Lauro Dominici

Lauro Dominici Interior Design Studio

25/06/2026

Comment “ONBOARD” to access the Welcome Pack template I use to build calm, confident clients.

24/06/2026

The client doesn’t pay for your design.

They pay for the experience
of seeing the design.

I learned this the hard way.

In my corporate years, I closed
multi-million euro contracts not because
my product was better.

Because my presentation made the buyer
feel like they were already inside
the future I was selling.

Most designers spend 200 hours on a project
and 2 hours on the presentation.

Then they wonder why the client
asks for a discount.

The client is not negotiating the design.
They are negotiating the uncertainty.

A 94-page presentation
removes uncertainty.

When the client sees the space,
the materials, the budget, the timeline —
all in one place, all designed with the same care
as the project itself —
they don’t ask for a discount.

They ask when you can start.

Comment “REVEAL”
and I’ll send you the presentation
my studio delivers to every client.

Comment “REVEAL” and I’ll send you the full template you can customize for your studio in less than five minutes.
23/06/2026

Comment “REVEAL” and I’ll send you the full template you can customize for your studio in less than five minutes.

22/06/2026

5 ways I use Claude to run a premium
interior design studio.

Everyone talks about AI for renderings.
That’s the least interesting use of AI
for designers.

The real value is what AI does to your
business — not your visuals.

After 18 months building this studio
with Claude as my strategic partner,
these are the 5 ways I use it every week.

Each one uses a different capability —
because Claude is not one tool. It’s five.

→ REVENUE DASHBOARD · built with Artifacts.
I ask a business question, Claude generates
an interactive dashboard inside the chat.
Revenue, hours, margins, client value, time
waste. No spreadsheets to maintain. A live
business overview I rebuild in 30 seconds.

→ FF&E AUTOFILL · built with Projects. Every
project lives in a dedicated Claude Project
with brief and palette already loaded. I drop
supplier product links — Claude fills the
entire FF&E schedule in Notion: name, brand,
dimensions, material, price, lead time.

→ AD PERFORMANCE · built with MCP + Meta Pixel.
Claude reads Meta Pixel data in real time.
“How did last week’s ads perform?” returns
a board-level memo — which creative converted,
which audience responded, where money is being
wasted. Strategy, not dashboards.

→ GOOGLE CONNECTION · built with Connectors. Drive,
Gmail and Calendar read and edited inside the
conversation. I draft client emails, schedule
visits, search project folders, update documents
— all without leaving the chat. One tab. Zero
switching.

→ MONTHLY AUTOPILOT · built with Cowork. Claude
takes actions across apps on a schedule I set.
Every month it pulls Stripe revenue into Notion,
generates client invoices, prepares the monthly
report, sends nurturing emails through Kit.
Standard procedures, zero manual work.

Five capabilities.
One assistant.
A studio that runs like a company with
a 5-person operations team.

Comment "STUDIO" — I’ll send you the operating
system I built for interior designers, one
that smartly relies on AI.

21/06/2026

When I started 18 months ago,
I made a list.

A list of everything I thought
I needed to become a “real” interior designer.

Live in Milan.
Get a Master’s.
Have rich connections.
Work for free for two years.
Wait until 40.
Drive a black car.
Speak the language.
Know the brands.
Know the people who know the brands.

I had none of it.

For months I tried to chase that list.

I followed the famous studios on Instagram.
I read every interview from designers
who claimed to have “made it.”
I watched their offices.
Their cars.
Their dinner parties.

The more I watched, the more convinced I became
that I was on the wrong path.

Then one day a client called me.

A real client.
With a real budget.
For a real project.

She didn’t ask where I lived.
She didn’t ask my degree.
She didn’t ask which famous architect I knew.

She asked one question.

“Can you help me build a home that feels mine?”

That’s when I realized something nobody had told me.

The industry’s gatekeepers built a list
to protect their position.
The clients never had that list.

They have one question.
Always the same.

“Can you solve my problem?”

So I stopped chasing the gatekeepers.

I started chasing the question.

I priced my services based on the value
I delivered to the client.
Not on the years on my CV.

I built a brand around clarity.
Not around prestige.

I wrote my contracts in plain language.
Not in industry jargon.

I picked clients who paid me on time.
Not clients who would look good
on my Instagram grid.

Did it work right away?
No.

The first six months I undercharged.
I overdelivered.
I said yes to projects I should have refused.

I made every mistake the list was supposed
to protect me from.

But none of those mistakes mattered.

Because the list was protecting me
from playing the wrong game.

The right game is simple.
Solve the client’s problem.
Be paid for it.
Build a system around it.

Everything else is decoration.

