Top 10 of Malaysia recently had an exclusive interview with Joanne Teoh, the founder and creative force behind IDkreate Studio Sdn Bhd, a boutique interior design firm known for its multidisciplinary projects and human-centric approach. Joanne shares her nearly 20-year journey in the industry; a path paved with passion, perseverance, and quiet resilience in the ever-evolving world of interior design.
“I’ve actually been in the interior design industry for close to 20 years,” Joanne begins, her voice reflecting both humility and passion. “It started off with a very simple, innocent passion of liking how things look beautiful.” But what began as a youthful fascination soon turned into a serious professional pursuit. “I realised after my studies that design was so much more than just making things look good. It was technical, psychological, emotional—it pushed me to grow stronger each step of the way.”
Joanne’s design philosophy has matured over time, evolving from a surface-level appreciation of aesthetics into a deeper understanding of how design interacts with people and their environments. “I see interior design as more than just beauty,” she explains. “It’s about how a space shapes emotion, movement, and memory.”
Joanne credits the early part of her career to the guidance of a mentor who introduced her to the specialised field of hospitality design. “I was very blessed to have a mentor who guided me on how to design and taught me the ropes of hotel projects.” One of the most pivotal moments in Joanne’s career came when she was personally handpicked by the chairman of a major hotel group to lead the design direction and uphold brand standards across its portfolio. Stepping into a role of the Global Head of Interior Design responsibilities, she was tasked with ensuring that each property reflected the brand’s identity—balancing aesthetics, functionality, and guest experience. “It wasn’t just about how things looked, but how they felt and performed across different markets,” she reflects. The experience sharpened her strategic thinking and deepened her understanding of design at a global scale.
This transition saw her overseeing design across nearly 200 properties worldwide, immersing her in diverse markets and cultural contexts. “I travelled extensively, visiting each property to ensure our design direction aligned with brand standards while meeting the expectations of stakeholders and owners,” she shares. “It broadened my perspective and taught me how design must adapt without losing its essence.”
Despite this international exposure and leadership role, Joanne never lost sight of her original dream—to start her own firm. “After a few years, I set up my own firm. Of course, my studio is still a small boutique one, but it’s close to my heart.”
“My goal is to cultivate a team that’s not only skilled but confident in pushing boundaries”
Today, IDkreate Studio stands as a multidisciplinary design consultancy that handles projects across hospitality, residential, corporate offices and commercial spaces. “We are quite all-rounder,” she explains. “We provide services in terms of design consultancy as well as design and build.”
Though boutique in size, IDkreate has made a strong impression in the industry. “We’ve done numerous commercial projects. One of our most notable recent works is a hotel in Birkin International Hotel in Melaka, RM500 million luxury property developed by Taiwan-based Yeashin International located along the Klebang shoreline. It’s slated for its grand debut very soon.”
What sets IDkreate apart in a crowded and competitive industry? Joanne points to the firm’s personal touch, strategic thinking, and global perspective. “There are many players out there,” she admits, “but what truly sets us apart is the depth of experience we bring to the table.” With a background that spans international hospitality and culturally nuanced projects, IDkreate offers more than just design—they deliver insight-driven solutions that elevate both form and function. “Anyone can design a space to look good,” she adds, “but we go beyond that—we help clients unlock the full potential of their space, enhance user experience, and ultimately increase the value of their investment. That’s the difference we sell.”
Another defining trait of IDkreate is its hands-on approach. “Every design from our studio is very hands-on. We pay attention to the smallest details. And more importantly, our work is very human-centric. It’s not just about aesthetics. We always consider the usage of the space—how practical it is, how it feels and how people interact with it.”
“Strive forward regardless of challenges”
Joanne leads with a spirit of collaboration and creative empowerment, fostering an environment where every team member is encouraged to explore and grow. “Good design is never a solo act,” she says. “It’s a collective process, and I believe in giving everyone—especially the younger designers—a voice at the table.” At IDkreate, hierarchy takes a backseat to open dialogue and shared vision. “We brainstorm together, we challenge ideas, and I give them the space to express their creativity. From there, I mentor and guide them,” she explains. “My goal is to cultivate a team that’s not only skilled but confident in pushing boundaries—because they are the future of design.”
But her journey has not been without challenges. As a woman in a traditionally male-dominated industry, particularly in leadership roles, Joanne has faced her fair share of obstacles. One of the most testing experiences was leading the Ritz Carlton project in Koh Samui. “It was a four-year project, and I was travelling back and forth even during my pregnancy—right up until I was seven months pregnant,” she recalls. “After delivery, I still had to juggle being a new mother while at the construction site. I remember pumping breast milk at site and being laughed at by contractors. ”
These moments, though difficult, shaped her resilience. “These stories highlight the challenges women face in the profession, but also the strength and determination we bring to it. I hope by sharing them, readers can gain a deeper understanding of what it takes.”
Looking ahead, Joanne has big dreams for IDkreate. “I hope that within the next ten years, we’ll be recognised as one of Malaysia’s leading design firms,” she says with quiet confidence. “And down the road, I’d love for us to be counted among the best in Southeast Asia.” As someone deeply committed to the craft, Joanne believes thoughtful design should be the hallmark of her firm. “Moving forward, everything that comes out from our studio needs to be very thoughtful—always with the user in mind.”
She is also a passionate advocate for professional standards in the field. “It is important to become a registered interior designer in Malaysia and earn the ‘IDr’ title recognised by the Lembaga Arkitek Malaysia,” she urges. “Taking the Interior Design Licensure Examination (IDLE) is crucial. It shows dedication and professionalism.”
Her advice to aspiring designers is rooted in integrity and perseverance. “Always take the right path. Engage with professionals. A professional interior designer not only ensures spaces are aesthetically pleasing but also functional and tailored to the client’s needs. This helps avoid costly mistakes and ensures a smoother journey.”
She ends on an inspiring note for the next generation: “Strive forward regardless of challenges. If you’re passionate, committed and on the right path, you’ll find your place in this beautiful industry.”
Through her extensive experience, candid reflections and forward-looking vision, IDr Joanne Teoh is not only shaping spaces but also influencing the very culture of design in Malaysia. With IDkreate Studio, she continues to create environments that are not only elegant and refined, but also deeply meaningful and personal—where every detail tells a story and every space is a living reflection of those who inhabit it.