Candid Company: A Q&A With Bathroom and Kitchen Designers, Minosa
Darren Genner and Simona Castagna's famed design studio is a starkly different business to the one they founded in 2001
Ask Minosa‘s charismatic co-founders if they predicted the success their design studio enjoys today, and the answer is likely a flat-out ‘no’. After meeting in 2001, the creative pair wasted no time founding a friendship, partnership and then a business. However, their original vision for Minosa was that of a luxurious retailer of bathroom furniture and accessories, not a sought-after design practice specialising in bespoke bathrooms and kitchens. Yet almost two decades and a few professional pivots later, this Sydney-based design studio is now famed for its creative approach. The rest, as they say, is history.
What distinguishes your work?
Darren: Communication. By truly understanding the unique needs and desires of our clients, a creative solution can be tailored that considers their nature, supports their routine and enhances their lifestyle. In this way, wellness and indulgence are integrated into every project we complete.
An appreciation, passion and commitment to bespoke, authentic design is the hallmark of our portfolio; it’s what keeps us inspired to continue creating better spaces for people to live, nourish and relax in.
Cabarita kitchen – KBDi Australian Kitchen Design of the Year 2018
Darren: Communication. By truly understanding the unique needs and desires of our clients, a creative solution can be tailored that considers their nature, supports their routine and enhances their lifestyle. In this way, wellness and indulgence are integrated into every project we complete.
An appreciation, passion and commitment to bespoke, authentic design is the hallmark of our portfolio; it’s what keeps us inspired to continue creating better spaces for people to live, nourish and relax in.
Cabarita kitchen – KBDi Australian Kitchen Design of the Year 2018
How did you enter this field of work?
Darren: Simona studied a bachelor of interior design at RMIT in Melbourne, then moved to Sydney for work opportunities. And I completed a trade certificate in wood machining before seeking a creative outlet.
Paddington kitchen – KBDi NSW Medium Kitchen Design of the Year 2018
Darren: Simona studied a bachelor of interior design at RMIT in Melbourne, then moved to Sydney for work opportunities. And I completed a trade certificate in wood machining before seeking a creative outlet.
Paddington kitchen – KBDi NSW Medium Kitchen Design of the Year 2018
We met inside a kitchen cabinet. Simona was working for a European kitchen company at the time, I was working for a local, handmade kitchen joiner and I had seen an advertisement for a job at this European kitchen company. So I went to their showroom to check it out and had my head in a cupboard, figuring out some detailing inside the cabinet, when Simona stuck her head in and asked, “So, who do you work for?”
We hit it off from there with a friendship, and before too long we were together. Then really quickly after that we started the business. And 18 short years later, we’re an overnight success.
We hit it off from there with a friendship, and before too long we were together. Then really quickly after that we started the business. And 18 short years later, we’re an overnight success.
When did you start Minosa Design?
Simona: We started Minosa in October 2001. The design aspect of our business was not something we promoted. Initially, we focused on our Australian-made, bespoke bathroom furniture collection. Although the design side of our business never stopped, we relied on referrals and used the showroom space as a filter for the right projects.
Bronte Beach steam room
Simona: We started Minosa in October 2001. The design aspect of our business was not something we promoted. Initially, we focused on our Australian-made, bespoke bathroom furniture collection. Although the design side of our business never stopped, we relied on referrals and used the showroom space as a filter for the right projects.
Bronte Beach steam room
Darren: When we set out, we wanted to create a luxury bathroom brand that focused on Australian-made bathroom furniture, supported by amazing brands, such as Italian tapware, so our mission was to focus on bathrooms. We had a range of washbasins and bathroom furniture that we designed and were hand-making in Sydney, and we retailed parts of this collection through the Reece network around Australia.
Clovelly bathroom
Clovelly bathroom
How has your business changed?
Simona: When the Sydney market crashed with the GFC, the luxury end of retailing died and our phone stopped ringing. But we had managed to secure a few large design jobs, so we were lucky that the design side of the business held us through that financial crisis. From there, we twigged that we had to focus on design services to keep our doors open.
