10 Questions with Saina Attaoui, Founder of Luxury Design Agency L’Atelier Five

Interview with L’Atelier Five founder Saina Attaoui

From crafting iconic activations for Cartier and Dior to reshaping the way we experience luxury, Saina Attaoui is a creative force transforming the global design landscape. As the founder of female-led experiential design agency L’Atelier Five, she has spent the past decade building a platform that champions women, celebrates artistry, and delivers unforgettable brand moments around the world from Harrods to the streets of Dubai.

In this exclusive 10 questions with interview, Saina Attaoui opens up about the power of storytelling, leading with resilience as a single mother, and what’s next as her studio prepares to mark a major milestone in London and Dubai.

1. What inspired you to create a female-led design agency in the luxury space?

When I founded L’Atelier Five nearly a decade ago, my vision was not only to create a design agency that delivered exceptional work in the luxury space but to also build a platform that empowered and celebrated talented women. Being a woman in a male dominated industry and doing so far from my family as a single mum has been both challenging and deeply rewarding. It’s taught me resilience, independence, and the importance of creating a supportive environment where women can truly thrive.

For me, L’Atelier Five is more than a business. It’s a reflection of my journey and the values I hold dear. I wanted to show that women can succeed, inspire, and lead in any industry while balancing the complexities of life. My role as a single mother has driven me to multitask and push boundaries, and it’s also given me a deeper understanding of the importance of collaboration, empathy, and lifting others up.

At the heart of what we do is the belief that women’s talents whether in design, leadership, or creativity deserve to shine on the world stage. I’m incredibly proud of the team we’ve built, which is filled with resilient, inspiring women who bring their magic to every project. Together, we’re not just creating extraordinary designs. We’re reshaping what leadership and success look like in this industry.

2. You’ve worked with some of the world’s most iconic brands—Cartier, Dior, Chanel, Hermes. What do you think makes a successful luxury brand?

A truly successful luxury brand activation is one that goes beyond aesthetics and creates an emotional connection with the audience. It’s about crafting an experience that feels both exclusive and memorable, while staying true to the brand’s DNA. For me, the key lies in storytelling. Every activation should tell a compelling story that resonates with the brand’s heritage and values, while engaging the senses in a way that leaves a lasting impression.

Attention to detail is absolutely vital. Luxury is defined by the smallest touches, whether it’s the perfect texture, lighting, or craftsmanship. Activations should evoke a sense of wonder and magic, immersing the audience in a world that feels bespoke and intentional.

Collaboration also plays a huge role!  Working closely with the client to understand their vision ensures that the activation is not only visually stunning but also strategically aligned with their goals. Finally, success is measured by the impact. Whether it’s driving brand awareness, creating buzz, or fostering deeper customer loyalty. When done right, a luxury activation becomes more than just an event. It becomes a moment that defines the brand and its relationship with its audience.

3. Your work ranges from pop-ups and store fit-outs to major window takeovers at places like Harrods. Which project has been most memorable?

Every project we take on feels like a marathon! Intense, fast paced, and with so much at stake. Whether it’s a Harrods takeover with Dior, the Hublot FIFA activation, the Alexander McQueen Parfum launch at Saks Fifth Avenue in New York, or a new launch for Cartier, each one holds a special place in my heart and in the agency’s journey.

What makes these projects so unforgettable isn’t just the final result but the journey we embark on with the brand. The collaboration is so immersive, with tight deadlines, high expectations, and countless late nights, that it becomes a shared story of creativity, resilience, and determination. Along the way, there are always anecdotes, lessons learned, and moments of pride that stay with us long after the project is completed.

What I love most about my job is that every project feels like the first time. Each brief brings a new challenge, an opportunity to push boundaries, and the thrill of creating something extraordinary. Just when we think we’ve reached our peak, another challenging brief comes along, and once again, we rise to the occasion. It’s a constant push to innovate, to evolve, and to outdo ourselves. A true testament to the creativity and dedication of the team.

A few projects are especially close to my heart for very different reasons. Sometimes, it’s the technical feat of how we delivered it, overcoming complexities that seemed impossible. Other times, it’s the incredible passion and effort the team poured into bringing a vision to life. And then there are projects that are memorable simply because they marked a “first” for us a new milestone, a new creative direction, or an unforgettable collaboration.

So for me, they are all unforgettable because they each have a unique story that has shaped who we are today. Every project tells a story, and each one reminds me why we do what we do. To create magic, to inspire, and to keep pushing boundaries. It’s that constant evolution, the lessons learned, and the shared moments of pride that make this work so rewarding.

