Approach
Research → Concept → Structure → Expression.
Rather than applying aesthetics to the surface, I look for the underlying ideas shaping identity - spatial, visual and cultural - and translate them into a clear and coherent expression.
Founder
Samira Makhoul
I work at the intersection of identity, design and human expression, helping brands translate what they stand for into how they are experienced and seen.
Over 15 years working between Dubai and Stockholm, I noticed the same pattern repeatedly: people rarely struggled with aesthetics. They struggled with clarity — borrowing identities instead of defining their own. That observation shaped my approach. Before asking what something should look like, I ask what it should express, and why.
My background spans interior architecture, sustainable design and international client advisory, with more than a decade working across design, premium environments and visual communication.
In 2025 I founded Fig Studio around one core idea: that identity can be made visible — through space, image, material, and communication — when you understand it deeply enough first.
Born in Syria. Trained in Italy and Sweden.
Based in Stockholm. Working internationally.