We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Anton Zubkov ("AZ").
FeliFam Kids Rooms was founded in 2018 by Viktoria — the creator of the course “Children’s Room Design” and an expert in creating comfortable and thoughtfully designed spaces for children. The decision to focus on children’s room design came after Viktoria noticed that the market often overlooks the unique needs involved in creating children’s spaces. Therefore, FeliFam Kids Rooms is an expert studio specializing exclusively in residential children’s rooms and play areas. We create children’s spaces “turnkey”: from concept to implementation, considering every detail — from the idea to the last screw on the shelf.
Anton Zubkov Designs
We are pleased to share with you original and innovative design work by Anton Zubkov.
Anton Zubkov Design - Adventure Nest Children's Room
Designer Interview of Anton Zubkov:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
AZ : Although I am not a designer by profession, design has always played a central role in my life and business. My background is in entrepreneurship and brand building, but my deep appreciation for beauty, function, and emotional storytelling naturally led me to the world of children's interior design. The true creative force behind our projects is my wife, Viktoria — a talented interior designer with a remarkable sensitivity to how spaces influence a child’s development, imagination, and well-being. Together, we founded Felifam in 2018 with one bold idea: every child’s room deserves to be a masterpiece. We didn’t enter the world of design just to decorate rooms — we wanted to create spaces that inspire, comfort, and support a child’s emotional and intellectual growth. This mission continues to guide us and push our creative boundaries every day. So, in a way, I didn’t start out as a designer — but life, love, and a strong sense of purpose led me to become one.
DI: Can you tell us more about your company / design studio?
AZ : Felifam is a premium design studio dedicated exclusively to creating children’s rooms that are as meaningful as they are beautiful. Founded in 2018, we specialize in full turnkey solutions — combining personalized interior design, custom-made furniture under our brand, and complete project realization. What makes Felifam unique is our belief that a child’s room should be more than just functional — it should be a deeply emotional space that supports imagination, learning, and a sense of security. Every project we create is tailored to the personality, age, and dreams of the child, while also matching the lifestyle and values of the family. Our furniture is produced under the Felifam label by selected manufacturing partners who meet our standards for craftsmanship and safety. While production is discreetly managed behind the scenes, every visible detail — from layout to accessories — is 100% Felifam. Originally launched in Ukraine, our studio has grown into a European brand, now based in Milan and expanding into other countries. We envision Felifam showrooms in every capital of Europe — making our signature children's spaces accessible to families who want the best for their children, both aesthetically and developmentally.
DI: What is "design" for you?
AZ : For me, design is not just about aesthetics or trends — it’s about meaning, intention, and emotion. In the context of children’s interiors, design becomes a powerful tool for shaping how a child feels, thinks, and grows. A well-designed space can nurture imagination, build confidence, promote calm, or inspire creativity. That’s why we approach each project not as a room to decorate, but as a personal universe to design around a child’s unique personality. True design solves problems and tells stories. It balances beauty with function, emotion with structure, dreams with practical needs. At Felifam, design is how we speak to both the child’s heart and the parent’s mind — creating spaces that are not only visually stunning, but deeply meaningful. In the end, great design is invisible — because what you feel in the space is far more important than what you see.
DI: What kinds of works do you like designing most?
AZ : Without a doubt, our greatest passion is designing children’s rooms. These are the most emotionally charged and creatively rich spaces we could imagine working with. Why? Because when you design for children, you’re not just choosing colors and furniture — you’re creating a world. A world where a child can feel safe, dream freely, explore their identity, and grow with confidence. It’s a deep responsibility and a joyful challenge. We love working on projects that allow us to tell a story — to reflect a child’s interests, energy, and imagination through thoughtful details, textures, and layouts. From cozy reading nooks to imaginative play areas, from calming sleep zones to inspiring study corners — we design spaces that grow with the child and support every stage of their development. These are the kinds of projects that matter most to us — because they’re not just beautiful, they’re meaningful. They help shape childhoods.
DI: What is your most favorite design, could you please tell more about it?
