Faridah is responsible for the design quality and creative output for SAA’s interior design team. Under her leadership, Faridah and her team drive the concept design, design development, construction documentation and implementation of interior architectural design. Her team also manages the design, selection and co-ordination of FF&E, including loose furnishing, fixtures and fabrics, as well as engagement with client and consultants.

Faridah’s creative flair and people-focused design is distinct throughout her work across all typologies. Her excellent communication and people skills enables her to interpret clients’ requirements and create holistic, integrated and timeless interior designs that reflect the client’s vision and operator’s brand standards.

Faridah believes that good design should not only take into consideration the project budget and schedule, but also the target demographic, location, history and culture. Her design approach is one that tastefully balances heritage and urbanism to create meaningful spaces for users.