The idea for “Side Hustle” actually arose quite naturally from her many years of regularly involving artists in her interior design and architecture projects, as well as in product design. Over time, she recognized the great potential in reversing the usual dynamic: instead of commissioning artists for interiors, creating a platform for them where the artists and designers take the lead – and she supports them primarily as a sparring partner, resource, and collaborator.
“Side Hustle” aims to create space and infrastructure so that authentic creativity can flourish beyond traditional boundaries – thus forming a continuously growing archive of exclusive works and editions. “Side Hustle” is more than just a showroom or a retail space.It’s about fostering a deeper dialogue between design and art and encouraging creatives to truly think across disciplines and experiment with all sorts of things. Technical support is provided, manufacturing resources, and facilitate studio collaborations so that creatives can develop their media in new directions—it’s not just about showcasing, but about expanding the possibilities.
She is primarily interested in creators with a clear vision and a unique approach—who also approach their work with curiosity, openness, and a willingness to push boundaries. Crucially, they have a sensitivity to materials and the ability to tell a story through different, new processes. She discovers many talents through social media, and often while traveling. Galleries, the local scene, and other openings are also fertile ground.
