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January 21, 2018 dlgAdmin

We strive to make our bedrooms more comfortable and luxurious

We are all experiencing changes in lifestyle, and with this the bedroom has diversified from a place of rest, to a room for relaxation and a place where we are also entertained, … changes in technology have played a large part in how we entertain ourselves in our homes, giving us lots of options for media consumption & that changes how we interact with our environment… we can now consume content in lots of different ways, but we strive to make our bedrooms more comfortable and luxurious; places we enjoy spending time…. With the bed as the center of the room… or it could be described as your nest.


The Bed Trend

Light framed beds raised off the floor with deep luxurious quilting and layers of blankets, give a cozy voluptuous & comfortable place to sleep or sit up and watch a series. Beds can be lightweight, with elegant structure, but framed beds and four posters offer an exquisite experience.

Fabrics & Texture

Textures should be light, with volume & layers… Oversized knits, light and full offer this deep and comfortable covering without being too warm through the summer months, allowing air through full textures. These should be layered with light linens & weaves providing a cooling and comfortable space. Light materials such as linen can be draped from your tall framed bed, lightening the feeling of the room.

Furniture Trends

Furniture choices can be eclectic, rather than from defined sets… materials should have a familial quality but heights and depths can be mixed. Furniture should be solid with good workmanship providing a base to accessorise and individualise your look with artifacts and soft furnishings. Scattered accessories to be changed according to moods/season as well as colour combinations.

A carefully orchestrated mess ads to the idea of comfort. Eclectic collections of books, asymmetrical lighting are one of the key bedroom trends for 2017.

Lighting Trends

Lighting should be a key consideration and is a trend that is changing with the needs of the modern family… ambient lighting, hidden LED’s, and atmospheric washes are now achievable in simple apply formats… this allows you to change the atmosphere in the rooms based on your use at the time… snuggle up with a book & you will need a direct light to help your reading, but settling down with your partner to watch a romantic thriller will benefit from some more ambient lighting effects.

Colour & Materials

The current trend is for lighter timbers such as maple and birch and painted pastels with some light aging and patina. Textured fabrics should be simple colours, naturals & woven patterns, but other fabrics can be added to introduce more expressive patterns or florals.

Three dimensional textures and patterns can be applied to surfaces, the trend is growing and the ability to produce deeper textures and interesting patterns is growing in a really interesting way.

Relaxing in the bedroom is a trend…

TV’s might be important in our living environment… but we must take care to keep focus on other come compelling aspects of our lifestyle… soften the idea of a TV as a feature and make it work within your design. Brands are now framing TV’s like they would a picture, so it sits on the wall & does a good job of giving you the content you need, but also sitting visually in the background. TV’s can be hidden in cabinetry or behind mirrors, only becoming visible when the screen is illuminated. The focus should be on you and your comfort rather than a piece of technology that serves content…

Ongoing Trends

I always consider that a bedroom should have a feminine touch. A bedroom is a place of comfort and relaxation and should have a softness to it.


December 29, 2018 dlgAdmin
Daousser Chennoufi

Daousser Chennoufi


Ranked top 13 out of 50

Tue 04 Dec 2018 10:32 AM

Tunisian architect and designer, Daousser Chennoufi, founded his firm, Draw Link Group, an interior design and fit-out firm in 2006. Headquartered in Dubai, the company also has a significant presence in Tunisia, Belarus, Shanghai and Greece.

Chennoufi is also a partner at Hues Hotel Management since 2011 and 3D Concreative Manufacturing LLC launched recently in Dubai, a fully integrated solution for 3D printing concrete in Dubai.

Having worked in the MENA region for 21 years, he has spearheaded a number of projects in the hospitality sector such as the Radisson Blue Resort and Spa in Sousse, Tunisia, as well as the refurbishment of the Roberto’s fine dining restaurant in Dubai International Financial Centre.

Among his upcoming projects, there are a number of big names such as five star hotels for Marriott and Hilton in Kampala, Uganda.

Original article: Commercial Interior Design


June 25, 2018 dlgAdmin

What are some considerations clients have to make before designing their luxury residential space?

Here are seven things to consider when designing a luxury home:

  • To choose a reputable design firm
  • To determine the purpose of the Home
  • To decide which features the home will have.
  • To choose the proper location.
  • To define a budget.
  • To engage with a designer that can translate their needs into something special and individual for that client
  • To define a clear budget & to be clear about what it is they wish to achieve

Where should a client look for inspiration?

Designing a luxurious home should be inspired from the life style of the client, from the trendy design movements around the city and internationally, either by travelling or browsing the design websites and blogs to discover new products and different mood images and photos which can guide him to define and to canalize his Ideas

The best inspirations are from experiences gathered by the client. Think about the great places you have visited, research them and follow the path that brings you on. Find likeminded people and use their knowledge to guide you.

