14th November 2025 | IN DESIGN ADVICE | BY SBID Share Tweet Pinterest LinkedIn My name is Alena Bulataya, and I am the founder and creative director of AB Interior Design Buro (by Alena Bulataya) — an international design bureau that merges psychological precision with visual storytelling. Over the years, one truth has become absolutely clear: Design is not neutral. It is a silent manipulator. As designers, we build more than walls or moods — we create emotional environments, psychological landscapes that expand or compress the human experience. The deeper I worked, the clearer it became: Design is not merely a visual expression. It is a system of influence. It shapes behavior, guides purchasing decisions, promotes healing, builds identity, evokes pleasure — or, at times, deliberately provokes discomfort. Designers are trained as artists, but must think as psychologists. AB DESIGN BURO We do not decorate – we direct Through this lens, design transcends surface aesthetics and becomes a tool of regulation, stimulation, healing, storytelling, and — above all — emotional programming. I want to show how interior design influences the human mind — not through force, but through atmosphere. How materials, lines, rhythms, shadows, and light speak directly to the subconscious. And above all, it is about our ethical responsibility — to understand this power and to use it with intention, awareness, and compassion. Psychological Mechanisms of Perception – How the Brain Reacts to Form, Light, and Space We don’t just see space — we feel it with the body. The brain instantly reads proportion, light, texture, and sound, triggering emotional reactions long before awareness. This is the biology of design. – Form and Harmony: When lines and proportions are balanced, the brain releases dopamine — a sense of pleasure and safety. Chaos and imbalance, on the other hand, activate anxiety. – Light and Mood: Light controls emotion, rhythm, and focus. Cool light activates; warm light soothes. – Material and Memory: The skin remembers as vividly as the eyes see. Stone conveys stability, fabric — softness, wood — life. – Scale and Control: High ceilings evoke freedom, low ones — protection. – Silence and Sound: Noise heightens stress; soft acoustics calm the mind. Interior design directly affects the nervous system. Design is not a visual act — it is a neuropsychological program of emotion. Emotional Design and Behavioral Impact Every surface, every proportion, every pause within an interior is not a tool of decoration, but of emotional control. Here, design moves beyond aesthetics and becomes emotional engineering. And it is here that true influence occurs — not on the eyes, but on the nervous system. The Room as a Feeling, Not a Function When I design a clinic, I ask: how can I make a person feel calm? safe? cared for? When I create a restaurant or café: how can I shape the perception of the product, the rhythm of experience, the business intent? Should I stimulate — or slow them down? Through a range of wellness and aesthetic projects created by my Design Buro, one can see how spaces with the same function can differ drastically in style — and therefore in their emotional influence on the client. Three environments serve the same purpose — care for the body. Yet each creates a distinct emotional state: confidence, serenity, or the desire to be seen. Rhythm and Tension: Design as Psychological Tempo Let’s explore vivid, emotionally charged interiors through two contrasting projects — a French bistro and a flagship restaurant for the Swiss watch brand Franck Muller. The Bistro project has received multiple international design awards for its bold color palette and its ability to create an immediate sense of celebration. Here, design speaks in the language of joy — expressive, vibrant, and alive. The atmosphere is built on contrasts and tactile richness: deep velvet tones of moss green and rose coral, shimmering brass and gold leaf, ornamental mosaics, and curved, sculptural furniture that invites comfort. Soft sofas, warm textures, and an unconventional bar counter turn the space into a continuous visual and emotional festivity — a place where design, flavor, and feeling become one experience. In contrast, the Franck Muller Island Café reinterprets energy through refinement. While the brand’s boutiques are known for their colorful aesthetics, the restaurant translates luxury into subtle harmony — muted tones, soft reflections, and tactile precision. If Bistro is about vitality and openness, Franck Muller embodies control and sophistication — two emotional rhythms within one design philosophy. Emotional Layering Through Materials and Light In a private villa in Phuket, I created a seamless transition between zones of intimacy and social interaction through subtle tonal shifts in stone and wood, and the interplay of warm and cool shadows — forming an emotional gradient within the home. Design for the Subconscious Most people cannot explain why they feel good in a particular space — but their body knows. “Good design speaks to the eyes. Great design speaks to the nervous system.” This is the principle I pursue — and teach my team at AB Interior Design Buro. An interior doesn’t just reflect culture — it creates it, directs it, and at times, subtly manipulates it. This becomes especially evident in commercial environments: people go where we lead them, sit where we anticipate, and feel what we embed in the architecture. Navigation and Flow: Designing Movement In retail and hospitality, layout is the language of control. Even within the same function, public spaces