Studio 11:11
Studio 11:11 is a privately held interior architecture and design studio co-founded in 2017, operating across Australia, New Zealand, and The Netherlands, serving high-end residential and commercial clients with project-based design services and a curated vintage European lighting collectibles retail vertical.
- Company typePrivate
- Founded2017
- HeadquartersFitzroy North, VIC, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Studio 11:11 does
Studio 11:11 is a privately held interior architecture and design studio operating across Australia, New Zealand, and The Netherlands, with offices in Melbourne, Auckland, and Amsterdam. Founded in 2017 and co-led by Annabel Smart (Auckland) and Marijne Vogel (Amsterdam), the firm delivers residential, hospitality, commercial, workplace, and wellness interior design projects anchored to a stated philosophy of functionality, simplicity, and craftsmanship using natural materials and considered lighting. Service offerings include architectural design, construction administration, custom furniture and lighting design, and interior styling and procurement, executed through direct client engagement and supported by an ecosystem of construction, cabinetry, joinery, and metalwork implementation partners.
The studio's commercial model is project-based professional services with bespoke fees negotiated per engagement, supplemented by a Collectibles retail vertical that sources, imports, and sells vintage 20th-century European lighting designs through a physical Amsterdam showroom and an online storefront with international shipping. Collectibles items are individually unit-priced (€270 to €1,200+), while design services are quote-based and span multi-month to multi-year engagements. Go-to-market is sales-led and relationship-driven, with brand awareness generated through design publication features (Vogue Living, Elle Decoration UK, EST Living, Habitus Living), social channels (Instagram, Pinterest, LinkedIn), a quarterly email newsletter, and a track record of regional industry awards including Best Awards Gold and Silver Pins, Interior Awards NZ, Australian Interior Design Awards shortlistings, and Dezeen Awards longlisting. The firm is founder-owned with no disclosed external investment and operates with a small leadership team including Associate Director Nathan Varga and Studio Manager Alice Gascoyne.
Studio 11:11 firmographics
Firmographics- Name
- Studio 11:11
- Legal name
- Studio 11:11
- Website
- https://studio-11-11.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Studio 11:11 is a privately held interior architecture and design studio co-founded in 2017, operating across Australia, New Zealand, and The Netherlands, serving high-end residential and commercial clients with project-based design services and a curated vintage European lighting collectibles retail vertical.
- Ownership category
- akta.pro rank
Studio 11:11 industry classification
Industry- Product category
- Interior Design Services
- NAICS
- Interior Design Services (54141), Interior Design Services (541410)
- akta.pro primary industry
- Interior Design Services (BPAHAKAB)
- akta.pro secondary industry
- Residential Design-Build & Renovation-Integrated Builders (IMAFABAE)
Keywords
Where Studio 11:11 is headquartered
LocationHeadquarters
- HQ city
- Fitzroy North, VIC
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Studio 11:11 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Interior Design Services: Full-service interior architecture and design including residential, hospitality, commercial, and wellness projects across Australia, New Zealand, and The Netherlands.
- Collectibles (Vintage Lighting Sales): Sourcing, importing, and selling collectible 20th century European lighting designs including vintage pieces from designers such as Gino Sarfatti, Artemide, Stilnovo, Raak, and others. Products sold through Amsterdam showroom and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based design fees |
| Unit Pricing | Pay-as-you-go | Individual collectible lighting pieces |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Studio 11:11 product offering
Product offeringCore offering
Studio 11:11 is an interior architecture and design studio delivering full-service design across residential, hospitality, commercial, and wellness projects in Australia, New Zealand, and The Netherlands. Services include architectural design, construction documentation, custom furniture and lighting design, and interior styling with a philosophy grounded in functionality, simplicity, and craftsmanship. The studio also operates a Collectibles division that sources and sells curated vintage 20th-century European lighting pieces through its Amsterdam showroom and online store.
Product overview
Studio 11:11 is an award-winning interior design studio operating across Australia, New Zealand, and The Netherlands. The company offers a unified portfolio of services centered on interior architecture and design, including architectural design, construction administration, and custom furniture and lighting design. Complementing its service-based offerings, the studio operates a Collectibles division that sources and imports vintage 20th century European lighting designs, including wall sconces, table lamps, and pendant/ceiling fixtures. The Collectibles showroom functions as both a standalone retail offering and an extension of the design services, providing curated lighting pieces for projects.
Differentiator
Problem solved
Functional benefit
Brands
- Collectibles: A curated collection of 20th Century European lighting designs including vintage lamps, sconces, and pendant lights.
Products and services
- Interior Architecture & Design Services Full-service interior architecture and design including architectural design, design documentation & specification, and construction administration for residential, hospitality, commercial, and wellness projects across Australia, New Zealand, and The Netherlands.
- Custom Furniture, Joinery & Lighting Design Bespoke design and procurement of custom furniture, joinery, and lighting tailored to specific project requirements, coordinated with local artisans and makers.
- Interior Styling & Furniture Procurement Interior styling services and furniture procurement to complete spatial designs for residential and commercial clients.
- Collectible Light Fittings (Studio 11:11 Collectibles) Curated retail offering of vintage 20th-century European lighting designs (wall sconces, table lamps, pendant/ceiling fixtures) by designers including Gino Sarfatti, Artemide, Stilnovo, Raak, JT Kalmar, and others. Sold individually through the Amsterdam Collectibles Showroom and online storefront.
