Ysg Studio

What Ysg Studio does

YSG Studio is a Sydney-based multidisciplinary design practice operating across architecture, interior design, and curation services. Founded in 2020 by Yasmine Saleh Ghoniem, the studio is organized around three integrated service streams: Architecture covering new builds, alterations, master planning, and construction administration; Interiors spanning structural alterations, joinery, custom furnishings, and final styling; and Curation, which merges client pieces with new procurement including furniture, lighting, rugs, and art. The studio serves high-end residential, hospitality, and commercial clients in Australia and internationally, with disclosed projects spanning the Middle East, Indonesia, and Uruguay. Named engagements include Hotel Moon Gang (Ubud), Alémais HQ (Sydney), Four Pillars Laboratory, and multiple luxury residences in Sydney and Melbourne.

The revenue model is primarily professional services, comprising design fees on project-based engagements, supplemented by product sales through two licensed co-branded collections: Bankston x YSG The Streaks architectural hardware (sold via Bankston) and Tappeti x YSG Real Majik rugs (sold via Tappeti), both accessible via a direct-to-consumer shop at ysg.studio. Pricing is not publicly disclosed. Go-to-market relies on earned media, awards recognition, and portfolio-led inbound: the studio is featured in Architectural Digest AD100 lists across European, Middle Eastern, and German editions since 2022, was awarded Vogue Living Interior Designer of the Year in 2025, and has accumulated over 40 design accolades since 2017. Founder Yasmine Ghoniem has co-hosted ABC's Grand Designs Transformations since 2024, extending brand reach into mainstream television.

The studio is entirely founder-controlled, privately held, with no disclosed institutional investment or parent company. Operations are run from a single Redfern, Sydney studio with a team of approximately 11 named staff of multinational background (Brazil, Lebanon, UK, Poland, Australia, Middle East). Competitive differentiation rests on brand recognition, founder reputation, and a multinational creative bench rather than technology or process IP.

Name

Ysg Studio

Legal name

YSG Studio

Website

https://www.ysg.studio

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

YSG Studio is a Sydney-based multidisciplinary design practice offering architecture, interior design, and curation services to high-end residential, hospitality, and commercial clients across Australia, the Middle East, and Southeast Asia, supplemented by licensed hardware and rug product lines.

Ownership category

akta.pro rank

Headquarters

HQ city

Redfern

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Product Sales - Architectural Hardware: Bankston x YSG The Streaks collection of door levers, pulls, and joinery accessories crafted from FSC-certified timber and bronze.
2. Product Sales - Rugs: Tappeti x YSG Real Majik rug collection featuring Egyptian-inspired designs, handcrafted in New Zealand wool, artsilk, Tibetan highland wool and hemp.
3. Architectural Services: New builds, alterations and additions across residential, hospitality and commercial sectors. Services include Master Planning, Concept Design, Design Development, Council Submissions, Tender and Construction Documentation, and Construction Administration.
4. Interior Design Services: Structural alterations and additions, joinery elements, custom furnishings, furniture and furnishing selections, final styling and placements.
5. Curation and Procurement Services: Furniture curation and procurement merging client pieces with fresh design direction, including furniture, joinery, decorative lighting, artwork, rugs, curtains, blinds, and styling items.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

YSG Studio is a Sydney-based multidisciplinary design practice providing architecture, interior design, and furniture curation services for high-end residential, hospitality, and commercial projects globally. The studio manages each project from master planning and concept design through council submissions, tender, construction documentation, and construction administration. In addition to services, YSG sells two co-branded physical product collections: the Bankston x YSG The Streaks architectural hardware line and the Tappeti x YSG Real Majik rug collection.

Product overview

YSG Studio is a Sydney-based multidisciplinary interior design and architecture practice offering three integrated service streams: Architecture (new builds and alterations), Interiors (design and custom joinery), and Curation (furniture procurement). The studio operates a retail shop selling two curated product collections: the Bankston x YSG The Streaks architectural hardware line (timber and bronze door hardware) and the Tappeti x YSG Real Majik rug collection featuring Egyptian-inspired designs. The practice was founded by Yasmine Saleh Ghoniem in 2020 and combines architectural and interior design offerings with artisanal craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Architecture Services New builds, alterations and additions across residential, hospitality, and commercial sectors. Services include Master Planning, Concept Design, Design Development, Council Submissions, Tender and Construction Documentation, and Construction Administration.
• Interiors Services Interior design services including structural alterations and additions, joinery elements, custom furnishings, furniture and furnishing selections, and final styling and placements prior to handover.
• Curation Services Furniture curation and procurement service merging client pieces with fresh design direction, including furniture, joinery, decorative lighting, artwork, rugs, curtains, blinds, and styling items.
• Bankston x YSG The Streaks Collection Architectural hardware collection featuring door levers, pulls, and joinery accessories crafted from FSC-certified timber (American White Ash, American Walnut, Australian Blackbutt, Red Cedar, New Zealand Purpleheart, African Padauk) with energetic striped banding in contrasting natural tones, complemented by patinated bronze pieces. Sold through Bankston.
• Tappeti x YSG Real Majik Rugs 12-piece rug collection weaving motifs, symbols, and abstract landscapes inspired by ancient Egypt with fictional flair, including designs Thoth, Ra, Amun, Bes, Hathor, Neith, Bastet, Osiris, Seth, Ma'at, Nut, and Nephthys. Handcrafted in New Zealand wool, Tibetan highland wool, hemp, and artsilk in hand-tufted and hand-knotted qualities with custom dimensions available. Sold through Tappeti Fine Handcrafted Rugs.

