JOI-Design

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.

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

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

• Hospitality interior design
• Hotel interior architecture
• Cruise ship interior design
• Workspace design services
• Brand spatial design

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core 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

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AHGZ (Allgemeine Hotel- und Gastronomie-Zeitung)coreGTM or Marketing Partner · 1 January 2019JOI-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.
• InternorgacoreGTM or Marketing Partner · 1 January 2019Internorga, 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 SeeheimminorStrategic or Co-development Partner · 1 January 2019JOI-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.
• HANSAcoreStrategic or Co-development Partner · 1 January 2017JOI-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.
• HäfeleminorStrategic or Co-development Partner · 1 January 2017JOI-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.
• NordholmminorStrategic or Co-development Partner · 1 January 2017JOI-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.)minorStrategic or Co-development Partner · 1 January 2017JOI-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.
• RosenthalminorStrategic or Co-development Partner · 1 January 2017JOI-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)minorStrategic or Co-development Partner · 1 January 2016JOI-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

Regional 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

• LinkedInlinkedin.com/company/joi-design
• Instagraminstagram.com/joi_design
• Pinterestpinterest.com/JOIDESIGN

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JOI-Design