Joana Santos Barbosa

Specialized in Furniture Design.

Joana Santos Barbosa

About Joana Santos Barbosa

Born in Oporto, Joana Santos Barbosa graduated in Architecture at the Faculty of Architecture of the University of Oporto in 2006, later deepening her knowledge in Interior Design at St. Martin’s School of Arts and Design in London. Alongside with Architecture, the passion for the Detail motivated her to create her own exclusive furniture design. Created by Joana in 2012, Insidherland is a Portuguese brand of author design inspired by the natural wonders and the excellence of art. Joana explores influences from travels around the World to define her own Land as a place that transforms her unique vision into pieces of art. InsidherLand collections are designed as a dialog, being Beyond Memory deeply influenced by organic forms of nature and traditional cultures and Identity, molded by Art and Architectural forms. Drawn with Joana’s signature and handcrafted by her team of Portuguese master craftsmen, the impressive contemporary furniture, lighting, upholstery and accessories have been highlighted as soulful designs that embody the expertise of traditional craft techniques with high quality finishes. Joana soon saw her talent recognized, being considered as one of the Top 10 Contemporary Designers from Portugal. Earning her place in the international design scene, she was invited to exhibit at the XX Triennale International Exhibition in Milan and her work can be seen in the most prestigious design events in London, Paris and Milan. Joana’s effortless sophisticated designs position her brand, InsidherLand, in strategic markets of high-end luxury decoration and her work is selected by architects, design studios and hotels around the world who seek for exclusive one of a kind pieces of art.

  • Winner of 2 A' Design Awards.
  • Specialized in Furniture Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Furniture
Niemeyer II Armchair

Niemeyer II Armchair

Furniture Design

Silhouette Dining Chair

Silhouette Dining Chair

Furniture Design

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Interview with Joana Santos Barbosa

