Founded in 2014 and rooted in a family legacy of interior design, Studio Juma has evolved into a multidisciplinary studio merging communication, strategy and visual design with an uncommon coherence. With a portfolio that includes brands like Rimadesio, B&B Italia, Maxalto and Azucena, the studio maintains a signature clarity of vision—one that honors individuality over trend, and sees form not as ornament, but as integral to meaning.
From product design to editorial direction, and from digital experiences to physical installations, the studio’s work is defined by its narrative depth and collaborative ethos. Drawing on a range of cultural and disciplinary influences from industrial design to contemporary art, Juma operates as both a creative workshop and a conceptual consultancy, crafting brand identities with precision, authenticity and joy. In the following interview, Studio Juma reflects on its origins, process, and philosophy—and offers a glimpse into the thoughtful tensions that animate its vision for the future.
Juma origins and philosophy
DNN: What inspired the creation of Juma, and how has the studio evolved since its founding in 2014? How did you all find one another?
Juma: Juma started back in 2014, growing out of a family business already working in interior design. It began as a communication-focused studio, and over time it’s expanded—broadening the services without ever losing the bespoke, tailored approach that defines us. We work with companies of all sizes, always aiming to deliver projects that are cohesive, thoughtful and meaningful.
DNN: How do your backgrounds—ranging from industrial design to Chinese contemporary art—shape the studio’s multidisciplinary approach?
Juma: Our mixed backgrounds bring a broader perspective to the way we work. That cross-cultural, cross-disciplinary influence lets us move naturally from product design to digital communication, all while keeping a critical eye and sensitivity to context.
DNN: Juma emphasizes that “form is part of the content.” How do you balance aesthetic innovation with the communicative clarity required in brand storytelling?
Juma: For us, form and content are intertwined—they’re not separate. A brand’s message drives the visual innovation. The challenge is to create visuals that not only look good, but genuinely amplify the brand’s story.
Design process and multidisciplinary design
DNN: Can you describe the collaborative dynamic within Juma? How does the studio’s range of expertise—from product design to digital strategy—inform your creative process? And how do you describe the through-line of all of Juma’s work?
Juma: Collaboration’s a big part of how we work. We bring together designers, developers, art directors, filmmakers, editors—everyone adds something. That mix lets us approach each project in a completely tailored way. The common thread is always our attention to visual and narrative language—authentic, aligned with the client’s identity.
DNN: Your work spans from physical installations to digital experiences. How do you ensure a cohesive narrative across such diverse media?
Juma: It starts with a strong idea and a clear identity. That’s the foundation. The form changes to fit the context, but the story and values stay solid—whatever the medium.
Editorial and digital narratives
DNN: Juma treats brands as “editors” curating their identities. I loved this point – Can you explain a bit more about that. With clients like B&B Italia and Rimadesio, how do you tailor your approach to reflect the unique DNA of each brand while maintaining Juma’s signature vision/touch?
Juma: With clients like B&B Italia and Rimadesio, we dive deep into each brand’s world—their history, values, aesthetic. Our goal is to give voice to a real, rooted identity—never to impose our own. We’re big believers in leaving ego out of it. Any visual coherence in our work comes from that deeper vision, not from pushing a specific style.
DNN: Camera Juma focuses on audiovisual content. How does Camera Juma work with a brand?
Juma: Camera Juma is our in-house video and photography arm. It creates original content that strengthens and expands a brand’s message—turning it into visual storytelling.
Sustainability and ethical design
DNN: How do you reconcile high-end design with ecological responsibility?
Juma: For us, luxury should be conscious. Quality isn’t just about how something looks—it’s also about how it’s made and what it stands for. We choose responsible partners, sustainable materials, and design solutions that are built to last.
DNN: Can you share a specific project where sustainability was central to the creative and logistical process?
Juma: Material choices are always driven by ongoing research into sustainable options. Whether it’s using plant-based materials in product design, FSC-certified paper in packaging, or eco-conscious construction methods for installations—it all matters.
DNN: How do you see the role of design studios evolving in response to the climate crisis?
Juma: Studios like ours will increasingly act as translators of ecological transition—not just in terms of materials or form, but also by helping brands communicate their environmental commitments in an honest, transparent way.
Future vision
DNN: What emerging trends in design and communication excite you most, and how do you see Juma responding to them?
Juma: We’re especially interested in how the digital and physical worlds are blending. But there’s also a growing return to physicality—through print, installations, product design—which we love. Our aim is to respond with more interactive, engaging language.
DNN: Are there new disciplines or collaborations you’re eager to explore in the coming years?
Juma: We’re keen to explore immersive installations, more interactive storytelling, and new forms of digital publishing. These areas open up exciting spaces for unconventional collaborations—where design and communication merge into fully engaging experiences. Also, we just really enjoy product design—it’s fun for us.
DNN: If you could redefine one aspect of the contemporary design landscape, what would it be and why?
Juma: Probably the trend towards aesthetic sameness. At Juma, we value identity—real, distinct identity—as something worth holding onto. Design should reflect a genuine vision, not just follow trends.
