The rise of 'instagrammable' interior designs

Unity between functionality, timeless elegance and pure design

Julie Dereu, the inspired founder of D-ZAJN, a leading design agency in Ostend, breathes passion for interior design. After studying as an interior designer in Ghent, she immediately ventured into entrepreneurship by setting up her own interior design agency. While she tackles private projects with great care and dedication, she has found her specialisation in the world of hospitality. About 75 per cent of her assignments involve designing hotels, restaurants and other related hospitality establishments. Her scope of work covers the entire coastal region.

Julie Dereu: "Although I have a lot of projects running in the hospitality sector, I do not limit myself to this sector. Offices and the design of houses and flats for private clients also remain an important part of my portfolio. I offer designs for new construction projects as well as renovations. I do always try to pursue a personal approach and so I am involved in every part of a project, from the very first design to completion."

"Regardless of the style chosen, be it modern or country, everything starts with thoroughly understanding my clients' wishes," says Julie. "Together we look for the most suitable interpretation, where I strive for harmony in colours and materials. Once we are done with that, all concepts are converted into a 3D visualisation. Based on that, materials and colours are then selected. We usually strive for aesthetic simplicity and pay very close attention to details. We try to use a minimalist number of elements to create a space that is harmonious, calming and pleasant. The ultimate goal should always be to maintain unity between functionality, timeless elegance and pure design."

Meanwhile, Julie does notice through the requests she receives that more and more 'speciallekes' are possible, when it comes to interior design. "There is actually more budget allocated for eye-catching elements in interior design. Actually, this is quite logical and obviously a consequence of social media. In hospitality, they know by now that a lot of advertising comes from platforms like Instagram, Pinterest, ... So if the interior or elements of it are 'instagrammable', they end up on the internet faster. You can hardly imagine better - and especially free - advertising. So we do try to pay attention to that."

With D-ZAJN, Julie realised some great projects again this year: "For example, we were able to furnish three luxury suites for Hotel Cosmopolite in Nieuwpoort. Apparently they were satisfied with our work, because last year we were able to fit out a real wellness suite at the same location. It is on the same floor that we were allowed to transform six existing rooms into those three luxury suites this year. And the year before, we finished three floors, so about 30 rooms."

"This year, we also gave the over-familiar art deco Hotel Du Parc in Ostend a new lease of life," Julie continues. "Because there was wear and tear on this legendary corner building. We completely gutted it, but restored it to its former glory by re-implementing old elements. We also made a link in the rooms to certain elements found in Brasserie Du Parc. To make it one, very nice, whole. But this was preceded by a complete tabula rasa. The result is well known: the hotel went from three to four stars. We are quite proud of that."