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I never had a doubt that I would go through a path connected to art. Having taken my degree in Architecture and worked in my early career in architectural projects, Design is a reality in which I’ve been part in the recent years, although I’ve been designing furniture for so long but that would just remain on paper. My work is an extension of who I am. If, on the one hand, I received strong artistic influences, on the other, I lived my childhood in a house in front of an agricultural field where I observed nature’s wonders. My designs mirror my incluences.
Can you tell us more about your company / design studio?
After some years working exclusively as an Architect, the desire to transform some personal ideas into design pieces was growing and when I realized, I had a portfolio. To create a personal brand, I needed to find partners and study manufacturing processes to achieve the goal of creating my team. This process took me almost three years and in 2012 I launched InsidherLand, my brand of author design. Initially, I started by developing the Beyond Memory collection that is based on elements of nature, organic forms, legends and traditions of indigenous cultures. In this collection, connected with the “Land” and that follows the name of the Brand, I developed a range of pieces in storage, upholstery, lighting and mirrors. In 2016, I presented my second collection named Identity, in which I explore urban themes that come from my contact with Architecture, art and music. In this collection, I explore a more purist design that contrasts with the richness of materials such as marbles, woods and metals. Identity quickly gained a prominent place among InsidherLand buyers.
What is "design" for you?
In a broad sense, design goes further that the objective problem-solving. We operate with design, making it part of our human experience as we are full time surrounded by it. We find design in the cover of a book, when navigating through a website, when putting our fingers in a keyboard, when siting on a chair and so on... Design is used for communicating and interacting. If good design is an idea that fully works towards a goal, it also acts subconsciously in our perceptions and interactions with others. When mastering design, one can create objects, images or signs that are innovative and overcome problems but mostly, elevate human experiences to a higher level.
What is your most favorite design, could you please tell more about it?
The Looshaus wall lamp is my masterpiece. It is a minimal piece, completely based on the modernist principles we find in the Looshaus building by the Architect Adolf Loos. This wall lamp is made out of a single block of Carrara marble and the “negative” of the piece itself is what creates a gallery with crossed light. It is perfectly proportioned and the interior, in which all electrical features are hidden, is as wonderfully produced as the design itself.
What was the first thing you designed for a company?
The Homeland sideboard. I designed this sideboard for my own apartment in 2099, and it was also the starting point of my own brand, InsidherLand. Previously, I worked in Architecture studios.
When do you feel the most creative?
Most likely when I'm on vacation and out of my daily routine.
Which aspects of a design do you focus more during designing?
I always work with four pillars: concept, form, function and emotion.
What kind of emotions do you feel when you design?
Excitement and wonderment! Design is an exhausting but fun process.
What kind of emotions do you feel when your designs are realized?
I feel really enthusiastic during the process but usually get dethatch as soon as I release a new design. I believe this is due to the fact that this new creation is a living piece in my mind for so long that, when it is finally released to the public, it is not completely mine anymore. It’s quite a strange process that, until today, I couldn’t figure it all out.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers “play” with people’s emotions, just as an actor does. We bring reactions up to the surface. Saying this, we also have the responsibility to create a serious work that is made upon the correct values and assumptions. Design is everywhere and we interact with it in an almost subconscious way so, designers have the power to influence society in a positive way.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
My most recent exhibition was last March 2022 at Maison&Objet in Paris and the next one will be the Portugal Home Week, next June in Porto.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
The creative process is intuitive and results from my memories and places I treasure. The birth of a new piece may result from a new image that crosses my eyes or an old memory that’s revisited after a long time. When a new idea shows up, it automatically materializes in the mind with its form and function without a rational intervention on my behalf. For instance, the Arizona mirror is a reference to ‘The Wave’, a rock formation in the Unites States that I have on my bucket list. I know that landscape for so many years but a special photo I saw, suddenly "awakened" a personal interpretation of that place.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
I don’t look so much for a style. I prefer to develop my own DNA among my personal collections. I create effortlessly chic designs. Overall, I look at the creative process in design in much the same way as architecture, in the sense that there is form, function (the program in Architecture), concept (the basic idea that I intend to convey with materials) and emotion (the feeling that I intend to awaken in the viewer).
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I live in Porto, a city in the north of Portugal, where we have centuries of tradition working with woods, metals and marbles. In recent years, we have seen an evolution of the design made in Portugal, with an exploration of ancestral techniques existing in my country, but mostly in the valorization of design, not only as a tool for creating products but as a central point of brands communication. As consequence, the acceptance of this new mentality by international markets has been extremely positive for the proliferation of the Portuguese culture. The Portuguese heritage has been incredibly important for me as my work is deeply anchored to the use of noble materials we find in Portugal and to the respect for the craft techniques practiced in the specialties with which I work daily such as wood, metal, marble, upholstery and lighting. It is very special to work directly with artisans and to coordinate the work between the team in order to achieve a final result of perfection with high quality finishes.
Can you talk a little about your design process?
InsidherLand, my brand, presents two collections that are designed to complement each other. Beyond Memory, the first collection, reflects how I’m deeply influenced by the wonders of the natural world. Launched in 2016, the Identity collection show fragments of another side of my journey, in which I work a more urban side, connected to my training in Architecture and the contact I’ve always had with art, dance and music. In both collections, each piece has a strong background that influences the entire design process which allows the public to fully understand my creative intentions. As examples, the Utopia dining table and Arches dining chair are related to the complexity of some Utopian cities I’ve studied a long time ago. The Seagram lamps show a modernist constructive choice I found in the Seagram building when I first visited in New York many years ago. The Arizona mirror is a reference to ‘The Wave’, a rock formation in the Unites States that I have on my bucket list.
What are 5 of your favorite design items at home?
. A new sofa I’m about to release and that was firstly designed for my living room . My Niemeyer II swivel armchair . The Homeland sideboard, the first piece I designed for InsidherLand . My dining table that I found in an antique dealer . An old table from the 19th century with an incredible marble that I inherited from my grandparents and reconverted into a furniture piece to stand my tv.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
No matter what, each individual is unique and should firstly look inside to find their own creativity and strategy, rather than falling into comparison with who and what is already being successful in the market. Just focus on what you can control.
What skills are most important for a designer?
Design, as architecture or any other creative forms of expression, can’t be fully taught by the simple fact that they are not centered in the discovery of rules nor in results of single solutions. From my own perception, I see these disciplines has having individual “boxes of knowledge” that contain what can be taught and around them the blanc spaces where creativity flows through. In creative disciplines like design, premises given to different creatives will certainly result in several solutions. Crossing the understanding of the problem with the individual's sensitivity connects the “boxes” suitable for a specific solution. It’s by organizing them through a personal perspective that we are able to induce intangible emotions in people.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
The sources for my work can be found anywhere, specially outside the office. Nature, art, architecture, music, book, music. Anything can be a starting point. I mostly develop my ideias throught scketches, 2D drawings and mockups. At the factories, with my team, we develop real scale models and work directly in prototipes.
How long does it take to design an object from beginning to end?
It can take 6 months or 6 years. I only release a new design when I feel it is completely balanced.
What is the most frequently asked question to you, as a designer?
How I started my company and how do I turned my sources of inspiration into a successful business.
Who are some of your clients?
Interiors designers that develop luxury projects that some of the best hotels around the world.
What type of design work do you enjoy the most and why?
The Looshaus wall lamp is my masterpiece. It is a minimal piece, completely based on the modernist principles we find in the Looshaus building by the Architect Adolf Loos. This wall lamp is made out of a single block of Carrara marble and the “negative” of the piece itself is what creates a gallery with crossed light. It is perfectly proportioned and the interior, in which all electrical features are hidden, is as wonderfully produced as the design itself.
What are your future plans? What is next for you?
In the future, I’m willing to develop other type of works in design that will be strategically created to complement my journey in design. At the moment it is still to be revealed.
Do you have any works-in-progress being designed that you would like to talk about?
At this moment I’m almost releasing four bar stools in my collections, which is something I had never designed before.