Today I don’t live in Milan.
I don’t have a Master’s.
I don’t know famous architects.

And my studio consistently generates five figures per month.

Comment “REVEAL”
and I’ll send you the toolkit
I built when I burned the list.

18/06/2026

Comment “SETUP” to access the Email Sequence template I use to communicate like a premium studio.

17/06/2026

Most projects don’t fail on the design.

They fail on assumptions.

The client said “modern.”
You assumed minimalist.
They meant warm and contemporary.

Three revisions later, you’re still trying to fix
the gap between what they said and what they meant.

Zoom calls feel productive.
They’re not.

Clients perform on Zoom.
They tell you what they think sounds good in front of a designer.

Then they go home,
sit in their actual living room,
and remember what they actually want.

A written questionnaire bypasses
the performance.

It asks honest questions in a calm place
with no audience.

The answers you get back
are the brief you should have had
from day one.

Comment "DISCOVERY"
and I’ll send you the 24-page document
I use before designing a single wall.

Comment “DISCOVERY” and I’ll send you the full template you can customize for your studio in less than five minutes.
16/06/2026

Comment “DISCOVERY” and I’ll send you the full template you can customize for your studio in less than five minutes.

15/06/2026

4 legal & logistic documents every
interior design studio needs from day one.

The biggest reason interior designers stay
stuck at freelancer level isn’t the design.

It’s the missing paperwork.

After 15 years in industrial operations,
I learned one thing about premium businesses —
the documents are part of the product.

A studio without documents is a freelancer
with a Figma license.
A studio with the right documents
is a real company.

These are the 4 that make the difference.

→ CLIENT AGREEMENT · a binding contract — not
a Word file copied from Google, not a handshake
over coffee. Scope, payment schedule, revisions
in and out of scope, right to terminate,
intellectual property, late payment terms,
liability clauses. Plain language so the client
actually reads it, legally enforceable the moment
they sign. The single document that separates
a studio that can defend itself from a freelancer
hoping nothing goes wrong.

→ CALL RECAP · the formatted summary every
client gets after a meeting. Not a transcript,
not a voice note, not a chaotic email. A real
document with the same visual language as the
contract. Every key decision captured. Zero
“I thought you said something different”
three weeks later.

→ PREMIUM INVOICE · the document most designers
get wrong. A premium client doesn’t want a PDF
generated by a free invoicing app. Same
typography, same hierarchy, same calm as every
other document. The premium feel never breaks
at the moment of payment — because that’s the
moment the relationship gets tested.

→ PRE-WRITTEN EMAIL SEQUENCE · every project
milestone already written for you. Payment
confirmation. Visit scheduling. Project updates.
Delivery notifications. Final handover. Review
request. You never reinvent how you communicate
— the system stays consistent, you stay free
to focus on the work that actually matters.

Four documents.
Built once.
Used forever.

Save this for the next time you sign a client.
And comment “STUDIO” — I’ll send you the operating
system I built for interior designers, one that
smartly relies on AI.

14/06/2026

For 15 years I was the version of myself the corporate world wanted.

Competent. Reliable. Sharp. Available. Optimized.

I was very good at being that person.

I had the calendar to prove it. The salary. The relocation history.

The problem is, I’d become so good at being that version that I’d lost the original.

You don’t notice atrophy in real time. You see it when you try to use the muscle and it’s gone.

I couldn’t read a book without checking my phone.
I couldn’t eat a meal without thinking about work.
I couldn’t sit in a room without scanning it for ROI.

The skills corporate rewarded had quietly eaten everything it didn’t measure.

Patience. Curiosity. Slowness. Beginner’s mind.

I’d become a high-performing version of nobody.

When I left, I didn’t have a plan to “find myself.” That language always felt fake to me.

I had a different plan. I’d start something I wasn’t already good at.

So I drew badly. Designed badly. Priced badly. Missed deadlines. Sent bad emails.

For the first time in 15 years I wasn’t one of the most competent people in the room.

And slowly, something came back. The version of me corporate had never seen.

But here’s what I didn’t expect.

I didn’t just get the old version back. I built new skills I didn’t even know existed at 33.

How to design. How to build a brand. How to write something people actually read.

Was it humiliating? Sometimes. Was it scary? Often.

Was it the most useful thing I’ve ever done for myself? Without a doubt.

Today I make less than I did as a General Manager in Canada. I have more of my life back.

The trade is uneven in my favor — in ways the spreadsheet can’t measure.

The most surprising part?

The version of me that came back turned out to be a better designer than the one that left.

Because design isn’t a skill. It’s a way of paying attention.

And paying attention is exactly what corporate life had trained me to stop doing.

What’s your story?

Indirizzo

Rome

Sito Web

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