Nicemakers
Nicemakers is an Amsterdam-based interior design studio founded in 2011 by Joyce Urbanus and Dax Roll, delivering bespoke residential, hospitality, commercial, and retail design projects across Europe, the UK, and North America for luxury clients including leading hotels and cultural venues.
- Company typePrivate
- Founded2011
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Nicemakers does
Nicemakers is an Amsterdam-based interior design studio founded in 2011 by creative directors Joyce Urbanus and Dax Roll. The studio operates across four service categories: residential interior design (villas, penthouses, apartments, family homes), hospitality design (hotels, restaurants, bars, cafés, museum spaces, co-living amenities), commercial office design, and retail design. Its work is documented across Western Europe, the UK, Mediterranean markets, North America, and Southeast Asia, indicating a project-based international footprint anchored by its Amsterdam headquarters rather than permanent offices abroad. The firm's differentiator is a design philosophy centered on the conscious use of energy and intent within spaces, emphasizing the historical context and atmosphere of each project alongside contemporary functionality.
The business model is professional services revenue, generated through project-based custom design fees rather than disclosed pricing or subscription contracts. Engagement is direct-to-client, spanning high-end residential commissions, hotel and restaurant groups (notably Hoxton Amsterdam, Hotel de L'Europe, Vondel Hotels, Lloyd Hotel, and Restaurant Bord'Eau), cultural venues (H'ART Museum Café), and commercial real estate (Staal Kade Offices). The firm is founder-owned with no external investment, no parent company, and no subsidiaries. Marketing relies on a portfolio-led website, Instagram, and earned editorial coverage in Elle Decoration, Vogue Living, Frame Magazine, and the Netflix series Amazing Interiors, supported by industry awards including WINAwards (2017), SHAW Design Awards (2016), and Entrée Hospitality & Style Awards (2015). Nicemakers has no software product, API, or proprietary technology platform; all output is bespoke human-led design service delivery by a team of 11–50.
Nicemakers firmographics
Firmographics- Name
- Nicemakers
- Website
- https://nicemakers.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nicemakers is an Amsterdam-based interior design studio founded in 2011 by Joyce Urbanus and Dax Roll, delivering bespoke residential, hospitality, commercial, and retail design projects across Europe, the UK, and North America for luxury clients including leading hotels and cultural venues.
- Ownership category
- akta.pro rank
Nicemakers 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)
Keywords
Where Nicemakers is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Nicemakers business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Interior Design Services: Custom interior design services for residential, hospitality, and commercial projects. Revenue is generated through project-based fees for design services across various space types including private residences, hotels, restaurants, offices, and retail locations.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Nicemakers product offering
Product offeringCore offering
Nicemakers is an Amsterdam-based interior design studio that creates bespoke interiors for residential properties, hotels, restaurants, bars, cafes, offices, and retail spaces. Founded in 2011 by creative directors Joyce Urbanus and Dax Roll, the studio delivers project-based design services across Europe, the UK, and North America, with a portfolio including H'ART Museum Café, Hoxton Amsterdam, Vondel Hotels, Staal Kade offices, and luxury private residences. Pricing is custom quote-based; the studio does not sell software, products, or technology platforms.
Product overview
Nicemakers is an Amsterdam-based interior design studio offering a comprehensive portfolio of design services. The studio operates across four primary service categories: residential interior design (villas, penthouses, apartments), hospitality design (hotels, restaurants, bars, cafes), commercial office design, and retail design. Founded by creative directors Joyce Urbanus and Dax Roll, the studio has completed projects throughout Europe, the UK, and North America. The company does not offer a software product or platform; all offerings are professional design services.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Interior Design Bespoke interior design services for private residences including villas, penthouses, apartments, and countryside homes. Projects span the Netherlands, Menorca, Barcelona, Switzerland, and Toronto, targeting private clients and property developers seeking high-end residential design.
