June 24, 2025 | VOL 15
ALESSIA GENOVA
a STORY of VISION and RESOLVE
words Onur Basturk
Just like the pilot episode of a series, let me start by summarizing the beginning of the story: Alessia Genova, who studied interior design at Politecnico di Milano, attended Salone del Mobile a few months after graduating.. At the event, she met Adam D. Tihany, the founder and CEO of Tihany Design, and confidently expressed her desire to work for him in the future.". That moment sparked the beginning of her remarkable career. In 2007, Alessia joined Tihany Design as a designer. By 2020, she had become the brand’s first managing partner.
In 2022, Condé Nast Traveller named her one of the “12 People to Watch,” a prediction that proved accurate when, in March 2024, Adam D. Tihany announced the sale of his brand to his partner, Alessia Genova. This much-anticipated move marked the pinnacle of their 15-year collaboration, the last four of which were spent in partnership. Today, Genova leads the New York-based studio’s impressive portfolio, which spans from hotels to golf clubs, while continuing to deepen the studio’s commitment to design excellence.
MOMENTS THAT CAN CHANGE YOUR LIFE COME UNEXPECTEDLY, BUT YOU HAVE TO BE READY TO EMBRACE THEM
Your career story is truly inspiring for many young designers. Let’s go back to that pivotal moment—just a few months after graduating from Politecnico di Milano—when you met Adam D. Tihany at Salone del Mobile. Could the Alessia of that day have imagined that, in 2024, she would own Tihany Design? Life is all about the choices we make at every moment—so, do you think that encounter was pure coincidence, or was it your intuition guiding you? What’s your take?
I could have never imagined that meeting would lead me to where I am today. It was completely unplanned, almost like a dream unfolding. You hope for something special—you say you want it—but deep down, you think it’s unlikely. That’s when you end up asking for more than you initially dared.
When I first approached Adam about working for him, I quickly realized how unprepared I was. I didn’t speak English, I didn’t have a portfolio, and I barely understood what a portfolio was. But his reaction gave me a glimmer of hope—maybe not a job, but at least an internship.
What carried me through was sheer determination. I believe it was a mix of intuition, timing, and preparation. Moments that can change your life come unexpectedly, but you have to be ready to embrace them. I was at a point where I was yearning to explore beyond Italy’s borders—something my parents, who had never lived outside Italy, couldn’t quite understand. Today, looking back, it feels like everything aligned perfectly, even though it didn’t seem that way at the time.
If you could give advice to your younger self at Salone del Mobile, what would it be?
I would tell her to keep the same innocence and courage she had that day. Those qualities are what made her fearless enough to approach Adam and ask for an opportunity.
MY APPROACH IS ORGANIC, I’M NOT RUSHING
Since taking over Tihany Design from Adam D. Tihany, how has the studio evolved? What new goals and strategies have you set?
This past year has been transformative. My priority has been to ensure a seamless business transition while maintaining our commitment to growth and design excellence. Today, we have offices in New York, Rome, and Bangkok—which is part of the studio's evolution over the last year—a development I love and that supports my dreams.
Looking ahead, I aim to grow our residential portfolio, strengthen our branding and creative consultancy services, develop a furniture line, and enter the luxury retail sector, which is new for us. My approach is organic; I’m not rushing, but rather focusing on doing things the right way.
Adam D. Tihany once said about you, “For years, I felt that Alessia would take on this critical role to strengthen Tihany Design in the years ahead.” What would you like to say about him?
Adam has been an incredible mentor. He constantly pushed me to reach new heights, and I’ll always be grateful for the trust he placed in me.
Tihany Design is a pioneering studio in the realm of luxury hospitality and travel. Meanwhile, the industry is constantly evolving with emerging concepts like sustainable luxury and quiet luxury. In your view, what concepts will dominate the industry in 2025 and beyond? How do you see design evolving in this context?
‘Quiet luxury’ and ‘understated luxury’ are terms that are becoming increasingly recurrent. Design changes with time, like fashion, and in the future, we will likely see a return to more opulent luxury, reflecting the era in which we live.
MY TOP PRIORITIES FOR BOTH ARE: EXCEPTIONAL SERVICE, AN UNEXPECTED MOMENT OR DETAIL, AND COMFORT
Working with major hotel chains can sometimes feel like a constraint on creativity in design, given their established design codes that often need to be followed. What’s your perspective on this?
It’s a nuanced challenge. Every brand has its own rules to define its identity and differentiate itself in the market. That doesn’t mean all hotels are the same. Yes, compromises are sometimes necessary, especially when considering practicality and maintenance, but constraints can also spark creativity. It’s the designer’s job to push boundaries and create something fresh that stands out, even within predefined parameters.
As someone who creates spaces where people celebrate unforgettable moments, what do you personally look for in a restaurant or hotel? Could you name three key priorities for each?
This is a tough question because I tend to approach these spaces with a critical eye. However, my top priorities for both are: Exceptional service. An unexpected moment or detail. Comfort.
These elements are intrinsically linked to design. It’s our responsibility to create spaces that enable hoteliers and restaurateurs to deliver these experiences seamlessly.
Which project has excited you the most this year, and why?
It’s impossible to choose just one. 2024 has been an extraordinary year for us. We’ve worked on three projects in Italy—Cortina, Rome, and Antognolla—and opened Victoria Palace, our residential tower in Honolulu. We’re also expanding our footprint in Asia, with a new Bangkok office opening soon. Several projects are still under wraps until 2025, but one particularly special project will debut in Las Vegas on New Year’s Eve.
Is there a project you’ve been dreaming of, something you feel you absolutely must accomplish in the future?
I have a few. Designing a luxury retail space and a yacht are at the top of my list. We’ve also designed a private jet, and I hope that project either resumes or leads to new opportunities in aviation.
I’m also curious about your personal style. How would you describe your approach to design? Are you more connected to your Italian roots, or do you embrace a blend of Italian and New York influences?
My approach is eclectic. Each project is different because I believe the style we design should suit the client perfectly. While my clients and project locations are diverse, my Italian sensibility always finds its way into my work, sometimes in ways I don’t even realize.
A COMPELLING NARRATIVE AND EXCELLENT SPACE PLANNING
When starting a new project at Tihany Design, what are the key principles that guide your process?
The foundation of every successful project lies in two key elements: a compelling narrative and excellent space planning. The narrative connects the space to its context—be it the building’s history, the local culture, or the client’s vision. Before we think about aesthetics or materials, we focus on how people will move through and experience the space. Careful consideration of traffic flow, functional zones, and spatial harmony is essential. When we get these fundamentals right, the rest of the design naturally falls into place. This approach ensures the spaces we create are not only beautiful but also timeless and functional.
