Laurika Muller

Director Design | Strategic Design Leadership & Asset Value Optimization | Interior Architect | Experiential Conceptualist | Passionate about  Design with Purpose & Storytelling

EXECUTIVE SUMMARY |

Transformational Design Leader with nearly 30 years of UAE (18 years) and South Africa experience, spanning multiple specialization verticals: real estate and retail developments, commercial & creative workplaces, public sector environments, F&B, education, residential (developer), wellness and hospitality. 

Throughout my career, I have bridged the gap between creative vision and commercial reality. My tenure within UAE Government Freezones, Design Consultancies and integrated Design-Build firms has equipped me with a unique 'Developer-Owner' perspective—prioritizing 'Design-to-Value' (DTV) methodologies that maximize ROI, enhance brand equity, and ensure seamless delivery of world-class assets.

OVERVIEW |

Recognized for a solution driven, "agile/nothing is impossible" leadership style, with a design forward thinking approach, that navigates high-pressure environments, achieves conflict resolutions, drives revenue through design strategies, improves studio operations efficiencies through workflow optimisation, and transforms studio culture through mentorship within a multi-cultural work environment. 

Adept at navigating the complexities of diverse stakeholder ecosystems, delivering high-stakes presentations, executing fast-track programmes and implementing practical resolution of technical constraints. Trusted partner to senior leadership and cross-functional stakeholders (Development/Portfolio, Master Planning, PM, Procurement, Commercial) to manage change control and reflect design decisions in budgets and forecasts.

Governing end-to-end interior design delivery from concept through technical documentation and hands-on site implementation while continuously resolving challenges. Known for aligning design intent with value proposition, budget (design-to-cost + value engineering) and programme, as well as with technical constraints and contractual mandates, while managing multi-disciplinary stakeholders (PM, procurement, commercial, MEP, QS, site teams) and consultant ecosystems to deliver high-quality, buildable outcomes.

Committed to advancing the industry through sustainable innovation and the seamless integration of emerging technologies like AI into the built environment.

Applying and implementing Standards i.e. international building standards, local authority standards and inclusivity standards for People of Determination and Others.

Equipped with a macro-overview and understanding of sustainability and wellness standards, i.e. LEED, WELL, fitwel, Estidama, Emirates Green Building Council.

KEY STRATEGIC STRENGTHS |

• Executive Oversight: Leading multidisciplinary teams and managing global design consultants (AOR/ID) to ensure project integrity and budget alignment. 
• Asset Value Growth: Implementing design strategies that reduced ROI cycles from years to months for major tech and commercial hubs. Strategic Design Vision and CRM ensure client retention and repeat business.
• Stakeholder Management: Expertly navigating complex government and C-suite ecosystems to secure approvals and drive national-level projects. 
• Future-Proofing: Championing Environmental-Social-Governance (ESG) integrated design and assessing the adoption of AI-driven workflows to keep portfolios relevant and competitive in a rapidly evolving market.

CORE COMPETENCIES |

1.            Strategic Leadership & Creative Vision

• Developer-style Interior Architecture leadership: governing design intent, quality and value from concept to handover.
• Executive Stakeholder Management: Trusted advisor to government entities and C-suite clients, delivering high-stakes mandates under challenging timelines.
• Design Philosophy Oversight: Defining and maintaining the "design DNA" of the firm across diverse project typologies.
• Interior Design Leadership: design-forward vision, experiential conceptualisation, design DNA / brand integration.
• Design Governance: design reviews, QA/QC, documentation standards, compliance and risk mitigation; and constructability-focused coordination.
• Brand & Quality Stewardship: Ensures every visual output, from Videography and HD renders to technical sets, meets industry and brand standards.
• Innovation & Research: Driving the adoption of new materials, sustainable technologies, and wellness standards (e.g., LEED, WELL, Fitwel).
• High-Level Concept Development: Steering the researched based, initial narrative and spatial logic of a project in collaboration with design leads.
• Bespoke Design: Create Bespoke solutions to realise concept, either to solidify the uniqueness of the concept or if a solution is not readily available in the marketplace. 
• Materials, Finishes, FF&E: selection, standardisation, approvals, long-lead coordination with procurement, driving value engineering with focused, alternative sourcing.
• Brand Integration: Translating a client's corporate identity or brand values into three-dimensional, experiential environments.