Quantifiable outcome

• Over 40 design accolades for YSG and predecessor Amber Road since 2017
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 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 core and minor.

• BankstoncoreOEM/ Whitelabel/ Licensing PartnerBankston x YSG The Streaks is an architectural hardware collection featuring door levers, pulls, and joinery accessories crafted from FSC-certified timber (American White Ash, American Walnut, Australian Blackbutt, Red Cedar, New Zealand Purpleheart, African Padauk) and patinated bronze. The collection includes Sensible Streaker, Kooky Streaker, Straight Streaker, Wide Guy, Slim Jim, Closet Streaker, Narcissist Cupboard Knob, Lunacy Sliding Door Pull, Streaker Privacy Turn, Escutcheon, and accessibility-compliant products. Launched at 3 Days of Design Copenhagen 2025.
• Tappeti Fine Handcrafted RugscoreOEM/ Whitelabel/ Licensing PartnerTappeti x YSG Real Majik is a 12-piece rug collection featuring Egyptian mythology-inspired designs including Thoth, Ra, Amun, Bes, Hathor, Neith, Bastet, Osiris, Seth, Ma'at, Nut, and Nephthys. Handcrafted in New Zealand wool, artsilk, Tibetan highland wool, and hemp. Available in hand-tufted and hand-knotted qualities with custom dimensions available.
• LaminexminorStrategic or Co-development PartnerLaminex x YSG collaboration featuring Fantales Living - a kitchen design inspired by the iconic Australian confectionery. The project showcases innovative use of Laminex surfaces in a colorful, playful residential kitchen design.
• Powerhouse MuseumminorStrategic or Co-development PartnerYSG is part of Powerhouse Parramatta's major design collaborations, contributing to the museum's initiative to showcase Australian design excellence as part of the institution's opening.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arent & Pyke: Sydney-based multidisciplinary interior design studio with comparable boutique scale, high-end residential and hospitality focus, and award recognition. Operates in the same Australian market and competes for similar premium client briefs.
• Yabu Pushelberg: Toronto/New York-based luxury interior design and product studio with global hospitality, residential and retail commissions. Comparable to YSG in multidisciplinary architecture + interiors + product model, AD100-tier recognition, and brand-led positioning.
• Hecker Guthrie: Melbourne-based interior architecture and design practice with parallel high-end residential, hospitality, and commercial portfolio. Directly comparable boutique scale, AD100-tier recognition, and design-led ethos.
• Alexander & Co. Australian architecture, interiors and property practice combining design and development advisory. Similar multidisciplinary model spanning architecture, interiors, and curation for premium residential and hospitality clients.
• Studio Tate: Melbourne-based interior design studio serving hospitality, residential, and commercial sectors with a similar boutique studio model. Comparable tier of project scale and Australian award recognition.
• Kelly Wearstler: Los Angeles-based luxury interior design and product brand with hospitality, residential, and branded product lines. Comparable founder-led, design-as-brand model with parallel expansion into furniture and homeware product.

Broad incumbents

• HASSELL: Large Australian architecture and interior design firm with global offices and a broad portfolio spanning commercial, hospitality, transport, and residential. Overlapping capability set but at much larger scale and broader sector coverage than YSG.
• Cox Architecture: Major Australian architectural practice with offices across Australia, the Middle East and Asia. Competes with YSG in premium hospitality and residential briefs but operates at significantly larger scale and broader scope.
• Bates Smart: Established Australian architecture and interior design firm with deep heritage in commercial and heritage adaptive reuse. Overlaps with YSG on commercial interiors and hospitality work but as a much larger generalist practice.

Emerging players

• Studio Indigo (London): London-based luxury interior design and architecture studio with hospitality, residential and super-prime focus. Comparable tier of project scale and brand-led positioning, relevant as a global benchmark for boutique luxury studios like YSG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Instagraminstagram.com/ysg.studio
• LinkedInlinkedin.com/company/ysg-studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Ysg Studio