Interior and experiential design for hospitality, commercial, and branded spaces
We design physical environments that shape how people feel, move, and engage — supporting experience, operations, and long-term value.
We build environments where culture and capital thrive.
NW10 is an interior and experiential design studio focused on hospitality, commercial, and branded environments. We work with developers, operators, and brands to design spaces where cultural insight is translated into clear spatial decisions; influencing how people move, gather, linger, and return.
Our work is driven by judgment: knowing what to amplify, what to edit out, and where design effort creates real leverage.
Our work in the world
Our work sits at the intersection of interior design, brand thinking, and real-world use. We approach each project by understanding the cultural forces, business objectives, and behavioral patterns at play, then designing environments that align those factors in physical space. The result is design that doesn’t just express an idea, but actively shapes how a place performs.
Braid Envy Beauty Salon. New York.
Issa Rae Experience. California.
Fleur De Lis Salon. New York.
Purple Rain House. Minnesota.
We don’t design for aesthetics.
We design for purpose.
Every interior decision we make is tied to a larger intention: how the space is meant to function, who it is meant to serve, and what it needs to achieve.
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CULTURE
Culture is not a trend or a reference point. It’s a lens for understanding how people assign meaning, status, and value to space, and how those perceptions influence behavior, demand, and loyalty.
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STRATEGY
Our strategic work lives in the decisions that shape the project: what the space should prioritize, where design effort will have the most impact, and how to align concept with operational reality.
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PERFORMANCE
Whether supporting guest flow, operational efficiency, or market positioning, performance for us is measured by how well a space does what it was designed to do.