2.            Business Development & Client Relations

• Client Relationship Management: Acting as the primary point of contact for high-net-worth individuals, CEOs, and developers to build long-term partnerships.
• Pitching & Proposals: Lead Strategist, high-stakes pitching to stakeholders, design proposal leadership, RFP and tender reviews.
• Market Positioning: Identifying emerging marketable design trends and positioning the studio to capture new sectors or geographic regions.
• Client Satisfaction & Repeat Business: Design vision and CRM attract clients, ensuring client retention and repeat business.

3.            Commercial & Technical Stewardship

• Commercial Acumen | Design-to-Cost (DTC) Mastery: design-to-cost /design-to-value delivery, margin protection, contract and BOQ awareness, scope creep management. BOQ review support – Civil & MEP for accuracy to reduce oversights and potential losses.
• Technical Acumen: vast material and technical detailed knowledge across disciplines and hands-on site execution experience. 
• Interdisciplinary Coordination: Skilled in bridging the gap between Design, MEP Engineering, Quantity Surveying (QS), Site Engineering and Site Execution to ensure buildability and sustainability.
• Project Management: Experienced in managing projects, pre- and post-contract, leading the team and supporting the Project Managers. 
• Consultant & Stakeholder Management: day-to-day consultant direction; executive stakeholder alignment.
• Consultant and stakeholder leadership across: design, PM, procurement, commercial, MEP, QS and site teams.

4.            Project Governance & Risk Management

• Project & Portfolio Delivery: fast-track execution, site coordination, on-site issue resolution, handover support. 
• Contract Negotiation: Knowledge of professional service agreements, scope creep management, and liability mitigation.
• Regulatory & Code Expertise: Advanced understanding of building codes, fire life safety, and accessibility compliance at a macroscopic level.
• Quality Assurance (QA/QC): Establishing standards for design & technical documentation and construction administration to minimize site errors.
• Supply Chain Management: Oversight and support of procurement processes for all BOQ items, including long lead items, FF&E (Furniture, Fixtures, and Equipment), and Finishes.
• Risk Mitigation & Resource Planning: Proactive identification of potential risk factors that may impact the overall success of the project, taking the necessary action to mitigate the impact.

5.            Operational & Team Management

• Studio Growth & Mentorship: Expert in restructuring departments into high-performance teams; identifying skill gaps and implementing training aligned with development strategies; mentoring and coaching team members to elevate the departmental output standards. 
• Resource Allocation: Managing resource capacity, balancing workloads across multiple teams.
• Mentorship & Talent Retention: Coaching and Mentoring team, fostering a culture of continuous learning and professional growth.
• Digital Strategy: Overseeing the implementation of workflows and emerging AI tools to enhance design and operational efficiency and coordination.
• Cross-Disciplinary Coordination: Managing the interface between architecture, interior architecture, and MEP (Mechanical, Electrical, Plumbing), structural engineering, lighting consultants, commercial kitchen specialists, landscape consultants, and operational support team, i.e., FFE Specialists, Document Controller, etc.
• Financial Literacy: forecasting of resources, determining and setting up P&L (Profit and Loss) for the department, managing overheads, ensuring cost alignment and project profitability.
• Processes, Systems & Certifications: Have been part of implementation teams, preparing for the implementation of ISO Certification, Quality Management Systems, Implementation of workflow process for ERP Systems, and Migration between ERP Platforms (Microsoft to SAP). Have been part of Continuous Improvement workshop teams to improve the efficiency of processes by identifying and reducing bottlenecks, improving workflows.
• Operational Systems: Identifying and implementing operational systems, for project workflow - site, project management & workflow, i.e. Monday.com, FFE libraries, etc.

