Design Icon

www.thetycoonmedia.com
Gian Frey
Founder and
Design Director
and
Leading the Way in
Interior Design
Innovation
Story of
Excellence

Greetings, readers! Welcome to a
special edition of The Tycoon
Magazine, where we direct our
focus to the enchanting world of interior
design. In this issue, we proudly present
"Design Icon - Story of Interior Design
Excellence," putting the spotlight on the
visionary Gian Frey, owner of Studio Frey
AG, whose creative prowess graces our
cover.
Interior design is an art form that
transcends mere aesthetics; it's about
creating living masterpieces that breathe
life into spaces. In this dynamic landscape,
we celebrate the exceptional talents that
consistently redefine the boundaries of
creativity, transforming environments into
captivating expressions of art and
functionality.
Our editorial team embarked on an
exhaustive journey to uncover the
individuals and firms that left an indelible
mark on the interior design industry in 2023.
Gian Frey, with Studio Frey AG, emerges as
a trailblazer, seamlessly blending
innovation, functionality, and aesthetic
appeal to craft interiors that tell stories and
captivate the senses.
Gian Frey is not just a creator of beautiful
spaces; he is a problem-solver. Navigating
challenges with finesse, he has embraced
sustainable practices, harnessed
technology, and shaped environments that
stand as testaments to the enduring power
of design. From groundbreaking
commercial spaces to transforming
residential interiors into havens of comfort

and style, Gian Frey showcases unwavering dedication to the art and science of interior
design.
As you delve into the pages of this magazine, you will embark on a captivating journey
through Gian Frey's mind, understanding the inspirations, challenges, and triumphs that
have defined his career. His story serves as a testament to the resilience of an industry that
thrives on innovation and an unwavering commitment to pushing the boundaries of what is
possible.
We invite you to immerse yourself in this extraordinary story of creativity, transformation,
and impact. Gian Frey, featured prominently in "Design Icon - Story of Interior Design
Excellence," showcases the dedication and innovation that define the very essence of this
issue.
Happy Reading!
Kevin Wiiams
Kevin Williams
Editor-in-Chief
The Tycoon Magazine

C
O
N
T
E
ARTICLES
The Maestros
of Design:
Greatest Interior
Designers of the
Century
The Evolution of
Interior Design:
From Ancient
Elegance to
Future Frontiers
Cover Story
N
T
S
and
Leading the Way in
Interior Design
Innovation

The
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Gian Frey
Founder and
Design Director
6

and
Leading the Way in
Interior Design
Innovation
Gian Frey, the visionary behind
Studio Frey AG, is a renowned
figure in the world of interior
design. Hailing from Zurich, Switzerland,
Gian's journey in the field of interior design
has been nothing short of extraordinary. His
unwavering passion for design, combined
with a relentless pursuit of excellence, has
propelled him to the zenith of interior
design. In this interview, we delve into the
fascinating story of Gian Frey and Studio
Frey AG, exploring their philosophy,
remarkable achievements, and their
distinctive approach to interior design.
Gian Frey's Formative Years and Entry
into Interior Design
Story of
Excellence
Gian Frey's fascination for design began in
his early years, growing up in the
picturesque city of Zurich. His innate
passion for aesthetics and creativity guided
him towards a career in design. He took the
pivotal step of enrolling in a course of
industrial design in Zurich, and from there,
his journey embarked on a remarkable
trajectory.
7

Upon graduating, Gian set his sights on
Munich, where he joined Architectural
Digest (AD) in an editorial and
graphics role. His objective was clear:
to enhance his skills as a designer and
forge a path towards a successful
career in the industry. At AD, Gian
garnered invaluable experience and
delved deeper into the intricacies of
styling, a foundation that would prove
instrumental in his future endeavours.
However, Gian's quest for knowledge
and growth didn't stop there. He then
ventured to the design hub of Milan,
Italy, to at Matteo Thun. In the heart of
Italian design, Gian honed his interior
design skills, honing his abilities to
create masterful design plans and
immersing himself in the Italian design
culture.
In 2011, Gian Frey took a bold step,
driven by an unwavering belief in his
talents and a burning desire to make
his mark in the industry. He founded
Studio Frey AG in his hometown of
Zurich. The decision to open his own
design studio was not without its risks,
but Gian's dedication and relentless
pursuit of excellence served as a
steadfast foundation for his future
endeavours.
Studio Frey AG: The Pinnacle of
Interior and Brand Design
Studio Frey AG, headquartered in
Zurich, has firmly established itself as
a leading player in the world of interior
and brand design. The studio's
offerings encompass a wide spectrum,
including interior design, architecture,
branding, typography, web
development, and consulting. Gian
Frey and his dedicated team are deeply
committed to fostering creativity and a
sense of collaboration within their
work.
The studio's philosophy is rooted in
five core values: a personal approach,
individual growth, going the extra
mile, nurturing friendships, and
embracing individuality. These
principles underpin the studio's every
endeavour, creating a unique and
vibrant ethos that sets Studio Frey AG
apart from the rest.
Key Milestones and Achievements
Since its inception in 2011, Studio Frey
AG has achieved a series of
remarkable milestones. In the early
years, the studio was known as Studio
Gian Frey and James Dyer-Smith. In
2018, the studio took on the Pan Asian
Interior Design project for Suan Long
8

