“Design is a journey that blends my passion for Italian craftsmanship with the cosmopolitan energy of New York City. Each project I create tells a story, where the elegance of tradition meets the functionality of modernity, creating spaces that reflect not only my style, but also the desires of my clients.”
Sarah Baderna is a former Italian model and designer, founder of Sarah Baderna Studio, with offices in New York and Milan. Specializing in luxury interior design, the studio has a focus on high-quality projects and bespoke solutions. After working as an international model for several years, she was driven by her growing creative need to pursue a career in interior design. Her studio is distinguished by its ability to combine Italian elegance with a cosmopolitan touch, offering solutions that reflect the craftsmanship excellence of Made in Italy. In addition to interior design, she also offers creative direction services, collaborating with companies and professionals from various sectors. We interviewed her for The NewYorker.
You began your career in the fashion world, winning major titles and working internationally. What did that experience give you and when did you feel the need to change your path?
“Since my final years of high school, I have participated in beauty pageants, a world that taught me confidence and the ability to reinvent myself. In 2011 I came third in Miss Italy and in 2013 I won Miss World Italy, two experiences that marked my entry into international fashion. I walked the runway for luxury brands, worked on photo shoots between Milan, Dubai and Doha, and had the opportunity to travel, discovering different cultures and styles. It has been an intense and fascinating career, made up of catwalks, hectic backstages, and collaborations with visionary designers. Even during my pregnancy I continued to work, posing for maternity campaigns that celebrated the beauty of motherhood.
Then came the pandemic, a watershed that forced me to stop and ask myself what my path really was.”
And from that reflection came the desire to go into interior design. Was it a bolt of lightning or an idea that matured over time?
“I was lucky enough to travel a lot thanks to my parents, but I had never been to New York. Yet, I felt a very strong call within me. New York has always been a dream for me. When I got an O1 visa for my career in fashion, I did not hesitate and moved there to immerse myself in the atmosphere of the city and be inspired. Interior design has always been a personal passion that I often shared with friends and family. At some point I asked myself, “If it excites me so much, why not turn it into a job?” That was the moment when I stopped and really thought about what I wanted to do with my life. Eventually, I decided to enroll in a course, started to study and became more and more passionate about it. The deeper I got, the more I realized that this was exactly my path and that the world of design perfectly matched my creativity with my ambitions.”
How did the idea of starting your interior design studio come about and what were the initial challenges you faced in growing it?
“Ever since I finished my studies in design, I had a clear vision: I wanted to create my own studio, a space where I could fully express my passion for interior design. I had no experience as an employee in any design firm, but I had a strong idea of what I wanted to accomplish. I started Sarah Baderna Studio from scratch: I created a website, opened social pages, and began offering online consultations. I took my first photos, built a portfolio. My first goal was to make myself known, and with word of mouth came my first clients. The biggest challenge? Overcoming the fear of not having all the answers right away, but I realized that in life you will never have them all. The important thing is to start, do and learn along the way. Today, my studio has grown organically and collaborates with architects and designers on interior design, product design and creative direction projects. Looking back, I am proud of the path I have taken: each step has taught me something valuable and I wouldn’t change a thing.”
What makes your firm unique compared to other design firms? What is your personal signature that clients recognize in your designs?
“One of the main values of my firm is to bring Made in Italy to New York and the United States, an aspect that strongly characterizes our projects. Much of the furniture we propose, whether custom-made or not, is Italian. It is also fundamental for us to work with specialized artisans that we can bring to America, for example, to make special stucco work or handmade details. Our mission is to enhance 100 percent Italian quality craftsmanship. The studio stands out for its ability to blend Italian elegance with a cosmopolitan touch, offering tailored solutions that meet the unique needs of clients while embracing Italian artistic and craftsmanship excellence.
At first, when I came to New York, I wanted to get away from Italy-I was not looking for connections with my homeland; rather, I wanted to totally immerse myself in American culture. But it was a natural process. When I opened the studio, I began to rediscover my roots, and I realized how much Americans appreciated our design and quality craftsmanship, which for us is a natural part of life. It was a bit like a boomerang effect: after ten years away, I came back to value Italian-ness in my work, and today it is one of the distinctive features of my studio. The personal signature that my clients recognize in my designs is this fusion of Italian elegance and functionality, which succeeds in meeting the needs of the American market without sacrificing our tradition.”