AZ : It’s hard to choose just one, because every project we create is deeply personal — for both the family and for us. But one of our most favorite designs was a room we created for a 6-year-old girl who loved ballet, nature, and painting. The goal was not just to reflect her passions, but to design a space that would support her emotional world — full of sensitivity, dreams, and quiet strength. We created a soft pastel palette with natural textures, a custom ballet barre with a mirror wall, and a cozy art corner filled with natural light. Every detail — from the furniture curves to the hand-painted wall illustrations — was made to feel gentle, elegant, and timeless. What made this project special was the emotional reaction of the family. When the girl entered her room for the first time, she ran to her little art desk, sat down, and started to draw — in complete silence, fully absorbed. That moment was the greatest reward for us. For us, this is what design is about: not just creating beautiful spaces, but crafting environments where a child feels seen, safe, and inspired.
DI: What was the first thing you designed for a company?
AZ : The very first thing we designed as a company was a children's room for a young boy who loved space, rockets, and stars. It wasn’t just about creating a themed room — it was our first opportunity to test the idea that sparked Felifam in the first place: that a child’s room can be a complete universe, carefully designed around their inner world. We designed a bed shaped like a spaceship, built custom shelves for his planet models, and created soft ambient lighting to mimic the glow of a night sky. Even the color palette — deep blues, silvers, and warm neutrals — was chosen to give a sense of both wonder and calm. That project became a turning point. It wasn’t just our first — it was proof that what we believed in could actually be built, felt, and lived in. The happiness of that family and the magic in that boy’s eyes gave us the confidence to keep going. Looking back, it wasn’t just the first room. It was the start of the Felifam story.
DI: What is your favorite material / platform / technology?
AZ : Our favorite material is always the one that serves both the child’s needs and the family’s values. That said, we have a deep love for natural, tactile, and sustainable materials — especially solid wood, high-quality textiles, and eco-certified finishes. These materials not only look and feel beautiful, they also age gracefully and are safe for children to live and grow with. When it comes to technology, we’re passionate about using 3D visualization and immersive tools to help families fully experience their future space before it’s built. It’s especially powerful in children’s interiors — parents can walk through the room, feel the atmosphere, and understand the story we’re creating for their child. But at the end of the day, our favorite “platform” is emotion. No matter the material or technology, if the room doesn’t make you feel something — it’s just a space. We want every Felifam project to feel like a memory waiting to happen.
DI: When do you feel the most creative?
AZ : I feel the most creative when I’m deeply connected to the “why” behind the project — when I’m thinking not just about design, but about the child who will live in that space, their dreams, emotions, energy. That’s when ideas come naturally, and everything starts to flow. Often, this creativity appears in moments of calm and clarity — during early morning runs, meditation, or quiet conversations with my wife Viktoria, who is the heart of our design vision. These are the moments when inspiration feels pure and intuitive. But I also feel incredibly creative when I’m surrounded by limitations — a small space, an unusual layout, or a complex family need. Constraints force innovation. That’s when our team surprises even ourselves. True creativity, for me, is a mix of emotion, focus, and the desire to create something that truly matters.
DI: Which aspects of a design do you focus more during designing?
AZ : When we design a child’s room, the first and most important focus is always the emotional experience of the child. We ask ourselves: how will they feel in this space? Safe? Curious? Inspired? Calm? That emotional layer becomes the foundation for every design decision we make. Next, we focus on function and flow — making sure the space truly supports the child’s everyday life: sleep, play, learning, creativity, rest. Everything needs to be intuitive, accessible, and age-appropriate — while also adaptable as the child grows. A third key aspect is storytelling. Each room tells a story about the child — their dreams, interests, personality. We express that through custom details, colors, furniture shapes, and textures. This is what makes every Felifam room not just beautiful, but personal and alive. Finally, we never compromise on quality and safety. Every material, every finish, every piece of furniture must meet our standards — because when you design for children, nothing is “just decor.” Everything matters.
DI: What kind of emotions do you feel when you design?
AZ : When I’m involved in the design process, I feel a deep sense of joy, responsibility, and inspiration. There’s something incredibly emotional about designing a space for a child — because you’re not just working with walls and furniture, you’re shaping part of someone’s childhood. That realization fills the process with meaning. I often feel a mix of excitement and tenderness — especially when we uncover something personal about the child: a dream, a fear, a talent. Those small details become the soul of the project. There’s also a quiet pride in knowing that what we create will be a place where a child feels safe, loved, and free to be themselves. And when we see the child’s reaction — that sparkle in their eyes — it’s overwhelming. That moment makes everything worth it.
