The SOI Journal
Notes on the thinking behind the studio: what the mark means, the lines it lives by, the furniture I keep returning to and why certain colours belong together.
What the SOI mark stands for
SOI stands for Shruti Ostwal Interiors: three letters for one designer’s way of working.
SOI: the side street
In Thai, a soi is a small side street: a lane that branches off a major road.
Every city has its main street. It is wide, fast and loud, lined with the same familiar names, and most people never leave it. The places worth finding are usually one turn away, down the soi: quieter, more personal, built at a human scale.
That is where this studio sits. Interior design has its main roads, the large firms and the familiar formulas, and they have their place. SOI is the lane that branches off them: a smaller studio by choice, with one designer who knows your project, your site and your story, and the time to give every detail its attention.
Not a shortcut, and not a detour. A different way in. Shruti Ostwal Interiors, and, as it happens, a small lane that leads somewhere worth turning into.
The wordmark
The name is set in fine, light capitals with generous space between the letters, the way a good room leaves space around what matters. It appears in full, or as the arch emblem where a richer mark is wanted.
A story within a space
An artistic emblem, a blend of design, humanity and emotion. It is a small room of its own, and each element in it is a principle I bring to every project.
Spaces for a better tomorrow.
More than interiors. A better way of living.
People
Spaces for peopleSpaces designed around the people who live, work and gather in them.
Well-Being
Environments that nurtureCalm, tactile environments that restore rather than overwhelm.
Possibilities
Designing brighter tomorrowsDaylight, volume and open circulation that let a space grow with you.
Spaces
That tell your storyInteriors that tell your story through craft, texture and detail.
The lines the studio lives by
The lines that carry the studio, and the job each one does.
- 01Spaces for a better tomorrow.The promise
- 02A story within a space.The mark
- 03More than interiors. A better way of living.The belief
- 04Design · Detail · Function · ExperienceThe balance
- 05Interiors that feel like you.The aim
- 06Spaces to live, work and remember.The result
- 07Thoughtful design, honest process and spaces made to last.The way of working
Eight pieces I keep returning to
Pieces I keep returning to, and the job each one does. Every one of them comes from a recent project.
- 01
The curved sofa
A sofa that bends lets people face each other. In a busy workplace lounge, the curve turns a row of seats into a conversation.
Seen in Sony Music Entertainment - 02
The cane-backed chair
Cane lets air and light through, so a full dining room still feels open. It brings handcraft to the table without adding visual weight.
Seen in Namaste Vietnam - 03
The round coffee table
No corners to walk into and no head of the table. Two nesting rounds, marble and glass, soften a room full of straight lines.
Seen in Aranya Residence - 04
The fluted console
The first piece you meet at the door. Fluting catches the light along its length, and rounded ends keep the entrance easy to move through.
Seen in Aranya Residence - 05
The swivel lounge chair
A chair that turns toward the window, the bookshelf or a friend. A supportive shell and a firm seat make it easy to get in and out of.
Seen in Club for Active Senior Citizens - 06
The built-in bench
Seating that belongs to the wall. Solid stone, a soft cushion and a bolster turn a waiting area into a place to settle.
Seen in Namaste Vietnam - 07
The woven pendant
Shaped like the Vietnamese conical hat and woven by hand, it throws warm, dappled light and brings craft up to eye level.
Seen in Namaste Vietnam - 08
The upholstered bar stool
A curved back and a padded seat make a bar counter somewhere to linger, not just to perch.
Seen in Club for Active Senior Citizens
Why these colours belong together
Why this colour goes with that one. Each palette starts from real materials, so the colours already belong together before they reach the wall.
The SOI palette
- Espresso#2C1D18
- Chestnut#6A4C3B
- Taupe#AD9380
- Sand#DCD0C3
- Stone#EAE3DB
- Cream#F4EFEA
- Paper#F9F6F2
Earthy · Refined · Timeless · Versatile
A palette inspired by natural materials, evoking warmth, stability and sophistication in every space.
Pairings, and why they work
Colours sampled from the projects themselves.
Walnut & marble
Warm wood against cool, veined stone. Walnut brings depth and grain, marble bounces light back into the room, and a touch of brass ties the two together. Calm, but never cold.
Seen in Aranya ResidenceOlive & cane
Leaf and fibre, both taken from the landscape. Olive is a quiet green that sits beside natural cane without competing, and limestone keeps the base soft, so a busy dining room stays restful.
Seen in Namaste VietnamTerracotta & sage
Near opposites on the colour wheel, so each makes the other look richer. Terracotta brings warmth and energy, sage and plant greens cool it down, and cream walls give both room to breathe.
Seen in Club for Active Senior CitizensCharcoal & rust
A dark base absorbs light and lets feature lighting do the work. Rust adds warmth and rhythm, and oatmeal fabrics soften the mix, so a creative office still feels welcoming.
Seen in Sony Music EntertainmentEspresso & cream
The SOI palette at its simplest. Deep brown anchors a space and cream opens it up. The contrast is strong, but both share a warm undertone, so the result feels soft rather than stark.
The SOI paletteSand, stone & taupe
Tone on tone neutrals from one warm family. With so little contrast between them, texture and light do the work: plaster, linen, timber grain. It is the quietest way to make a room feel calm.
The SOI paletteSeen something you'd like in your own space?
Tell me about it, and we'll work out what belongs.