Elana Tenenbaum Cline leads design firm Carta Creatives with a rare blend of artistic vision, strategic clarity and global experience. As founder and creative director, she heads a multidisciplinary team of architects, interior designers, graphic designers and brand strategists who specialize in bringing complex, far-reaching projects to life from the earliest concept through final execution.
For over more than 15 years, she has guided large-scale projects for clients including Intel, Netflix, HAVAS Media and Milkbar, building a portfolio that is as diverse as it is ambitious. With work spanning residential and commercial sectors across Europe, Asia, India and Africa, the firm’s reach is expansive, and its capabilities are fully integrated.
In our conversation, she shares how Carta navigates global design with nuance, balances elegance with purpose, and builds immersive environments where design, identity and, sometimes, brand storytelling converge.
World builders
DNN: Carta Creatives is described as a studio of “world-builders,” which is more expansive than most design language. What does world-building mean to you—and how does it shift the way you approach a new project from the ground up?
ET: At Carta Creatives, world-building goes beyond creating beautiful spaces—it’s about crafting a complete atmosphere, a mood, a narrative that feels deeply personal and entirely cohesive. We don’t just think about finishes and furniture; we think about flow, feeling, and function. How does someone move through this space? What do they hear, smell, touch? What emotions are evoked? What story are we telling?
Because we work holistically—from brand identity to the built environment—we design with intention at every touchpoint. In our hospitality work especially, we think about the full sensory experience: the playlists, the menus, the way light hits a surface at different times of day. These details build memory. They create belonging.
Whether it’s a concept store, boutique hotel, or private residence, we see ourselves as storytellers. World-building means we’re not just asking, “Does it look good?” We’re asking, “Does it feel right for this place, this client, this purpose?” It’s a shift from decoration to immersion.
International influence
DNN: You’ve led projects that span continents, cultures, and contexts—from Botswana to Bangalore. How do you ensure that your studio’s design language adapts without ever diluting its integrity?
ET: Working across continents has shown me that adaptability and integrity aren’t in opposition—they actually go hand in hand. We never approach a project with a fixed aesthetic or a signature look. Instead, we start by listening—to the place, the people, the climate, the cultural context. Every project is a collaboration, and that sensitivity allows the design to feel rooted rather than imposed.
At Carta, our design language is anchored by clarity, intentionality, and warmth. Those values stay consistent, but the visual expression shifts depending on where we are and who we’re designing for. Whether it’s rural Botswana or suburban Connecticut, our goal is the same: to elevate what’s already there and build something that feels honest, nuanced, and deeply connected to its surroundings.
DNN: You’ve been on construction sites in India, led concept studios for multinational giants, and now helm a studio that does it all. What’s a moment from the field —maybe unexpected or challenging — that still influences how you lead today?
ET: One moment that still influences how I lead today happened while I was working in Africa. We had a language barrier with the local tradesmen, but instead of letting it cause tension, I realized the importance of building rapport. One tradesman cracked a joke about “dog breakfast” and “dog cereal,” which got everyone laughing and helped break the ice. It reminded me how humor can bridge any gap and make collaboration smoother.
I also learned the power of connection—getting to know the people on the ground and fostering mutual respect. Another tool I took from the field is hand sketching. If there’s a language barrier, drawing something out quickly communicates ideas in a way words can’t. It’s a simple but effective way to ensure clarity, and it’s something I encourage in my team.
In the end, strong leadership is about creating an environment where people feel understood and respected, no matter the obstacles.
DNN: The Botswana Innovation Hub is a fascinating example of architecture meeting narrative. How did you navigate cultural specificity while designing for innovation on a global scale?
ET: That project was all about honoring local context while imagining a bold, future-facing vision. One of the most formative moments for me was visiting the studio of Peter Mabeo, the renowned furniture designer based in Gaborone.
Sitting with him, learning about his commitment to craft and his collaborations with local artisans—it fundamentally shifted the way I thought about design in Botswana. It wasn’t just about partnering or sourcing—it was about embedding cultural knowledge and value systems into the very DNA of the project.
Innovation, in this case, didn’t mean importing technology or applying a Western aesthetic. It meant creating something aspirational that was also deeply rooted in place—leveraging traditional craft, passive design strategies, and materials that spoke directly to the environment and community. That respect for local voices and local making is something I’ve carried with me ever since. Good design doesn’t overwrite—it listens, it learns, and it amplifies what’s already there.
