Sherif Boules: Patterns of Precision – The Human Touch Behind Hospitality Design

A common misconception is that interior designers only focus on aesthetics. Our work is much broader and technical, integrating functionality, codes, budgets, and human experience. While we strive for simplicity, I trust people to recognize a thoughtful mix of creativity and engineering in a well-designed space.

Tell us about a time you struggled with motivation or inspiration. How did you pull yourself through, and what did you learn about yourself?

There are always moments in large, complex projects when motivation gets tested. I’ve learned that resilience for me comes not from forcing creativity, but from trusting collaboration, simplifying the path forward, and keeping the end user in mind. When I shift the focus from pressure to purpose, I find the clarity and drive needed to move forward.  

How do you balance brand vision and operational needs in your hospitality projects, especially when working with diverse cultural expectations across the Middle East?

Balancing brand vision and operational needs starts with listening to the operator, the brand standards, and the local context. In hospitality projects, especially across the Middle East, local culture adds important layers of depth. My approach is to anchor the design in the brand’s identity while adapting it to local traditions, guest behavior, and regulations. This often means crafting a design vision that incorporates regional materials, spatial hierarchies, and privacy considerations that resonate locally. By weaving brand consistency with cultural authenticity, the space will feel both globally appealing and locally meaningful.

Looking ahead, what is your vision for your own growth and for the future of the interior design department at Omrania? 

I am fortunate to be part of Omrania and the Egis Group, where a positive work culture and environment are truly fostered. The culture encourages collaboration, creativity, and continuous learning, making it a great place to grow both personally and professionally. For me, it’s about having the opportunity to develop alongside a supportive team and an organization that values design excellence and innovation.