DI: What kind of emotions do you feel when your designs are realized?
AZ : When our designs are finally realized, the emotions are profound. It’s a mix of joy, gratitude, and quiet awe. There’s something magical about seeing an idea — something that once lived only in sketches, moodboards, and imagination — become a real, tangible world for a child. Every time we walk into the finished room for the first time, it’s like stepping into a dream that came true. But the most powerful emotion comes from the child’s and the family’s reaction. When a child walks into their room, and you see their eyes widen, their smile grow, or their body instinctively run to a favorite corner — that’s everything. It’s pure, honest emotion. Sometimes parents cry. Sometimes they hug us in silence. In those moments, we realize: we didn’t just create a room — we created a feeling, a memory, a space of love. And that’s the greatest reward any designer could hope for.
DI: What makes a design successful?
AZ : A design is truly successful when it goes beyond beauty — when it feels right and deeply resonates with the people who will live in it. For us, a successful children’s room is one where the child feels completely at home. Safe. Inspired. Free to be themselves. It should support their emotional world, daily routines, and creative growth — while also bringing peace of mind and pride to the parents. Success also means balance: between function and aesthetics, between storytelling and practicality, between timelessness and playfulness. A great design doesn’t shout — it quietly supports life, day after day. And finally, we know a design is successful when families tell us, months or even years later, “This room changed something in our home. Our child spends more time here. They sleep better. They play more. They feel happy.” That, for us, is the ultimate success.
DI: When judging a design as good or bad, which aspects do you consider first?
AZ : The first thing we consider is how the space makes you feel. Does it create the right emotional atmosphere? Does it serve the people who live in it — especially the child — on a deeper, human level? If the space feels cold, confusing, or disconnected, even the most expensive materials won’t make it a good design. Next, we look at functionality. Does the design support real life — daily habits, movement, storage, transitions between rest and activity? Especially in children’s rooms, functionality must grow with the child and adapt to their changing needs. We also pay close attention to storytelling and individuality. A good design should never feel generic — it should reflect the personality and values of the people it’s made for. And finally: coherence. Do all elements — color, layout, materials, lighting — work together harmoniously? Great design is never accidental. It’s thoughtful, intentional, and emotionally intelligent.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
AZ : A designer carries a deep responsibility — not just to the client, but to the next generation and to the world we all share. From our point of view, the designer’s first responsibility is emotional: to create environments that support well-being, connection, and growth. Especially when designing for children, we’re helping shape how a young person will feel, think, and interact with the world. That’s not just decoration — that’s influence. The second responsibility is ethical and environmental. The choices we make — materials, production processes, longevity of design — directly impact the planet. At Felifam, we prioritize natural materials, safe finishes, and long-lasting, timeless solutions that don’t need to be replaced quickly. Sustainability for us means creating rooms that grow with the child, not ones that become waste in a year or two. Finally, designers help shape culture. Through our work, we can promote values like empathy, creativity, emotional intelligence, and respect for nature. In this way, design becomes not just a profession, but a quiet form of leadership.
DI: How do you think the "design field" is evolving? What is the future of design?
