Anna Kroesser and Amelia Strat, the duo behind Kroesser + Strat Design, have carved out a niche for themselves on the East Coast and beyond. Specializing in luxury residential, commercial, and hospitality design, their firm is renowned for creating fresh, contemporary spaces that are not only visually stunning but also approachable and filled with levity.
This week on Disruptive Design, Kroesser + Strat offers candid insights about their work and the evolution of their business, providing a fresh, cathartic perspective on what it takes to make a home beautiful and make a client happy. They get real about the challenges of working in a male-dominated field, setbacks from COVID, how to charge as a designer, and their favorite vendors to work with and why. Click play on the video below to watch the full discussion or read on for the top five takeaways:
1. Deciding how to charge
With any successful design firm, understanding how they make money is essential. As with many creative professions, these are the aspects of success in the industry they don’t teach you in school. In design specifically, figuring out the puzzle of how to charge is an ongoing conundrum. Kroesser + Strat swear by an hourly fee structure, having been burned too many times by the flat fee model, as inevitable issues pop up during a design project, demanding more and more time.
Despite the risks of scope creep, if a designer can get past the inclination to underestimate their hours worked, there is still an argument to be made for charging a flat fee for its simplicity and optics in the luxury market.
2. Navigating a male-dominated design industry
Navigating the design world as women in a largely male-dominated industry has been a challenge, but one that Anna and Amelia have learned to manage with confidence and grace. While there are plenty of female interior designers (nearly 80% of interior designers are women), contractors and sub-trades skew heavily male (90% of contractors, 77% of homebuilders, and 90% of other subs including wallpaper hangers and painters). As Anna points out, one must “bring a level of confidence” to command their respect.
Over time, they’ve developed the ability to assert themselves without compromising their professional relationships, understanding the balance between being firm and approachable. (Worth noting, this is not the first time in recent history we’ve heard this—earlier this year, New Jersey-based interior designer Allison Handler shared similar challenges dealing with home builders.)
3. Finding furniture and fabric vendors they love and trust
K+S love using indoor-outdoor fabrics from Kravet, Perennials, Holly Hunt and Dedar which consistently provide the quality and style they seek for their clients who want to live well but not be too precious.
Anna also loves Montauk sofas and Lovehouse for their quality and uniqueness. From a big box perspective, they praised West Elm and CB2 for their thoughtful collaborations.
4. Client communication and the lasting impact of long lead times
To my surprise, we spent a good amount of time talking about Maiden Lane, which they love for two main reasons: 1. Being made in the US and 2. The brand’s ongoing communication with designers post-purchase. After submitting an order, Maiden Lane regularly updates the customer on the status of their product throughout the production process.
The pandemic (I know we’re tired of talking about it – but stick with me for a moment) continues to affect consumer behavior in the design industry in a way that is actually quite helpful and worth repeating: lead times, especially for upholstery, became longer as clients sought to update their homes after spending more time inside them. This shift trained consumers to delay gratification and wait for quality products. Brands like Maiden Lane understand this and have developed an excellent communication program to keep customers informed.
5. The best projects are about people
When asked about their most memorable, rewarding projects and their dream projects, the through-line was clear: they described their relationships with clients and the way they wanted to feel in their spaces, rather than focusing solely on aesthetics.
At the heart of Kroesser + Strat’s success lies their commitment to collaboration and authenticity. Whether managing the complexities of a large-scale commercial project or refining the details of a private residence, Anna and Amelia emphasize the importance of listening closely to their clients and maintaining open, transparent communication. This client-centric approach not only results in beautiful, livable spaces but also fosters lasting relationships built on trust. Looking ahead, the duo remains focused on blending luxury design with warm, comfortable living, one project at a time.