Social application such as Pinterest and Instagram are great resources, but should be secondary to getting out and gathering personal memories based on your lifestyle.

What kind of companies should you look out for? In terms of reputation, size, offerings, etc.

When it comes to choose the design firm to transform your ideas and brief into a luxurious  residential space meeting your expectation ,you should address to reputable design firm working on different style and scale of projects with international approach , with an adequate capability of designers and technical staff to work on your project following the international standards and design trends , as well as the capability to draw and execute the details and to develop and supervise the project from the initial sketches until the handing over stage

What is the benefit of a company offering both fit out and design services

A company with the capacity of offering international design standards and fit out services, will work from an early stage on the design to optimize the cost without compromising on the quality, with the knowhow of site works and details execution, the client should not face any problems of coordination and unexpected site issue or over cost for the different stage of the project, in addition to the wide range accessibilities for different materials and construction products.

How do you go about picking out a color scheme, soft furnishing, texture and materials for your space? Please elaborate

As  design process , we do first elaborate with our client the main concept , once the concept approved , we start developing and detailing the sub areas based on the brief and the functionality of each entity , choosing a color or textured fabric , is the FF&E exercise where we dig into details and we develop for each area or entity its own identity based on the functionality , and always keeping link with the main scheme, as an example selecting colors of fabric or texture for formal living area is different from selecting for a private living or master bedroom, other elements  should be taken into consideration , daylight , the type of artificial light , the location etc..

What are the trends with residential design and smart luxury interiors?

The design trends for the last few years become a details focus ,   starting from the usage of low maintenance material more of engineering products than natural elements , also we can fins the brass trimming and touches reaching the Ironmongery and the fixture , changing  as well some of the classic focal points such as the kitchen , private dining and even the bathrooms which become a living space , and fore sure the touch of the art which we consider that the furniture or the light fitting can be an art feature.

How can one incorporate smart luxury interiors with contemporary elements?

“Luxury” doesn’t necessarily have to be synonymous with “top “or “expensive”. There are lots of ways to add a luxurious touch to a home. By keeping the space modern minimalistic with smart focus on key elements which will create an accent and focal point in the space , the key elements of the contemporary interior design are , the color which can be through neutral color choices ,focus on details and the metal trimming and accessories which provides sleek finish clean look , additionally ,the use of textured fabric for some accent element and furniture piece matching a choice of very light or very dark wood tone calibrated based on the combination of different material choice from the hard finishes to the soft furnishing , and for sure on the top we should consider the touch of the lighting which will highlight the design elements

What elements of hospitality does Draw Link implement in their luxury residential projects?

Designing a luxurious home is different from a hospitality project, but some of the element can be considered and implemented to meet the client for the residential project expectation, comfy furniture, the usage durable materials, introducing new feature related to home automation, flooring and wall covering

What innovative pieces/spaces has Draw Link created in their residences?

Home theatre, lounge / bar area, beverage cellar etc.

What aspects of hospitality do you think will be adopted into residential design?

The hotels are inspiring design for residential projects ,including from open and welcoming lobbies with richly textured furniture to commercial kitchens , it is affecting different areas in the residential projects  such as the bathrooms and the use of the water fall showers , the fitted Jacuzzi, the spas , the kitchens as well as the social area where events happens.



March 6, 2018 dlgAdmin

Trends in Luxury Residential Design

Design trends have become more detail focused in the last few years, with a focus on hospitality design that have inspired residences to adopt comfortable furniture, low maintenance and durable materials, natural elements and home automation. Luxury residences are now increasingly featuring open lobbies with richly textured furniture, commercial kitchens, waterfall showers, fitted Jacuzzis, spas, lounges and cellars, as inspired by hospitality design.

The concept of luxury architectural design has been redefined from ‘top’ or ‘expensive’ to a ‘modern minimalist’ approach, with a smart focus on key elements to create an accent and focal point in a space.

Some of the classic focal points such as dining rooms, kitchens and bathrooms have started to incorporate artistic design and features through fittings and furniture. People have also started looking for relaxation options throughout their living spaces, which has led to a focus on bathrooms as on par with the living room.

Key elements of contemporary interior design include a more neutral color palette, focusing on details and accessories such as metal trimmings to offer a sleek finish and clean look.


Designing a Luxury Residential Space

Designing a residential space with luxury elements requires a number of considerations, including determining the purpose of the space, the features you would like to showcase across the property, the location of the property and the budget you have to work with. To ensure harmonious movement throughout the design of your residence, working alongside an architectural design firm and reputed designers would be a great aid in cultivating your ideas into reality, helping you define your budget and capabilities.

Daousser Chennoufi, Chairman and Key Architect of the Draw Link Group, shares his advice on the designing a luxury residence in collaboration with an architectural design firm.


