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Welcome to the Yoga Nation, the Spirit of Gratitude podcast on the OneTech platform.
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Hello, friends.
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My name is Yogesh Patel, and this podcast explores the themes of bullying, self-awareness, and the power of our inner spirit, including the silent battles we all face.
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Join me every week as I invite high-profile guests as we explore how adversity shapes us, how gratitude lifts us, and how we can all uncover the inner strength that we all have within ourselves.
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Join the conversation.
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I appreciate you listening in.
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Have you ever noticed how light, space, and design influence your happiness or moodiness when it comes to entering a room, a lobby, or a restaurant?
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My next guest is Dalla Alfuerez, the owner and principal designer of House of Form, a Scottsdale, Arizona firm recognized for creating hospitality environments that feel warm, intentional, inviting, and deeply connected to the guest experience.
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She's a highly sought-after designer, working with top hospitality brands such as Marriott Hilton, IHG, the MGM Las Vegas, as I often seek her and her team to create these amazing experiences with a focus on bars and restaurants.
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Who wouldn't?
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House of Form's Nori Sushi Project earned the Tastemaker Award for Best Commercial Business Design recognized by Wayfair Forge standout transformation of converting an older space into a light-filled, multi-layered dining experience.
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And that kind of mirrors the aspects of a human element going from dark to light.
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With gratitude, welcome to the podcast, Dalla.
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Honored to have you.
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Thank you so much.
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That was such a beautiful introduction.
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Well, coming from a beautiful person, I will take that.
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Thank you.
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I appreciate that.
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How are you doing?
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I am doing amazing.
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Thank you for asking.
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Thank you for asking.
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So let's start from the beginning, Dalla.
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I'm really curious.
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When you were 10, a fortune teller of all people inspired you to go into this profession.
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This has to be a very interesting story.
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Yes.
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First of all, I'm very impressed that you dug up this information.
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You must have done your research because I've only talked about it one or two times.
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So thank you for the background research.
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Um, yes, so my family, uh I grew up between Kuwait, Bahrain, and London in the UK.
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And when we were in Bahrain, my um parents would host pretty elaborate parties for their friends.
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And at the parties, they always had activities for the guests to engage in.
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Probably where the love for hospitality began.
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I I have to think that had to be a part of my story.
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But um at one of these parties, they brought in an Indian fortune teller.
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Um, I need to research this.
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It had to be Indian, right?
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It is.
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It was an Indian fortune teller, and they burnt a Ghee candle.
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I don't know if you've heard anything about this or if it's commonplace, but anyway, they burnt the candle in the background, and this fortune teller told me that I was going to be an architect.
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And I think I was maybe 10, 11 at the time.
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He must have planted a seed that just blossomed over the years, and I ended up enrolling in architecture school at ASU.
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I started the program, and then one year through the program, I caught sight of what the interiors department was doing, and I looked at them and said, that's more my jam.
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So I transferred into interior design, and here we are today.
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That's amazing.
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Normally, when you go to Indian fortune tellers, they ask you about your birth date, your time of birth, and then they come up with this astrological chart of your success in life.
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And uh, I'm glad to hear that it came from a ghee candle for you.
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Yes.
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Yeah.
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Who would have thought?
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I know.
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For someone who's designing their space for the first time or a novice, whether it would be an apartment, a bedroom, kitchen, living room, what have you, what are some of the guiding principles that help them get started?
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Yeah, that's a great question.
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So I'll I'll preface this with I am a hospitality interior designer, and the world of residential is somewhat foreign to me because it's a very different beast, if you will.
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Um but we bought this home that we're in um three years ago, and it was my first real residential project where I had to uncover our way of life to design a space that worked well for us and our growing family.
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So I'll kind of speak from that lens of my personal experience.
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But one of the first challenges, you know, as a designer, you're designing for so many different styles that sometimes you are unsure what your own identity is.
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And I had to really figure out well, what is my identity separate from my projects that I'm producing, which is very much hotel lobbies, restaurants, bars.
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I'm sorry to interrupt you here, but that's exactly the nature of this podcast.
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Again, it's this person to reflect upon themselves about their identity.
