Inside Studio 11: Kellie Sirna on Hospitality Design, Work-Life Balance, and Sustainability
To kick off Women's History Month, host Robert Nieminen sits down with Kellie K. Sirna, founder of Studio 11 Design, to explore her journey from launching a boutique design firm to leading one of Dallas' most sought-after hospitality design teams. In this episode of I Hear Design, Kellie shares insights on managing a multi-generational workforce, the evolving demands of hospitality design post-pandemic, and the firm’s innovative approach to sustainability and wellness. She also offers valuable advice for aspiring designers looking to carve out a niche in the commercial interiors space. Whether you're a design enthusiast or a seasoned professional, you won't want to miss this conversation packed with inspiration and practical advice.
Meet Our Guest
Kellie Sirna, Founder and Principal, Studio 11 Design
In 2011, Founder and Principal Kellie Sirna started a small three desk operation, Studio 11 Design, in Dallas, Texas. Now in its 13th year of business as one of the region’s most sought-after multidisciplinary firms, Kellie’s entrepreneurial acumen and creative perspective at the helm of Studio 11 Design has been honed by decades traveling the world and designing inspiring spaces for some of the most recognizable brands in the hospitality industry, including multi-million dollar global projects across boutique and renown nameplates such as Marriott, Hyatt, Starwood, Hilton, Thompson, and many more, in addition to numerous award-winning food & beverage and lifestyle properties, resorts and hotels. Boasting a client-focused approach coupled with a penchant for powerful leadership, Kellie has also overseen the launch and growth of Studio 11 Design’s two verticals: Brand Bottega, a brand identity and design component of the firm, and Lou Verne by Studio 11 Design, an in-house creative team specializing in art curation, creation and styling.
As Studio 11 Design’s national footprint continues to expand, Kellie has consistently maintained a strong connection to the Dallas community. She’s involved in NEWH, the Dallas Women in Business Enterprise, Young Leaders in Hospitality, and volunteers for Delete Blood Cancer DKMS – a cause close to her heart. Kellie holds a degree in Interior Design and Merchandising from University of North Texas.
About the Author
Robert Nieminen
Chief Content Director
Chief Content Director, Architectural Products, BUILDINGS, and interiors+sources
Robert Nieminen is the Chief Content Director of three leading B2B publications serving the commercial architecture and design industries: Architectural Products, BUILDINGS, and interiors+sources. With a career rooted in editorial excellence and a passion for storytelling, Robert oversees a diverse content portfolio that spans award-winning feature articles, strategic podcast programming, and digital media initiatives aimed at empowering design professionals, facility managers, and commercial building stakeholders.
He is the host of the I Hear Design podcast and curates the Smart Buildings Technology Report, bringing thought leadership to the forefront of innovation in built environments. Robert leads editorial and creative direction for multiple industry award programs—including the Elev8 Design Awards and Product Innovation Awards—and is a recognized voice in sustainability, smart technology integration, and forward-thinking design.
Known for his sharp editorial vision and data-informed strategies, Robert focuses on audience growth, engagement, and content monetization, leveraging AI tools and SEO-driven insights to future-proof B2B publishing.