And why this idea might change how people design their interiors.

 
For over 20 years, I worked on building projects across London. Good houses, good clients — and always the same pattern: we started with plans, but when the walls were up, the clients took over. Most of them didn’t want a designer to decide everything. They had a vision. They knew how they wanted to live — but couldn’t always see it clearly.

 
They made thoughtful choices, but I often saw the same thing: stress, pressure, rushed decisions, and a quiet sense of “I hope this works.”

What usually went wrong?
Not the design.
The process.

 
Saturday meetings, endless decisions, and looming deadlines. People felt they had to choose fast — just to move on. Not because they were sure. But because they were tired.
And when it was finally time to bring in the atmosphere, the mood, the personality, many looked around and quietly asked:
“Is this really us?”

Too often, the answer was:
“I’m not sure. But I don’t have the energy to change it now.”

 
The result was usually fine. But it wasn’t fulfilling.
It didn’t feel personal.
It felt finished.

 
That’s when the idea of NOAAH started forming — a new process, one that starts where others end.

Before the building, before the stress — a calm space where people can actually see what they have in mind.
Where decisions aren’t rushed.
Where you feel ready, not forced.
Where creating your interior feels like discovering a part of yourself.

 
NOAAH was created for that moment — when someone says:
“Yes. That’s exactly me. That’s how I want to live.”