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So thank you for sharing that.
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Of course, yeah.
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So um one of the first things I did when I was trying to determine, well, what is what is the palette of our home?
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I know I want it to feel like me and my husband, which is worldly, traveled, experienced.
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Um so I basically looked in our closets to see what colors we were wearing most frequently.
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And there was definitely a pattern and a rhythm.
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And since we feel good in those colors, I thought we would feel good living in those colors.
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So that was kind of the guiding palette for our home was the clothes we feel good wearing.
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And tell me how, and and certainly I think clothing and fashion are cousins to interior design, because ultimately it's the way that we internalize beauty, right?
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I think you're the interior design, which actually you also mentioned it's not you don't like to use the word interior design, it's experience design.
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Correct, yes.
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And, you know, on that theme, it's about you know how colors affect our mood, our happiness, what we want to project.
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You know, you mentioned that there's an element of human psychology in design.
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So would love to hear your thoughts on these on these uh on these points.
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Yeah, absolutely.
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So I I always say as designers, we're I don't like the label interior designer because it feels very limiting.
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In the work that we're doing day to day, me, my team members, we are playing part business thinker or business owner, part psychologist, part designer, part visual communication.
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I mean, it's all these factors coming together to help develop a storyline and an experience that you on your end as an end user get to experience.
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Um, so yeah, that we have to understand a lot of facets outside of aesthetics and what might be trending.
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We actually have to look past trends.
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What is something that is timeless and answers to the human need and the human experience versus what are people going to be Instagramming and being drawn to today?
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And ultimately we end up with something that is Instagrammable because we're using human as the core of the things that we design.
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Very interesting.
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And if you were given 500 square feet in your kitchen, how would you work your magic?
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Oh, in my kitchen.
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You know, I've designed a bar that is actually 500 square feet here in town in Phoenix.
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It's a speakeasy.
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Um, I can really feel I feel more comfortable talking about that than I do a kitchen.
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But what I would say, yeah, let's do that.
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Because, you know, hospitality designer, I can't escape it.
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But uh, it was a 500 square foot space, and we were asked to the design brief was to convert it into a um experiential speakeasy, if you will.
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And what we ended up doing is creating an immersive environment where this space happened to be in a basement, so there was no natural light whatsoever.
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But we created a simulation of a greenhouse underground.
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So it's this really cool transition of walking down the stairs, assuming you're going to be in a dark basement, but you end up in an environment that feels like you're looking out into fields, like miles and miles of open fields.
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And that was by way of technology and screen and other immersive design details.
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So I would I would look at a small space and study it in terms of how it's going to be used and what's the impact you want to have, and then work your magic that way.
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And there's no rules.
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So, what you're saying is I should stock my bar of all of these things, like from whiskey to tequila and everything in between, and have some greenery.
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I yeah, absolutely.
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If that's the feel you want, if you want to feel like you're sipping on a cocktail out in the garden, yeah, you should do that.
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And I actually grew up on a nursery, by the way.
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Oh, cool.
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You know, when I was young, ever since I was young, and I always like to pride myself, and that's where uh my parents instilled the value and hard work in me is it's growing the annuals and perennials and vegetables and selling them to retail outlets such as Home Depot.
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Anyway, that's a little off topic because the focus is on you, not on me.
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But uh just having a little fun here.
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Um, and then and what is one principle in design that you never compromise on?
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That's a good question.
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I feel like I have a lot of little principles, but I'll pull from what developed the name of our company.
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So there's uh a pretty famous um theology, I guess you could say, that says form follows function.
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And we are have the form.
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And so I really take that to heart.
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We definitely have to create functional spaces, but because we want to push creativity at the forefront, we'll start with form and then we'll back into the function for the space, which allows us to dream big and then make it work for the end user.
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You know, there seems to be a social tie into this in the form of form and function.
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I mean, we are all human beings and human forms, and then you know, how as function, what do we do with ourselves um when it comes to adversity, challenges, and struggles.
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So really curious, and I'll talk about that a little bit later in some of uh the questions that I have uh later on.
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Uh but I keep that thought because I do wanted to come back uh on that front.