PROFESSIONAL CAREER EXPERIENCE |

Director Design (HOD) | Design Infinity (Design & Build) | Dubai, UAE | Nov 2024 - Present

• Lead high-stakes tenders and presentations, translating complex briefs into project-winning design-build proposals and deliverable scopes.
• Securing repeat business and expansion of project scopes.
• Lead integrated interior design delivery within a design-build environment; maintain design intent, quality and technical compliance from concept through construction, issue documentation and site implementation.
• Drive design-to-cost alignment prior to estimation; support BOQ (civil/MEP) review to reduce oversights and protect margins.
• Direct and review consultant and specialist inputs; govern drawing submissions, technical review cycles and comment close-out to align with project requirements and specifications.
• Coordinate with PM, procurement, commercial, MEP and site teams to ensure buildability, programme alignment and timely resolution of technical/site issues.
• Managing a 50+ multi-disciplinary-multi-cultural team consisting of Creative & Technical Architects and Interior Designers, Visualisers, Draughts-men and -women as well as FFE Specialists.
• Overseeing the execution of the following portfolios: Design Consultancy, Design & Build, Build only designed be external Consultants.
• Develop and implement strategy plans to enhance design team output and outcomes: enhancing design capability, reducing roadblocks and challenges – improving workflows, coaching, mentoring and team building initiatives.
• Coordination & bridge building with other in-house departments supporting the design department, directly or indirectly, to enhance understanding, communication and workflows. 

Design Manager | Archiplexus (Boutique Architectural Consultancy) | Dubai, UAE | Oct 2023 - Oct 2024

• Managed interior design packages across multiple typologies; coordinated stakeholders and consultants to deliver coherent, buildable documentation sets.
• Led design development, materials/finishes and FF&E direction; coordinated with MEP and FLS Engineers, resolved technical constraints during design phase and at site, ensured alignment to client vision and budget.
• Supported project governance through QA/QC reviews, risk identification and timely decisions in fast-moving environments.

Founder / Principal | Design Matters (Interior Design Consultancy) | Dubai, UAE | Jul 2021 - Sep 2023

• Owned client relationships end-to-end from brief to handover; led proposals, fee negotiations and project governance for interior design commissions.
• Developed branded interior concepts and operationally efficient layouts; resolved technical challenges through coordination with suppliers and build partners.
• Managed remote delivery where required (e.g., KSA project execution during COVID), controlling material substitutions and implementation quality against approved design intent.
• Company Management & Development, CRM and winning projects.
• Securing repeat business from clients. 

Operations Director | IBAHOUSE Interior Architects | Dubai, UAE | Mar 2020 - Jun 2021

• High Stakes Client Management as principal representative of the company interacting with Royal Families, prominent Emirati Families, and other high net-worth individuals as well as C-suite clients; In support of the founder of the company.
• Lead high-stakes tenders and presentations, translating complex briefs into project-winning design-build proposals and deliverable scopes.
• Led studio operations, workflow optimisation and resource allocation to improve delivery performance and output quality.
• Oversaw QA/QC and documentation standards; supported procurement coordination for finishes and FF&E, including long-lead items.
• Mentored and coached multi-disciplinary-multi-cultural teams to raise design and technical output standards.

Founder | laurikasdesigns (Interior Design Consultancy) | Dubai, UAE | Apr 2017 - Feb 2020

• Company Management & Development, CRM and winning projects 
• Led end-to-end design delivery for interior projects, integrated brand narrative, user experience and technical feasibility.
• Managed stakeholders and contractors; resolved site/installation constraints through practical design solutions.

Director of Design & Development | HTS Interior Design (Design & Build) | Dubai, UAE | Jan 2016 - Mar 2017

• Directed design development and technical coordination for design-build delivery; ensured design-to-cost alignment and documentation quality.
• Managed and directed a small multi-disciplinary team.
• Managed cross-disciplinary interfaces (MEP, QS, site engineering and execution) to ensure buildability and reduced site rework.
• Winning most of the project pitches based on design concept and narratives.
• One project to mention: Government key project | Created an AI-enabled control centre as a testing ground for AI systems and policy development, Oyoon; Conceptualised, designed and executed the project as well as coordinated technology suppliers and resolved technical constraints.

