Some of the most refined visions in design are born from stillness and observation, and few embody that quiet mastery more gracefully than Liubov Seredkina. In a city like Dubai, where growth is rapid and thousands of new homes rise every year, more people are now searching for spaces that feel personal, embodying the emotion of ‘home’. That’s where ORDO comes in: a design studio founded by Liubov, dedicated to creating calm, thoughtful interiors that feel lived-in, intimate and quietly luxurious.
Originally from Russia, Liubov spent years immersed in fashion, aesthetics and cross-cultural influences between Moscow and Dubai before founding ORDO. For her, beauty is something you feel and experience with your senses. Her approach is soft, natural and emotional, always centred around real life and how people truly inhabit a space.
As the founder of ORDO, she strives to create calm in every project she takes on. With ORDO recently launching its own homeware line, and a boutique opening in Dubai by the end of the year, Liubov invites us into her world. We sat down with her to talk about what passing trends mean, and how she instead chooses to explore silence, softness, and the quiet, lingering power of space.
Liubov, what inspired your personal design philosophy, and how does it influence your creative path today?
After years immersed in fashion and design between Moscow and Dubai, I began noticing the need for experiences to resonate and connect. In this dynamic industry, I realized that more than things, I was drawn to feelings and emotions — and that became the core of my work. Beyond simply founding ORDO, it became about expressing my personal search for softness, presence, and emotional clarity through design. The studio followed naturally, and looking back, I can say that what truly led everything was a personal desire to create spaces that feel deeply human.
You often speak about silence and presence in your work. Where does that desire for calm come from?
It’s something deeply intuitive. True luxury to me isn’t in what’s seen, but in what’s felt. We live in such a fast, noisy, image-driven world. I think I naturally gravitate toward the opposite.. which is light, rhythm, texture, air. I think that reflects how I see the world: through quiet observation, through softness and restraint.
What does “home” mean to you, and how do you help others reconnect to that feeling?
For me, home is a mirror of your inner world, it’s about grounding, about being seen and held. When I create spaces, I begin with the human element and not the structure. How do you live? What do you remember? What calms you? It’s about capturing that essence through materials, light, scents, textures. Nothing is random. Every detail carries intention.
You’ve said that fabric is your starting point. Why does textile play such a personal role in your process?
Fabric is like breath. it responds, moves, absorbs. Linen, cotton, natural blends, these fabrics interact with us, it’s the most human layer of a space. For me, textiles set the emotional tone. Everything else—sculptural objects, scent, art—follows that rhythm. I treat space like a poem, where each texture is a word you feel rather than read.
In a world obsessed with visuals and trends, how do you stay loyal to such a quiet, restrained aesthetic?
By not trying to be relevant. More than just chasing trends, I observe people, and what I see is a craving for simplicity, for something meaningful and slow. I believe that when you create from authenticity, it always finds its audience. Maybe not immediately, but truth has resonance. There’s strength in holding back.
Your path from international modelling to interiors and entrepreneurship, is quite unique. How do all these roles connect for you?
I see them as parts of the same language. Modelling taught me to work with light, posture and with the power of nuance. Interiors allow me to translate that same sensitivity into physical space. And the third element which is entrepreneurship, simply gives form and freedom to my vision. Whether I’m styling a set or designing a room, the core remains the same: an honest expression of beauty, lived with intention.
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