- Hospitality Interior Design Design services for hotels, restaurants, bars, cafes, and co-living spaces. Notable projects include H'ART Museum Café (Amsterdam, 2023), The Eades (London, Walthamstow), Restaurant Bord'Eau, and Vondel Hotels portfolio (Hotel Pontsteiger, Hotel Mercier, Hotel van de Vijsel, Hotel Monastere).
- Commercial Office Interior Design Office interior design services transforming commercial workspaces, including projects from 560 m² up to 3,500 m², often involving transformation of existing building architecture such as the brutalist Staal Kade offices in Amsterdam.
- Retail Interior Design Design services for retail environments including jewelry shops, clothing stores, hair salons, and specialty retail concepts. Notable project includes AuRate jewelry shop in New York.
Companies that use Nicemakers
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Nicemakers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nicemakers partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Nicemakers competitors and assessment
Company assessmentDirect peers
- Studio Modijefsky: Amsterdam interior architecture studio with strong hospitality and residential focus. Closely comparable boutique Dutch design practice serving hotels, restaurants, and residences.
- Studio Piet Boon: Dutch design studio offering high-end residential, hospitality, and commercial interior design with a global project portfolio. Directly comparable as a Netherlands-based boutique with luxury positioning and an international footprint.
- Marcel Wanders: Dutch design studio with global reach across product, hospitality, and residential interiors. Comparable as a Netherlands-rooted, internationally recognized boutique design firm.
- Concrete Amsterdam: Amsterdam-based multidisciplinary design firm specializing in hospitality, retail, and workspace interiors. Directly comparable for premium hospitality interiors and shared Amsterdam/Dutch design heritage.
- Studio Sofield: New York-based luxury interior design practice working across residential, hospitality, and retail. Comparable boutique scale with a hospitality-led project portfolio.
Broad incumbents
- Yabu Pushelberg: Globally established luxury interior design firm with deep hospitality and residential portfolio. A larger incumbent playing in the same premium hospitality interior design space as Nicemakers.
- Richmond International: International hospitality interior design firm specializing in luxury hotels and resorts. Comparable positioning in the high-end hotel interior design segment.
- Tom Dixon: London-based design brand combining furniture, lighting, and interior design with a strong hospitality presence. Overlaps in the premium hospitality and residential interior design market.
- Champalimaud Design: Luxury hospitality and residential interior design studio with a global portfolio. Comparable target market (luxury hotels, residences) and aesthetic philosophy.
- HBA (Hirsch Bedner Associates): World-leading hospitality interior design firm serving global hotel brands. Larger incumbent competing for the same hotel and resort design mandates Nicemakers targets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Nicemakers social profiles
Digital presenceNicemakers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nicemakers leadership team
Management profileNumber of profiles
Profiles2 records
Nicemakers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nicemakers 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 Nicemakers
What does Nicemakers do?
Nicemakers is an Amsterdam-based interior design studio that creates bespoke interiors for residential properties, hotels, restaurants, bars, cafes, offices, and retail spaces. Founded in 2011 by creative directors Joyce Urbanus and Dax Roll, the studio delivers project-based design services across Europe, the UK, and North America, with a portfolio including H'ART Museum Café, Hoxton Amsterdam, Vondel Hotels, Staal Kade offices, and luxury private residences. Pricing is custom quote-based; the studio does not sell software, products, or technology platforms.
Is Nicemakers a public or private company?
Nicemakers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nicemakers founded?
Nicemakers was founded in 2011. It employs 11 to 50 people.
Where is Nicemakers based?
Nicemakers is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Nicemakers make money?
One revenue line is on record: interior Design Services.
Who are Nicemakers's main competitors?
Direct peers on record are Studio Modijefsky, Studio Piet Boon, Marcel Wanders, Concrete Amsterdam and Studio Sofield. Broad incumbents are Yabu Pushelberg, Richmond International, Tom Dixon, Champalimaud Design and HBA (Hirsch Bedner Associates).
Does Nicemakers have an API?
No public API is recorded for Nicemakers.
What industry is Nicemakers in?
Nicemakers's product category is Interior Design Services. Its primary akta.pro industry code is BPAHAKAB, Interior Design Services. Its NAICS code is 54141.