Crows Nest powder room
Simona: When the Sydney market crashed with the GFC, the luxury end of retailing died and our phone stopped ringing. But we had managed to secure a few large design jobs, so we were lucky that the design side of the business held us through that financial crisis. From there, we twigged that we had to focus on design services to keep our doors open.
Crows Nest powder room
Darren: We had to become a primarily service-based business, because we couldn’t compete with the bigger boys in retail who we’d been playing with previously. When we started, our primary business was retail, with design at the back. Now it’s design at the front, with retail in the background. The retail side is still there, and it’s still a core part of our business – a key strategy for the future of our brand.
We’ve grown rapidly in four years: we’ve gone from being a company of four to eight, so it is clear we are doing something right.
We’ve grown rapidly in four years: we’ve gone from being a company of four to eight, so it is clear we are doing something right.
Can you identify a turning point for your company?
Darren: I think there were three real turning points. The first one was when we created our first showroom in 2004 in Annandale, Sydney (now we’re in Alexandria). We took a really ugly building and turned it into something that Sydney hadn’t seen before; it was really out of the box and ahead of its time.
The other big turning point was when the market crashed, which suddenly made us rethink a lot of things.
Killara mesh kitchen
Darren: I think there were three real turning points. The first one was when we created our first showroom in 2004 in Annandale, Sydney (now we’re in Alexandria). We took a really ugly building and turned it into something that Sydney hadn’t seen before; it was really out of the box and ahead of its time.
The other big turning point was when the market crashed, which suddenly made us rethink a lot of things.
Killara mesh kitchen
And the next turning point was in 2013/2014. We won a lot of awards in one year and that’s when people looked at us and thought, “Wow, you’re an overnight success,” 14 years after we started. So suddenly we were at the forefront of people’s minds. Some of the bathrooms and kitchens we did that year were really extraordinary – the rock bathroom has become an iconic image – and that really catapulted us.
Dover Heights ‘rock’ bathroom – KBDi and HIA Australian Bathroom Design of the Year 2014
Dover Heights ‘rock’ bathroom – KBDi and HIA Australian Bathroom Design of the Year 2014
What has proven the greatest professional challenge?
Darren: Being a business owner. But we face the challenge with sheer grit, determination and a desire to never give up. Every day is like a job interview, so we always have to be better than yesterday.
Melbourne parents’ retreat
Darren: Being a business owner. But we face the challenge with sheer grit, determination and a desire to never give up. Every day is like a job interview, so we always have to be better than yesterday.
Melbourne parents’ retreat
What have you learnt about your industry that you wish you knew when you started?
Simona: Organise yourself; don’t wing it. Some people claim you don’t need a business plan, but you do.
You have to write your goals, you have to write your business plan. It doesn’t have to be complicated, but you need to start somewhere. And start writing down your procedures and processes – no business is ever too small not to need that.
Maroubra parents’ retreat
Simona: Organise yourself; don’t wing it. Some people claim you don’t need a business plan, but you do.
You have to write your goals, you have to write your business plan. It doesn’t have to be complicated, but you need to start somewhere. And start writing down your procedures and processes – no business is ever too small not to need that.
Maroubra parents’ retreat
When choosing sub-contractors or clients, what do you look for?
Darren: We look for people who have the same values as us and who are similar types of people. Being a family business, we always try to work with other family businesses, because they often share the same values as Minosa. Those values help us communicate, get along and understand each other.
With clients, we are always looking for people who are prepared to supply a good brief and allow us to be creative.
Cabarita powder room
Darren: We look for people who have the same values as us and who are similar types of people. Being a family business, we always try to work with other family businesses, because they often share the same values as Minosa. Those values help us communicate, get along and understand each other.
With clients, we are always looking for people who are prepared to supply a good brief and allow us to be creative.
Cabarita powder room
What are the deal-breakers that make you reluctant to work with sub-contractors or clients?
