I’ve long admired the work of Netherlands-based interior designer Holly Marder. Pared-back yet full of soul, the spaces she creates combine earthy colours, textural layers and handcrafted pieces with a deep respect for the architecture of the building in question and the needs of her clients. As well as running her own boutique practice, Avenue Design Studio, she’s the founder of A . Gallery, which is housed in a former 1930s mechanic shop in Rijswijk on the edge of The Hague and showcases a carefully curated collection of art, ceramics, decorative accessories and furniture.
I first met Holly in person last year when I featured her beautiful house in my book, The Soft Minimalist Home, and I’ve since worked with her on another project that I’m excited to share soon. On a recent trip to the Netherlands, I took the opportunity to spend a morning photographing the gallery and chatting to her about her journey into interior design, finding inspiration, renovating period homes, starting a creative business and more…
Hi Holly! Please can you start by telling us a bit about yourself and your background?
“I grew up in South Africa, spent a large portion of my late childhood and early adulthood in Australia, and then travelled around Europe extensively before settling in the Netherlands. My background is quite diverse, encompassing fashion design, communications and later on styling, interior design and, on a hobby level, photography.”
How did you get into interior design?
“Interior design has always been a natural language for me – an intuitive way of seeing and shaping the world. My path into the field wasn’t a linear one but rather an evolution of creative exploration, and I think my experiences in various fields have given me a unique perspective on composition, light and texture. I’ve always been drawn to the relationship between architecture, materials and how people interact with their surroundings. This curiosity led me to refine my skills, develop my design philosophy and, ultimately, pursue interiors as both a profession and a passion.”
How did Avenue Design Studio begin life?
“It was born from a desire to create thoughtfully designed spaces that feel as good as they look. It started as a small, independent practice rooted in a love for craftsmanship, natural materials and timeless aesthetics. Over time it’s grown into a full-service studio, and we work closely with clients to bring their visions to life while maintaining our signature style and approach.”
And how would you describe that style and approach?
“It’s considered, refined and layered, with depth and meaning. Our work is informed primarily by architectural context and by our clients’ personal stories. We stay away from trends, focusing instead on spaces that integrate functionality with artisan appeal. The goal is always a timeless, effortless interior that’s deeply individual.”
What inspires you?
“I’ve experienced diverse cultures and I very much feel there’s a global quality to the Avenue aesthetic because of this. Travel, history and architecture are constant inspirations for me. And as my appreciation for photography has evolved, I find myself increasingly inspired by the ever-changing qualities of light and how light alters the way a space feels.
“I also grew up surrounded by antiques, which installed a deep respect for craftsmanship – the way patina develops over time, or the way a hand-thrown ceramic holds its form. I seek to create spaces that feel rich in character and authenticity, and the materials we use as a studio are a large part of that.”
What prompted you to launch the gallery?
“It felt like a natural evolution of the work we were already doing. For years, we’ve been curating pieces for our interiors that speak of tactility, craftsmanship and emotion – pieces with soul, made by hands that care. Over time, it became clear that our design philosophy wasn’t just about spaces but about the stories told through the art, furniture and ceramics within them. The gallery creates a more permanent home for these objects – a space to showcase not just our aesthetic, but our values. It also allows us to champion artisans and offer a place for others to experience the Avenue world in a tangible way. It’s an extension of our belief that beauty lives in the details.”
What do you look for when selecting pieces, artists and makers to represent?
“We’re always looking for pieces that speak – not loudly, but with quiet depth. Whether it’s a ceramic vessel, a handmade chair or a piece of art, it needs to evoke a feeling. I’m personally drawn to materials that age gracefully, to forms that reveal the maker’s hand, and to objects that carry a sense of soul and tactility.
“We deeply value craftsmanship and authenticity, so when selecting artists and makers to represent, I’m not just looking at the end product. I’m interested in the process, the intention, the narrative and how the pieces work together within the context of our gallery space. Often we’re working on a specific project that informs our sourcing for a time. But we always seek out work that aligns with our creative values: understated beauty, timeless materiality, and an emotional resonance that lingers long after the first encounter.”
Many of Avenue’s design projects involve period homes. What are the challenges and joys of working with older properties, and do you have any advice to share for those renovating their own?
