Creating a space with its own philosophy requires more than simply understanding trends. It takes a sensitivity to aesthetics and a genuine alignment of values. Julia Danilova, Co-Founder of DOMIO, which has spent 16 years growing its presence in Kyiv and now operates showrooms in Warsaw, and YDF London, as well as the co-founder of DP Media publishing house in Ukraine (Elle, Elle Decoration, Cosmopolitan, Harper’s Bazaar) and Domio Publishing Poland (AD), a curator of leading international brands, shares her perspective on scaling a distinctive design vision, building relationships with iconic fashion and interior design houses, and creating holistic property development projects.
Scaling a Design Vision
Today, you are developing DOMIO in Kyiv and Warsaw, as well as YDF in London. When did you realise that you were scaling not just a business, but your own vision of design? And how did this realisation change your role?
Our industry is vast, and competition is intense. Yet we continue to develop our own approach and philosophy. We have a distinct business philosophy that we believe in and consider valuable. We understand our identity and continue to develop it for clients who share our sensibility and see interiors in a similar way. We do not chase others, copy or imitate anyone. In a highly competitive world, we have our own identity. We may not be for everyone, but we are right for those who share our philosophy and approach to interiors. When we meet such people, there are no boundaries. We connect through shared values, attention to detail, style and an understanding of space.
You communicate directly with the founders and creative directors of some of the world’s leading brands. What can you understand about a brand through a personal conversation that you could never discover from a catalogue or an exhibition stand?
One of the most fascinating aspects of my work is the opportunity to speak directly with business and brand owners, the people who create collections and drive their businesses forward. When you speak to the person at the helm, a true visionary, you begin to understand what to expect from that business over the next five to ten years.
We have been fortunate to partner with some of the world’s most exceptional brands, including Hermès, Loro Piana, Poliform and others. Speaking with them directly, you begin to understand the difference between brands that remain mediocre and those that achieve extraordinary success and become global leaders.
It comes down to an unwavering commitment to their philosophy and principles, and a clearly defined identity and authenticity of their own.
I particularly enjoy working with family businesses such as Poliform and Hermès, as well as established empires like Loro Piana. When you speak to the people behind these businesses, you realise how passionate and almost fanatical they are about what they do. They do not simply follow the crowd or conform to accepted rules. They create their own. They lead their own revolutions and follow their own paths. And I believe this is at the heart of their success.
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Alberto Spinelli is a true example for me. I always say this, both to him personally and to his family. The way Alberto’s wisdom comes together with the energy of his children is something I deeply admire. I believe that this interaction between generations is, to a great extent, the secret behind their success. I always joke that when I reach his age, I hope to have the same energy and vitality. I think the secret is to keep doing what you love and sharing your experience with the people around you.
What do you see as the next stage of your development, not only for YDF and DOMIO, but also for yourself personally? What are you still curious to discover, master or change about the way you work?
The most exciting part of our work is the projects themselves: projects we develop holistically, from beginning to end. I love immersing myself in exciting projects with people and clients who share our lifestyle sensibilities and values. These projects are always inspiring. They are a genuine pleasure to work on.
It is a win-win situation in which you give everything you have. The process may be challenging, but the result truly reflects the effort invested.
I dream of working on ambitious, global-scale projects. Perhaps even developing a property project of my own. And perhaps embarking on another passion project, something truly inspiring that takes your breath away and gives you the opportunity to keep evolving and improving.
Personal Space and the Details That Matter
Is there an object that travels with you or finds its way into every space you call home? Something without which a place would not feel truly yours?
I keep a diary in which I record meaningful moments, and it always travels with me. For years, I have made a habit of writing down particularly significant experiences. I often find myself recording moments when something does not go as planned. I document them, analyse them, remember them and return to them later. Even when I travel, I always take my diary with me so that I do not lose a thought or forget an important detail. When it comes to interiors, I always have candles at home. They set the mood, and for me, lighting a candle is almost a meditative ritual. And, of course, sportswear and running shoes are always with me.