Designer of the Day Interview with Joana Santos Barbosa

Could you please tell us about your experience as a designer, artist, architect or creator?
I consider myself a mix of the three, since my career has been flowing through those three disciplines. I’m an architect and began my career by exclusively collaborating with Architecture studios. However, the passion for furniture design was always in my heart, which led me to create my own brand of author design. I launched InsidherLand ten years ago and, since then, I’ve been creating pieces of art with functionality and selling them throughout the World.
How did you become a designer?
As mentioned, in the first years of my career were exclusively in Architecture, developing both urban, residential and commercial projects. At the time, I also received some special commissions of bespoke furniture and, in fact, I always loved drawing furniture long before I went to the Faculty of Architecture. During this period, I had the desire to transform some personal ideas into design pieces but had to time available nor team to actually produce them. One day I realized, I had designed so many creations and the idea of not being able to produce them simply became unbearable to me. When I decided to create a personal brand, I needed to get into design, find the right partners and study manufacturing processes in order to reunite a team. This process took me almost three years and in 2012 I launched InsidherLand, my own brand of author design in which I design all of the creations in the collections.
What are your priorities, technique and style when designing?
My creative process is intuitive as I develop my own DNA in the collections rather designing pieces that follow a certain style. Overall, I look at the creative process in design with the same four pillars that I use in architecture, in the sense that there is the form, the function (the program in Architecture), the concept (the basic idea that I intend to convey with materials) and the emotion (the feeling that I intend to awaken in the viewer). The development of prototipes and construction process occurs between the studio and the factories. It’s a team work that involves sketches, technical drawings and both mock-ups as well as real scale models to achieve the final result.
Which emotions do you feel when designing?
The birth of an idea is always felt with enthusiasm and I absolutely love that first glimpse. This usually happens when I'm on vacation, enjoying my free time and out of my daily routine which makes it so pleasant. Turning a new idea into reality can be exhausting but is also a fun process. When I’m creating, I’m fully committed but I usually get quicky dethatch as soon as I release a new design. I believe this is due to the fact that this new design has been in my mind for so long that, when it is finally released to the public, I somehow feel it’s not completely mine anymore. It’s quite a strange process that, until today, I couldn’t figure it all out so I just accept it the way it happens.
What particular aspects of your background shaped you as a designer?
From a very early age, I’ve been surrounded by art, music and dance as I’ve been both a pianist and a dancer for many years. Later on, I graduated in Architecture and although the past thirteen years of my life have been around design, I feel that I’m a designer by heart; not by choice. There’s no doubt that my background shaped me into the creator I am, and this is reflected in all of my designs that come from conceptual approaches based on narrative and symbolism.
What is your growth path? What are your future plans? What is your dream design project?
I started from scratch and I’m a quiet person when it comes to reveal my future plans. I have so many beautiful things still yet to release and so many goals to accomplish but prefer to carry on smoothly and reveal them when it’s the right time.
What are your advices to designers who are at the beginning of their career?
No matter what, each individual is unique and should firstly look inside to find their own creativity and strategy, rather than falling into comparison or follow the easy path of what’s trendy at the moment.
What is your day to day look like?
When I’m at work, my daily routine is very diverse as I have my team at the studio to manage, contact with clients and being involved in so many aspects of the business. In the middle of this, I also have my “design moments” to create new ideas and frequently I go to the factories and workshops to develop new prototypes and see the current productions. I frequently use my lunch time to connect with other people and catch up on the news. When out of work, I often spend the late afternoons at the beach, with my family or close friends. I never go to bed without thanking for the best moments of my day and planning the most important goals for the next day.
How do you keep up with latest design trends? To what extent do design trends matter?
I don't look specifically to design trends but I'm aware of what's going on in the markets by the contact I have with the work of our clients and some interesting articles I like to read, for instance, in the Introspective, the 1stDibs magazine.
How do you know if a product or project is well designed? How do you define good design?
A good design obviously responds to form and function. However, a great design is like a great music that effortlessly remains in our thoughts. So, a great designer is someone that has created really great “songs” throughout time. Easy to remember because is unforgettable.
How do you decide if your design is ready?
There isn’t a complete logic explanation. It’s a feeling. There’s always a moment when I feel the balance in the creation and that's when I stop.
What is your biggest design work?
Up to know, I’ve created more than 100 designs, each one involving a specific process. Some are very simple to design. In fact, there are creations that were completely defined in the first sketch, while others, took me months or even years to finish as I couldn’t find the balance in them. Adding to this, the creative/production process usually doesn’t match the simplicity of the design. For instance, my Arizona mirror was perfectly defined in the first sketch I made and took me probably less than one hour to have it designed in the computer. However, there was a complexity attached to the production of this apparently simple design that required many days and a teamwork in order to find a simple solution also for the production. Having this in mind, I’m not able to choose one biggest design as all of them have a special meaning and a particular story behind their birth.
Who is your favourite designer?
I’ve been following the work of incredible talented people in design, architecture but also fashion. To name a few, Ralph Lauren, Marcel Wanders and Nini Andrade Silva inspire me for their individual approach to the art they produce.
Would you tell us a bit about your lifestyle and culture?
My personal lifestyle is intimately connected to the work I present to the public. Having creations inspired in nature is a direct result of a childhood connected to the land and this is something that has been present throughout my entire life. I spend many hours hiking and being in the presence of nature, which significantly translates into my designs. On the other hand, my professional path in Architecture as well as, having been both a dancer and a pianist directly influenced the way I see and create design. There are no boundaries between my work and myself.
Would you tell us more about your work culture and business philosophy?
InsidherLand is a brand that presents the public with exclusive author design and our vision is to awaken the desire for pieces of art with function. As the founder and creative mind of the brand, my entire team, both in the studio and in the factories where we produce the pieces, is aligned with this business philosophy. We are a team that works with seriousness and honesty to deliver exclusive design with high quality to our customers. We directly support local and traditional production, focusing on sustainability in production resources such as the use of natural and local materials. We are proud to have a premium customer support service and to create bonds of trust and help between employees as well as business partners.
What positive experiences you had when you attend the A’ Design Award?
Winning a Gold A’ Design Award has been a great personal achievement and also felt by my team involved in the production of the Niemeyer II armchair. I truly admire the global impact of this award and believe that it is very relevant also for customers that follow my work. I’m so thankful for this recognition Gold A’ Design Award!

