July 6, 2025 | VOL 15
JULIANA CAVALCANTI
a CITY, a CALLING, a DESIGN JOURNEY
words Laura Cottrell & Onur Basturk
Is the city that makes you happiest also the one that leads you to your true calling? For Juliana Cavalcanti, the answer is yes. Born in Brazil, her journey took her from São Paulo to Lisbon, then London, and ultimately back to Lisbon—the city where she instantly felt at home and discovered her passion for interior design.
A LONG BUT ORGANIC JOURNEY
Juliana, let’s start from the beginning. You began your career in fashion, right?
Yes, my journey has many different chapters, and each has taken me down a unique path. I graduated in fashion design in São Paulo and worked at a luxury brand in Brazil for a few years. But I always dreamed of living in Europe. I initially planned to move to Milan for a master’s in fashion marketing, especially since I have an Italian passport.
But then I visited Lisbon to see my best friend—this was 18 years ago—and everything changed. I felt so incredibly happy here that I decided to stay. I met so many wonderful people who made me feel good, and I couldn’t see any reason to leave. I was young and very free-spirited!
I started working at my friend’s fashion showroom, but I soon realized it wasn’t enough for someone like me, who thrives on hard work. So, I moved to London for a job at another company. However, after living there for a little over a year, I missed my life in Lisbon—its sunshine, its people—so much that I returned! I realized this was my happy place, no matter what.
I stayed in fashion for a few more years. I launched my own brand and worked as a creative director, which I enjoyed. But Lisbon wasn’t a strong market for fashion, and I began feeling frustrated. Over time, I also started seeing the industry differently—it all felt a bit shallow to me.
Around that time, I got an offer to rebrand a new hotel in Chiado owned by a French client. My role as creative director involved elevating the hotel’s image, and I loved it! I fell in love with hospitality and began consulting for other hotels, helping them with creative direction and experience design. Often, we’d also discuss interior design concepts, and that’s when I realized how much I enjoyed that aspect.
One day, a client who couldn’t find an interior designer they liked asked me to create the entire space with them. That was my first full dive into interior design. From there, my career naturally shifted towards this field. Eventually, I decided to leave all my consulting work as a creative director behind and open my own studio dedicated entirely to interior design and decoration. It’s been a long but organic journey. There were many challenges, but I can confidently say I’ve found myself and love what I do more than ever before.
Design should engage all of our senses. How do you incorporate this idea into your work?
Absolutely! Engaging all the senses is at the heart of what we do. When you walk into a space, the first sense that comes alive is your vision. From there, so many details and choices influence how the space makes you feel—touch, sound, and even scent come into play.
What’s your top priority in the design process? Colors and textures?
Our main goal is to make people feel comfortable and welcome. We aim for subtle elegance—spaces that invite rather than overwhelm. Colors and textures play a huge role. Rich textures add depth and sophistication without being excessive. I love working with warm earth tones because they feel grounding and inviting. Even small details, like the thickness of a shelf or the softness of a curve, can completely change the way a space is experienced.
Your designs have a calm elegance. Would you take on a project that prioritizes extravagance?
It depends on how far it deviates from our style. I love a challenge, but if a project doesn’t align with my aesthetic or values, I’d rather not take it on. When you’re creative, you need to be passionate about what you’re working on—people can feel that energy in the final result.
How does Lisbon influence your work?
Lisbon inspires me with its understated beauty, which we try to reflect in our projects. The light, the sense of space that comes from the river, the hills that create varying levels—there’s so much about this city that sparks creativity.
Do you prefer designing homes or public spaces like hotels and restaurants?
I think I love both, but in different ways. Clients who value design are often more willing to invest in their homes, which allows for more unique pieces. In public spaces, there are sometimes restrictions due to the risk of damage to high-value items, but these constraints can push you to be more creative. The process is also different—public spaces tend to be more dynamic and professional, while home projects are slower and often involve personal family matters, which can make them more challenging.
HIGHLIGHTS IN LISBON FOR DESIGN ENTHUSIASTS
Which places in Lisbon would you recommend to design enthusiasts?
You can find inspiration just by wandering around Lisbon, but here are some highlights:
MAAT MUSEUM: The architecture is stunning, and the museum sits along the Tagus River, hosting incredible exhibitions.
MUSEU NACIONAL do AZULEJO: Tiles are a signature of Portuguese design and history. This museum, set in a historic palace, showcases their evolution over time and contemporary approaches.
GALERIA DACIANO DA COSTA: Daciano da Costa is one of Portugal’s most iconic mid-century designers. This gallery is a must-see.
GALERIA BESSA PEREIRA: The best spot for vintage furniture design!
Also, don’t miss the incredible ceramic studios (check ahead for appointments) or art galleries:
CERAMIC STUDIOS: Studio Mirante, Main Edition + Marta Cypel, Joana Passos, Marta Raimundo, Persson & Miller, Grau Ceramica, Sedimento Studio, Oficina Marques.
ART GALLERIES: Galeria Francisco Fino, Galeria Foco, Galeria Madragoa, Galeria Rui Freire, Galeria Vera Cortes, Galeria Filomena Soares.
