JOI-Design
JOI-Design is a Hamburg-based interior architecture studio providing end-to-end design services for hotels, cruise ships, corporate workspaces, restaurants, extended-stay residences, and senior living facilities across Europe and internationally.
- Company typePrivate
- Founded1994
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What JOI-Design does
JOI-Design is a Hamburg-based interior architecture studio specializing in hospitality-focused design services across Europe and internationally. The firm operates across six verticals — hotels and hospitality venues, workspace and corporate offices, cruise ships, food and beverage, extended-stay residences, and senior living — delivering end-to-end services from consulting and concept development through execution planning, tendering, and construction management. Its work is anchored in a design methodology centered on empathy, culture, zeitgeist, and community, and is supported by an in-house multidisciplinary team of interior architects, architects, engineers, graphic designers, artists, and product designers, supplemented by a partner office in India for execution capacity.
The studio generates revenue primarily through project-based professional services engagements with enterprise clients, with pricing tailored individually to project scope and complexity under multi-year contract structures. Distribution is direct-to-enterprise via consultative sales, supplemented by a recurring thought-leadership platform — the Speakeasy Salon series, co-hosted with industry media partner AHGZ and trade show Internorga — that functions as both brand marketing and pipeline development. Beyond core services, JOI-Design operates a product design arm with co-developed physical products for premium manufacturers (HANSA, Häfele, MLE, Nordholm, Rosenthal, ip design), extending brand presence into manufacturer catalogs. The firm is structured as a German partnership (Partnerschaftsgesellschaft mbB) under partners Barbara Wiethoff, Sabrina Voecks, and Thomas Scholz, who assumed leadership in 2024 from founders Corinna Kretschmar-Joehnk and Peter Joehnk.
JOI-Design firmographics
Firmographics- Name
- JOI-Design
- Legal name
- JOI-Design Innenarchitekten Architekt Design joehnk + partner mbB
- Website
- https://joi-design.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- JOI-Design is a Hamburg-based interior architecture studio providing end-to-end design services for hotels, cruise ships, corporate workspaces, restaurants, extended-stay residences, and senior living facilities across Europe and internationally.
- Ownership category
- akta.pro rank
JOI-Design industry classification
Industry- Product category
- Hospitality Interior Design
- NAICS
- Interior Design Services (54141), Interior Design Services (541410), Architectural Services (541310), Architectural Services (54131), Industrial Design Services (54142)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
- akta.pro secondary industries
- Space Planning & Workplace Design (BPAHAKAI), Industrial/Product & Furniture Design (BPAHAKAM), Space Planning & Test Fits (BPABAFAB), Architectural Design Services (BPAHAKAA)
Keywords
Where JOI-Design is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
JOI-Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Interior Architecture & Design Services: JOI-Design generates revenue by providing comprehensive interior architecture and design services for hospitality, workspace, cruise ship, F&B, extended-stay, and senior-living projects. Revenue is project-based and scoped per engagement, with services spanning consulting, concept development, execution planning, tendering, and construction management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
JOI-Design product offering
Product offeringCore offering
JOI-Design is an interior architecture studio based in Hamburg providing comprehensive interior design, brand design, and product design services for the hospitality sector (hotels, restaurants, bars, cruise ships, extended-stay, and senior living) as well as workspace environments. Services span the full project lifecycle from consulting and concept development through execution planning, tendering, and construction management. The studio also collaborates with manufacturers on co-developed furniture, lighting, and hardware products for premium hospitality and residential applications.
Product overview
JOI-Design is a Hamburg-based interior architecture studio offering three core service lines: Interior Design Services covering hotels, restaurants, bars, cruise ships, extended stay, senior living, and workspace; Brand Design Services for spatial brand identity development; and Product Design Services for custom furniture, fixtures, and hardware. The firm has developed several product collections through manufacturer collaborations including the FLOW furniture collection with ip design, HANSA CLIFF bathroom faucets, ELLIOT furniture handles with Häfele, SHELF and LEATH lighting with MLE, Y Tube heating radiators with Nordholm, HELIX mirrors with MLE, and the Berker Cup with Rosenthal.
Differentiator
Problem solved
Functional benefit
Products and services
- Interior Design Services
Quantifiable outcome
- 500+ hotel projects completed internationally
- +2 more outcomes
Companies that use JOI-Design
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles2 records
JOI-Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
JOI-Design partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AHGZ (Allgemeine Hotel- und Gastronomie-Zeitung)coreJOI-Design co-hosts the Speakeasy Salon series with AHGZ (editor-in-chief Rolf Westermann serves as moderator), a regular thought-leadership platform for hospitality industry debates. This partnership positions JOI-Design as a leading voice in the European hospitality design community.
- InternorgacoreInternorga, a major European trade show for food service and hospitality, powers the Speakeasy Salon series. This partnership amplifies JOI-Design's reach to the broader hospitality and food service industry across Europe.
- Lufthansa SeeheimminorJOI-Design designed the coffee point areas in Lufthansa Seeheim's conference hotel renovation, creating themed zones (Wood, Leaf, Stone, Water) inspired by the surrounding nature of the Hessian Bergstraße region.
- HANSAcoreJOI-Design collaborated with HANSA to develop the HANSA CLIFF luxury bathroom faucet collection, combining JOI-Design's hospitality design expertise with HANSA's faucet manufacturing capabilities. The product is targeted at luxury residential bathrooms, spa environments, and high-end hospitality projects.
