Welcome to an insightful conversation with Milica Didić. As Design Manager at K4, Milica played a pivotal role in the transformation of a Jumeirah Islands villa, which was recently awarded Dubai's Top 50 Homes Best Residential Home award. Join us as we delve into the inspirations, challenges, and unique approaches that culminate in the creation of such a spectacular home.
To be honest, my life has been full of exciting experiences since I was 7. I come from Serbia, born in Priština, and raised in Niš. I graduated from the University of Niš with a Master's degree in Architecture, earning the title of ‘student of the generation’.
In 2016, I made a big decision and moved to the UAE to start my career. It was during my time in Dubai that I discovered my passion for interior design. I have been developing my creativity and leadership skills as a Design Manager, in the fast-growing company, K4.
First of all, thank you! It means a lot, to us, and me personally.
During our first visit to the property in Jumeirah Islands, we had three things in mind: inspiration, target, and action plan. We usually frame our inspiration by listening to the client's requirements, and expectations, and understanding their lifestyle. This time was no different. Our goal is always to exceed their needs and provide a proposal that goes beyond their expectations.
Fortunately, the client had complete confidence in us, allowing us to make decisions on most aspects. Before starting any design work, we like to envision the end user's lifestyle in the space. Knowing it was a family with two kids, we aimed to create a home that would leave them with memorable moments and fun experiences.
The aesthetic inspiration came from the context, respecting the property's exterior and environment, as well as the area's initial development. Our target was to create something that would stand out and be the most beautiful villa in the surrounding area. We saw a great opportunity to achieve that and we were confident that we would receive some recognition, even if we weren’t certain which award it would be.
The theme/style emerged as Venetian, blending timeless pieces with symbolic features like the chequered flooring, symbolizing balance and unity, and incorporating arches reminiscent of classical architecture of grand European palaces The double-height ceiling is decorated with a wide-spread chandelier combined with clear and green glass pendants, adding a touch of elegance to the grand space.
At the time of design, Dubai was alive again after a challenging period. The atmosphere was vibrant, with people eager to socialize and spend quality time with friends and family. This inspired us to create various socializing corners for gathering, sharing meals, knowledge, or simply appreciating each other's time.
To turn this vision into reality, I knew that having a good and like-minded team was crucial. And luckily we had it. I have to mention that working with my extremely talented colleague, Victoria Graf, was a blessing. She genuinely understood my vision, goals, and design intent. Together, we carefully checked every detail and corner, using models, technical drawings, samples and mock-ups, and spent countless hours on-site. Despite mixing Russian, Serbian, and English, we had a strong understanding when it came to design.
While we may take pride in our achievements, our team's 90% success rate in getting the design right from the first attempt is a testament to our dedication. Active listening to our clients and understanding their desires is at the core of our approach. Recognizing differences and shared experiences helps us create spaces that truly connect with clients, providing a personalized and exceptional experience. Our primary goal is to enhance their space and overall well-being, as well as increase the property’s value.
As a design and build company, challenges usually happen when it comes to merging the vision with the timeframe, budget, and site condition. For example, discovering that the selected marble is out of stock and that it would take more time to deliver than the handover of the project. The challenge is the necessary modification of the design, changing a vision that you are already in love with (not just you but the client as well). And there is no secret recipe for this. It’s usually always the same way, dedication and long hours.
I have sounded confident in my previous answers. But in all honesty, among the successes we aim to achieve with our team, there were waves of uncertainty and insecure moments, doubting whether we should go back to the demolition stage. Those feelings peaked on the night of the awards. Excitement and concern mingled as I wondered if the jury would truly understand our design intent and recognize the intricate details.
However, as the jury began discussing the designs, expressing their desire to find a stunning interior that truly felt like home, my confidence grew back. Congratulations to all homeowners and designers; At the awards event, I have seen many remarkable properties with incredible designs. Ours, I believe, hit a unique balance of luxury elements, monumental details, playful touches, and, above all, a highly functional space with a touch of luxury and a homely vibe. At the end of the day, all the properties were exceptionally well-designed and high-end builds. But, what sets ours apart is our distinctive approach to all the above aspects.
By giving careful consideration to the selection of materials and careful attention to detail, we also prioritize the overall composition of the design, and we firmly believe that this aspect is truly paramount. Before presenting any options to clients, we undertake an extensive internal review of hundreds of samples and mock-ups, ensuring that only the finest choices are brought forward.
Thoughtful space planning and a well-designed layout ensure that each element finds its rightful place, contributing to the overall cohesiveness of the design.