Niederdorf, marking the start of several
significant projects.
In the same year, Studio Frey AG was
entrusted with the branding and
interior design project for Valor Avec,
which led to the establishment of 230
shops throughout Switzerland. The
year 2020 witnessed the successful
execution of 16 co-working spaces for
psychologists under the name "We
Practice." Additionally, the studio
introduced its first bakery, "John
Baker," signalling a foray into the
culinary world.
By 2022, Studio Frey AG expanded its
horizons to office design, garnering
recognition for its work on the top
floor of an office building in Baar, now
serving as the headquarters for
Campari Switzerland. These
milestones showcase the studio's
remarkable growth and its diverse
portfolio of projects, ranging from
interior design to branding and beyond.
The Studio Frey AG Difference:
Unleashing Creativity and Attention
to Detail
What sets Studio Frey AG apart in the
world of interior design is its holistic
approach. The studio provides services
encompassing interior, brand, and
furniture design, allowing them to
guide clients from the initial concept to
the execution and survey of the
construction site. Every small design
detail is meticulously cared for,
reflecting the studio's commitment to
excellence.
Studio Frey AG goes beyond
traditional interior design; they assist
clients in uncovering clarity,
personality, and purpose in their
brands, enabling them to establish an
unforgettable connection with their
audience. The studio places a strong
emphasis on celebrating details and
fearlessly unleashing creativity, a
practice that forms the essence of their
success.
The Studio Frey AG Client
Experience: A Journey from
Concept to Completion
Working with Studio Frey AG is an
immersive experience, guided by a
comprehensive process. It all begins
with a consultation, where the studio's
team actively listens to clients' needs,
9

Advice for Aspiring
Entrepreneurs
Gian Frey's advice to those
contemplating a career in design
is succinct yet powerful: "Don't
copy, be your own creative
brain." This underscores the
importance of individuality and
innovation in the world of design,
setting the stage for a unique
and impactful career.
hopes, and wishes. A cost estimate is
agreed upon, and a vision is crafted
that sparks creative inspiration.
Once the vision is finalized, the studio
undertakes the meticulous planning
and execution, ensuring that every
detail aligns with the predetermined
timeline. Throughout the construction
phase, constant communication is
maintained with both clients and
skilled tradespeople, ensuring the
highest standards are upheld while
staying within budget. Finally, the
moment of joy arrives as the studio
delivers a flawlessly crafted space,
ready to be enjoyed and cherished.
A Project of Distinction: The MED-
Hub Project
Studio Frey AG takes immense pride in
projects that merge branding and
interior design. One project that Gian
Frey is particularly proud of is the
MED-Hub project in Zurich. Serving
as the city's first medical co-working
space, the project offers treatment
rooms and a spa area for pre- and postoperative
treatments. What makes it
exceptional, in Gian's eyes, is the
seamless collaboration between
branding and interior design, resulting
in a space that exudes both
functionality and aesthetic appeal.
Challenges and Triumphs: A Case of
Reinventing Tradition
In the world of interior design,
challenges are inevitable. Gian Frey
shares a compelling example of a
challenging project where the client
had reservations about deviating from
traditional design conventions. The
project in question was the House of
Ren, a captivating restaurant that
marries traditional elegance with
contemporary design. Successfully
convincing the client to embrace this
innovative approach exemplifies Gian's
ability to navigate complex situations
with finesse.
Balancing Client Vision and Design
Expertise: The Studio Frey AG
Approach
Balancing a client's vision with the
studio's design expertise is an art that
Studio Frey AG has mastered. Gian
Frey explains that the studio conducts
workshops with clients, carefully
analysing their vision and
collaboratively finding a common
thread. This approach ensures that each
project seamlessly combines the
client's aspirations with the studio's
design expertise, resulting in interiors
that are both unique and functional.
Leadership Philosophy: Embracing
Collaboration and Diversity
Gian Frey's leadership style is rooted in
collaboration and an open-minded
10