Darren: It’s a bit pointless if the clients who employ us try to design the project themselves, so we look for clients who don’t want to micro-manage us. Our processes really help with this; our initial sessions are a meet and greet to see if we all get along as humans. If we don’t get on, then we will never get to the desired outcome, which is a creative solution. Getting along is vital, especially when we’re trying to improve our clients’ lives through design.
Bondi kitchen
Darren: It’s a bit pointless if the clients who employ us try to design the project themselves, so we look for clients who don’t want to micro-manage us. Our processes really help with this; our initial sessions are a meet and greet to see if we all get along as humans. If we don’t get on, then we will never get to the desired outcome, which is a creative solution. Getting along is vital, especially when we’re trying to improve our clients’ lives through design.
Bondi kitchen
What’s the best advice you can offer about managing a team?
Simona: Always be authentic, honest and grounded with your staff. Remain humble and let them know you value and respect them.
Darren: And listen to your wife, because she really does know best! Give your team opportunities to support their own professional growth and remain true to what you stand for and believe in.
Willoughby bathroom
Simona: Always be authentic, honest and grounded with your staff. Remain humble and let them know you value and respect them.
Darren: And listen to your wife, because she really does know best! Give your team opportunities to support their own professional growth and remain true to what you stand for and believe in.
Willoughby bathroom
How do you plan to grow or maintain your level of success?
Darren: We’ve spent time looking at our values – what we live by and what we work by – and our mission statement – what our objective is – so we want to work by that and live by that. And if we do, then we feel we’ll keep growing from strength to strength.
As far as growth goes, we always want to remain curious in work and life, because if we’re curious we’ll always be growing mentally and continue to do the best we can.
We have concepts to reignite the retail side of our business, the Art of Bathing, which is an exciting idea, we just have to find the right people who want to come along with us on that journey.
Haberfield bathroom
Darren: We’ve spent time looking at our values – what we live by and what we work by – and our mission statement – what our objective is – so we want to work by that and live by that. And if we do, then we feel we’ll keep growing from strength to strength.
As far as growth goes, we always want to remain curious in work and life, because if we’re curious we’ll always be growing mentally and continue to do the best we can.
We have concepts to reignite the retail side of our business, the Art of Bathing, which is an exciting idea, we just have to find the right people who want to come along with us on that journey.
Haberfield bathroom
Any recommendations for software or apps that help you run your business well?
Simona: We’re very cloud-based now, so we can work anywhere. We are currently automating our entire process, from lead generation to ordering and calendar management; it is a massive undertaking, but the level of organisation for all aspects of Minosa will be amazing.
Darren: We use really advanced 3D rendering software – and have for 17 years – to show people exactly what we want to create for them. We’ve been using Pytha 3D CAD, which is a modelling and rendering program that delivers extraordinary results.
Woollahra hidden kitchen
Simona: We’re very cloud-based now, so we can work anywhere. We are currently automating our entire process, from lead generation to ordering and calendar management; it is a massive undertaking, but the level of organisation for all aspects of Minosa will be amazing.
Darren: We use really advanced 3D rendering software – and have for 17 years – to show people exactly what we want to create for them. We’ve been using Pytha 3D CAD, which is a modelling and rendering program that delivers extraordinary results.
Woollahra hidden kitchen
Alexandria warehouse conversion
Tell us
If you enjoyed this feature, like it, save your favourite images, share it and tell us what points resonate with your own experience of starting or running a business.
More
Missed last month’s interview with the brains behind the eponymous Vanessa Wenger Architect? Get the scoop here.
Tell us
If you enjoyed this feature, like it, save your favourite images, share it and tell us what points resonate with your own experience of starting or running a business.
More
Missed last month’s interview with the brains behind the eponymous Vanessa Wenger Architect? Get the scoop here.
Darren: Minosa is an interior design studio that makes life better by designing extraordinary interior spaces from concept to completion. We focus on kitchens and bathrooms as hubs of the home, designing luxury environments that foster the qualities of organisation, comfort, relaxation, security and peace.
Simona Castagna and Darren Genner, co-founders of Minosa