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And again, looking out into your own self-awareness, I mean you are very stylish.
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Um I'm jealous, because actually uh Tan Franz is one of my most favorite designers that I like to uh I love Tan Franz.
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Yeah, right.
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He's and his masterclass on masterclass.com is amazing.
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I watched it, yes.
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Yeah, yeah, yeah.
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And you know, I never knew the term um what is it, uh, wardrobe?
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Anyway, maybe we can edit this out.
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But uh again, I it's also how you present yourself as well, right?
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I think that also plays a role in this theme of the podcast, which is around self-awareness.
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So what would you say about that element of fashion design?
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Yeah, I love this question.
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So um my sister is a professional stylist or image consultant, is how she likes to refer to the industry.
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Um, and I'm an interior design, but I have a aspirational um image stylist kind of I'm sorry, capsule wardrobe.
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That's what I was looking at.
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Capsule.
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I I figured you were talking about that.
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Yeah.
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Capsule wardrobe.
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Yeah.
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Um anyway, I'm an aspirational image consultant.
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My sister is a real image consultant, but we talk about fashion and style quite a bit.
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And something we've been talking about lately is how 50 and 60-year-olds are our inspiration when it comes to style and fashion.
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And we uh we recently met up in Milan, my sister and I, and really dissected that and talked about why that was the case, why we were following so many accounts and always pulling inspiration from more mature fashion stylists or fashion icons.
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And we determined that there's this level of confidence that comes with maturity, where you've developed your own style.
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And regardless of how bold or quiet or however it's perceived it is, it carries confidence with it, and that's the most important thing.
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And that's how I view style.
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I don't see trends, I don't see following anyone or buying from certain brands.
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I see a vision for myself that's an expression of who I am.
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Um, and that's my my guiding light for how I present myself in the world.
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Well, I think everyone has beauty, right?
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In the sense that I think I think you to paraphrase you, you know, you had mentioned that beauty is about confidence in your own skin, your own ethnicity, and your own story.
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Yes, 100%.
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And if there's one person that can listen to this and take something away, it is just that message.
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Correct.
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I would agree.
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Yes.
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We are all individually special and unique and should lean into that as hard as we can.
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And not be bullied for it.
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Absolutely not.
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No.
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Yeah.
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Well, tell me about the influence your mother and grandmother had on you.
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This is really unique as well.
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Yes.
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Okay.
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So I don't know if we talked about this earlier, but I am of Middle Eastern descent.
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I am Middle Eastern.
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You mentioned Kuwait and Bahrain, so yes.
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Yeah, yes.
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So um, think about women in the Middle East.
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Uh, when you're thinking about my grandma's generation, which is the late 40s or early 40s, and then my mom.
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Old school.
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Yeah.
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And I mean, they lived in conditions that were very different than the age we live in now.
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They were the ones that kind of paved the way for us.
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But as Middle Eastern women, my grandmother was the first female broadcasting voice to be heard on Quite Radio, which is a massive accomplishment, especially during her time.
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And then my mother followed her footsteps and also pursued broadcasting.
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Um, and she became both a broadcaster and a singer-performer for Sesame Street in Arabic.
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Yeah, yeah.
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So my entire life, I've had very strong, independent women break barriers in industries you would not commonly see women in, especially in the Middle East.
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And to me, it almost was an innate upbringing, an innate idea of what a woman could do with her life.
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And I've carried that with me forever.
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And it's only now in my adult years that I think about it often as I try to model myself for my daughter, um, realizing that the impact my grandmother and mother had was pretty substantial.
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And I would be doing the same myself.
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I think a lot of what you shared is perseverance and how they were such a great influence you on you that had given you that energy to fight through these modern-day barriers and limitations, because that's how you also started House of Form as well.
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And so, you know, my initial question to asking you this uh this question, Dalla, was were these limitations self-inflicted or external?
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But it seems to be they were more external.
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I think so.
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I mean, moving in moving to the US after having lived in the Middle East my entire life, obviously I get to experience a little bit of both as I've moved here.
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But yes, I would say the majority has been external.
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But there's also an element of self-inflicted limitation.
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Yes, I would think so.