approach. He believes that a successful
design process is not a top-down one;
rather, it thrives on the diversity of
creative inputs. Gian actively listens to
the ideas of everyone involved,
fostering an environment where every
voice is not only valued but also
contributes to the collective creativity.
This collaborative spirit lies at the core
of Studio Frey AG's success.
Trends in Interior Design: A Glimpse
into the Future
In the ever-evolving field of interior
design, Gian Frey offers insights into
current and emerging trends. He
emphasizes the growing importance of
unique, one-of-a-kind pieces and the
shift towards designing office spaces
that exude warmth and personality. The
idea is to make the office environment
feel akin to one's living room, fostering
a sense of belonging and enhancing
productivity.
The Future of Studio Frey AG: A
Vision of Organic Growth
Gian Frey's vision for Studio Frey AG
in the next five to ten years is to
expand their reach with more
international projects, further
solidifying their name in the global
design arena. This expansion
necessitates close cooperation with
existing suppliers and architects, as
well as a greater focus on creative
planning and creative direction. The
studio's growth will be organic, driven
by their unwavering commitment to
excellence.
Gian Frey's Business Philosophy:
Less is More?
Gian Frey's unique perspective on
business is encapsulated in the phrase,
"Less is more? Who ever looked at
their bank account and said less is
more?" His bold and pragmatic
approach to business mirrors his
ambition and drive for excellence.
Keys to Entrepreneurial Success
Gian Frey believes that openmindedness
and the ability to connect
with people are essential qualities for a
successful entrepreneur. However, he
underscores that creativity alone is not
enough; maintaining a delicate balance
between creativity and financial
acumen is equally crucial. His insights
offer valuable guidance for budding
entrepreneurs looking to make their
mark in the industry.
A Culinary Venture and More
As parting words, Gian Frey shares an
exciting development—the completion
of a Japanese restaurant in Zurich's city
center, Metropol. The restaurant,
renowned for its excellent Japanese
cuisine, is a testament to the studio's
versatile design capabilities. Gian
personally recommends the Sesame
Eggplant, Bao Bun, and Spicy Tuna
Sushi rolls, a delightful culinary
experience that perfectly complements
the exceptional interior atmosphere.
Gian Frey and Studio Frey's
unwavering commitment to excellence,
dedication to collaborative and
innovative approaches, and a passion
for the unique and extraordinary have
cemented their reputation as leaders in
the industry. As they look toward the
future, Gian Frey and Studio Frey AG
are poised for continued growth and
success on the international stage,
making them a force to be reckoned
with in the world of design.
11

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Greatest Interior Designers of the Century
In the ever-evolving realm of interior design, a select group of
visionaries has emerged as the defining voices of our times. These are
the architects of atmosphere, the curators of comfort, and the creators
of spaces that transcend the ordinary. As we embark on a journey to
explore the greatest interior designers of the century, we encounter a
tapestry of creativity, innovation, and timeless aesthetics that have left an
indelible mark on the world of design.
Kelly Wearstler : A Modern Marvel
Renowned for her fearless approach to design, Kelly
Wearstler stands as a modern marvel in the world of interior
aesthetics. Her eclectic style effortlessly blends bold patterns,
unexpected textures, and a keen eye for unique art pieces.
Wearstler's portfolio spans from luxurious hotels to celebrity
residences, each space bearing the unmistakable imprint of
her avant-garde creativity. Her ability to seamlessly marry
luxury with a touch of irreverence has earned her a welldeserved
place among the greatest interior designers of the
century.
16

Philippe Starck:
Design with a Purpose
Philippe Starck is a name
synonymous with innovation
and functionality. Over the
decades, Starck has redefined
the boundaries of design,
creating spaces and products
that not only captivate the eye
but also serve a purpose. From
iconic furniture pieces to
groundbreaking hotel interiors,
Starck's influence extends
globally. His commitment to
sustainable and
environmentally conscious
design has set a benchmark
for the industry, making him a
true trailblazer of the 21st
century.
Zaha Hadid: The Queen of Fluidity
Zaha Hadid's architectural prowess extends
beyond buildings to the interiors she crafted
with unparalleled fluidity. As the queen of
curvilinear forms, Hadid's designs are a
testament to the power of organic shapes
and avant-garde structures. Her ability to
seamlessly blend the organic with the
futuristic has redefined modern interior
spaces, leaving an enduring legacy that
continues to inspire designers worldwide.
17

