Sarah Lavoine, founder of Maison Sarah Lavoine shared with us the philosophy behind her iconic designs, the evolution of her creative process, and the bold spirit driving her latest collection Esprit Libre. 

From her signature Bleu Sarah to her reflections on the future of retail and her upcoming projects, we deep dived into the world of design, creativity, and entrepreneurship.

Interview by AKGÜN AKDİL

Can you tell us how you became an interior designer? What sparked your love for interior design? How has your style changed over the years?

I discovered the Interior Design profession working alongside my friend François Schmidt for 2 years. Before launching my own brand, I had a showroom on rue Saint Roch (in the 1st arrondissement of Paris) with a fine selection of pieces and objects from brands I really liked. Maison Sarah Lavoine was born of a wonderful encounter with Edouard Renevier, my partner and current CEO of Maison Sarah Lavoine, with whom we decided to create our own collections and structure the company.

You’ve recently launched your newest collection, Esprit Libre. Could you share the inspiration behind this collection? What message or emotion you aimed to express through its design?

Esprit Libre is much more than a collection, it's an art of thinking, creating and living, an ode to freedom and movement. For this collection, we wanted to celebrate the freedom of creation. This new collection is more daring, breaking free from conventional codes, while remaining true to the values of the Maison. We're continuing to work on colors, materials and shape design. This Esprit Libre collection focuses on decorative objects, with new products to give and to own, which maintain the dialogue with our timeless products and enhance the catalog of Maison Sarah Lavoine.

Your work is known for its distinctive and personal touch. How would you define your design philosophy? What do you believe sets your creations apart from others in the industry?

Every designer has his or her own touch that they bring to their creations. Obviously, color is at the heart of my work and my inspiration. It shapes a space, infuses it with a sense of atmosphere and creates striking contrasts. Color is a fundamental element that guides my choices and gives my projects a strong identity. I like to create instinctively, to play with the rules to offer a timeless, confident style.

You’ve created some beautifully conceptualized stores. What is your vision for the future of retail spaces? Do you think there’s a "formula" for what retail design will look like in the future, and how does your approach reflect that?

Today, people want smaller, more “family-oriented” and intimate stores, they don't want “factory” stores anymore. Maison Sarah Lavoine stores are designed like small houses, with their own personality. Places where life is pleasant, that cultivate an atmosphere of “just like home” and that are true sources of inspiration for creating your own place.

How do you foresee the shopping experience evolving in the next decade? In what ways do you think interior design will play a pivotal role in shaping that transformation?

Interior design will play a central role in creating immersive, personalized spaces. Customers will feel even more inspired and emotionally connected. Through the use of authentic materials, which I use extensively in my work, and a thoughtful layout that matches the needs of each brand, the most important thing is the authentic human experience at the heart of the project.

Could you share your perspective on the relationship between home living and retail design? How do you strike the right balance between creating spaces that are both functional and visually inspiring?

This is based on the ability to listen to and deeply understand my customers' needs, while at the same time introducing a strong aesthetic and emotional dimension. I always seek to establish a dialogue between ergonomics, practical use and the beauty of the place. This involves a careful selection of materials, colors, objects and lighting that enhance the space without compromising its functionality.

How many flagship stores does your brand currently have, and where are they located? Do you also have distributors globally?

Maison Sarah Lavoine currently has 21 stores in France and Belgium.

We have a total of 101 retail partners worldwide

What are your thoughts on your brand's presence in Italy? Are there any plans to open a flagship store in Italy in the near future?

I would love to bring my brand to Italy and especially Milano. I love this town. As a start it would be great to find the best interior design concept store to show products. Then if we see that it works we could open our proper shop, also be in Roma.  

You’re famous for incorporating your signature color, Blue Sarah, into your designs. Can you tell us the story behind this unique hue and how it reflects your overall design aesthetic? As far as I observe, you have another color: Yellow. The warm tone you have chosen is amazing. Do you think we could start calling it "Yellow Sarah" as well?

The colors I love are pure, full, honest, bright and joyful. My colors are reminiscent of my childhood, of my travels, of the exhibitions I visit and the artists who inspire me. Blue is a real source of meditation and inspiration. My signature, recognizable among a thousand, Bleu Sarah is a vibrant blue.

It embraced me rather than the reverse, imposing its character smoothly, taking up the challenge of elevating a so-called cold color to the status of a warm one. This shade is both singular and delicate, shifting from blue to green depending on the light, the surface on which it's displayed and our mood at the time. This color is balanced, present and comforting, strong and delicate. Chic and cool, it's become my signature color!

Yellow and I don't hit it off immediately, but every time I dare to use it, the energy of its radiance goes way beyond my expectations. This primary color offers so many nuances and radiance, it's bold, luminous and warm.

Your new book ‘Dream, dare, create… and do it again!’ was released just last week. Can you share a little preview of what readers can expect? What inspired you to write it?

This book is for all those who are wondering about their professional future, who want to start a project or change path, for those who want to find momentum, who want to move from a “what if...” to a “so what.” This is neither an autobiography nor a decoration book. It's a travel companion to slip into a bag, leave on your desk or give to friends.

Entrepreneurship has changed radically in recent years. On the one hand, you can launch a brand with a simple Instagram account; on the other, everything can come to a crashing end from one day to the next. In this book, I simply share what I've been through since creating Maison Sarah Lavoine 20 years ago, and the lessons we can learn from it. The book gathers all the questions I've asked myself, as well as a few tips on how to develop your creativity and find inspiration all around you. It's not about telling my story, it's about making sense of it and sharing it.

What advice would you offer to aspiring interior designers who are just starting out? In your view, what are the key qualities that are essential for success in this fast-evolving industry?

Staying yourself, keeping your child spirit, being creative, standing out, trying new things...

You’re Parisian, but I observe that places like Morocco and Tokyo have also deeply influenced your work. What other destinations or sources fuel your creative inspiration?

I love to travel, but for me there's one inexhaustible source of inspiration: the ocean, the sea and its shores. Nature evokes infinite shades of color, organic textures and a serenity that carries me along and always provokes a very strong emotion.

You’ve designed across a wide spectrum—from residential and office spaces to restaurants, cafes, hotels, and concept stores. What exciting projects or new ventures are on the horizon for you?

With the Studio, we have designed and decorated a restaurant in Zurich,

Emile, which will open in early 2025 in the Bongénie, the Swiss department store. We are also finalizing the decoration of a beautiful hotel soon to open in Brussels. Maison Sarah Lavoine has also just released a capsule collection for the festive season, and the first quarter of 2025 will also see the launch of a new collection of decorative objects, furniture and ready-to- wear.