AZ : The design field is evolving from aesthetics-first to meaning-first. In the past, design often focused on how things look. Today — and even more so in the future — design is about how things feel, how they function in real life, and how they contribute to well-being, sustainability, and identity. We see a strong shift toward emotional design — spaces that connect with people on a deeper level, that tell stories and support mental health, especially for children. Functionality, flexibility, and long-term thinking are becoming more important than ever. Technology will play a big role — with AI, AR/VR, and digital collaboration tools making design more immersive and accessible. But at the same time, there’s a growing return to natural materials, craft, and human-centered design. The future is not either-or — it’s the harmony between innovation and emotional intelligence. At Felifam, we believe the future of design lies in creating spaces that are not just beautiful, but alive with meaning. That grow with families, adapt over time, and reflect the values we want to pass on to our children.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
AZ : Our most recent international recognition came through the A’Design Award, where our project received the Bronze award — and for us, that in itself was a kind of exhibition: a platform to share our design philosophy with the world. While we haven’t yet held a traditional exhibition in a gallery or fair format, we treat every Felifam showroom and completed room as a living exhibition — where families can feel the emotional and functional power of our design in real life. That said, we’re actively working on opening our first permanent Felifam showroom in Milan, which we see as an immersive, experience-based space — part exhibition, part emotional journey, part boutique. After that, we plan to expand this format to other key cities across Europe. Our dream is to create a Felifam exhibition that blends design, childhood psychology, storytelling, and interactivity — something that’s as meaningful for adults as it is magical for children.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AZ : Our inspiration always begins with the child. Their personality, energy, dreams, fears, and curiosities — that’s where the design story starts. Every child is a universe, and we see it as our role to translate that universe into space. We’re also deeply inspired by parenthood — by the emotional connection between parents and children, and the desire to create a space where that love can be felt every day. As parents ourselves, we know how important it is to give children not just comfort, but a sense of identity and wonder. We draw creative energy from many places: — Nature, with its textures, calmness, and colors. — Architecture and art that combine emotion with function. — Our own children, who constantly remind us how wild, sensitive, and imaginative a child’s world can be. — And honestly — from silence. Walks, meditation, running. The quiet spaces where ideas can breathe. But the most powerful inspiration is always the emotional goal of each project: to create a room that helps a child feel safe, seen, and free to be themselves.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
AZ : We describe our design style as emotional minimalism with a sense of storytelling. It’s soft, thoughtful, and deeply personal. We don’t follow trends — we follow meaning. Our style is defined by: — Clean lines and soft forms — to create calmness and safety. — Natural textures and a warm palette — to make the room feel alive and comforting. — Custom details that reflect the child’s story — a reading nook, a dream wall, a creative corner. — Space to grow — both emotionally and physically. We were drawn to this style because of what children really need: not stimulation overload, but emotional clarity. A space that feels peaceful, inspiring, and safe to be yourself. That’s why we avoid visual noise and focus on depth. Our approach to design is always child-centered and experience-driven. Before we talk about colors or furniture, we ask: — Who is this child? — What do they feel and dream? — How can this room support their development and emotional well-being? Design, for us, is not just how it looks — it’s how it feels. That is the Felifam signature.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
AZ : I currently live in Milan, Italy, with my wife and two children. But I was born and raised in Ukraine, and that cultural heritage is a deep part of who I am — and, in many ways, of what Felifam has become. Ukrainian culture taught me resilience, emotional depth, and a love for craftsmanship. There’s a certain warmth, sensitivity, and attention to detail that I believe comes from our roots — and it naturally finds its way into our designs, even as we create for an international audience. Living in Italy today gives us access to world-class design culture, beautiful materials, and a deep appreciation for aesthetics and lifestyle. It’s the perfect place to grow a premium design brand. But we bring something unique to the table: the emotional honesty and human-centered approach that came from our Ukrainian beginnings. The pros of living here are clear: design inspiration is everywhere, and clients in Italy — and across Europe — value quality and individuality. The challenge is staying true to our emotional, family-centered design philosophy in a market that sometimes focuses more on fashion than feeling. But that’s also our strength: we don’t just follow trends — we create emotionally intelligent spaces for children, and that resonates far beyond borders.
DI: How do you work with companies?
AZ : We work with companies through carefully selected partnerships that share our values — quality, integrity, emotional design, and a deep respect for the end customer. In production, we collaborate with trusted manufacturing partners who produce our custom furniture exclusively under the Felifam brand. These relationships are built on mutual trust, attention to detail, and long-term vision. While production may happen behind the scenes, every piece is designed, branded, and quality-controlled by us — ensuring consistency and uniqueness in every project. Beyond manufacturing, we also partner with premium businesses — such as restaurants, fitness clubs, wellness centers, and family-focused spaces — where our target audience spends time. These partnerships allow us to display our philosophy and design aesthetic in real-world contexts, often through branded corners, mini-exhibitions, or our own magazine. We’re always open to collaboration, but we’re selective. For us, it’s not about volume — it’s about shared mission. When we work with a company, it’s because we believe we can create something meaningful together. Our goal is to build a global ecosystem around Felifam — where every partnership helps deliver beauty, emotion, and childhood magic to more families around the world.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
AZ : My main suggestion to companies is this: don’t just choose a designer for their portfolio — choose them for their thinking. Look for someone who truly understands your audience, your values, and your long-term vision. A good designer isn’t just a stylist — they’re a problem solver, a strategist, and a storyteller. The best results come when the company and designer co-create, with open trust and shared purpose. Here are a few things I would recommend: Look beyond trends. A strong designer offers timeless solutions, not just fashionable visuals. Test for empathy. Does the designer really listen? Do they care about how people feel in the space or product? Ask how they think. A good designer should explain their choices with logic and emotion — not just decoration. Collaborate, don’t control. Give the designer space to bring creative ideas, not just execute instructions. Trust builds excellence. See if your values align. In the premium segment, style is important — but philosophy is what builds long-term success. At Felifam, our best partnerships come from shared values: quality, emotional depth, and the desire to create something that truly matters for families and children.