Running a multidisciplinary design studio
DNN: Carta isn’t just an interior design studio—it’s also a branding, graphic design, and strategy house. What do clients gain when all of these disciplines are handled under one roof?
ET: They gain cohesion—plain and simple. When branding, interiors, and strategy are developed together, there’s no disconnect between how something looks, how it feels, and what it communicates. Whether it’s a brand launch or a private home, the experience becomes more intentional and more impactful when every element is speaking the same language.
Our clients don’t have to play translator between multiple teams—we shoulder that responsibility. It also allows us to move more efficiently, with fewer handoffs and more shared context from the start. At the end of the day, we’re not just designing a logo or selecting finishes—we’re building a world. Having all that expertise under one roof helps us tell a far richer, more dimensional story.
DNN: Your work on concept stores for Starbucks required you to balance global brand consistency with making each one a unique expression of local flavor. What lessons from that experience continue to shape how you approach commercial design?
ET: Absolutely—cross-collaboration was central to my time at Starbucks. I worked alongside teams spanning product design, architecture, interiors, graphics, and project management—each bringing a distinct lens to the table. That experience taught me the power of aligning diverse expertise around a shared vision and the importance of clear communication to maintain cohesion.
One of the most rewarding parts was seeing how specialized knowledge came together to shape the customer experience. Architects and product designers translated brand identity into physical form, while interiors and graphics layered in subtle details that made each space feel intentional and local.
I carry that approach into every commercial project I lead today—ensuring every discipline is part of the conversation from the start. It’s not just about designing a space; it’s about orchestrating an experience that feels seamless, strategic, and human.
DNN: When Carta takes on a full-scope project—brand identity, interiors, strategy—what does the sequencing look like? Where does the story begin?
ET: When we take on a full-scope project, everything starts with a discovery phase. This is where the story begins—by deeply understanding the client’s vision, values, and goals. We look beyond functional needs to uncover what the brand or space should feel like and communicate.
We cast a wide net during this phase—researching the brand’s history, audience, and competitive landscape, while also drawing inspiration from outside the client’s immediate industry. We often look to event design, fashion, art, and even music—there’s so much creative thinking out there, and always lessons to be learned.
From there, we define the tone, emotional experience, and strategic direction. Once the foundation is clear, we translate it into interiors, branding, and strategy in parallel. Every detail—from material palettes to messaging—is shaped by that initial narrative. It’s what ensures the final experience is not only cohesive, but meaningful and memorable.
DNN: You’ve also worked with brands like Intel, Netflix and Milkbar — companies with very different visual and spatial languages. What’s your process for decoding a brand’s DNA and translating it into three-dimensional form?
ET: When working with brands like Intel, Netflix, and Milk Bar—each with its own distinct personality—the goal is always the same: to decode the brand’s DNA and bring it to life in physical space.
It starts with immersion. We study the brand’s mission, values, customer experience, and tone. Intel leans into innovation and sleek futurism; Milk Bar is playful and sensory; Netflix centers on storytelling and global reach. Each has a different pulse, and we work to tune into that.
From there, we focus on emotional resonance. What should the space feel like—immersive, intimate, energizing? That guides everything from layout and materials to flow and lighting. Throughout, we collaborate across disciplines to ensure every touchpoint aligns with the brand’s essence. The result is a space that doesn’t just reflect the brand—it amplifies it in three dimensions.
DNN: How does collaboration work across disciplines in your studio? Is there a common language shared by your architects, strategists and designers?
ET: Collaboration is truly the backbone of our studio—it’s where strategy, creativity, and heart converge. At Carta Creatives, we bring together architects, interior designers, and brand strategists who all speak different design languages, but share a common set of values: intentionality, respect, and a deep commitment to doing joyful, meaningful work.
Our shared language is purpose-driven. Whether we’re discussing space planning, typography, or finish selections, every decision is made in service of the larger story we’re telling. We believe that honesty, transparency, and strategic foresight are essential—not only in our client relationships, but in how we work together as a team. Regular check-ins and collaborative work sessions keep us aligned, and we create space for enthusiasm, constructive feedback, and creative cross-pollination.
