Designer Genes: Meet Orlando Soria

To fans of HGTV, Orlando Soria is best known as Emily Henderson's assistant on the home-makeover series Secrets from a Stylist. But Soria’s design portfolio and talent don’t stop there. The Los Angeles–based interior designer and visual artist is also founder and author of the lighthearted design and lifestyle blog Hommemaker, as well as the West Coast creative director for Homepolish, a website that connects homeowners with professional interior designers in their region. The lucky winner of our sweepstakes with Trulia will welcome Soria into their home for a personal design consultation (and, we’re betting, lots of laughs). Here, Soria chats with Rue Living about clients, consultations, and having fun with it all.

Interview with Interior Designer Orlando Soria
Images courtesy of Orlando Soria

Rue La La: What are some of the most common hang-ups you encounter when consulting or working with clients for the first time?
Orlando Soria: Most often it’s that people don’t know what things are going to cost. For example, rugs and drapery tend to be very expensive, as is quality art. Most clients experience sticker shock with those items because they are pricey investment pieces you’re meant to buy and keep for years, and their prices reflect that.

RLL: Where do clients often go wrong on their own with their interior design?
OS: An issue I see a lot is people choosing items they love without thinking about how they work together. So they’ll paint a wall bright red and then buy maroon chairs and bring in some chrome accents and while all those things might be fine on their own, together they look garbled and chaotic. When designing a space it’s important to think about what story you want to tell, how you want the room to make you feel, and to use furnishings, wall treatments, et cetera, as a means to producing that feeling/story.

RLL: You must see a wide variety of homes and tastes between all of your clients. How do you pull together a unique vision for each?
OS: I don’t like to do anything too themey or fake, so I can find things to love about all styles. The trick is to mix it up enough that it looks unique and natural, tailored to the people who live there. You do this by making sure you’re incorporating the client’s art, books, and other items they’ve collected over the years. What inspires me ultimately is to create a space that the client will be happy in, where they see colors, objects, and furnishings that have positive connotations for them. This is why design is so pyschological. You have to really dig deep to find out which furnishings are really going to make people happy, and which things they’re going to hate because they remind them of their grandma or something dated.

RLL: At its core, what are the key elements of successful interior design?
OS: Composition. I come from an art background so I think about everything in terms of color, light, and balance. It’s important to balance a room with color, finishes, and textures. For example, if you have a large, dark sofa on one side of the room, it helps to add something dark/heavy across from it so it doesn’t feel like the room is being sucked into a black hole.

RLL: What do you typically discuss with a new client in your first consultation or meeting?
OS: I like to get a sense of who they are and what their style is by asking them about their job, movies they like, their favorite kinds of clothes, where they have lived, and where they like to vacation.  There are a lot of other indicators besides interior-design tastes that can tell you what people like. Being able to make connections between personal interests, fashion, and everyday activities and home furnishings is what makes a good designer.

RLL: What are your favorite interior design aesthetics?
OS: I’m a big fan of things that are modern and earthy at the same time. My design hero is a New York designer named Robert Stilin. His designs are simple and clean, yet still so warm and welcoming. They feel fresh and new without being hard, cold, and sterile. That’s the line I like to walk. Just modern and fresh enough, yet still comfortable, visually interesting, and inviting.

RLL: Describe your role as creative director for Homepolish L.A.
OS: My job is essentially the combination of everything I love to do: interior design, writing, marketing, team leading, making design more accessible, and promoting young, innovative designers. I do a lot of exciting design collaborations with wonderful brands and media outlets like goop and HelloGiggles, and fun collaborators like writer Kelly Oxford and fashion blogger Rumi Neely. It’s a great job and somehow everything I did before – from being on a TV show to doing graphic design and publicity – prepared me for it.

RLL: Tell us about a project you did for a client that you’re particularly proud of.
OS: I love a project I did with a wonderful family in La Habra Heights, which is a lovely little city about 30 minutes from downtown Los Angeles. Their home is a beautiful Spanish Revival and I had so much fun decorating it with furnishings that both complemented the architecture and reflected the young, hip styles of the homeowners.

RLL: Do you have any signature “moves” when it comes to interior design?
OS: I tend to make my own art and use it to fill spaces I don’t know what to do with. Or put benches in random places that feel empty or weird. Normally, if a space feels empty or awkward, a bench with a great art piece above it can solve the problem.

RLL: What’s your favorite room in a house to design and decorate?
OS: I love decorating guest bedrooms because you can be a little more adventurous with your design. Since no one has to sleep in there every night you can be bolder with color and art, which makes them a really fun opportunity to showcase your design perspective.

RLL: Have you ever done any staging? What are the biggest differences between staging and designing a home that someone intends to live in?
OS: I have not done any staging, but I have advised on it a lot. Basically, the idea with staging is both to give people ideas and inspiration and to show them how they might possibly lay out the space. They need to be aspirational, in a sense, because you want people to want the space, to buy the house. So in a way it’s not that much different than a regular design job. Ultimately, you’re just trying to make the space look as natural and inviting as possible.

RLL: What’s Hommemaker all about? 
OS: Hommemaker is a space for me to be creative just for me. No clients, no company, just share ideas about things I’m making, spaces I’m designing, what I’m thinking about and seeing it. I love doing it and it’s so satisfying to get feedback from readers. I kind of just treat it like a big art project and do whatever I want with it. That people read it is amazing and humbling.

RLL: Your writing style on Hommemaker is very playful. Do you try to work a sense of humor into your relationships with clients?
OS: I tend to joke around with clients and am naturally a playful person. It’s just my personality. I think it’s because I was shy my whole life, so I learned to joke as a way of making myself and others feel comfortable. Thus far all of my clients have been fun and great, so I can joke and laugh with them while also making sure we get everything done and that their home looks how they want it to look.

Want Orlando Soria to come to your home? Enter the sweepstakes in our New Home Know-How: Essentials for Staging & Decorating Boutique, opening Saturday, May 17, at 3PM ET.

Discover selling strategies, search neighborhoods, or contact a real estate professional at Trulia.com.

By Lindsay Lambert, Editor

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14. Sponsor. Retail Convergence.com, LP, 20 Channel Center, Boston, MA 02210.


May 17, 2014