4. As a female founder and mother leading an international team, what does empowerment look like for you?

Empowerment, for me, is about creating an environment where everyone, especially women, feels seen, valued, and supported to reach their full potential. As a female founder and single mother leading an international team, empowerment is woven into the fabric of my day to day life. It’s about leading by example, showing resilience, and proving that with determination and passion, we can overcome any challenge.

On a practical level, it means fostering a culture of collaboration and trust within my team. I make it a priority to ensure that everyone feels heard and has the tools they need to succeed. Whether it’s through open communication, celebrating achievements, or offering mentorship, I want my team to feel inspired and confident in their abilities.

As a single mother, empowerment also means balancing my personal and professional roles and showing my son that it’s possible to lead with strength and grace. It’s about teaching him the value of hard work and the importance of treating others with kindness and respect.

Ultimately, empowerment is about lifting others up and creating opportunities for growth, whether it’s helping a team member step into a leadership role, guiding a young artist to find their voice, or showing other women that they, too, can thrive in a male dominated world. It’s a privilege to lead a team that shares this vision, and together, we strive to build something extraordinary every day.

5. What role does art play in your creative process, and how do you champion local artists?

Art is at the very heart of everything we do at L’Atelier Five. It’s the foundation of our creative process, inspiring us to craft experiences that go beyond aesthetics and truly connect with people. For us, art is not just about visual beauty. It’s about storytelling, emotion, and creating moments that leave a lasting impression. Whether it’s through intricate installations, bespoke designs, or immersive environments, art allows us to bring a brand’s vision to life in ways that feel authentic and meaningful.

Championing local artists is something we’re deeply passionate about. We see every project as an opportunity to collaborate with talented artisans and creatives, giving them a platform to showcase their craft. By integrating their work into our designs, we not only elevate the project but also celebrate the unique cultural and artistic heritage of the regions we work in.

For example, we’ve worked with local artists to create handcrafted elements that add depth and authenticity to our installations, ensuring that every detail tells a story. This collaboration is about more than just the final product. It’s about building relationships, supporting creative communities, and fostering a culture of innovation and artistry.

At L’Atelier Five, we believe that art has the power to transform spaces, evoke emotions, and inspire people. By weaving it into our creative process and championing local talent, we’re able to create experiences that are not only visually stunning but also deeply meaningful. It’s this commitment to artistry and collaboration that makes our work so rewarding… 

6. What does it mean to you to be a judge for Women in Art Prize and supporting the next generation of female creatives?

Being a judge for Women in Art 2025 is an incredible honour and a deeply meaningful role for me. Supporting the next generation of female creatives is something I’m truly passionate about, as it aligns with the values that inspired me to start L’Atelier Five in the first place. It’s about creating opportunities, offering guidance, and celebrating the immense talent and potential that women bring to the creative industries.

It means so much to me to be able to give back to those starting out in the industry that helps me fulfil my dream every day. My journey has not always been easy, and I understand the challenges of navigating male dominated spaces. That’s why I try to support and encourage others as much as I can, helping them believe in their abilities and their vision.

This role is not just about evaluating art it’s about championing the voices and stories of young female artists who are carving their paths in a world that can sometimes feel daunting. It’s incredibly inspiring to witness the innovation, passion, and courage these artists bring to their work. Judging this competition is a reminder of the importance of mentorship and representation. When women see others succeeding, it creates a ripple effect, empowering them to dream bigger and push boundaries.

Ultimately, being part of Women in Art 2025 is about paying it forward sharing the lessons I’ve learned, opening doors where I can, and ensuring that these talented women have the support and recognition they need to thrive. It’s a privilege to be part of a platform that celebrates creativity, resilience, and the power of women to shape the future of art.. 

7. How do you keep your creative edge while maintaining the high standards clients expect?

Luxury is evolving so quickly, and staying ahead is all about balancing innovation with an unwavering commitment to excellence. For me, it starts with truly understanding the brands we work with and how their audiences are changing. I’m constantly drawing inspiration from everywhere. Art, culture, design, and emerging technologies. That keeps things fresh and exciting.

I’m so lucky to have such a talented team from all over the world. At the start of every project, we dive into extensive research together, brainstorming and refining ideas until we find the concept that will not only meet but exceed our client’s expectations. With L’Atelier Five, nothing is impossible. We’re always ready to raise the bar and create installations that no one has ever seen before.

At the same time, we hold on to what defines us our artisan approach, our obsession with detail, and our dedication to creating high quality, bespoke experiences. Every project is a chance to push boundaries, whether it’s through innovative storytelling, groundbreaking materials, or immersive designs. Each brief challenges us to deliver something extraordinary while maintaining the elegance and sophistication that luxury demands.

