Transformative Power of Design: How Storytelling Can Drive Economic Impact for Businesses in Oman
Salalah: Interior architect Eng. Sumw Tabook, founder of Sumw Design Studio, emphasizes that effective design goes beyond mere decoration; it is a language that influences behavior, productivity, and the environment. "Design must connect culture, function, and beauty," she explains. "When a space narrates a clear story, it resonates with people, and performance improves."
Having established her studio in 2019 after earning her degree in Interior Architecture from Dhofar University, Tabook gained valuable insights through her early work in concept development and execution. This exposure allowed her to recognize a significant market opportunity for interior designs that harmoniously merge Omani identity with contemporary global aesthetics, honoring heritage while fulfilling modern needs.
As she embarked on her journey, Tabook faced familiar challenges: building trust, fairly pricing creative work, and managing operations without compromising design quality. "We had to balance ambition with discipline—delivering on time and within budget while still striving for meaningful design," she remarks. She believes that such discipline transforms an inspiring idea into a practical and enduring space.
Tabook advocates for the design sector to be viewed as a vital economic contributor rather than a luxury. She urges for stronger platforms that connect designers with developers and investors, simplified processes for creative startups, and a recognition of design as a strategic asset in various projects, including homes, workplaces, hospitality, and public spaces. She underscores the need for training, funding, and international exposure to be central to policy support, asserting that "a design-literate market elevates standards for everyone."
Looking forward, she envisions a future where design aligns with tourism, sustainability, and technology—key growth areas for Oman. Human-centered designs can enhance customer flow and employee well-being in hotels and retail spaces. Utilizing sustainable materials and adaptive reuse of heritage structures minimizes waste and strengthens identity. Furthermore, digital tools, including rapid visualization and early-stage AI assistance, are revolutionizing the way ideas are explored and communicated. "Technology allows you to convey the story more swiftly," she states, "but the narrative remains paramount."
Inside her studio, leadership is founded on integrity, empathy, and clarity. Tabook emphasizes the importance of thorough reviews and transparent feedback while encouraging young designers to explore their creativity. "You can uphold high standards while being kind," she asserts. The goal is to foster a culture where innovation coexists with craftsmanship, ensuring each project is evaluated based on its functionality, narrative, and sustainability.
Her message to aspiring designers is straightforward: establish your vision before selecting a style. "Don’t chase trends; instead, be curious and consistent, allowing the work to convey meaning." She notes, "Trends fade, but significance endures."
Sumw Design Studio is currently working on multiple projects, each with its unique objectives and narratives. What excites Tabook most is witnessing the transition from concept to reality—the moment when user experiences validate or challenge the initial ideas. Ultimately, she aims to cultivate a portfolio that is recognized not only for its aesthetics but also for transforming how individuals engage with spaces in Oman. "A legacy is built project by project—useful today, relevant tomorrow."
Special Analysis by Omanet | Navigate Oman’s Market
This article underscores the growing importance of design as a strategic economic contributor in Oman, blending local heritage with contemporary needs. Businesses should recognize that investing in thoughtful design can enhance productivity and consumer experience, creating a competitive edge in the marketplace. Smart investors and entrepreneurs should consider tapping into the intersection of design, sustainability, and technology to drive future growth and improve their market relevance.
