The New Southern | Designer Spotlight: Duffy Stone

Go big or go home is the Texas motto and Duffy Stone does the former, very well, with major color. Her minimalistically mod flavor which she has brought all around the country deeply resonates with The New Southern. Inherently refreshing and visually compelling, her creative energy is woven in and out of each one of her boutique retail and residential spaces. From the bright color palettes and modern curves of Olive NYC, the deconstructed vibe of Esby, to the sunny and sophisticated aesthetic of Beehive in Austin...each space that she designs has a flair of its own. In her world there are no boundaries, rules don’t exist, and imagination runs wild.

A little more fearless and a little less comfortable, Duffy is a woman after my own heart. She is the epitome of The New Southern’s playful self, catching national attention as an Austin trendsetter for her often bold, colorful interiors. Incorporating massive macro prints as wallpaper together with fringe, fresh new shapes, tastes, and eclectic pieces. She’s a modern day 70’s glam queen with an artfully curated eye. She allows those that step into her spaces to dream through thoughtfully and well-selected shape, texture, and scale. Charismatic and rebellious — from the choice of color to the nooks and crannies. Her interiors gracefully dance the line between whimsically modern and mid-century glam. Effortlessly chic and pulled together with an incredible ability to transport into a soulful escape. Her cheeky, spirited approach to design stems from a quirky boldness that I absolutely love to highlight.

Photo: Julie Holder

We sat down with Duffy to chat about her take on modern Southern design (and hospitality) and how she’s creating live-in, layered spaces that are oozing with personality.

Alyssa Rosenheck: Tell me about yourself.

Duffy Stone: I’m a designer based in Austin, Texas specializing in retail design. I am rooted in Austin, but work all over including NY and LA designing retail spaces. I recently (6 weeks ago!) had a baby boy named Sonny. Work never slowed down during the pregnancy — and I’m still going strong even with a baby here. It’s fun to have a new partner in crime in the playful world of Interiors.

AR: How are you modernizing / updating Southern style when you design?

DS: Southern style is far from minimal. To me it is colorful, layered, warm and most importantly, inviting. I always include rich colors in my designs, and I love to push that on clients. I make sure to keep my projects clean but lived-in. It’s really important in my line of work that the spaces are welcoming to all sorts of folks. Making sure that people feel comfortable to come in is always the first priority in retail design. The experience is everything. It’s always a fun challenge for me, especially when designing spaces that are far from traditionally Southern, to have Southern hospitality with a modern twist on it — using specific materials, color combinations, and shapes. 

Photo: Lauren Logan

Photo: Julie Holder

Photo: Julie Holder

AR: What are your favorite hometown design boutiques?

DS: My favorite Austin design boutiques are Wildflower Organics, Uptown Modern, Room Service Vintage, and Austin Antique Mall. They have the friendliest faces working there, so I always make sure to have time to shop and hang out. To my clients, don’t worry — I don’t bill for the hang out time.

AR: Favorite shade of white and black paint color?

DS: “Ultra Pure White” by Behr and “Tricorn Black” by Sherwin-Williams.

AR: What’s your life motto?

DS: Feeling nervous is a good sign you’re making something original. If you get too comfortable, you’re probably on repeat. 

Photo: Lauren Logan

Photo: Julie Holder

AR: The one shade that changes everything? Tell us what mood it evokes and when / how you’ve used it.

DS: Red! It’s so bold and moody. It instantly adds so much character to a space. I love to paint open doorway arches red for an unexpected color moment. In my own home, I did that heading into the nursery and I have a feeling that the baby really likes the color choice.

AR: The place you go to get inspired?

DS: I love walking around Mayfield Park or the Blanton Museum in Austin for inspiration. I think we are really lucky to have those two places in our city.    

AR: Design advice you’ve gotten that made all the difference?

DS: I follow NOLA-based artist Ashley Longshore on Instagram and she’s a daily motivation to hustle. I find advice relayed via her social media. She has a really great attitude towards working for yourself, how to keep your chin up, and career moving up.

Photo: Juliana Ramirez

AR: What’s your advice for mixing old with new?

DS: Just do it! This only never works if you overthink it. It’s a really simple way to make a great design with lots of depth. People are always so hesitant to mix and find a million reasons why things don’t work or shouldn’t go together. I never get that — just let it roll.

AR: What’s your dream project / client?

DS: Retail design has always been my baby, but since a new little sheriff named Sonny has rolled into town, I have been naturally drawn to kids' spaces. I think the dream project now would be to design a really magical set for a children’s film. Something really over the top that I wouldn’t get a chance to do on a normal day-to-day basis. Something that my baby would think is really cool.

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The New Southern | Hotelier Spotlight: Seija Ojanpera, Owner of The Dwell Hotel

Seija Ojanpera is a traveler at heart, so it’s not surprise that her lifelong dream would be to do something that would aide her fellow traveler. In 2016, she watched that dream become a reality when the doors of The Dwell Hotel opened for those passing through her adopted hometown of Chattanooga, Tennessee. She’s the owner and the designer, a combination that has had its fair share of challenges in a region whose history is as varied as its landscape. “Being young, female, and in the South, there are many obstacles in business. There have been many times where I am at a table full of male contractors, architects, lawyers, and bankers, and I am at the head of the table trying to convince everyone that I’d like them all to complete tasks in a certain way…my way. There are head shakes, and ‘honey, that won’t work’ comments, and ‘when is your male business partner back in town?’ questions. I’ve had to have extremely high resolve and confidence [throughout this process]. I had to believe in myself and my capabilities,” she says.

