Smith/Firestone Associates (SFA Design)

What Smith/Firestone Associates (SFA Design) does

Smith/Firestone Associates, operating as SFA Design, is a privately held boutique interior design firm founded in 1996 by Sue Firestone after roughly two decades leading Design 1. The firm delivers bespoke luxury interior design across two primary verticals: five- and six-star hospitality (hotel renovations, resort and spa new builds, and branded F&B spaces) and ultra-high-net-worth residential (private estates, penthouses, and celebrity homes). Marquee commissions include Viceroy L'Ermitage Beverly Hills, Miraval Arizona Resort & Spa, Arizona Biltmore, ESPA at The Ritz-Carlton Abu Dhabi, the Windhoek Plaza Hotel in Namibia, and a 40,000 sq ft Bel Air estate recognized as Robb Report's 2011 Ultimate Home.

SFA operates from three US offices (Los Angeles/West Hollywood as headquarters, Santa Barbara, and New York City) and executes projects internationally in the UAE and Namibia, with a delivery model that pairs principal-level attention by Sue Firestone, Kara Smith (President), and Rosie Feinberg with the execution capacity of a larger firm. Its commercial product surface is organized around three core offerings: hospitality interior design services, residential interior design services, and a boutique design studio service model. The firm also generates ancillary revenue through product licensing: Sue Firestone designs fabric collections for Kravet and furniture for A.Rudin, embedding SFA into the broader luxury design supply chain. Brand is built almost entirely on earned media (Elle Decor, Architectural Digest, Luxe, E! News, NYLON, Hospitality Design), principal-level referrals, and an 'appointment only' portfolio access model.

The business model is professional-services/project-based with undisclosed custom pricing; there is no public API, no software platform, no AI/ML capability disclosed, no institutional funding, and no M&A activity on record. Customer mix is concentrated among a small set of luxury hotel ownership groups (KSL Resorts, Starwood Luxury Collection, Waldorf-Astoria Collection, Miraval) and high-profile residential clients, which positions the firm for revenue quality but exposes it to anchor-client churn risk.

Name

Smith/Firestone Associates (SFA Design)

Legal name

Smith-Firestone Associates

Website

https://sfadesign.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Boutique luxury interior design firm founded in 1996 with offices in Los Angeles, Santa Barbara, and New York, delivering bespoke hospitality and ultra-high-net-worth residential design worldwide, led by principals Sue Firestone, Kara Smith, and Rosie Feinberg.

Ownership category

akta.pro rank

Product category

Luxury Interior Design Services

NAICS

Interior Design Services (54141), Interior Design Services (541410), Industrial Design Services (54142)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industries

Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI), Industrial/Product & Furniture Design (BPAHAKAM)

Keywords

• Luxury interior design
• Hospitality design services
• Residential interior design
• Hotel renovation design
• Spa and resort design

Headquarters

HQ city

Santa Barbara

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Interior Design Services: Project-based professional services for luxury residential and hospitality interior design. Fees generated through comprehensive design engagements from conception through completion, serving elite clientele including top hotel brands and high-profile A-list clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Smith/Firestone Associates (SFA Design) is a boutique luxury interior design firm offering comprehensive hospitality and residential interior design services. Core offerings include design and project management for hotel, resort, spa, and commercial hospitality renovations and new builds, as well as bespoke design for private residences, estates, and penthouses. Services span project conception through completion under principal-level oversight, with work delivered for elite clientele including premier five- and six-star hotel brands and A-list residential clients.

Product overview

SFA Design is a luxury interior design firm offering comprehensive hospitality and residential design services. The company operates as a single integrated design studio rather than a platform-with-modules architecture. Its core offerings include hospitality interior design services (for hotels, resorts, spas, and commercial properties) and residential interior design services (for private residences, estates, and penthouses). The firm positions itself as a boutique design studio that combines personalized attention with large-firm expertise, led by principals Sue Firestone and Kara Smith.

Differentiator

Problem solved

Functional benefit

Products and services

• Hospitality Interior Design Services Luxury interior design services for hotels, resorts, spas, and commercial hospitality properties worldwide, including renovations, new builds, and restoration projects. Deliverables span guest rooms, suites, F&B outlets, meeting space, public areas, and spa facilities for premier five- and six-star hotel brands.
• Residential Interior Design Services High-end residential interior design for private residences, estates, penthouses, and luxury homes, including complete renovations and new construction projects. Tailored to each client's personal style, lifestyle, and aesthetic preferences, with engagements for entertainment celebrities, sports figures, and Fortune 500 executives.
• Boutique Design Studio Engagement Model Principal-level engagement model that combines the hands-on approach of a boutique studio with the knowledge and reputation of a large firm, providing personalized service from project conception to completion under direct principal oversight.

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• KravetminorOthersSue Firestone creates designs for Kravet, including 70s-inspired, bohemian fabrics that embody true Californian style.
• A.RudinminorOthersSue Firestone creates natural furniture designs for A.Rudin, creating pieces that embody true Californian style.
• Richard Landry (Architect)minorStrategic or Co-development PartnerCollaborated with architect Richard Landry on a 28-bedroom, 40,000 sq ft Bel Air estate project that was Robb Report's 2011 Ultimate Home.
• Eric ButerbaughminorStrategic or Co-development PartnerDesigned commercial space for celebrity florist Eric Buterbaugh's flagship EB Florals retail store in West Hollywood.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sfadesign
• LinkedInlinkedin.com/company/sfa-design

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Smith/Firestone Associates (SFA Design)