Gaetano La Vigna became an interior designer because his family has a long tradition. “My grandfather was a cabinet maker, and my father was a blacksmith. Growing up surrounded by skilled artisans sparked my passion for design and craftsmanship from a young age,” he says.
After enrolled in the School of Design in Rome, he first attempted a career in architecture. But with further study, he found that architecture focused more on structural and technical aspects, while he was more interested in the creative process of designing interior spaces—how colors, materials, and layouts can influence people’s emotions and experiences. “I should be an interior designer. This decision allowed me to focus on what I truly love, blending my family’s craftsmanship heritage with my own design philosophy.”
With a master’s degree in visual architecture, and a over 30 year experience of designing projects for different big companies like Harrods and IKEA, Gaetano launched his design Brand GLV Design in 1999. Here, he shares how he overcame the struggles of running his own company, details his design POV, and explains how he keeps up with the latest technology to help his business grow.
Success Takes Time
Building a business brand wasn’t without challenges. Gaetano recalls the hard time during the COVID-19 pandemic. “Before the pandemic, I did most of my concept design work locally, occasionally bringing in nearby contractors for support,” he says. “But the pandemic opened a new way for me to collaborate with people around the world to accomplish GLV projects.”
This shift introduced him to Coohom, a cloud-based design software that has significantly improved his workflow, especially in terms of project management and real-time visualization. “For example, I have a renderer based in India who manages his own local team. We can collaborate well remotely by using web-based software like Coohom,” he says. “This setup allows me to hire the best talent without geographic limitations, and it also reduces operational costs since I don’t need to maintain a large office space.”
“And another main advantage of cloud-based software, however, is that I no longer need to upgrade my hardware every few years, saving significantly on costs. Previously, staying current with hardware was essential to run intensive software, but now, with Coohom, all I need is a stable internet connection.” Gaetano added.
Success came gradually. Now, his team takes on both residential, commercial, hospitality, corporate, and institutional projects throughout Europe, the Middle East, and the USA. And the team structure can be very flexible depends on the scale of the project. “For larger projects, I work with a renderer in India, while locally, I have a five-person team that handles measurements, AutoCAD drafting, and market research,” says Gaetano. “Coohom’s ability to generate detailed BOQs (Bills of Quantities) is a huge advantage, as it allows us to provide contractors with precise specifications.”
His firm GLV Design now focuses more on the Middle Eastern market. “This region has a high demand for luxury design projects on a scale that’s uncommon elsewhere. It allows me to engage in large-scale, high-end projects that aligned with my professional goals and interests,” he says.
And by keeping create spaces with opulence and refinement by incorporating luxurious materials and rich colors, Gaetano has been selected as one of LLA’s Top 100 Architects and Designers of the World for 2023 and last but not least, the article with FORBES FRANCE.
Be Technology Savvy
Interior designers who do not adopt new tools in the ever-changing landscape risk falling behind their competitors, he says. “You have to figure out how to leverage new technologies so you don’t get left,” Gaetano says. “Cloud-based software is revolutionary for the design industry.”
Clients expect you to have the latest innovations that they see on internet whether it is 3D design development or AI-aided approaches. “Let’s say clients often request multiple revisions,” he says. “If a client could be spending $30.000 or more on that project, wouldn’t they want to know what it will look like before they finally pay for you?” he says.
“We’re doing it all in 3D. That’s one of the reasons why we’ve been able to win lots of deals,” he says. “I use animated renderings and visuals to help potential clients understand and experience my work. 360° walkthrough, in particular, has allowed me to showcase not only what a design looks like but also the feeling it can evoke. Thanks to Coohom, I can show the full range of my abilities and attract clients globally, even if they can’t see every past project in person. It’s ahead of all the others,” he says of Coohom.
“If a future platform could combine AI’s ability to generate visuals with the accessibility of cloud-based tools, we could see even greater transformations in the industry. I believe that platforms like Coohom will continue to improve and that these advancements are just the beginning,” he adds.
Efforts Behind the Scenes
Gaetano also adds that Coohom in particular, is “a big time and money saver.”
“You start to see the true value of Coohom when we begin from scratch to proposal,” he says. “Workflow speed is critical for me. With Coohom, I can achieve highly realistic renders with minimal setup time. Even with decades of experience, achieving this level of efficiency with traditional software was challenging.”
For example setting up lighting scenes—a task that would traditionally take about half an hour—now takes only minutes. This gives him more time to focus on the creative side rather than on technical details.
In recent years, as the design industry transformed, so did the tech solutions. The firm distinguishes itself through an innovative design approach that incorporates cutting-edge artificial intelligence (AI), making high-quality design more accessible. In celebration of this achievement, GLV Design introduces its AI-infused Design Program called “The Transformation Consultation.”
The program begins with a one-hour consultation where GLV Design delves into the client’s unique style and preferences. Subsequently, four design concepts are developed and delivered within two weeks, providing clients with a visual representation of their space in various styles. Clients can then opt for the Full-Service Design Package, which includes a comprehensive range of offerings such as mood boards, floor plans, renderings, animations, VR-360 experiences, and detail drawings.
“Before, producing a complete design or 3D model could take over a month due to the back-and-forth communication and the shifting around with different traditional software,” says Gaetano. “Now, Coohom is an all-in-one design suite, which is fantastic because it includes every element I need in one place. From creating floor plans to providing multiple design concepts for clients to compare, it all happens within the platform.”
“Recently, I worked on a villa project where I used Coohom to design the ground floor and later expanded to the garden and upper floors. In the past, managing this type of project required extensive communication and revisions with my team. But Coohom’s features allow me to make client changes instantly, often during the presentation itself. This has shortened my project timelines by up to 80%,” he says.
Move Forward for the Future
As a highly accomplished and skilled interior designer with over 30 years of experience, Gaetano also shared the key of his philosophy to success in this industry.
“As a designer, normally, I don’t impose myself. For designers, my advice is to focus on the client’s satisfaction. Even if it means adjusting your style, remember that you’re creating a space for them,” he says. “For clients, I would recommend trusting your designer’s expertise, but also communicate openly about your needs. When there’s a mutual understanding, the result is usually a well-designed space that everyone feels proud of.”
As he and his team continue to power through 2024, Gaetano is confident about the future ahead.
“By expanding my brand’s global footprint, my goal is to create iconic interior designs that can be recognized worldwide and to influence emerging architects to adopt a philosophy that balances luxury with practicality and sustainability,” he says.
That means continuing to do what GLV Design does best: Make clients happy. “From my point of view, it’s about trying to deliver happiness,” he says. “At the end of it all, we want to become the trusted choice for our clients, ensuring that their vision is transformed into something they will genuinely enjoy both now and for years to come.”
