Unpopular opinion: Interior design is not a luxury; it is a key pillar of our wellbeing.
And it is this point of view that gave birth to NW10. Around here, we are fueled by the idea that designed spaces allow for more people to feel seen, safe and reflected. And while the world we occupy wasn’t built with most of us in mind, we can do our part to change that - one space at a time.
AS SEEN IN
NW10 marries cultural anthropology with interior design
Our approach to interior design was formed as a result of our founders’ 15-year marketing career studying human behavior and cultural insights. Design is at its best when it uses aesthetics to solve deep human needs and desires. We love to design dope ass spaces, yes, but we are led by insight, not pretty things.
We’re glad you asked! After 8 years of existence, NW10 has a much clearer sense of where she wants to go, and that journey extends beyond interiors in the traditional sense. We want to reimagine interiors in a number of different ways - through product, development and adjacent services - and wanted a name that reflected that ambition. Same company, bolder vision.
Why the new name?
Get to know Claudia Steer
A multi-hyphenate in her own right, Claudia Steer has lived many lives before coming to interior design. From sports arenas to the classroom to the boardroom, Claudia’s experiences have always lived at the intersection of people, culture and spaces.
Interior design is not just a passion for her, it’s a purpose. NW10 is the area code for the neighborhood she grew up in in London, and is a constant reminder that much of who we are is rooted in where we come from. With an audacious vision to reimagine our world where the different flavors of humankind are truly considered and reflected, she feels blessed to have found a vehicle through which to do so.