- HäfeleminorJOI-Design designed the ELLIOT furniture handle for Häfele, a premium furniture hardware manufacturer. ELLIOT features diverse inlays of exquisite materials, adaptable high-quality finishes, and multiple size options including handles for pull-out fronts.
- NordholmminorJOI-Design designed the Y Tube heated towel radiator for Nordholm, a heating system manufacturer. The Y-shaped designer radiator serves dual purposes as a functional heating element and a heated towel rack, available in multiple premium finishes.
- MLE (M.L.E.)minorJOI-Design collaborated with MLE on multiple lighting products including the SHELF LED wall lamp, LEATH LED reading lamp, and HELIX crystal mirror with integrated LED lighting — all designed for premium hospitality and residential interiors.
- RosenthalminorJOI-Design designed the surface finish for the Berker Cup — a porcelain cup created by designer Konstantin Grcic and produced by the traditional manufacturer Rosenthal. JOI-Design contributed a tactile surface design as the distinctive element.
- ip design (Bielefelder Werkstätten)minorJOI-Design co-developed the Flow furniture collection with ip design / Bielefelder Werkstätten, including high-back chairs, armchairs, sofas, and ottomans defined by clean 1960s-inspired forms. The collection was expanded in 2018 to include a Flow bench and Flow lounge sofa.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
JOI-Design competitors and assessment
Company assessmentRegional players
- Kitzig Interior Design: German interior design firm (Dortmund) specializing in hospitality, restaurant, and retail projects across the DACH region — the closest German direct competitor to JOI-Design's mid-scale hospitality and F&B practice.
- TCHOBAN IGNATOV Architects: German architectural practice with hospitality, workspace, and cultural projects across Germany and Europe — adjacent peer sharing the Hamburg/Berlin hospitality and workspace market with JOI-Design but operating at a broader architectural scope.
Direct peers
- Pierre-Yves Rochon: Paris-based interior designer specializing in luxury hotels, palaces, and restaurants (Four Seasons, Ritz, Mandarin Oriental) — directly comparable to JOI-Design's premium hospitality practice with overlapping European luxury clientele.
- Yabu Pushelberg: Toronto-based interior design studio with a globally recognized luxury hospitality portfolio (Four Seasons, Edition, Park Hyatt) — directly comparable in target clientele, design prestige, and cruise/lifestyle adjacencies.
- Rockwell Group: New York-based multidisciplinary design firm known for hospitality interiors (restaurants, hotels) and immersive environments — directly comparable to JOI-Design's hospitality/F&B and workspace crossover, and similarly strong on award-winning, brand-driven storytelling.
- Studio Sofield: New York-based interior design studio by Thomas Wergan, with a luxury hospitality portfolio (Aman, Four Seasons, Bergdorf Goodman) — directly comparable on boutique luxury hotel mandates and brand-driven spatial storytelling.
- Hirsch Bedner Associates (HBA): One of the world's largest hospitality-focused interior design firms, with deep experience in luxury and upper-upscale hotel projects globally — the most direct competitor to JOI-Design's hotel and resort practice and the benchmark for scale in the category.
- Wilson Associates: Global hospitality interior design firm with a luxury hotel portfolio spanning Asia, the Middle East, and Europe — directly comparable on hotel projects, brand storytelling, and high-end finishes.
Broad incumbents
- Gensler: The world's largest architecture and design firm with a sizable hospitality practice and major cruise ship interiors work — competes on large integrated mandates that JOI-Design cannot fully self-deliver, but operates at a different scale and breadth.
- Wimberly Interiors: Global hospitality interior design practice (part of WATG) with extensive luxury and resort hotel experience across Asia-Pacific and the Middle East — comparable on hospitality interiors with a broader geographic and segment footprint than JOI-Design.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
JOI-Design social profiles
Digital presenceJOI-Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
JOI-Design leadership team
Management profileNumber of profiles
Profiles5 records
JOI-Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JOI-Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JOI-Design
What does JOI-Design do?
JOI-Design is an interior architecture studio based in Hamburg providing comprehensive interior design, brand design, and product design services for the hospitality sector (hotels, restaurants, bars, cruise ships, extended-stay, and senior living) as well as workspace environments. Services span the full project lifecycle from consulting and concept development through execution planning, tendering, and construction management. The studio also collaborates with manufacturers on co-developed furniture, lighting, and hardware products for premium hospitality and residential applications.
Is JOI-Design a public or private company?
JOI-Design is a private company. It is classified as management employee owned and is currently operating.
When was JOI-Design founded?
JOI-Design was founded in 1994. It employs 11 to 50 people.
Where is JOI-Design based?
JOI-Design is headquartered in Hamburg, Germany, in the Europe region.
How does JOI-Design make money?
One revenue line is on record: interior Architecture & Design Services.
Who are JOI-Design's main competitors?
Regional players on record are Kitzig Interior Design and TCHOBAN IGNATOV Architects. Direct peers are Pierre-Yves Rochon, Yabu Pushelberg, Rockwell Group, Studio Sofield, Hirsch Bedner Associates (HBA) and Wilson Associates. Broad incumbents are Gensler and Wimberly Interiors.
Does JOI-Design have an API?
No public API is recorded for JOI-Design.
What industry is JOI-Design in?
JOI-Design's product category is Hospitality Interior Design. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services, with a secondary code of BPAHAKAI, Space Planning & Workplace Design. Its NAICS code is 54141.