Quantifiable outcome
- 2024 Best Awards - Residential Gold Pin for Heyington Residence
- +2 more outcomes
Companies that use Studio 11:11
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
Studio 11:11 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Studio 11:11 partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- King & CominorCabinetry and furniture manufacturer for Grey Roasting Co project in Hamilton, NZ. Produced custom furniture pieces as part of the interior design implementation.
- Mackay ConstructionminorConstruction contractor for Grey Roasting Co roastery and tasting room project in Hamilton, NZ.
- Agushi GroupcoreArchitecture and construction partner for multiple projects including Nareeb House and Masseria House. Ongoing collaborative relationship across Australian residential projects.
- Simone HaagminorFurniture and object curation collaborator for Nareeb House project, providing design coordination for interior furnishings.
- Jack MerlocoreLandscape architecture and interior architecture collaborator for Heyington Residence, working in conjunction with Studio 11:11 on the Melbourne renovation project.
- Kitchens NowminorCabinetry supplier for Heyington Residence project.
- Sunset KitchenminorCabinetry supplier for Heyington Residence project.
- Made by StuminorCabinetry maker for Heyington Residence project.
- Saint LeocoreMetal craftsman collaborator for Ārepa HQ project, creating custom cabinetry and sculptural elements including a steel and basalt rock coat rack.
- EMACminorBuilder for Sensory Lab Sydney project.
- Carpentry By StuminorCabinet maker for Sensory Lab Sydney project.
- Made StudiominorCustom furniture producer for Sensory Lab Sydney project.
- Webster ArchitecturecoreArchitecture partner for Kilrush House project alongside Agushi & Webster Architecture partnership.
- Early Bird ConstructionminorBuilder for Basecamp Power Yoga wellness studio project in Auckland.
- CASA ConstructionminorConstruction contractor for PH Digital office transformation project in Auckland.
- PH DigitalcoreClient for PH Digital office interior architecture project - transformed their warehouse into dynamic office space.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Studio 11:11 competitors and assessment
Company assessmentDirect peers
- Studio Tate: Melbourne-based interior design practice with overlapping scope across hospitality, workplace, and residential interiors and a similar emphasis on materiality and craftsmanship.
- Mim Design: Melbourne interior design studio operating across residential, multi-residential, hospitality and retail with a comparable boutique scale, multi-discipline model, and award-winning profile.
- Fiona Lynch Office: Melbourne interior design studio working across residential, hospitality, and retail with a similar boutique structure, considered material palette, and profile in Australian design media.
- Robson Rak: Melbourne interior design studio with a similar premium residential and hospitality focus, recognised for considered detailing and material richness in the Australian market.
- Brahman Perera: Melbourne-based interior designer known for highly crafted residential and hospitality interiors with a similar emphasis on natural materials, considered detailing, and award recognition.
- Flack Studio: Melbourne interior design studio recognised for high-end residential and hospitality work with a comparable multi-disciplinary, material-led approach and similar geographic market.
- Hecker Guthrie: Long-established Melbourne interior design practice operating across high-end residential, hospitality, and retail with comparable emphasis on craftsmanship and timeless design language.
- Arent & Pyke: Sydney-based interior design studio with a comparable award-winning practice across high-end residential, hospitality, and commercial interiors, frequently featured in the same design publications as Studio 11:11.
- House of Grey: Melbourne-based interior design practice with a comparable multi-discipline offering across interiors, objects, and curated furnishings for high-end residential clients.
Broad incumbents
- Yabu Pushelberg: Globally scaled interior design firm with comparable luxury hospitality, residential, and retail projects; operates as a much larger incumbent in the same high-end interior design category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Studio 11:11 social profiles
Digital presenceStudio 11:11 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Studio 11:11 leadership team
Management profileNumber of profiles
Profiles4 records
Studio 11:11 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Studio 11:11 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 Studio 11:11
What does Studio 11:11 do?
Studio 11:11 is an interior architecture and design studio delivering full-service design across residential, hospitality, commercial, and wellness projects in Australia, New Zealand, and The Netherlands. Services include architectural design, construction documentation, custom furniture and lighting design, and interior styling with a philosophy grounded in functionality, simplicity, and craftsmanship. The studio also operates a Collectibles division that sources and sells curated vintage 20th-century European lighting pieces through its Amsterdam showroom and online store.
Is Studio 11:11 a public or private company?
Studio 11:11 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Studio 11:11 founded?
Studio 11:11 was founded in 2017. It employs 11 to 50 people.
Where is Studio 11:11 based?
Studio 11:11 is headquartered in Fitzroy North, VIC, Australia, in the Oceania region.
How does Studio 11:11 make money?
Two revenue lines are on record. Interior Design Services are the primary driver. The others are collectibles (Vintage Lighting Sales).
Who are Studio 11:11's main competitors?
Direct peers on record are Studio Tate, Mim Design, Fiona Lynch Office, Robson Rak, Brahman Perera, Flack Studio, Hecker Guthrie, Arent & Pyke and House of Grey. Yabu Pushelberg is listed as a broad incumbent.
Does Studio 11:11 have an API?
No public API is recorded for Studio 11:11.
What industry is Studio 11:11 in?
Studio 11:11's product category is Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services, with a secondary code of IMAFABAE, Residential Design-Build & Renovation-Integrated Builders. Its NAICS code is 54141.