“Working with period homes is a delicate dance between preserving the past and embracing the present. There’s such a richness in old architecture – the patina of time, the craftsmanship, the sense of soul that newer homes often lack. But with that charm come layers of complexity: structural quirks, outdated systems, and the need for careful, considered interventions that respect what already exists. The joy lies in the storytelling – in revealing the hidden beauty of a space while writing a new chapter. We always aim to honour the bones of the building, working with its natural character rather than against it. That might mean restoring original details, reusing materials or letting the architecture guide the layout and design choices.
“For anyone about to embark on their own renovation journey, I’d say don’t rush. Live in the space if you can: observe how the light moves, feel the way you live in this new environment, and work out what’s missing. Assemble a team that not only understands your vision but respects the history of your home. And be patient – these things take time.”
Do you have any favourites from the projects you’ve worked on to date?
“Each project carries its own emotional weight and meaning, so it’s hard to choose. But some do stand out, and two in particular exemplify our commitment to honouring architectural integrity while crafting spaces that are personal and timeless.
“One is Beech House, a neo-renaissance villa nestled among mature beech trees near Antwerp. It was originally built in 1875 as a summer residence by Belgian architect Pieter Joseph Taeymans, and it’s rich in character. Our clients, an American-Belgian couple who have since become dear friends of mine, were committed to preserving the home’s authenticity while making it suitable for modern family life. We focused on subtle materiality and understated elegance, incorporating elements like limestone flooring, natural stone and subtly graphic bathroom tiles. The result is a harmonious blend of historical charm and contemporary comfort, reflecting both the house’s heritage and the occupants’ lifestyle.
“Paulowna Townhouse in The Hague presented a different kind of challenge. This elegant Art Nouveau home had been divided into three student dwellings, stripping it of its original character. Our goal was to restore its former glory while tailoring it to the refined tastes of our client, a well-travelled Scot. We reinstated period details such as wall panelling and ceiling roses, and created layered, cohesive interiors with a mix of contemporary and vintage design elements. Notably, the living room became the soul of the house, guiding the vision for the entire restoration.”
What’s next for Avenue Design Studio and A . Gallery? Any exciting plans or projects on the horizon?
“There are a few exciting things brewing! One of the most immediate is another pop-up space to follow on from one we hosted in Amsterdam last year. It will bring the Avenue experience to life in a more immersive and tactile way, offering a curated selection of furniture, art and objects alongside a calendar of intimate gatherings and creative collaborations. This will take place in one of our most recently completed projects and we’re thrilled to be launching it soon.
“Beyond that, we’re working on several residential projects, each with its own story and architectural context. We have a stunning thatched villa built in the Amsterdam School style, and a contemporary new-build that we will be documenting soon. Much of our attention has been dedicated to the renovation of a large family home in the beautiful neighbourhood of Oakbrook in Chicago, and we’re nearing the finish line there, too. We’re also excited to launch a series of design consultations for those looking to work with us on a creative level while managing their own renovations. And at the same time, growing the gallery collection and exploring more ways to bring our own designs into people’s homes.”
Finally, do you have any tips for others looking to get started in the interiors industry or to launch their own creative business?
“Trust your instincts and lead with your eye. So much of this industry is about sensitivity: to space, to people, to detail. And while skills can be learned, intuition and personal taste are your compass.
“Start small, but start. Work on your own home, assist others, and build your portfolio however you can. There’s no straight path, and often the detours bring the most growth.
“Surround yourself with people who lift you up. The creative world can be demanding and having a support system is essential. I have a handful of incredible friends both in and out of the design industry who I regularly confide in, and they have each helped to guide me along with their own unique perspective. And don’t shy away from the business side – understanding how to run a studio is just as important as creating within one. Find a great tax accountant, and start your offering with useful design and document templates that you can put straight into practice.
“Lastly, know that there’s strength in quietness. You don’t have to be loud to lead, or forceful to make an impact. Stay rooted in your own vision and let it evolve with time and experience.”
Wise advice to end with – thanks Holly!
Find out more about Avenue Design Studio here. A . Gallery (Haagweg 137, 2281 AG Rijswijk, The Hague) is open every Thursday and Friday and by appointment at other times.
All photography by Abi Dare
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