Senior Associate Manager - Interior Design | Dubai Silicon Oasis Authority (Government Freezone Authority) | Dubai, UAE | Mar 2008 - Dec 2015

• Led concept and delivery of public-sector innovation and workplace environments including DTEC (Dubai Technology Entrepreneur Centre) and other building developments.
• Delivered fast-track and technically complex projects with tight budgets and high-profile stakeholders, managed site coordination and third-party supplier interfaces.
• Leading and Managing the Interior Design Section tasked with:
• Design direction input and review of consultant drawings, spec-sheets and nominations of suppliers and sub-contractors for DSOA owned residential and commercial developments, which included coordination with the in-house construction project teams, site inspections during the construction phase and integration of review meetings.
• Designing & executing of departmental & key government initiative interior projects starting from the development of concepts, design proposals & documentation, tender packs for contractors & procurement reviews right through to the project management and execution of the projects.
• the design and execution of DSOA internal departmental design and space-planning projects.
• the review and approvals of tenant fit-out projects within DSOA owned buildings.
• Supported the VP in executing action plans to achieve departmental targets including OPP, SLAs, client satisfaction & other performance parameters as established by DSOA senior management.
• setting budget in direct coordination with CFO and sign-off from VP ; managing team's operational P&L as well as project CAPEX budget (2015 - AED20million / $5.5million) and delivering to set performance targets.
• Responsible for setting targets and agreeing yearly performance parameters with team, their performance reviews and their personal/professional development in conjunction with HR.
• Formulated project programs & plans. Ensured delivery against time, cost and quality. Applied Value Engineering as and when required.

1.  
2. HIGHLIGHTS:
3. CAPEX, OPEX and P&L consistently managed within budget each fiscal year and achieved predefined financial objectives.
4. Design Section’s client satisfaction performance percentage always met or exceeded the company target set by senior management.
5. Participant in Smart City development think tank; review of Consultant's design and space planning related to master plan, exteriors and interiors. 
6. Served as a member of several DSOA task force teams responsible for improving processes, streamlining workflows, reducing time cycles and removing bottlenecks.
7. Key role-player during the company migration from one operational platform to another with input into setting up the IT operational system to support the department's operational output
8. Received award under the DSOA Employee Excellence Award Program (Tamayozi) recognizing outstanding employees.

Company Owner & Full Time Student | London, UK | Mar 2005 - Feb 2008

While studying, established an interior design company in London, Muller & James Interiors Limited, dealing with projects in the UAE, via the consultancy firm Expotek:

• Conceptualisation of an African themed hotel to be built in Abu Dhabi for a member of the royal family
• Concept Interiors for Crescent Bay Residential Development, Karachi by Emaar.

Regional Manager - Facilities Management | TFMC (Facilities Management Company) | South Africa | Feb 2000 - Feb 2005

• Managed regional business operations in a matrix structure (ZAR 50M budget; ZAR 2.8M annual P&L accountability).
• Led multi-site teams delivering total facilities management, maintenance and project management to a large telecom property portfolio (474 properties / 1,617 buildings / 724,777 m²).
• Provided CRM for 8,425 clients and ensured service delivery governance across dispersed assets.

Architectural Designer | Louis Peens Architects, SA | South Africa | Jan 1995 - Dec 1996

• Part of core team responsible for complete design and built of 76,200sqm shopping mall, Kolonnade Mall, Pretoria, Gauteng, SA.
• Executed assignments for redesign and complete refurbishment of existing buildings as part of business area regeneration and gentrification initiatives identified by Government for targeted clients. Produced all design & technical detail drawings, supervised & inspected works at project sites, coordinated with technical consultants (Structure, MEP, FLS) & clients ensuring successful completions.
• Design of a new 450sqm thatched roof house for a client in an exclusive equestrian gated community.

Architectural Designer & HOD | Old Mutual Investment Group | South Africa | Jan 1988 - Dec 1994

• Managed a portfolio of 350+ commercial property refurbishments/regenerations across South Africa & Namibia, overseeing design, budgets, resources and multidisciplinary consultant teams.
• Supervised and coached a small architectural team and managed all aspects of ongoing projects.
• Administered contracts related to construction, MEP and FFE. Supervised and inspected on-site works through to completion and handover as well as ensuring completion of retention works. 
• Supported the land acquisition department with identifying plots of land meeting pre-determined requirements for possible future acquisition and development.
• Designed corporate product ranges for carpets (Dunlop) and wallpapers (Muraspec) which was commercially sold within South Africa.

Bachelor of Fine Arts (BFA) – Interior Design, American Intercontinental University, London, UK, 2005 – 2007 – Cum Laude Distinction and Dean’s List