The world of design is constantly changing, and hospitality design is no exception. To examine the current trends and creative considerations at play in this dynamic discipline, we reached out to Kellie Sirna of Studio 11 Design for her perspective on creating moments of connection, even far from home, in this new age of hospitality design.

STIR: Tell us about your colorful design career thus far. How did you enter into the world of design, and what led you to where you are now?

Kellie Sirna: From a young age, I was always interested in and drawn to entrepreneurship ventures, even before learning about and diving into the world of interior design. The unique blend of creativity and hustle is what sparked my interest and has fueled my continued love for the industry over the years—starting with my early days as an interior design student at the University of North Texas. In addition, my natural inclination for travel and my love for building interpersonal relationships led me to hospitality—an industry that I have gained so much knowledge from every day. My fulfillment comes from uncovering the heart of a destination and developing an approach that weaves in local elements in ways that feel authentic and welcoming.

By the time I had decided to launch Studio 11 Design, I had worked in various roles at leading design firms. I wanted the flexibility to lean more into my strengths as a business leader and needs as a new mom while also maintaining very close, hands-on relationships with my clients. To achieve the dynamic I knew I wanted in a workplace, launching my own business was the best option.

S: When it comes to designing hospitality spaces, what special considerations do you need to make?

KS: Being a designer in the hospitality industry means that we’re creating spaces where guests make some of their best memories of traveling, enjoying family time, or seeing the world in new ways. A few vital considerations include thinking about who your target market is, researching the local history, and exploring the neighborhood to understand the vibe and how people will interact with the space.

The relationship between hospitality and residential design is symbiotic. For hospitality design, it’s vital to design a space that feels comfortable and welcoming enough to make guests feel at home. With residential design, the goal is to transform everyday spaces into inspiring, sometimes escapist, moments without compromising functionality.

S: What are some of the current design trends, specifically in the hospitality design world, that you’re most excited about right now?

KS: The trend of organic modern will have a major impact in 2023. Expect neutral color palettes, curved furniture, cocoon-like interiors, and a heavy emphasis on working with a variety of textures and textiles. Tapping into all five senses—including tactical elements—will be key for designers this year.

Biophilic design is an enduring trend that will continue to have legs in 2023. In hospitality design, there’s a desire to connect guests with the healing powers of the great outdoors by incorporating natural elements into the interior design, such as plant life, organic shapes and forms, beautiful lighting, and well-ventilated spaces.

S: Tell us about the Sherwin-Williams colors or color palettes you’re favoring lately (or the ones you’d love to use in a soon-to-come project)! What factors into your color selection process, and how does it impact the space?

KS: Creating a color story is one of the first steps in concepting a new hospitality project and we often look to the locale for inspiration. A few classic go-tos that breathe life into a room while maintaining a consistent natural base include White Heron SW 7627 (259-C5), Mindful Gray SW 7016 (244-C2), and Dovetail SW 7018 (244-C5).

At Thompson Buckhead, we used Urbane Bronze SW 7048 (245-C7) in the guest rooms on the trim, Fireweed SW 6328 (114-C7) in the lobby, and Peppercorn SW 7674 (236-C7). We sought to bring to life a color story that embraces Southern romanticism juxtaposed with materials that evoke a sense of tradition. Through this approach and working with Sherwin-Williams, we were able to ensure we maintained a current perspective that feels ambient-rich and heritage-driven.

S: Can you give us some examples of how you bring in the spirit and styles of the locale for your designs?

KS: While I have always drawn inspiration from a project’s location, it has also become a goal of mine to source design elements straight from the area we are in. Recently, our team has been fortunate to source custom art and accessories from local artists and artisans, including in Atlanta and Savannah for both of the latest Thompson Hotel projects—as well as the Countrypolitan, a great example of pulling in the charm of the Nashville music culture with our decor and curated, locally sourced accessories.

S: Where do you find inspiration? What are your go-to sources for a creative refresh?

KS: I find inspiration everywhere. As creatives, fashion in all its forms is a source of inspiration, a beautiful meal might inspire research into a location, a piece of art could inspire a color palette, an old movie might spark nostalgia for vintage designs … but my favorite way to spark inspiration is travel.

To explore some of the top trend colors and influences for hospitality design in the coming year, take a look at the Hospitality palette from the Sherwin-Williams Commercial Colormix^® Forecast.

Thompson Savannah photos by Julie Soefer. The Countrypolitan photos by Jordan Powers.
All other photos by Jenifer Baker. Top image wall color: Mount Etna SW 7625 (279-C2).