Meet Annie Alden of Annie Alden Design

Today we’d like to introduce you to Annie Alden

Hi Annie, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey in design began early, shaped by the time I spent in my father’s architecture studio. Surrounded by the language of form, space, and beauty, I developed a deep understanding of how aesthetics and functionality must work in harmony to create a strong brand identity. This foundation led me to explore storytelling through acting, which in turn guided me to create a bespoke equestrian clothing line, where I learned the importance of branding, customer experience, and narrative-driven design.

During the pandemic, as family and friends found themselves reevaluating their living spaces, I had the opportunity to step into a new role. After a fortunate introduction, I became head interior designer at a respected firm, specializing in crafting spaces that embodied clients’ core values. This experience solidified my belief that great design is about more than visuals—it’s about creating emotional connections and memorable experiences. This philosophy is what I bring to every project.

Alongside my design work, I’ve developed a passion for writing. I’ve spent years contributing to lifestyle publications with a focus on luxury, travel, and equestrian culture. Collaborating with renowned brands like Hermès, I’ve crafted stories that honor craftsmanship, heritage, and elegance.

Eventually, I decided to branch out on my own, forming Annie Alden Design, a boutique design consulting agency. I now work with a diverse range of clients, from high-end residential projects to large-scale commercial developments.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting a business is never without its hurdles, and having done it before, I know the challenges are always present. What I love most about running my consulting agency, though, is the constant evolution. There’s never a dull moment—each day brings new challenges and opportunities. The dilemmas are always different, which keeps things fresh and exciting, and pushes me to grow with every step.

We’ve been impressed with Annie Alden Design, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
What first attracts clients to me is my distinctive eye for design and ability to deliver on many styles. I of course have my own personal aesthetic but I am not burdened by it – I approach each space individually.

Clients also value my ability to turn that vision into reality through my practical know-how: clear communication, adherence to schedules and budgets, and a calm temperament I bring to every project. I also love infusing a sense of fun and excitement into the process, which can often be missing from what is sometimes a stressful undertaking.

Many of my clients come with their own inspiration and ideas, relying on me to shape them into concrete plans, guide them in selecting resources and contractors, and see everything through to completion—on time and on budget.

Others prefer to immerse themselves in my vision, trusting me to bring my ideas and sense of what’s possible—while always respecting the unique character and style of each home or project.

Design Consultation Services for Residential and Commercial Projects
Remodels & Developments Include:

Interior Design Consultation
Space planning and layout design
Color consultations and material selection
Furniture sourcing and arrangement
Custom window treatments and soft furnishings
Full-service staging/install

Exterior Design & Landscaping:

Landscape design and planning
Exterior refresh concepts and color consultations
Plant selection and garden layout
Hardscape design (patios, walkways, retaining walls)
Seasonal planting and maintenance advice

“Design Dilemma” Solutions:

Personalized consultations for design challenges
Space optimization and functionality problem-solving
Creative solutions for aesthetic improvements

Commercial Space Design:

Design for retail spaces, offices, and hospitality venues (hotels, condos, restaurants)
Brand integration and visual merchandising assistance
Layout optimization for customer flow and employee efficiency

Outdoor Living Spaces:

Design and planning for patios, decks, and outdoor kitchens
Furniture selection for outdoor areas
Fire pit and water feature design

Custom Design Solutions:

Tailored design strategies to meet unique client needs
Sourcing unique furniture and decor items
Finding local artisans and craftsmen for custom pieces

Sustainability Consulting:

Eco-friendly design solutions and materials
Energy-efficient landscaping options
Guidance on sustainable practices for residential and commercial properties

Seasonal & Special Event Decor Services:

Holiday and seasonal decorating for residential and commercial properties
Custom themed decor design
Thematic decor for special occasions

How I Work With Clients:

Walk-Through Consultation
For clients looking to remodel an existing property, I visit the site and serve as an expert sounding board for renovation plans. I help refine concepts, identify potential pitfalls, and advise on finishes, fixtures, and other choices. Clients often find that I bring fresh inspiration to their projects, uncovering solutions they hadn’t thought of themselves—whether it’s a new material or a more functional design approach.

If you’re considering purchasing a property, I can visit and assess it, offering objective insights into its strengths and weaknesses to help you make a more informed investment decision.

