With a firm dedication to human connection, Sonia Germain likens her small but mighty Novel Project team more to storytellers. Launched in September 2024, the Toronto-based practice brings forth more than two decades of collective design prowess across numerous typologies in more than 20 countries. What most unifies the team is a passion for delivering culturally resonant design predicated on integrity, respect, collaboration, and context. Invoking curiosity and affirming a sense of place through local craft empowers the studio to fashion an inclusive, global perspective deeply felt.
When and why did you decide to launch your own practice?
It was less of an aha moment, and more of a meandering conversation that led to the question, “Why shouldn’t we make a go of this?” We were three friends and former colleagues with rich, complementary experience catching up over coffee and trying to figure out our next moves. We connected over motherhood and a desire to continue to contribute to culture and design in a quiet, intentional way. We shared a desire for a small, values-driven studio built on integrity and respect. One that celebrated community, collaboration, and open communication.
How did you prepare?
We decided to approach launching our studio with thoughtful intention. We wrote a business plan, surrounded ourselves with trusted advisors, and aligned on how, where, and what we wanted our work to look like. We made sure details like our legal structure and brand identity were sound. We were pretty clear about where we wanted to go and how we could get there.
What did you want to accomplish on your own?
Our greatest ambition as a studio is to contribute to culture, to create environments that inspire, connect, and leave a positive impact on both local and global communities. Starting our own studio was a chance to create greater alignment between our values and how we work day to day. Equally important has been a people-first approach. We wanted to build a cohesive, stable team supported through mentorship and continuity, knowing that stability will allow us to be nimble and responsive. Collaboration with a like-minded creative community strengthens our impact. Ultimately, we set out to create a practice that treads lightly, one that balances our creative ambition with responsibility, and where thoughtful leadership enables both strong design outcomes and a sustainable future.
How did you raise capital, acquire talent, find workspace, etc.?
We’re self-funded. We aren’t opposed to raising capital, but we did want to make sure we could secure a strong foundation for the studio before bringing on debt to fund growth. We were focused on leveraging our own sweat equity and industry relationships to land a full-scope hotel design project in year one, as opposed to taking on smaller scopes and building more slowly. We knew making big moves would have the most impact.
What have been some lessons learned?
We’ve been met with openness and curiosity, a feeling we also hope to be able to reciprocate. This has reinforced that there is room for our thoughtful, intentional, quieter sensibility. We’ve also learned very acutely that building a practice is an ongoing process. Perhaps the most important lesson has been in saying no. Being selective, carefully considering which decisions and opportunities will create the intended impact, has allowed us to stay aligned with our values, and grow in a deliberate way.
How do you balance design acumen with business acumen?
The idea of balance is a bit of a myth. It’s no mistake that we chose a partnership and structure that allows us to lead collectively. Our three brains mean we can split our focus with confidence that the details are being looked after. We also see design and business as deeply connected. Strong design requires sound business decisions, and a healthy business creates the conditions for meaningful design. Our structure allows us to support one another while keeping both creativity and sustainability in view.
What have been some challenges/solutions as a leader?
Starting from scratch. We’ve had to build systems, processes, standards, tools, and foundational elements like our brand identity, etc. This has also been an opportunity to be intentional, making sure these things support collaboration and set a clear standard for the type of practice we want to build. Despite longstanding personal relationships and experience, many hotel brands and clients look for a studio-level track record. In many ways, launching a new practice feels a bit like beginning again, without the credibility of an established organization. Demonstrating our thinking and rigor have helped build that trust.
How does your practice stand out?
We compete with more established firms, but are differentiated by offering a unique breadth and depth of experience. As storytellers, cultural contributors, and stewards of heritage, we design spaces that are effortless, genuine, and deeply connected to local culture. Our studio benefits from a deep collective experience, providing full-scope design services across various sectors, including hotel, resort , F&B, and wellness. We emphasize a community-based approach, collaborating with local designers, craftspeople, and specialists. We also look for the opportunity to mentor, nurture, and lead young interior designers and also support local artists, artisans, and craftspeople through our work. We embrace heritage, either through art and artifacts or existing architecture, reflecting on the past as we lean into the future. We believe that thoughtful design has the power to enhance quality of life and bring people together.
What are some projects you’re excited about right now?
We are designing two 5-Star lifestyle hotels in top-tier global cities. We are thrilled to be working with exceptional clients on landmark projects that will each contribute to community and culture in unique ways, as well as connect visitors with a strong sense of place. In addition to this, we’ve designed two new-build private residences in Ontario with strong connections to the land. Both are wilderness retreats—one on an escarpment, the other lakeside—and each is designed with an approach that is timeless and deeply personal.