The design, however, was the easy part, as Ojanpera has been thinking about its interiors since she was a kid, traveling with her family staying in hotels and B&Bs around the U.S. It’s a funky space, full of prints and hues and quirky mid-century furnishings and art, and believe it or not, tied to its host city. “When I think of Southern style, I imagine my mother’s South Alabama Colonial cottage on Mobile Bay—rich, antique woods, Queen Anne legs, and country florals. The hotel was along this same vein of dusty Victorian when I bought it. I was excited to usher the space a few decades into the future, though it remains a blast from the past. It feels modern due to the over-the-top popularity of mid-century modern furniture made today. The South clings to its history, and Chattanooga loves everything Chattanooga, so The Dwell really highlights another point in the city’s history—one with boomerang signs and milk glass globe lighting.”

We sat down with the rising hotelier to talk about where Southern style is today and her advice for businesswomen looking to follow in her footsteps.

Alyssa Rosenheck: What innovative trends are you seeing with Southern style across the country and how have you incorporated the trends in your hotel?

Seija Ojanpera: The lines are getting cleaner, which I really appreciate. The over-stuffed and heavy-looking block furniture seems to be getting a bit daintier. I love that wallpaper has made a comeback and I have certainly utilized that trend fully.

AR: How do you communicate Southern comfort and style to your guests?

SO: Due to our petite size, our lobby is compact. So, we like to get our customers seated into one of the front parlors as soon as possible with a cocktail. I have called them “parlors” for that lovely Southern sentiment of hospitality. Our customer service is geared toward welcoming you to your home away from home. Many boutique hotels with high design can make guests feel a bit out of place and uncomfortable. We want our guests to feel the opposite. When you walk through our doors, we are expecting you, and you absolutely belong there. Ask questions and take it all in.

AR: What advice do you have for female entrepreneurs?

SO: Do your research, stay organized, and then when everyone questions you, be confident and know you have the answer.

AR: What’s a nugget of design advice you’ve received that made all the difference?

SO: When designing a space that is made for the public, it is easy to get scared about being bold. You’re thinking, “what if I alienate all the people that hate pink? What if the South isn’t ready for this ‘California vibe?’” When I’d say, “can I...,” my friend who helped me gather all of these super fun vintage pieces always answered, “Yes. You. Can.” I’d say, “can I really put this chair with this wallpaper? Can I put this borderline creepy painting over the toilet?” And her answer was always, “yes you can.” I’m not sure I would have had the guts to pull many of my design triggers without this simple advice. 

AR: Who are some of your favorite artists/makers?

SO: Adrian Pearsall is one of my favorite mid-century designers. I love mixing warm woods with cool stone like marble or travertine and then throwing in crazy fabric patterns. Pearsall has all of this. I have a floating sofa in walnut with travertine built-in end tables and the wildest orange and white print fabric. It just has everything.

AR: What’s your advice for mixing old with new?

SO: I think there’s definitely a special trick to doing this well. I was watching a TV show last night and the living room had an original mid-century Curtis Jere piece of metal art hanging too high above a crushed velvet, tufted, purple sofa and what looked to be Pottery Barn sconces on either side. It felt all wrong. I believe the trick is to commit to one general theme. Let the statement piece in the room define the flow. If it’s the sofa and it’s old, let the new throw pillows and lamps follow the lead of the lines and era even though they are made decades apart.

AR: What’s currently on your nightstand?

SO: One extremely fabulous vintage lamp with its original shade, and nothing else. Same for all the hotel rooms. No clocks, no notes, no chotchkes. I love sleeping quarters to feel open and free of clutter. Just simply beautiful.

AR: What’s your next dream business venture?

SO: I want to build the best luxury resort in the world from the ground up. I have the land with the view. I have endless inspiration and ideas for the design. Think concrete, moss, teak, white ceramic, shiny brass, and warm textiles from all over the globe. Imagine an infinity pool at the end of your bed that goes right over the edge of the mountain while you sip a mimosa at sunrise. Imagine a spa that feels like a jungle in a Georgia forest. I can almost taste it.  

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|Grey Likes Baby| Chalkboard Maternity Xx

A special thanks to Grey Likes Baby for sharing such a fun spirited maternity session. This couple is simple + sweet with their mid century eclectic flair.  I hope you enjoy the bliss and joy captured with this expanding family. It was an honor to shoot + style this day!! I send my love Xx.

1. Gold Bangles - Jcrew 2. My favorite Red Nail Polish - Essie 5th avenue 3. Peach Throw - WestElm 4. Changing Table - WestElm Buffet 5. Changing Pad - Land of Nod 6. Red Nugget Shoes - Zara 7. Illinois Print - Gilt 8. Lamp in Nursery - Ikea 9. My Secret Place to Buy Flowers - Whole Foods