My Walk-Through Consultations typically last two hours.
(Contact for rate.)

À La Carte Consulting
This hourly service is for clients who need guidance with specific design dilemmas. Many of my clients seek feedback at the architecture stage, whether it’s helping them select a firm or offering a second opinion on existing plans.

Others come to me with floor plans, looking for advice on functionality and flow before making purchases. If you have an idea of the furnishings you want but are overwhelmed by the endless options, I thrive in helping you make decisions and move your project forward.

I also provide budget guidance. If your project is running over budget, I can identify cost-saving opportunities and help make tough decisions to get things back on track.

(Contact for hourly rate.)

Full-Service Consulting
For clients who require my full design expertise, I provide comprehensive, long-term support from concept to completion. I guide clients through every step of the design and construction process, acting as a liaison between them and architects, contractors, landscape designers, and other professionals. My clients often share that they find it easier to communicate with me than with the other parties, and they appreciate having an advocate who ensures their design vision is fully realized.

As part of my Full-Service Consulting, clients gain access to my extensive network of trusted vendors, artisans, and contractors. Over the years, I’ve built strong relationships with these professionals, allowing me to secure lower prices and ensure high-quality work—whether it’s custom window treatments, sourcing the perfect materials for countertops or floors, or coordinating the safe installation of large artwork.

In addition to residential projects, I offer this level of service for commercial spaces, including hotels and retail shops.

My Full-Service Consulting is on a retainer basis. I work with each client to agree on the average number of hours per week during which I’ll be available for on-call service.

(Contact for rate; commissions on purchases apply.)

What sort of changes are you expecting over the next 5-10 years?
The design consulting industry, particularly in Southern California, is bound to evolve over the next 5-10 years, with several key shifts and trends emerging. Given the recent devastating fires in the area, including the loss experienced by some of my closest clients and friends, the changes I foresee are deeply influenced by the need for resilience, sustainability, and adaptability.

Sustainability and Resilience: In light of climate change and natural disasters like wildfires, I believe sustainable design will become even more crucial. There will be an increased demand for eco-friendly materials, energy-efficient solutions, and designs that prioritize resilience—structures that can withstand extreme conditions. Clients will seek homes and commercial spaces that are not only beautiful but also built to endure the challenges our environment presents.

Disaster-Resilient Design: As we rebuild, there will be a growing focus on disaster-resilient design. This could include fire-resistant materials, advanced landscaping that minimizes fire risk, and technologies for energy independence. Designers will work closely with clients to ensure spaces are not just aesthetically pleasing, but capable of withstanding future threats, ensuring the safety and longevity of a property.

Personalized and Flexible Spaces: With more people working remotely, there will be a growing trend toward creating flexible spaces that can adapt to multiple uses. Home offices, quiet zones, and spaces that allow for both work and relaxation will become more important. Design will focus on functionality and comfort, blending work and home life seamlessly.

Technological Integration: As technology continues to advance, smart home systems and integrated design will play a larger role. From automated lighting and heating systems to advanced security features, the integration of tech into design will streamline and elevate the client experience. Sustainability and tech will also intersect in more intelligent, eco-friendly solutions, such as energy-efficient systems powered by solar or wind energy.

Community-Centered Design: After disasters like fires, people often seek a sense of community. There will be a greater emphasis on community-focused design, especially in shared spaces like apartment complexes, commercial hubs, and residential areas. The desire for human connection will lead to designing more inclusive, welcoming environments that foster collaboration, engagement, and shared experiences.

Wellness-Centered Spaces: Health and well-being are becoming central to design. In addition to creating aesthetically pleasing spaces, there will be more focus on incorporating elements that promote physical and mental health, such as natural light, green spaces, biophilic design, and spaces for exercise and meditation. Clients will want to invest in environments that support their overall well-being.

The next decade will see an industry that’s more conscious of the environment, more adaptable to shifting needs, and more focused on creating lasting, sustainable designs. As someone who’s personally seen the devastating effects of disasters, I feel a deep responsibility to help shape that future with resilience and care, both for my clients and the planet.

Contact Info:

• Website: https://www.anniealdendesign.com
• Instagram: https://www.instagram.com/annieheisealden/
• Other: https://www.instagram.com/aaldendesign/

Image Credits
Headshot: Sophie Kuller
All others by me, Annie Alden