Transforming Spaces: The Journey of a New Design Firm
By Gavin Fraser | September 26, 2024
In the realm of interior design, few have the depth of experience and passion that Alicia Husband brings to the table. With over 20 years in interior design, architecture, and project management, Alicia has cultivated a unique perspective that informs her approach as the founding principal of Alicia.Design Collective. I had the opportunity to interview her and explore her journey in the industry, vision for Alicia.Design Collective, and the innovative projects that have defined her early success.
Alicia’s transition to founding her own firm was catalyzed by leadership changes at her previous employer. This coincided with the opening her very own office in Belmont, North Carolina. On the same day she secured her LLC, she signed her first major client—a serendipitous start that hinted at the success to come.
“I wanted to create a space where I could continue to lead while also doing what I love,” Alicia explained. Her vision for Alicia.Design was straightforward: to leverage the strength of her team and focus on managing the entirety of the architecture, interior design and engineering teams. “Ninety-five percent of the renovations we were doing, I was managing. It made sense to bring my design team along and enhance our collaborative approach.”
Shaping the Future of Design
Alicia’s previous experiences have profoundly influenced her leadership style. “Communication with staff as well as clients is paramount,” she noted, particularly in her work with renovations for hotels and restaurants. She emphasized that a project is not just about design; it’s about building relationships and fostering teamwork.
When it comes to assembling her team, Alicia prioritizes personality alongside skill. “While technical skills are important, how you collaborate with others can determine your success,” she stated. Regular team-building sessions help cultivate a cohesive environment where creativity can thrive.
Exciting Projects on the Horizon
Alicia’s portfolio reflects a diverse array of projects that showcase her firm’s expertise. Among the most thrilling is a recent endeavor involving a seven-room boutique hotel on Kings Street in Boone, North Carolina, called The Horton Hotel. Additionally, she is excited about the Live Oak, a Tribute Portfolio Hotel by Marriot located in Charleston, SC, as well as several clubhouse renovations and extended-stay hotel renovations on the horizon.
She also highlighted a standout project: a rooftop Asian restaurant outside Charlotte featuring a sushi bar and breathtaking views of a country club—a reflection of her innovative vision.
Trends and Innovations in Design
As the industry evolves, Alicia has observed notable trends shaping the hospitality, multifamily, and boutique retail markets. “Wellness is becoming a focal point, particularly in fitness centers. There’s a growing demand for unique, locally inspired aesthetics,” she shared. The shift from modern farmhouse designs to more eclectic, tailored environments illustrates a broader movement toward individuality in design.
Innovation, while also understanding a property’s history, is central to Alicia’s design philosophy. “While we may be designing for the future, we cannot forget the past. We love learning about the locale for every single project we undertake and infusing that history into the design in some form,” she emphasized.
A Bright Future Ahead
Alicia Design Collective recently celebrated its 100th day, and the sense of accomplishment and growth is palpable. Though the firm has been in operation for less than a year, its impact on the interior design landscape has already been significant. Alicia reflected on how quickly the firm has developed an impressive portfolio that showcases a variety of innovative projects, from boutique hotels to dynamic restaurant renovations. She is grateful that her team’s work in the prior years of collaboration can still be appreciated.
Alicia’s goals for the next few years focus on deepening her firm’s impact in verticals like multifamily housing, hotels, and fitness centers. With an impressive start and a clear vision for the future, Alicia.Design Collective is poised for continued success.
Advice for Aspiring Designers
For those looking to carve their own paths in the world of interior design, Alicia offers straightforward advice: “Just do it. Don’t wait for the perfect moment. Be confident in your abilities and just get started.”
In a landscape marked by innovation and creativity, Alicia Husband leads her firm with a clear vision and a strong commitment to quality. Her approach not only reflects her extensive experience but also positions Alicia.Design Collective to make a meaningful impact on the future of design.