While some may make the mistake of incorporating different elements in their pursuit of luxury, we are devoted to our belief that design should always be contextual. At K4, we prioritize the use of timeless, natural materials such as stones, marbles, and travertine, as well as different wooden finishes. However, true luxury and opulence emerge not just from expensive materials or high-end brands, but rather from a harmonious union of well-considered design, contextual understanding, and the personal touch of the end user.
In essence, a luxury property that truly feels like home is born from a combination of high-end craftsmanship, thoughtful design, and a personalized approach that reflects the unique essence of the inhabitants.
The project was very significant in my career, and even though we finished it in less than 6 months, it felt like a long process. When I think of memorable moments, what truly stands out is the outstanding execution of the design that, happened in our office. I'm incredibly proud of my team's ideas and creativity, but the real dedication came from the people we don't often talk about in the design and construction industry. I'm talking about our Project Manager, Mohammed Moheet, and the site supervisors and builders who brought our ideas to life. K4 proudly counts 300 employees, in different areas of construction, and I have to say that through this process I understood the importance of each team member.
During our site visits, I was amazed to see how seamlessly our vision was implemented. Every stone, wooden element, and piece of furniture was carefully manufactured and placed, showcasing the expertise and dedication of our team.
We pride ourselves on not being limited to a specific signature style. We do, however, often find ourselves rooted in European modern aesthetics while embracing the freedom to incorporate classical details or touches of Art Deco, depending on the project's creative direction.
The style we choose is primarily influenced by our client’s requirements. Fortunately, Dubai's rich cultural diversity allows us to work with clients seeking Scandinavian, Japandi, European Modern, or Ethnic influences, each requiring a unique design approach.
We don't follow a ‘one-size-fits-all’ approach for projects, but we do infuse each one with our distinctive touch. For instance, space planning and functionality are always our top priorities, ensuring that every interior serves its purpose seamlessly. We like to build the story behind the concept.
One area where we put a special emphasis is the entrance. We believe in creating a statement entrance, setting the tone for the entire interior. Whether it's through decorative arches, large mirrors, or mosaic pavements (which happens to be a personal favourite), we aim to craft an entrance that symbolizes the transition from the outside world to a safe and private space. Crossing a door threshold has a psychological impact besides technical aspects.
Our approach at K4 is a dynamic one, shaped by our client's visions and enriched by the diversity of Dubai's cultural landscape. We focus on functionality, personalized design, and creating meaningful spaces that leave a lasting impression.
Again, I have to say it's space planning & ergonomics. This might be because of my architectural background, but we believe this is the key and the starting point for any successful design. And before investing in any artwork or expensive marble, make sure that your space is organized well. Consider things like clean walk lines, more than minimal space for passage, good ceiling heights, the correct position of the bed, and sufficient daylight. There are certain rules in architecture and design and I genuinely believe that they should be followed. Once you set that all correctly, I would suggest a couple of additional things, and in this order: good lighting, timeless materials (marbles, travertines), incorporated in focal point or statement pieces, custom-built units/craftsmanship, and big interesting mirrors.
We like to ask our clients, what makes them happy. And then build space around it. So, one final tip: whatever makes you happy, it is a luxury not to waste.
Absolutely! There is one project that holds a special place in my heart – a loft apartment in JBR. It was one of the first projects I worked on at K4, and it remains memorable for many reasons. The apartment's unique blend of styles, patterns, and textures, along with creative features like a built-in jacuzzi in the converted maid's room, behind a hidden door and under the staircase.
During the design process, we incorporated various symbolic details, such as an imitation of shoji screens and backlighted ‘koi fish medallions’ as decorations, believed to bring good luck, hung on a textured wall. And that is how it was! This property brings luck. I remember working on that project with a smaller team than we have now, and it was extremely fulfilling to see everything I had envisioned come to life.
I hope that all things ‘minimal’ will phase out along with compact luxury! I would give maximalism a chance so we can all have more fun! Picture bold prints and colours, alongside statement furniture and a well-combined eclectic décor. I love seeing how people incorporate elements from their home countries into their new Dubai homes. Maximalism empowers homeowners to showcase their cherished memories, interests, and personalities, and create spaces that truly feel like home.
In the Jumeirah Islands villa, we welcomed a bit of its spirit with patterned marble, mosaic flooring, a mixture of textures, and scaled-up furniture pieces. It's a testament to our belief in setting trends and pushing the boundaries of luxury interior design rather than following them. So for the new season: more is more! Through a new filter! Here at K4, we believe that our passion for innovation and exploration will keep us at the forefront of luxury interior design in Dubai.
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