DI: Can you talk a little about your design process?
AZ : Our design process is deeply emotional, structured, and personalized. We don’t believe in templates — we design each room from scratch, around the unique child and family we’re creating for. Here’s how our process usually unfolds: Discovery & Emotional Briefing We begin with deep conversations — not just about measurements and preferences, but about the child’s world: their personality, habits, fears, talents, dreams. We talk with the parents, sometimes even with the child, to truly feel who we’re designing for. Concept & Storytelling From there, we create a moodboard and concept rooted in emotion and narrative — the room becomes a story to live in. Every element serves that story, from colors and materials to functional zones. 3D Visualization & Approval We develop detailed 3D renderings so the family can emotionally experience the space before it's built. We refine everything until it feels just right. Production & Realization All furniture is custom-made under our Felifam brand. We coordinate production with our trusted partners, while maintaining full creative and quality control. Final Installation & Styling We treat installation like a premiere. Every detail — even how the books are placed — is done with intention. We often see tears of joy from parents and pure wonder from children. That’s our ultimate reward. For us, design is not just a service. It’s an experience — and we treat it with love, precision, and deep respect.
DI: What are 5 of your favorite design items at home?
AZ : Our home is a mix of emotional comfort and intentional simplicity — every item has meaning. Here are five of my favorite design pieces at home: A custom reading nook we built for our children — with soft lighting, shelves filled with their favorite books, and floor cushions. It’s not just a design element — it’s where quiet moments and bonding happen. A vintage wooden rocking chair that we restored. It reminds us of our roots, of tradition, and the beauty of things that age with grace. Handmade ceramic lamps — each slightly imperfect, each with its own character. They bring warmth and texture into the space and remind us of the human touch behind great design. A world map above my son’s desk, where he pins places he wants to visit. It’s playful, educational, and emotionally charged — like all good design should be. A framed drawing made by my daughter Melania — it’s not an object from a gallery, but to me, it’s a masterpiece. It reminds me every day what we’re really designing for: imagination, love, and family.
DI: Can you describe a day in your life?
AZ : A day in my life is a blend of family, focus, creativity, and movement. I usually wake up early — around 6:30 — before the house gets busy. I start the day with a run through the quiet streets of Milan or a short meditation. These moments help me clear my mind and connect with my vision. Then comes the morning family routine: breakfast with my wife Viktoria and our children, helping them get ready for school. Those moments ground me — they remind me why we do what we do. After that, I dive into work — usually between 9:00 and 13:00 is my most focused time. I lead strategy, talk to our team, review design progress, and speak with clients or partners across Europe. Every day we’re building Felifam not just as a design studio, but as a global brand with soul. Afternoons are for deeper creative thinking, writing, or working on new ideas — showrooms, partnerships, content. If I can, I take a walk or spend time with the kids when they come home from school. Evenings are for family — dinner together, a bit of play, a quiet moment with my wife. Sometimes we brainstorm ideas late into the night. After all, Felifam started with our shared dream. Each day is full, sometimes intense — but always meaningful. I don’t separate life and work too strictly, because for me, design, business, and family are all part of one story: the story of building something beautiful, together.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
AZ : My first advice: don’t chase trends — chase meaning. Design that lasts isn’t about fashion, it’s about emotion. Ask yourself not just “How should it look?” but “How should it feel?” and “What does it change in someone’s life?” That shift will elevate your work from good to unforgettable. Second: learn to listen deeply — to your client, to the space, to yourself. Great design starts with empathy. Third: build your own point of view. Don’t be afraid to stand for something — your style, your story, your beliefs. The design world doesn’t need more copies. It needs more authentic voices. Fourth: don’t try to do everything alone. Collaborate, ask for feedback, find mentors, and focus on what you do best. Design is not a solo sport — it’s a dialogue. And finally: believe that your work matters. Whether you’re designing a skyscraper or a child’s little reading nook — what you create shapes how people live, grow, and feel. That’s powerful. Honor it.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
AZ : One of the greatest positives of being a designer is the ability to touch lives in a real, emotional way. We’re not just creating visuals — we’re shaping the spaces where people grow, rest, love, and dream. In our case, we help create childhood memories. That’s a privilege and a joy. Design also gives you endless room to grow — creatively, intellectually, emotionally. You become a better thinker, listener, and problem solver with every project. And when clients say, “You changed how we live” — that’s priceless. But there are challenges too. One of them is the emotional weight — because when you truly care, every project becomes personal. You carry the responsibility of not just delivering something beautiful, but something meaningful. Another challenge is that design is often misunderstood — people may see only the final result, not the thinking, empathy, and hours behind it. Sometimes you have to educate the client, fight for the integrity of your vision, or stand firm under pressure. But in the end, all the challenges are worth it — because you’re building something that didn’t exist before. Something that has a soul.