Collaboration is everything. We work closely with our clients to bring their vision to life in a way that feels authentic and impactful. Building those relationships and having open communication allows us to adapt to their needs while always exceeding their expectations.

For me, it’s about never standing still. Luxury is about creating magic, and that means constantly evolving, learning, and setting new standards for creativity and craftsmanship. That’s what keeps us ahead and ensures we deliver the exceptional quality our global clients expect.

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8. With offices in both London and Dubai, how do you approach the cultural nuances of design in each market?

It’s such an honour to work globally and immerse myself in different cultures. It’s one of the things that makes every project so unique and exciting. With offices in both London and Dubai, we’re able to cover the world! from New York to Seoul, Singapore, Saudi Arabia, Qatar, Paris, Amsterdam, and Switzerland, to name just a few. Each market brings its own identity, traditions, and challenges, and I absolutely love the process of adapting our work to resonate with such diverse audiences.

Of course, all this global work means I travel a lot, and sometimes I feel like a modern day nomad trying to juggle personal and professional life on the go! But honestly, traveling and experiencing different cultures firsthand is something exceptional and unique. It’s where so much of our inspiration comes from. Meeting people, learning about their traditions, and seeing how they connect with luxury is an incredible privilege.

Our team is wonderfully diverse, with members from all over the world, which makes us rich in essence and open minded. This openness is so important because our clients are facing diverse audiences too, and we need to ensure our work feels authentic and relevant wherever it’s seen. It’s always a gorgeous challenge when an activation is a success in one market, and we have to adapt it to others. It’s in those moments that I truly appreciate the reach and impact of being internationally relevant.

At L’Atelier Five, nothing is impossible. We embrace every brief with passion and creativity, and we pour our hearts into making sure every project is extraordinary. It’s this blend of global experience, cultural understanding, and a touch of nomadic adventure that makes this journey so rewarding!

9. What advice would you give to women looking to break into the luxury industry?

My advice to women looking to break into the luxury or experiential design world is to believe in yourself and your vision, even when the road feels uncertain or challenging. This industry can be tough, but it’s also incredibly rewarding if you’re willing to work hard, stay curious, and push boundaries.

First, immerse yourself in the world of luxury. Understand its nuances, its attention to detail, and its storytelling. Every brand has its own DNA, and success in this space comes from being able to interpret and elevate that identity in creative and meaningful ways. Don’t be afraid to let your unique perspective shine; it’s often what sets you apart.

Second, network and build relationships. This industry thrives on collaboration, and the connections you make will open doors, inspire you, and help you grow. Seek out mentors, ask questions, and never stop learning from those around you.

Third, resilience is key. As a self made woman who started my journey in male dominated industries, I understand how important it is to stay determined and focused, even when challenges arise. There will be moments of doubt, but each setback is an opportunity to learn and grow stronger.

And finally, never give up and enjoy the journey! The road may be long and it won’t always be easy, but if you have motivation and a dream, you will always end up where you’re meant to be. Every day brings its own challenges, but it’s important to embrace every moment and overcome the obstacles you stumble across.

This world is about creating magic and experiences that people will never forget. Approach every project with passion and a willingness to go the extra mile. Surround yourself with a team that shares your vision and values and never lose sight of why you started. Breaking into this industry isn’t easy, but it’s worth it. Stay true to yourself, take risks, and don’t be afraid to dream big! you’re capable of more than you think.

10. What’s next for L’Atelier Five?

2025 is shaping up to be such an incredible year for L’Atelier Five. It’s a moment to reflect on how far we’ve come, celebrate everything we’ve achieved, and, most importantly, keep dreaming big about what’s next. 

The activations we have lined up this year are some of the most exciting projects we’ve ever worked on, spanning across the globe and pushing the boundaries of creativity and craftsmanship.

Of course, we’ll be marking our 10th year in London and 5th year in Dubai with celebrations in both cities, and we can’t wait to share those moments with everyone who has been part of our journey. But that’s not all! there’s something incredibly special coming later this year. I’ve been working on a project that’s very close to my heart, something unlike anything I’ve ever done before. It’s pushed me completely out of my comfort zone in the best way possible. It’s healthy, exciting, and a little scary all at once.

While I can’t reveal too much just yet, I can promise that it’s going to be big, meaningful, and something truly special. We’re not stopping here. This is just the beginning of an exciting new chapter for L’Atelier Five. Stay tuned, because we can’t wait to share it with you when the time is right!

To learn more about Saina Attaoui, visit the website or follow along on social media @latelierfive for the latest updates and inspiring content.