We’re also mindful of lifestyle balance and mutual respect across disciplines. Our architects might be setting the spatial foundation while our designers explore texture and tone, and our strategists connect those elements back to brand experience. That flow only works when the environment supports open dialogue and shared ownership. Because we value our time, our relationships, and the integrity of the process, we’re able to do our best work—and enjoy doing it.
Aesthetics with emotional intelligence
DNN: There’s a strong sense of clarity and restraint in your aesthetic, but also a lot of emotional intelligence. How do you balance visual elegance with storytelling and function?
ET: Thank you for that! To me, balancing elegance with storytelling and function is about finding the sweet spot between simplicity and depth. Elegance doesn’t need to be complex—it’s about intention. Every element should serve a purpose, both visually and emotionally.
The process always begins with narrative. Whether we’re designing a home or a brand environment, we consider how people will move through the space, what they’ll feel, and how the design supports that experience. We strip away what’s unnecessary and focus on what matters—clarity comes from restraint.
But elegance isn’t just minimalism. It’s also about emotional intelligence: the warmth of a texture, the softness of light, the way color can shift a mood. These choices shape how people connect to a space.
Function is never an afterthought. A beautifully designed kitchen must also work for daily life. A hospitality concept should flow as effortlessly behind the scenes as it does for guests. At the end of the day, we want our designs to feel considered, welcoming, and grounded in story—elevated but never precious.
DNN: Carta’s projects feel contemporary but never overly trendy. How do you protect a sense of timelessness in a fast-moving, brand-driven world?
ET: Protecting timelessness in a fast-moving, brand-driven world is something we’re very intentional about at Carta. While styles and trends can be exciting, we always encourage clients to listen to what they love, rather than chasing fleeting trends. We prioritize quality and purpose over what’s hot right now. Our approach focuses on the core principles of design—balance, simplicity, and functionality—while allowing each project to reflect its unique story.
We lean into classic elements—materials, shapes, and proportions that stand the test of time—while subtly integrating modern touches to keep the design fresh. It’s about making choices that feel thoughtful rather than trendy. For example, a timeless color palette, well-crafted furniture, or considered space planning can ensure that a project feels relevant for years, even as trends evolve.
We also focus on storytelling—the narrative behind a project should always be at the forefront. When you ground your designs in a meaningful story, it transcends trends and becomes something that resonates long after the moment has passed. Ultimately, it’s about creating spaces that don’t just look good now, but will continue to feel relevant, functional, and inspiring in the future. Pish posh trends—design is about what truly speaks to you.
DNN: What excites you most about where Carta is headed next– not just in terms of clients, but creatively?
ET: What excites me most is how Carta is evolving into something even more ambitious and holistic. We’ve laid a strong foundation in high-end residential and hospitality design, and now we’re entering a new chapter—one where we’re scaling up in a way that’s deeply creative and deeply rooted in our values.
Our new studio on the Southport waterfront is more than just a beautiful space—it’s a hub for our growing vision. From here, we’re expanding into more full-complex, head-to-toe home transformations and taking on larger hospitality environments where creative direction plays a key role in ensuring cohesion from branding to bath tile. The goal isn’t just to design beautiful spaces—it’s to create experiences that feel considered, complete, and emotionally resonant.
Creatively, we’re pushing ourselves further into interdisciplinary terrain. I’m energized by the idea of working across boundaries—with artists, makers, technologists—to integrate innovative materials and sustainable solutions that bring storytelling to the forefront. Carta has always been about thoughtful design, but now we’re also embracing risk and experimentation in new ways.
I’m also incredibly proud of the team we’re building. Watching our designers and strategists lean into their own growth has been one of the most rewarding parts of this journey. We’re cultivating a culture of curiosity and collaboration—one that’s not afraid to ask bold questions or reimagine what a design studio can be.
Personally, I’m feeling especially connected to our community right now—I’m running the NYC Marathon this year on behalf of Sandy Hook Promise, a cause that’s close to my heart and our Connecticut roots. That kind of meaningful, local engagement inspires me to keep building a business that gives back and designs with intention.
Ultimately, it’s the freedom to keep exploring—to keep rethinking, refining, and reaching—that fuels me. We’re designing with both clarity and soul, and I can’t wait to see what Carta becomes as we continue to stretch our imagination and deepen our impact.