DI: What is your "golden rule" in design?
AZ : My golden rule in design is simple: Design with emotion, build with intention. If the space doesn’t make someone feel something — it’s not truly designed. And if every element isn’t there for a reason — it’s just decoration. In our work at Felifam, we design children’s rooms that are deeply emotional — but never accidental. Every color, texture, light source, and layout choice is made to support the child’s world: their feelings, routines, and growth. Beauty without meaning is empty. Function without soul is forgettable. But when you bring heart and precision together — that’s where the magic happens.
DI: What skills are most important for a designer?
AZ : For me, the most important skills of a designer go far beyond knowing how to draw or use software. The real foundation is empathy, observation, and emotional intelligence. Here are the key skills I believe every great designer should develop: Empathy — the ability to feel what others feel. Design is not about impressing — it’s about understanding and serving someone’s inner world. Storytelling — every space should tell a story. Learn to see beyond function and form, and create narratives through materials, light, and layout. Critical thinking — don’t just follow trends. Ask why. Understand the “problem behind the problem” and build your design from logic, not just instinct. Aesthetic sensitivity — train your eye constantly. Notice how light falls on a surface, how colors influence mood, how proportions speak. Communication — you need to explain ideas, lead clients, inspire teams. A good designer must be a great communicator. Adaptability — projects change, clients shift, constraints appear. Stay creative, even when the plan doesn’t go as planned. And above all: stay curious and stay kind. The best designers never stop learning — and never stop caring.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
AZ : Our “toolbox” at Felifam is a balance of technology, tactile inspiration, and emotional insight. We use both digital precision and human intuition to shape each project. Digital Tools — SketchUp + V-Ray – for precise 3D visualization with realistic lighting and textures. — AutoCAD – for architectural and technical drawings. — Adobe Photoshop & Illustrator – for moodboards, branding, custom elements. — Milanote / Notion – for organizing concepts, inspiration, project flow. — AI tools – we’re beginning to explore AI for ideation, visual enhancement, and storytelling assistance. Physical Tools & Materials — Material samples: woods, textiles, finishes — we always test textures and tones in real life. — Sketchbooks – sometimes, the best ideas start with pencil and paper. — Lighting samples – to study atmosphere and mood physically, not just on screen. Sources of Inspiration — Children themselves – their drawings, their questions, their personalities. — Nature – patterns, colors, calmness, imperfection. — Books like "A Pattern Language", "The Poetics of Space", and "The Creative Habit". — Art & architecture – especially spaces that blend function with feeling (Scandinavian design, Japanese minimalism, Italian craftsmanship). — Travel & museums – seeing how different cultures shape space and beauty. But above all, the most important “tool” we use is emotional listening — to the client, the child, the space, and the story we want to tell.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
AZ : Yes — design is incredibly time-consuming, especially when you care deeply about every detail. But that’s also what makes it meaningful. At Felifam, we’ve learned to manage time not by rushing the process, but by building a clear structure around creativity. Here’s how we do it: Clear Phases We break each project into well-defined stages: emotional briefing, concept, 3D, technical, production, installation. Each phase has its own timeline and rhythm, which gives both us and the client clarity and peace of mind. Prioritization by Emotion and Impact We don’t try to do everything at once. We ask: What part of the room defines the feeling? What decision unlocks everything else? We focus on that first. Deep Work Windows We protect time for deep creative work — without distractions. Even 2–3 fully focused hours can move a project forward more than a full day of interruptions. Collaboration and Delegation We work as a team. My wife Viktoria leads the design vision, and we have project managers and trusted partners who help us deliver with consistency — without burning out. Respect for Flow Creativity can’t be forced, but it can be invited. That’s why I start my mornings with running or meditation — to create inner space before the outer pressure begins. In short: we treat time as a resource, not a race. Beautiful design takes care, and care takes time — but with the right system, you can honor both the process and the deadline.
