Design is storytelling with economic impact

SALALAH: Interior architect Eng Sumw Tabook, founder of Sumw Design Studio, believes good design is more than decoration; it is a language that shapes behaviour, productivity and place. “Design must connect culture, function and beauty”, she says. “When a space tells a clear story, people feel it — and performance follows”.
Tabook launched her Salalah-based studio in 2019 after graduating in Interior Architecture from Dhofar University. Early work across concept and execution gave her a view of both the creative and commercial realities of the industry. She saw a clear market gap for interiors that blend Omani identity with modern global aesthetics, respecting heritage while meeting contemporary use.
Starting out brought familiar hurdles: winning trust, pricing creative work fairly and managing operations without diluting the studio’s design standards. “We had to balance ambition with discipline — deliver on time, on cost and still push for meaning”, she says. That discipline, she adds, is what turns a beautiful idea into a useful, lasting space.
Tabook argues the design sector can be a direct contributor to the economy, not a luxury add-on. She calls for stronger platforms that connect designers with developers and investors, simpler procedures for creative start-ups and recognition of design as a strategic input in projects — from homes and workplaces to hospitality and public spaces. Training, funding and international exposure should sit at the core of policy support, she notes, because “a design-literate market raises the standard for everyone”.
Looking ahead, she sees design intersecting with tourism, sustainability and technology — three growth pillars for Oman. Human-centred layouts improve customer flow and staff wellbeing in hotels and retail. Sustainable materials and adaptive reuse of heritage reduce waste and deepen identity. And digital tools, from rapid visualisation to early-stage AI assistance, are changing how ideas are tested and presented.
“Technology helps you show the story faster”, she says. “But the story still comes first”.
Leadership inside the studio is built on integrity, empathy and clarity. Tabook insists on rigorous reviews and transparent feedback while giving young designers room to experiment.
“You can be exacting and kind at the same time”, she says. The aim is a culture where innovation sits next to craft and every project is measured against function, narrative and longevity.
Her advice to new designers is blunt: define vision before style. Avoid chasing trends, be curious and consistent; and let the work speak with intention. “Trends fade. Meaning stays”, she says.
Sumw Design Studio has multiple projects in progress, each with its own brief and narrative. What excites Tabook most is the moment a concept crosses from sketch to site — when the user’s experience confirms (or challenges) the idea. Long term, she wants a portfolio recognised not just for aesthetics but for how it changes the way people experience place in Oman.
“A legacy is built project by project — useful today, relevant tomorrow”.