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Tell me about that, because I think that's something that for a person that's listening in the quiet corner corner of their room, right?
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They have, I mean, we all have our doubts, we all have our you know insecurities.
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Tell me about those um those limitations, those self-imposed limitations that have broken away from from your inner spirit and and from your self-awareness.
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Yeah, that's a good question.
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Wow, you're making me dig deep.
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I try.
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I'm trying.
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So I you know, I've heard people tell me in the past that business ownership is the biggest self-discovery journey, and I think it's the truest thing.
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And now I'm learning that children, having children is also the biggest self-discovery journey.
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So I'm going through a different kind of self-discovery now with my 15-month-old.
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But when I started business, um the glass ceiling for me was that I had nobody to look up to that looked like me in any form, whether that's religion, appearance, nationality, um, immigrant status, whatever you want to call it, um, that achieved the things that I was trying to achieve.
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So I had this inner battle of, well, can I believe it to be true for myself if I don't have a good aspirational um person to look up to to say they did it, I should be able to do it too.
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And so that was a very big hump that I had to kind of get over myself.
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I actually hired a um psychotherapist who focused on working with female CEOs, probably the greatest investment I made in myself.
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But she helped me get through that.
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And now my goal in life outside of designing beautiful spaces is to create that persona that I didn't have to look up to.
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And so I am now the spokesperson for minorities, for women, for immigrants who want to achieve either growth in a company or building something substantial through their passions.
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Does that answer your question, or did I go off track?
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It does.
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No, I mean, because I I think I think what it what it for me, the main message that I'm taking away from this is you didn't have that fear to seek help.
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And I think that's what a lot of people that I mean, that's one of the central themes of this podcast is find your tribe, right?
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Find your community that's willing to support you, whether it's a friend, a parent, an aunt, an uncle, a school resource officer, a teacher.
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Find that those individuals, young or old, right, who give you that energy, that who give you that level of confidence to know that you can overcome.
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And again, thank you for sharing uh your story and tying it into the aspects of that of experience design.
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This is this has been wonderful.
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Yeah, thanks.
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I'll add, I'll add to that.
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So at the end of each year, I kind of um well after I take a break from work because the brain needs to decompress, but I'll ask myself, what deficits have I had this year as a business owner or in leadership or in in whatever happens in the day-to-day at work.
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And it's through that kind of self-um evaluation and awareness that I'm able to come up with a list of things that I could improve on or grow through.
00:19:47.200 --> 00:19:51.759
And that's when I seek the help from experts to help with that deficit.
00:19:51.920 --> 00:19:58.720
And that's served me pretty well to do on an annual basis and not to overwhelm myself, to take one thing that I want to improve.
00:19:58.960 --> 00:20:05.519
And obviously compounding that year after year is a more uh realistic way.
00:20:06.000 --> 00:20:08.480
And I think we all and we all can learn from that.
00:20:08.640 --> 00:20:20.480
I mean, everyone, everyone on this earth can take that journey of self-discovery within, whether it happens once a year, twice a year, every quarter, every month, or even perhaps every day.
00:20:20.559 --> 00:20:24.559
It's like, what did you do today that made me better than yesterday?
00:20:26.240 --> 00:20:39.519
So, yeah, and I think what got you better, and this is uh the final uh topic that I wanted to bring up to you, Dalla, today, is you overcame breast cancer and decided and tackled it at it at its early stage.
00:20:39.680 --> 00:20:44.799
And the word I I use the word tackle because it pays homage to your husband who played in the NFL.
00:20:45.279 --> 00:20:46.160
Nice, nice work.
00:20:46.240 --> 00:20:47.119
I see what you did there.
00:20:47.359 --> 00:20:47.920
I try.
00:20:48.079 --> 00:20:53.119
Um, did the trauma and path to recovery develop or reveal your character?
00:20:53.440 --> 00:20:54.319
Can I say both?
00:20:54.559 --> 00:20:55.359
Which one's more?
00:20:55.599 --> 00:20:57.200
Reveal or develop.
00:20:58.240 --> 00:20:58.880
Develop.
00:20:59.119 --> 00:21:00.079
You're right, it is both.