DI: How long does it take to design an object from beginning to end?
AZ : At Felifam, we don’t just design “objects” — we design complete emotional experiences, especially when it comes to a child’s room. That said, the full journey — from first conversation to final installation — usually takes from 8 to 14 weeks, depending on the complexity. Here’s a breakdown: Emotional briefing & creative concept — 1 to 2 weeks We dive deep into the child’s personality, family lifestyle, and emotional goals of the space. 3D visualization & design approvals — 2 to 3 weeks We develop highly detailed, photorealistic renderings. Families often tell us, “It looks exactly like the final result.” Technical drawings & production preparation — 1 to 2 weeks Precise measurements, materials, engineering for our custom furniture under the Felifam brand. Furniture production & logistics — 3 to 6 weeks We work with our trusted partners to produce everything under our quality standards and branding. Delivery, installation & styling — 1 week Every detail is handled by our team — from lighting to final shelf placement. It’s a reveal moment for the family. Of course, the timeline can shift depending on project size, geography, and client responsiveness — but we always focus on quality over speed. Because when you’re designing something as important as a child’s world, you can’t rush the magic.
DI: What is the most frequently asked question to you, as a designer?
AZ : The most frequently asked question we hear is: “Will my child really love this room?” And we understand why. Parents aren’t just investing in design — they’re investing in their child’s happiness, growth, and memories. They want to be sure that this space will feel like home to their child — not just look beautiful in pictures. Our answer is always the same: Yes — because we never design for the child, we design around the child. We listen, observe, feel their world, and then create a space that speaks their emotional language. That’s why our rooms are not just impressive — they’re deeply personal. Another common question is: “Is it worth the investment?” And to that, we say: a child’s environment shapes their self-esteem, creativity, sense of safety. If something supports that every day — yes, it’s worth everything.
DI: What was your most important job experience?
AZ : My most important job experience wasn’t a single project — it was the moment we launched our very first Felifam room back in 2018. It was the project that transformed a dream into reality. We were designing a room for a boy who loved the universe — stars, rockets, and distant planets. It wasn’t just about the theme. It was about creating a space that reflected his imagination and helped him feel safe, inspired, and understood. That project became a turning point. We didn’t have a big team back then — just passion, vision, and sleepless nights. We designed every element with intention, and when the family saw the finished room, they cried. Not because it was beautiful — but because it felt like their child. That moment taught us everything: — That design is not about impressing — it’s about feeling. — That emotion is more powerful than perfection. — And that children deserve spaces as meaningful as any adult interior. From that day forward, we knew: this is not just a business. This is our mission.
DI: Who are some of your clients?
AZ : Our clients are modern families who value beauty, meaning, and emotional depth in the spaces where their children grow. Many of them are entrepreneurs, creatives, doctors, lawyers, or business leaders — people who have built successful lives and now want to invest in something truly valuable for their children: an environment that inspires, supports, and reflects who they are. We work with families across Italy, Switzerland, the UK, Germany, the Baltics, and Ukraine — and our client base is growing globally. Some of our clients are public figures or high-profile professionals, so we always maintain a high level of discretion and trust. What unites them is not status — it’s mindset. They want more than just beautiful rooms. They want thoughtful, emotionally intelligent design that helps their children feel safe, confident, and seen. And honestly, that’s our favorite kind of client — someone who believes that a child’s room can be one of the most meaningful investments they ever make.
