve.
- Collaboration — Build trusted partnerships that align vision and execution.
- Resilience — Challenges are inevitable; success comes from responding with creativity and persistence.
What role do you think commercial design plays in community building and social interaction?
Commercial design plays a powerful role in shaping how people connect. A well-curated lobby, coworking space, or restaurant can transform routine moments into opportunities for interaction and belonging. At its best, design becomes the framework for community, creating places where people feel part of something
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?
I would inspire a movement around Designing for Human Wellness. Environments directly influence how people feel, connect, and thrive. By committing to create spaces that support physical health, emotional well-being, and social interaction, we can elevate daily life and positively impact entire communities.
Thank you for your time and excellent insights! We wish you continued success.
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