Your work is developed between New York and Milan, two cities so different but complementary, how do these cultural influences enrich your approach to design?
“I manage projects in both cities, which allows me to maintain a strong connection with Italy. Here in America, Made in Italy has a huge impact and is a highly appreciated value. In Italy, on the other hand, my goal is to bring a more international touch, creating a balance between Italian tradition and design with a more global scope. New York and Milan are two cities that represent different but complementary worlds. Milan is the capital of design, with a solid tradition in excellent craftsmanship and innovation. This is where I grew up professionally, immersed in an environment that celebrates beauty, quality of detail, and the art of telling stories through every element. New York, on the other hand, is a cosmopolitan, dynamic and constantly evolving metropolis. It has taught me to think outside the box, to respond to the needs of a market that is demanding and diverse, but also extremely stimulating. The meeting of these two realities has enriched my approach to design, allowing me to combine Italian elegance and tradition with the versatility and energy of the city that never sleeps. This fusion gives birth to unique projects that meet the diversified needs of clients without ever losing sight of innovation.”
You are also a creative director. How does this experience affect your approach to interior design and in your studio’s project management?
“I work in interior design, architecture, product design and creative direction, a combination of disciplines that reflect my multifaceted vision of design. In Italy, I work closely with my collaborator Matilde Droz Blanc, with whom I share the mission of continuously expanding our horizons and not limiting ourselves to the interior design field alone. Our vision also embraces creative direction, a role that came naturally after I started working in design. I have always been a person with a strong creative drive, and working as a creative director was a natural step in my journey. Creative direction allows me to lead projects in areas beyond interior design, such as branding, concept management, and visual communication. It is a role that allows me to fully express my creativity and oversee the entire process, from the inception of the idea to its final realization. My experience as a creative director is closely linked to my passion for design in all its forms and the belief that every project should tell a unique story.”
Speaking of creative direction, your firm has been selected for the prestigious Lenox Hill Neighborhood House Gala. What are the expectations for this project and how are you preparing for this important assignment?
“The Lenox Hill Neighborhood House Gala is a major annual event in New York City that raises funds to support community and local charitable projects. It is an honor for us to have been selected to decorate one of the tables at this significant event. This year’s theme, “La Dolce Vita,” could not make me more excited, especially as an Italian. Even before I knew the theme, I had already decided to enhance Made in Italy by collaborating with Italian companies of excellence. When they informed me that the theme would be La Dolce Vita, I immediately knew that my approach was going in the right direction. Each designer has the freedom to interpret the theme in their own way, and I chose to avoid stereotypes, focusing rather on the essence of Italian craftsmanship. We have selected Italian companies that are leaders in their fields, for example for textiles, and we will collaborate with companies that specialize in silverware and table accessories. Our goal is to let guests touch the quality of Made in Italy and enjoy an authentic, uncompromising experience that celebrates the refinement and craftsmanship of our tradition.”
Looking ahead, what are the main projects you are working on and how do you see your work evolving in the coming years?
“Definitely, one of my main goals is to expand in Italy as well, focusing on both quality and expansion of projects. I chose to call it Sarah Baderna Studio because I see it as a space where professionals from different disciplines meet: not only designers and architects, but also graphic designers, artists and creative people from various fields. My vision is to build something open, without limits. With the Salone del Mobile just around the corner, I am excited to launch projects such as an exclusive collection of rugs in collaboration with the company Malcusa. These are objects that I personally designed, and the Salone will be a key opportunity to present them to the public. When I founded the studio, I realized that creativity has no boundaries: it can range from branding to visual communication, from concept design to art. Looking to the future, I am excited to explore new international collaborations and continue to experiment with innovative forms, materials and techniques that can be opportunities to grow and reinvent.”
The article Sarah Baderna: when design meets Italian craftsmanship excellence comes from TheNewyorker.