can unfold entirely different spatial narratives. The plan itself becomes an emotional architecture. In the Dubai Mall Beauty Salon, I built a visual route alternating between intimacy and openness. Every layout reflects a different client vision, defined by how space separates or connects, how it involves or distances — and therefore, how it makes people feel. Emotional Decision-Making: Trust, Desire, Control Every line, material, and color carries an emotional instruction that the human mind interprets instantly, even before reason intervenes. Two cafés can serve the same purpose, yet narrate entirely different emotional stories. One — playful, fragrant, and full of French charm — celebrates spontaneity and sensory pleasure. Its energy invites curiosity, laughter, and connection. The other — calm, sculptural, and restrained — speaks in the language of quiet confidence, exclusivity, and control. Design influences not only perception but also conduct. Design as Strategy Across all environments — restaurants, retail, clinics, or offices — design operates as strategy. – In dining: acoustic texture = longer stays – In retail: flow control = deeper engagement – In clinics: transparency and softness = greater trust – In offices: natural zoning = less burnout People may never notice it consciously — yet space always guides behavior. Spatial Priming: The Invisible Influencer In design, the priming effect operates on an even more subtle level. A curved corridor reduces aggression. A framed, limited view enhances mindfulness. High ceilings stimulate abstract thinking. Empathic Design and Mental Well-Being Today, the industry is undergoing a quiet revolution: a shift from spectacle to care, from stimulation to regulation, from aesthetics that impress to aesthetics that support. I believe that interior design should not only shape lifestyle, but also influence emotional state — and increasingly, facilitate healing. Emotional Safety as a Design Priority In a world of sensory overload, interior design becomes more than space — it becomes a regulator of the nervous system. People no longer seek only luxury. That’s why in my recent projects — from a private villa in Abu Dhabi to a relaxation zone in a Bangkok residence — I integrate “soft permission zones”: no phones, no direct light, no visual noise. Design as Emotional Therapy In the wellness area of a spa complex, I combined matte travertine, diffused light, the sound of water, and tactile fabrics. The client later said, “This space feels like an exhale.” No dominant colors, no logos — just empathy expressed through space. Visitors felt calm even before the treatment began. Designing for Introverts, the Neurodiverse, and the Overstimulated Empathic design is not only gentle — it is inclusive. It acknowledges that everyone perceives space differently. Healing Through Silence, Texture, and Control True wellness is about emotional coherence. A space that demands nothing, sells nothing, and speaks softly — it simply allows. Sometimes the most powerful act a designer can take is to remove, not add. “A healing space doesn’t speak loudly. It listens.” Design as an Ethical Act Interior design is also an ethical practice. We create spaces that influence emotion, decision-making, and identity. That means we carry responsibility for the invisible forces we set in motion. “Design is not what we add — it’s what we allow people to feel.” The Ethics of Aesthetic Choices Every aesthetic decision is a psychological cue. When we choose form, we choose impact.That’s why I’ve gradually removed everything unnecessary from my projects — not because minimalism is fashionable, but because silence is a luxury, and the space between things gives people room to breathe. Form as an Act of Compassion There is ethics in form. Responsibility in rhythm. Empathy in proportion. Design is never neutral — it either serves or disturbs the human psyche. This doesn’t mean it must always be calm, but it must always be conscious. “We don’t decorate buildings. We design the emotional future of their inhabitants.” The Future of Design Lies in Sensitivity The next evolution of design is not about technology or trends. It is about meaning, regulation, healing, and identity. We must stop treating interiors as surface work — they are psychological architecture. A designer must be as emotionally intelligent as visually creative. Conclusion — From Form to Feeling After more than 15 years of designing spaces across continents, I’ve come to one realization: People may forget the color of the walls — but they never forget how they felt in a space. Interior design is neither merely an industry nor a craft. Design is not neutral — it is emotional architecture — a tool that shapes perception, identity, and the invisible dialogue between people and their surroundings. It’s a silent manipulator. About AB Design BURO Alena Bulataya is the founder and creative director of AB Design BURO, an internationally recognized interior designer celebrated for her bold, authorial style and innovative approach to luxury spaces. With over 15 years of experience, Alena has completed more than 350 projects across Belarus, the UAE, Qatar, the USA, and Europe, earning prestigious awards and features in leading publications such as AD, SALON Interior, Harper’s Bazaar Interiors, Elle Decoration, American Daily Post, and many others. Beyond interiors, Alena is also an accomplished product designer, creating unique furniture and lifestyle collections that reflect her vision and influence on the global design industry. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.