  1. Design inspiration

The best inspiration comes from the experiences and ideas gathered by the client. To begin the design process, the client should take into account their lifestyle and preferences, whether they are inspired by trendy design movements around the city and internationally, whether it is travel or if they are influenced by design blogs and websites.

Secondary to personal experience, social applications such as Pinterest and Instagram are great resources for inspiration, and can help in finding likeminded people with ideas and knowledge to guide your design interests.


  1. Working with a design firm

To transform your creative ideas into a high standard living space that meets your expectations, there are a number of questions a client should ask

  • Is the design firm reputable?
  • Are they familiar with different styles and scales of projects?
  • Do they have an international approach, following international standards and design trends?
  • Do they have accomplished designers and technical staff to work on your project?
  • Do they have the capability to draw and execute the details of your project?
  • Will they be able to develop and supervise the project from the initial sketches until the handing over stage?


Working with a design and fit out company, as in the case of Draw Link Group, means working on the concept, process and execution of a project.

A company with the capacity to offer international design standards as well as fit out services will be able to work on a project from an early stage, optimizing costs without compromising on quality, with the knowhow of site works and details execution. Clients should not be able to face any problems of coordination, unexpected site issues or changes in costing for the different stages of the project, with an added benefit of access to a wide range of different materials and construction products.


  1. The Design Process

A design and fit out company will first work with a client to illustrate the main concept of their living space. This will be followed by development and detailing of sub areas based on functionality of the space in keeping with the main scheme, and will include choosing a color palette, textures, fabrics, and dialog on furniture, fixtures, or other equipment (FF&E).

March 5, 2018 dlgAdmin

Daousser Chennoufi, CEO & Principal of Draw Link Group


What’s the story behind your business?

My business is simply reflecting my vision in life, I invested everything into it it’s a mix between personal and professional satisfaction, it tells a story of having an honourable and fascinated goal in life, the sense of the possible, the sense of the steps, the perseverance, the spirit of the risks, the correct calculations and the distant views. My business is my passion.


If all goes well, where do you see it going in the next five years? The next decade?

Expanding the business, raising its profile and building a formidable reputation of Draw Link in Africa and Europe.


What’s the single biggest challenge facing your industry today?

Accommodating a suitable budget to fulfil a client’s needs.


Where do great ideas come from in your organisation?

Team synergy and creativity.


How do you encourage creative thinking within your organisation?

At Draw Link we focus on teamwork and creative brainstorming. Team members are also encouraged to keep themselves updated on industry news and trends.


What is the most important in your company – its mission, core values or vision?

The Vision,  and I would add the alignment because that’s what make the vision come true, all the team have to be aligned with the company vision


What’s your decision-making process?

We follow a very stringent process. We identify the problem, do research and collect information, plan and then choose a solution. Once the solution has been implemented, we measure results and prepare feedback, if any.


Do you believe social networking has impacted your organisation or yourself, personally? How has it done so?

Yes 100%, social networking helps us in many ways, we are able to gain valuable customer insight, increase our brand awareness, loyalty and also generate leads. I believe it’s a good way to communicate and promote the brand name.


What do you enjoy the most about working at your company?

The absence of a daily routine since every project is different, each with its own set of challenges that push us to move forward and learn.


Can you name a person who has had an impact on you as a leader? Perhaps someone who has been a mentor to you? Why/how did this person impact your life?

Habib Bourguiba, first president of Tunisia and who played a major role in obtaining the independence from France in 1956, he was a great leader, a visionary and a person who stayed focused despite the obstacles he faced.


What is the most important/biggest decision you’ve ever had to make for your company?

I consider each decision is important and big.


What would you say to a new employee about the culture of your organisation?

Team work is the key of our success, we care about our employees and invest a lot to keep the positive energy at work. We have regular team building activities and trainings.


When faced with two equally qualified job candidates, how do you determine whom to hire?

I would assess their motivation levels of joining Draw link, learn about their personal attitude and see how well they fit into the team.


What are three characteristics that you believe every leader should possess?

Lead by example, Good listener and positive attitude.


What advice would you give to someone going into a leadership position for the first time?

Lead by setting example and develop your team with the expertise that you carry, remain humble and be open to learn from others.


What’s your greatest fear in business?

There is no fear, I don’t think about it because fear is the first step toward failure.


What’s the best way to prepare for uncertainty (which is increasingly relevant in today’s market)?

Have a solid Business plan, evaluate properly the risk analysis and plan a mitigation strategy, reviewing and updating of the business plan according to the market demands. Always build and maintain good relationships with all stakeholders.


What’s one thing most people don’t know about you?

Something that most of people don’t know about me is my passion for the high speed driving specially that in my daily routine I have a driver and don’t drive, most of people might think I hate it however I have a passion for driving.


