Behind the Brand is about getting to know the real design enthusiasts who work just outside the spotlight across our industry. We hear lots from the architects and interior designers, but what about the sales managers and marketing experts who link them with products, specifiers and so on? On this occasion, let’s meet Ilda Souiou, MASIS Studio.

Timothy Alouani-Roby: Tell us a bit about your background and current role.

Ilda Souiou: I began my career in construction, learning the ins and outs before transitioning into an office role. Over the years, my interest in design grew stronger, and I began exploring the world of furniture, architecture and interior design. At 20, I made a significant shift in my career. We were building the new Design Nation Showroom in Redfern, and they were looking for staff. I joined Design Nation as a Showroom Manager, which eventually led to a role in Business Development. It was the perfect time to put down the tools and fully immerse myself in design.

This role allowed me to explore how furniture and bespoke design influence spaces and the people who interact with them. It opened up new creative avenues and gave me a broader perspective on the design industry, which I continue to build on today.

Next year, I’ll be launching my own creative studio, Masis Studio. The studio will create inspiring spaces that reflect each client’s unique vision. The name ‘Masis’ is a combination of ‘Basics’ and ‘Minimalist,’ which represents the identity of the studio — striving for simplicity and functionality while still leaving room for creativity and uniqueness. The goal is to support clients from beginning to end, no matter where they are in their project (new build, renovation, etc.). Our aim is to lift the weight off their shoulders, handle the work and provide regular updates for approval.

What first drew you towards design?

My love for design started at a young age. I would rearrange furniture in my mum, aunt and friends’ homes just for fun. I’ve always been fascinated by how a change in a space can completely transform its atmosphere. As I grew older, that curiosity evolved into a passion for creating environments that make people feel something. My background in construction and business only deepened this connection to design and pushed me to think outside the box.

Did you train or work in any other areas of design?

Yes, I began my journey in construction with System9 and property development with Komplete Construction, where I learned the technical aspects of building and space management. My experience expanded as I moved into the world of furniture, architecture and interior design, where I could apply my understanding of space in a more creative, artistic way.

What do you love about furniture design?

I love how a single piece of furniture or stone can completely change the mood of a room. Furniture is more than just functional; it has the power to shape a space, setting the tone and rhythm. The right piece can create a sense of harmony and elevate the entire atmosphere of a room. I’m always amazed by how bespoke furniture, thoughtfully chosen, can create a lasting impression.

Do you have any favorite areas of design aside from this?

Fashion design, of course!

I’ve always loved playing with textiles and pairing textures and colours. This love for textiles influences my interior design as well. I’m a minimalist at heart, but I find balance in the maximalism of materials. For example, I love the simplicity of an empty, clean kitchen bench where the material palette speaks for itself. When it’s done right, you don’t need much besides a nice big vase haha!

How does your passion help in your day-to-day job?

My passion is what drives me every day. It’s what fuels my energy and determination to create spaces that are not just beautiful, but functional and meaningful. When I work with clients, I don’t just see a project — I see an opportunity to help them realise their vision. I think that enthusiasm is contagious, and my clients trust me to deliver something that truly aligns with their needs and values. Passion is the foundation of everything I do, and it’s the reason I’m fully committed to seeing each project through to completion.

Next up in Behind the Brand – Cliff Ho, founder of The Commons