Berlin-based architect and designer Fabian Freytag has been titled one of the most brilliant minds in style, design and architecture since 2021. As the founder of Fabian Freytag Studio, author of ‘Gently Radical Interior Design’ and 2023 winner of ‘Best of Interior Award,’ his energy to create is boundless. In pursuit of chasing moods, his approach to design is led by the desire to be surprised and transformed into a parallel universe. Lucky for us, as ‘Designer of the Year at Ambiente 2025,’ he will be guiding visitors through an immersive installation at ‘The Lounge – Shades of Space’ typically reserved for expression and exploration during the four-day Messe Frankfurt trade fair in Galleria 1. 

The world’s leading international trade fair for consumer goods will return this year in February Ambiente 2025 with an expanded portfolio for furnishing and fitting commercial properties in hospitality and workspaces too. This new direction emphasizes its competence as a focal point for the international design scene and builds on the growing trends in hospitality and commercial interior design. Ahead of the unveiling, Design Pataki got a peek into what goes on behind the curtains.

Things people should know about your work?
Curious. Undogmatic. Rule-free. Provocative. Challenging.

Words to describe your ‘Ambiente’ installation?
Hedonistic. Dreamy. Opulent.

What is your favourite museum or design store in the world?
Jameos del Agua by César Manrique – where nature and design collide.

 

Design Pataki: Tell us about your journey as a designer, and architect so far. 

Fabian Freytag: I come from a family of architects so it went without saying that I would study architecture. Back when I was at the University of Arts in Berlin, the program wasn’t broken up into a master’s and bachelor’s like it is now. It was essentially a diploma and at that time a lot of coursework went towards gaining my diploma. So I started working right from day one which is how I’ve managed to accumulate over 20 years of experience as an interior designer. 

The 2008-2009 financial crisis was a turning point for interior design in Berlin as it created a shift in the perception of interior designers. At that time, many foreign investors turned to buying homes in Berlin for which they hired designers. Before I started Fabian Freytag Studios in 2012, I worked primarily with a friend who now lives in London. Our current office of eight in Berlin focuses largely on residential designs and the occasional commercial projects. 

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Design Pataki: How would you describe your style of design? 

Fabian Freytag: It’s all about the emotions for me. You meet the client, see their project and examine how you feel. I always believe design influences come from a melting pot of exhibitions we see, changing society around us, all the travelling we do or the art we look at. I try to fight off having a style. The word radical to me means contrast. I don’t like to stick to one style because I like to create connections between everything. 

“People are bored of classics and, and vintage design ideas— while those are timeless, they cannot be the basis of a collective project. It’s about the unseen and discovering.”

Design Pataki: Walk us through your process. 

Fabian Freytag: We start a hero mood to describe a feeling that the client wants the space to embody. It has to be the interior mood that will lead the project. It can be a famous painting, a picture taken from travels or just a painting someone made. This helps define the design direction and gives character to the project. 

I enjoy designing homes because they remind me of production design where you develop a story, think about the various characters who inhabit that space and what their life would be like and then make choices to further that story. This is my process.

If your style was a movie which one would it be?
Le Mépris by Jean-Luc Godard – provocative, intellectual, with a touch of rebellion.

A trend you wish would just disappear for good?
Falsely interpreted minimalism and LED strips.

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Design Pataki: Tell us a little bit about what to expect from ‘Shades of Space.’ 

Fabian Freytag: I like to enter spaces and have clear boundaries between in and out. I love amusement parks – a few weeks ago I was in Disneyland – because they have this amazing ability to transport visitors into an alternative reality. This is the feeling I wanted to capture with the piece. So we started by building a room. What is the easiest way to make a room? Use a curtain to create an interior and exterior space. Initially, we wanted to use shades which is how the title came to be but at some point, we realised it would get too expensive to use shades for the entire project so we quickly shifted gears and moved to using curtains. 

Unlike home projects, a lot of the materials for this would not be used by the space in the long term so it made sense to use objects and pieces that can be repurposed or rented. I enjoyed this part of the design process, working within constraints and constantly adapting. Once we made this shift everything was smooth sailing from there and that was the hero mood for this space – a meeting place for everyone. The final layout now has three sections: Shades Bar,  Shades Info and Shades Suite. 

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Design Pataki: Can you take me through some of the sourcing for the pieces used in ‘Shades of Spaces’? 

Fabian Freytag: Each section or room has a different setting. The idea was to have vintage and sustainable pieces; sustainable is an overused word because I think all designs need to be inherently sustainable. Considering this would be a fleeting installation, we tried to make sure that everything in this could be reused later. So for example all the furniture has been sourced from Kstar Prophouse which is where many films source their sets and furniture. The curtains were made custom for the project so they will later be used for other projects and many of the pieces have been sourced from Berlin and will be returned after the show.

Design Pataki: What are you most looking forward to at Ambiente 2025?

Fabian Freytag: Fairs are the most important thing for our industry. They are a good way to get a feel for what manufacturers are thinking about. Design is like spoken word, it’s a feeling, it’s to touch surfaces and it’s a lot of communication. Using space to experience design is a vital aspect of this profession. Being at fairs for me is like entering a parallel universe, for four days I get to immerse myself in talks, exhibitions, and experiences and that’s what I am looking forward to. 

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Design Pataki: How does it feel to be guiding viewers? 

Fabian Freytag: The past two years in Milano are so important because now I have to think of my own story and develop a narrative.

“I’m not a brand or manufacturer, We don’t sell products, we sell a concept and feeling. At Ambiente, I will be on the other side and will have to let the people step into my feelings.”

 

Which designer would be a dream collaborator?
I admire the creativity of Simon Porte Jacquemus.

Is there a structure or space you wish you could design differently?
Transport holds immense potential. Travel must be sexy again: stations and trains.

 

As the countdown to next month’s highly anticipated fair in Frankfurt begins, the spotlight is on its bold theme for the year: optimism and connection. Divided into three distinct realms—Creative World, Christmas World, and Ambiente—Messe Frankfurt promises to spark inspiration across industries with a lineup of emerging trends centered around depth, authenticity, and effortless ease. With a blend of longing for meaningful connections and an embrace of lightness, this year’s fair will offer a captivating exploration of how creativity can unite us in both profound and playful ways.

In our conversation Freytag also points out how during covid when we went digital the entire experience of loosing touch, feel and communication really isolated people. So being able to attend a fair in person is vital to the field of interior design. He describles design as a living, breathing and tactile experience that needs to be explored and absorbed. It’s where great design ideas come to life and collaborations spark new possibilities.

The Lounge – Shades of Space will be on view for all four-day Messe Frankfurt trade fair in Galleria 1. He is also working on a book on the Canary Island, Lanzarote titled ‘Building Paradise’ that will be released later this year.