Tom Dixon: Industrial Elegance
A maestro of industrial elegance, Tom Dixon brings a distinctive
flair to interior design. His creations, characterized by metallic
finishes, geometric precision, and a nod to British heritage,
have graced everything from high-end residences to
commercial spaces. Dixon's ability to infuse warmth into
industrial elements has made him a revered figure in
contemporary design, earning him a place among the
century's most influential interior designers.
India Mahdavi: The Color Alchemist
Enter the world of India Mahdavi, where color becomes an art
form, and spaces are alive with vibrancy. As the color
alchemist of the century, Mahdavi's designs are a celebration
of hues and patterns that defy convention. Her eclectic yet
sophisticated approach has graced luxury hotels, restaurants,
and residences, making her a luminary in the world of interior
aesthetics.
Jean-Louis Deniot: Timeless Elegance
Jean-Louis Deniot's designs are a masterclass in timeless
elegance. With a penchant for classical references and a
contemporary twist, Deniot creates interiors that exude
sophistication and refinement. His portfolio, spanning from
grand residences to high-end hotels, showcases an
unwavering commitment to craftsmanship and an acute
attention to detail, establishing him as one of the preeminent
interior designers of our era.
18

Patricia Urquiola: Fusion of Form and Function
Patricia Urquiola's designs seamlessly fuse form and function,
creating spaces that are both aesthetically pleasing and
highly practical. Her diverse portfolio encompasses furniture
design, interiors, and architectural projects, all unified by a
sense of innovation and a deep understanding of user
experience. Urquiola's ability to infuse personality into her
creations has earned her a place among the century's most
influential interior designers.
David Adjaye: Architectural Visionary
As an architectural visionary, David Adjaye's impact extends
far beyond traditional boundaries. His designs, marked by a
harmonious blend of cultural influences and modernist
principles, redefine the spatial experience. From museums to
private residences, Adjaye's work embodies a commitment to
diversity, inclusivity, and a profound understanding of the
dialogue between architecture and its surroundings.
Marcel Wanders: Playful Elegance
Marcel Wanders is a maestro of playful elegance, infusing his
designs with a touch of whimsy and a deep appreciation for
craftsmanship. Wanders' creations range from iconic
furniture pieces to avant-garde interiors that challenge
traditional norms. His ability to balance opulence with a
sense of lightheartedness has positioned him as a luminary
in contemporary interior design.
19

Ilse Crawford: Human-Centric
Ilse Crawford is a pioneer of human-centric design, focusing on
creating spaces that enhance the well-being of their inhabitants.
Her emphasis on sensory experiences, natural materials, and a
holistic approach to design has redefined the concept of luxury.
Crawford's work spans from high-end hotels to residential projects,
all guided by a commitment to creating environments that
resonate with the human spirit.
The Legacy Continues:
Shaping the Future of Interior Design
The future of interior design holds the promise of continued innovation,
sustainability, and a deep connection to human experiences. The legacy of
these design maestros serves as an inspiration for emerging talents, urging
them to explore new frontiers and redefine the very essence of what it
means to design spaces that resonate with the spirit of the times.
In the grand tapestry of interior design, each of these designers has woven a
unique thread, contributing to a narrative that transcends the ordinary and
embraces the extraordinary. As we look to the future, we eagerly anticipate
the stories that will unfold, the spaces that will be crafted, and the continued
evolution of a discipline that remains as dynamic as the creative minds that
shape it.
20

The Evolution of
Interior Design
From Ancient Elegance to Future Frontiers
Interior design, as we know it today, is a fascinating
journey through time, culture, and artistic expression.
The history of interior design is a rich tapestry woven
with threads of innovation, cultural influences, and the everchanging
tastes of society. As we explore the roots of
interior design and gaze into the crystal ball of future
possibilities, we witness a continuous evolution that mirrors
the dynamic nature of human civilization.
A Glimpse into the Past: Ancient Beginnings
Interior design's origins can be traced back to ancient
civilizations where dwellings were not only shelters but
also reflections of societal values and status. In ancient
Egypt, for instance, interiors were adorned with
hieroglyphics, murals, and intricate carvings that conveyed
stories of gods and pharaohs. Furniture was often ornate,
and the use of precious metals and stones reflected the
wealth and opulence of the inhabitants.
Moving to ancient Greece, a shift towards balance and
proportion became evident. The concept of symmetria,
where elements were arranged harmoniously, influenced
interior spaces. Greek interiors were marked by columns,
frescoes, and the use of natural light to create a sense of
openness.
The Roman Empire further advanced interior design,
embracing the grandeur of large open spaces, mosaic floors,
and frescoed walls. The wealthy indulged in luxurious villas
adorned with intricate details, showcasing a penchant for
lavish living.
The Middle Ages: Functionality and Symbolism
With the onset of the Middle Ages, interior design took on a
different character. Functionality and symbolism became
paramount, especially in the design of castles and churches.
Medieval interiors were often austere, with heavy wooden
furniture and tapestries depicting scenes from religious
texts.