Extended Interview with Joana Santos Barbosa

Could you please tell us about your experience as a designer, artist, architect or creator?
I have a degree in Architecture and began my career by collaborating with Architecture studios. During the first years, I worked in developing both urban, residential and commercial projects but also, special commissions of bespoke furniture. In fact, I loved drawing furniture long before I went to the Faculty of Architecture.
How did you become a designer?
Since very early, I’ve designed pieces of furniture and trees, tons of trees… After some years working exclusively as an Architect, the desire to transform some personal ideas into design pieces was growing and, when I realized, I had a portfolio. To create a personal brand, I needed to find partners and study manufacturing processes to achieve the goal of creating my team. This process took me almost three years and in 2012 I launched InsidherLand, my own brand of author design.
Which emotions do you feel when designing?
I design pieces of art with functionality for the home interiors. I’m feeling more and more interested in developing art editions and small decorative items too.
What particular aspects of your background shaped you as a designer?
No matter what, each individual is unique and should firstly look inside to find their own creativity and strategy, rather than falling into comparison with who and what is already being successful in the market.
What is your growth path? What are your future plans? What is your dream design project?
A good design obviously responds to form and function. However, a great design is like a great music that effortlessly remains in our thoughts. So, a great designer is someone that has created really great “songs” throughout time. Easy to remember because is unforgettable.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Good design makes life easier. What’s around us; places, people, objects, sounds and smells affect our brains on a daily basis so we might as well be surrounded by what influences us in a positive way. Design is everywhere around us, so, we should invest in quality over quantity.
What is your day to day look like?
I would love to design a perfume bottle for effortlessly chic women.
How do you know if a product or project is well designed? How do you define good design?
I believe in what I see with my mind, I work hard and I'm really perseverant.
What is your biggest design work?
It’s not easy to choose but, a few years ago, I came across the 'Endless Ribbon’ console by Mattia Bonetti and it still remains as one of my all-time favorite designs.
Who is your favourite designer?
The Looshaus wall lamp is my masterpiece. It is a minimal piece, completely based on the modernist principles we find in the Looshaus building by the Architect Adolf Loos. This wall lamp is made out of a single block of Carrara marble and the “negative” of the piece itself is what creates a gallery with crossed light. It is perfectly proportioned and the interior, in which all electrical features are hidden, is as wonderfully produced as the design itself.
What are your philanthropic contributions to society as a designer, artist and architect?
In a broad sense, design goes further that the objective problem-solving. We operate with design, making it part of our human experience as we are full time surrounded by it. We find design in the cover of a book, when navigating through a website, when putting our fingers in a keyboard, when siting on a chair and so on... Design is used for communicating and interacting. If good design is an idea that fully works towards a goal, it also acts subconsciously in our perceptions and interactions with others. When mastering design, one can create objects, images or signs that are innovative and overcome problems but mostly, elevate human experiences to a higher level.
What positive experiences you had when you attend the A’ Design Award?
My family has always been mt great support. Specially my father, who left his profession to work full time in my company and stay by my side.

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