DI: What type of design work do you enjoy the most and why?
AZ : The design work I enjoy the most is creating children’s rooms from scratch — fully custom, emotionally driven, and completely personal. Why? Because it’s not just interior design — it’s emotional architecture. You’re shaping the space where a child will dream, learn, play, grow, and feel safe. That’s a huge responsibility — and a beautiful one. These projects allow us to blend everything we love: — Emotional storytelling — Smart functionality — Artistic detail — Family values — And the joy of surprise — when a child sees their room for the first time, and you can feel their wonder. Designing for children also keeps us creative and humble. You can’t fake it. Children are honest. The space either works emotionally — or it doesn’t. That’s why we pour so much soul into every project. So yes — turnkey, bespoke children’s interiors are where our heart lives. Because we’re not just designing rooms. We’re helping design childhood itself.
DI: What are your future plans? What is next for you?
AZ : Our future is very clear: we’re building Felifam into the most trusted premium brand for children’s interiors in the world. In the next few years, our focus is on: Opening a permanent showroom in Milan — not just a display space, but an immersive, emotional experience where families can feel the Felifam world with all their senses. Expanding into other European capitals — through curated showrooms, pop-ups, and eventually a franchising model with hand-picked partners who share our values. Launching the Felifam Club — a curated space for families, designers, and child development experts to connect, learn, and inspire each other. Growing our media presence — through high-quality content, behind-the-scenes storytelling, and emotional case studies that show how design can change a child’s life. Developing new product lines under the Felifam brand — emotionally intelligent furniture, decor, and design tools that support children’s well-being and creativity. But more than anything, our plan is to stay true to our mission: To design not just beautiful rooms — but unforgettable childhood experiences. That’s what’s next. And we’re just getting started.
DI: Do you work as a team, or do you develop your designs yourself?
AZ : Felifam is very much a team effort — and that’s one of our greatest strengths. While the creative vision is led by my wife Viktoria, who is an incredibly talented interior designer, we develop every project through close collaboration between design, production, logistics, and client experience. Each Felifam room is the result of: — Viktoria’s emotional and artistic design talent — My strategic and brand-focused direction — Our project managers who ensure smooth execution — Our production partners who bring the vision to life — And most importantly — constant communication with the family we're designing for. That said, I’m personally involved in every project — especially in the early emotional briefing and in the final delivery. I see myself as the guardian of the emotion, quality, and integrity behind each design. So no, it’s never just “me” or “one designer.” It’s a family-driven, value-aligned team — working together to create spaces that are truly unforgettable.
DI: Do you have any works-in-progress being designed that you would like to talk about?
AZ : Yes — we’re currently working on several exciting projects that truly reflect the heart of Felifam. One of them is a room for two siblings — a 6-year-old boy and a 3-year-old girl — in Switzerland. The challenge is to design one space that supports two completely different personalities, routines, and dreams. We’re creating flexible zones, a shared play area, and custom furniture that can evolve as they grow. It’s both a technical and emotional design — and we love it. Another ongoing project is the preparation of our first permanent Felifam showroom in Milan. This isn’t just a space to display furniture — it’s going to be a fully immersive emotional journey, where parents and children can feel what Felifam is about. Every corner will tell a story. We’re also developing a new limited furniture line under the Felifam brand — focused on emotional intelligence, with tactile materials, soft forms, and growth-adaptive functions. It’s more than furniture — it’s an experience. Each of these projects reminds us why we do what we do: to create beauty that matters, and spaces that stay in a child’s memory for life.
DI: How can people contact you?
AZ : We love connecting with families, design lovers, and partners who share our values. You can contact us directly through our website:
DI: Any other things you would like to cover that have not been covered in these questions?
AZ : There’s one thing we’d love to leave as a closing thought: In the world of design, especially premium design, it’s easy to focus on aesthetics, trends, and perfection. But we believe that the true power of design is emotional. At Felifam, we don’t design “rooms” — we design childhood memories. Spaces where a child will feel safe after a difficult day, where their imagination will come alive, where a family will read together, play together, grow together. That’s what drives us — and what we want to be known for. Not just as designers. But as the creators of spaces where love is felt, and childhood is honored. And if there’s one message we hope to share with the world through our work, it’s this: Every child deserves a room that reflects their soul.