During the Renaissance, a rebirth of art and culture,
interiors saw a return to classical influences. The emphasis
on proportion, perspective, and harmony flourished. Palaces
and mansions showcased rich tapestries, ornate furniture,
and artistic masterpieces. The integration of art into interior
spaces became a defining feature of this period.
The Baroque and Rococo Eras: Ornate Extravagance
The Baroque and Rococo periods ushered in a sense of
theatricality and opulence. Baroque interiors were
characterized by elaborate ornamentation, dramatic
lighting, and intricate detailing. This period saw the rise of
the opulent palace, where every element of design aimed to
inspire awe.
The Rococo era, an extension of the Baroque, introduced a
more playful and whimsical aesthetic. Interiors were
adorned with curves, pastel colors, and ornate flourishes.
The emphasis on comfort and leisure became evident in the
design of salons and drawing rooms.
The Industrial Revolution: Function Meets Form
The Industrial Revolution brought about significant changes
in interior design. The mass production of furniture and the
availability of new materials reshaped the design landscape.
Functionality took precedence as urbanization led to a shift
in living spaces. The middle class sought practical yet
stylish interiors, marking the beginning of a
democratization of design.
Modernism and Beyond: Embracing Simplicity and
Innovation
The early 20th century witnessed the rise of Modernism, a
movement that celebrated simplicity, functionality, and a
departure from ornate styles. Pioneers like Le Corbusier
and Bauhaus architects advocated for clean lines,
minimalism, and the integration of technology into design.
Interiors became more open, with an emphasis on form
following function.
Post-World War II, a departure from the strict principles of
Modernism led to a diverse range of design movements.
Mid-century modern, with its iconic furniture designs,
embraced both form and function. The 1960s and 70s
brought bold colors and unconventional shapes, reflecting
the cultural shifts of the time.
The Present: Eclecticism and Personalization
In the 21st century, interior design has become a canvas for
personal expression. The prevailing trend is eclecticism,
where various styles, eras, and cultural influences coexist
harmoniously. Technology has played a pivotal role, with
smart homes integrating seamlessly into design, offering
both convenience and aesthetic appeal.
Sustainability is another key focus in contemporary interior
design. With a growing awareness of environmental issues,
designers are incorporating eco-friendly materials, energyefficient
systems, and sustainable practices into their
creations. The emphasis on wellness has led to the
integration of biophilic design, bringing nature indoors for a
healthier and more balanced living environment.
The Future: Innovations and Emerging Trends
As we gaze into the future of interior design, several
exciting possibilities unfold. Technological advancements
continue to shape the way we design and experience spaces.
Augmented reality (AR) and virtual reality (VR) are poised
to revolutionize the design process, allowing clients to
visualize and interact with their spaces before construction
begins.
Sustainable and eco-conscious design will undoubtedly
become more prevalent. From recycled materials to energyefficient
systems, the focus on reducing the environmental
impact of design choices will guide the industry forward.
Biophilic design, already gaining traction, will continue to
evolve, fostering a deeper connection between humans and
nature within interior spaces.
Personalization will remain a driving force in the future of
interior design. With the rise of customization options,
clients can tailor their spaces to reflect their unique tastes
and lifestyles. 3D printing, for instance, opens up new
avenues for creating bespoke furniture and decor items.
A Tapestry Unfolding
The history of interior design is a tapestry that weaves
together the threads of culture, innovation, and human
expression. From the grandeur of ancient civilizations to the
minimalism of the modern era, each period has contributed
to the rich and diverse landscape we experience today.
As we step into the future, the possibilities for interior
design seem boundless. Technological innovations, a
renewed commitment to sustainability, and an unwavering
focus on personalization will shape the aesthetic and
functional aspects of our living spaces. The journey
continues, and each design decision becomes a brushstroke
on the ever-evolving canvas of interior design, where the
past, present, and future converge in a harmonious blend of
creativity and functionality.