In this interview with FRAME, Ziwei Guo, founder and director of Pure Design, discusses how his background in real estate management inspired and strengthens his practice as an interior designer, how designers can integrate this commercial mindset in their own practice and the importance of integrating local culture into commercial spaces.

With a two-decades-long career in real estate management, what drove you to get your start as a spatial designer? How does it help inform your work as a designer?

ZIWEI GUO: When choosing my major during my studies, I realized that design is a force to change the way of life rather than a mere expression of aesthetics. This philosophy enables me to realize ideal spaces suited to the specific needs of users. In 2013, I felt that the time was ripe for me to have more autonomy to practice my design concept and higher creative value with partners, so I set up my own studio. My experience in both real estate management and then as a designer helped me to change my perspectives to that of the customer or buyer. It enables me to analyse the advantages of the market objectively, consider the positioning and manifestation of the product and deduce the design decision to truly solve the needs of clients.

Ziwei Guo.

How has this proven to be an asset in your practice as a designer given the state of difficulty the Chinese real estate sector is currently facing? What can other designers learn from this commercial disposition?

We were perhaps among the first to confront the challenge of leveraging design to solve sales-related issues, granting us deeper experience to navigate current market realities. While others chased superficial trends, we treated design aesthetics as a tool to drive sales. Market cycles are an inevitable part of industry evolution, and the current phase presents a pivotal opportunity for designers to return to their foundational principles. Concurrently, periods of market contraction often serve as incubators for emerging technologies and materials. Driven by evolving policies and shifting consumer consciousness, green practices and sustainable design are likely to dominate future priorities. On the technological front, advancements such as digital tools, VR and AI-assisted design could significantly enhance operational efficiency and client engagement – areas demanding proactive adaptation.

Cover and above: Inspired by the classical gardens of Suzhou, China, The Star of the Lake show flat draws inspiration from traditional gardening techniques by focusing on their methodological essence rather than replicating literal forms.

Industry consolidation may necessitate expanded collaboration across disciplines – including partnerships with architects, tech firms and community operators – to unlock innovative opportunities. The market slowdown offers a moment for introspection: a chance to reposition oneself, solidify a distinct design ethos and elevate professional expertise as a competitive differentiator.

As much of your work has centred on the design of show flats and sales centres, how does your strong understanding of the real estate sector empower you to design spaces that support an optimized customer journey?

When designing sales centres, we pay more attention to the sales journey and visual stimulation to guide the customer experience. A show flat is, in essence, a type of commercial space, but the design should properly express the ideal residence of consumers instead of being too commercial. It’s necessary to give customers the imagination of future life by creating as many scenes as possible, so that when potential clients walk into a certain space, they can imagine themselves living there.

The Para-Lake Guangzhou show flat integrates regional living requirements through vernacular materials and textures.

Beyond creating spaces that merely optimize the customer journey, how does practicality come into play when designing show flats that are, in essence, model living spaces?

A show flat is the tangible embodiment of an idealized lifestyle; its essence lies in enabling clients to envision future living scenarios within a confined space. Here, practicality transcends mere functional accumulation – it demands spatial storytelling that conveys authentic living. Although show flats serve as demonstrative spaces, our design process must anchor them in realistic user personas.

Designed to accommodate its initial function as a sales centre, the Wuhan Oct Yun’an Hangfang project has been created to guide customers through the commercial journey efficiently.

We approach this as an experiment in prototyping life experiences. Through scalable spatial frameworks, iterative modular components and perceptible lifestyle narratives, we transform physical spaces into emotional vessels that carry aspirations for future living. When clients can intuitively perceive the longitudinal utility value embedded in the model home, commercial value inherently follows.

What role does the integration of local cultural elements play in your work? Why is this especially important in the design of commercial spaces?

Design should be integrated to local conditions. The surrounding environment of a project can be both a design resource and a limitation of a space. How to make full use of the space and create an effective connection to it is what we call ‘designing for the site’. In addition, to create an attractive space, we pay more attention to people's experience in the space.

What advice would you give to young designers on how to find success in a competitive market?

I implore young designers to learn more about themselves, learn more about the market and their clients. Don't rush to be a ‘master’. If you serve every client well, you will naturally find success.