What’s one productivity tip you wish everyone else knew?

The courage to do things, the focus and the perseverance.

Courage, focus and determination.


What is your most prized possession?

My family


What is the biggest luxury in your life?

To be surrounded with people I trust and I love.


What makes you get out of bed each day?

Life is full of challenge and opportunities and that’s what give me energy every days to wake up and discover what’s next is waiting for me.


Quote to live your life by?

Learn to learn: mistakes are part of our life, it’s a life lesson to move forward and learn, Failures and mistakes happens to everyone the most important is to be open to learn from what happened, move forward and never give u.


If you could give an old boss one piece of advice, what would it be?

Never overestimate your own worth and underestimate others.


If something were to happen to your business, what would be your backup plan?

The backup plan is not to have a backup plan, we prepare for uncertainty by always developing and updating our business plan according to the market demand.


What do you work toward in your free time?

In my free time I love travelling and learning about new cultures.


What did you want to be growing up?

I’ve wanted to be an architect for as long as I can remember. As a child, I was fascinated by innovative and unique designs and colours.


How do you manage a large company and still find time for things like family?

It’s very hard to manage both equally however no matter how busy we are we should always find time for our family.

It is very hard to manage, however I believe in prioritizing and keeping a work: life balance. No matter how busy I make it a point to spend quality time with the family.


How do you relax and switch off from the office?

Meeting friends, playing sports mainly squash, I enjoy swimming and travelling.


What does a typical day look like for you?

Busy, long and productive, I spend my day between meetings and site visiting when projects are under execution stage, I also meet existing client to touch base with them and meeting new clients, I also attend important conference and exhibition.


Do you have any daily rituals that help prepare you for the day?

Not really, I wake up early in the morning, have a good healthy breakfast while catching up on the daily news. I then hit the gym before heading to work – this keeps me fresh and gives me energy for the rest of the day.


November 11, 2017 dlgAdmin

Congratulations to Draw Link Group who have been shortlisted for Restaurant Within a Hotel Award in The International Hotel & Property Awards 2018

design et al are delighted to announce that Draw Link Group have been shortlisted for Restaurant Within a Hotel Award in The International Hotel and Property Awards 2018.

The Marina Social is a restaurant and bar contained within the Intercontinental Dubai Marina. The restaurant is run by Michelin-starred British chef, Jason Atherton and has been described as “a pocket of London right in the heart of Dubai…” The hotel concept revolves around a museographic atmosphere punctuated by amazing artworks that arouse the curiosity and the surprise of the visitor. The use of raw materials, their texture, finishing and staging gives a sober and authentic character to the space. Thus, the materials seem to be the ideal background of all installations and artistic objects that punctuate different spaces. The chosen furniture is exclusively contemporary and visually minimalistic in order to avoid crowding the space which allows the materials to interact with the art and lighting.

The visitor when strolling through the hotel feels like he is inside a museum. A special focus has been completed on the lighting in order to emphasize the artwork’s value whilst wandering around. The works are highlighted and studied through the staging of lights, they aim to be in favour of the art through using a perfect mastery of the daylight and the artificial lighting. The artworks seem original toward the rapport and the expression of their scale and materials. Its forms mark the space and the spirits of those who explore it. The restaurant has the benefit of unbeatable views of the Dubai marina.

Art reigns everywhere through different forms starting from gigantic sculptures to the barely noticeable engravings and paintings. The choice of light fittings is not only done for their performances but also for their ability to furnish space and embellish it as well. Some of them seem more likely to be art installations than light fittings. The fully open bathroom allows throughout its transparency visual glimpses not only across the room but also on the panoramic view through its large bay windows.

Original Article

November 11, 2017 dlgAdmin

Dubai-based Draw Link Group opens new office in Greece:
Draw Link Studio

Dubai based architecture and design firm, Draw Link Group, has expanded into the European market with the launch of operations in Athens, Greece.

“As we make our ten year mark in 2018, we are keen on establishing our presence in Europe, to develop and expand our design capacity and capabilities in the region. The Greek market has been home to high-quality design and architecture in recent times, and we look forward to pursuing the market and bringing its diverse influence to our projects in the UAE,” said Daousser Chennoufi, Principal and CEO of Draw Link Group.

By this expansion strategy, Draw Link Studio in Athens is not only supporting various Dubai based projects, but it is as well paving the way for new projects and hospitality ventures in the region.

The team is currently providing execution, design development and planning for luxury residential and commercial properties for developers and private clients as well as for hotels and restaurants.

Founded in 2008, the Draw Link Group specializes in design and architecture for hospitality and luxury residences.

Headquartered in Dubai, Draw Link Group has offices in Shanghai, Tunis, Minsk, and now in Greece.