Memphis native Natalie Lieberman is an award-winning interior designer who specializes in restaurant design and “adaptive reuse,” or essentially preserving the city’s unique character and authenticity by breathing new life into neglected historic buildings. Her years in the restaurant industry give her a unique and invaluable perspective on the functional needs of hospitality design, while her experience designing restaurants for one of the most highly respected architectural and interior design firms in Atlanta took her restaurant design expertise to the next level, winning her an Adaptive Reuse Award from the Atlanta Urban Design Commission for Ecco. She has brought her rich design experience back to her Memphis hometown, offering interior design and creative consulting services through her design studio, Collect + Curate. We asked Natalie to describe her design approach, tell us how adaptive reuse is revitalizing Memphis and give us a glimpse of her work. We hope you enjoy!
Interior designer Natalie Lieberman of Collect + Curate Studio | Image: Kim Miller of Ramblin’ Rose Photography
What is your design aesthetic, and how do you translate that to a client’s interiors?
I definitely lean on the modern side when it comes to details. I love living finishes that change over time, like unlacquered brass, honed natural stone or any surfaces with patina. I’m all about texture.
What is “adaptive reuse,” and why are you so passionate about it?
Adaptive reuse is adapting spaces or buildings for a purpose other than was originally intended. These are passion projects of mine because they are environmentally conscious and preserve the soul of a city. Part of what is so charming about Europe to people is the old buildings and finishes – not everything was razed to build new. It also gives a space instant life and a story. I swoon over spaces with a past.
One of Natalie’s recent projects was turning this old neighborhood liquor store on Broad Street into a new diner, aptly named The Liquor Store. Image: Averell Mondie
RELATED: The Liquor Store: Where Vintage Diner Meets Latin Flavor
Natalie perfectly captured The Liquor Store owners’ restaurant concept: a vintage diner with dashes of Latin flair. Image: Averell Mondie
Natalie designed City & State on Broad Avenue, and the look complements the establishment’s “modern-day general store”-meets-coffee shop aesthetic. Image: Nathan W. Berry
Exposed brick, old architectural details and repurposed lockers interplay with a sleek modernity at City & State. Image: Nathan W. Berry
Why specifically restaurant design? What drew you to become the restaurant-designing maven you are today?
It’s because I love food and wine so much — only half-joking here! My passion for restaurant and hospitality spaces stems from a few different things. First, I grew up in a family of consummate hosts. Entertaining is an art, and I absolutely love it. Also, I started working in restaurants at 15 and wore every restaurant hat there is. I basically transitioned from restaurant worker to interior designer. A job opened up in Atlanta with one of the most highly respected architectural and interior design firms – one that designs some of the most well-known restaurants in the country. I was lucky enough to work for them for a decade and, coupled with my operational knowledge, honed the craft of restaurant design. My experience is really 25 years in the making.
Are there any trends you’re loving at the moment and, alternately, any timeless aspects of design that you cling to?
The dark, moody greens and blues of the moment feel so fresh after years of all-white interiors. I think I cling to all the timeless styles, finishes and details. Cement tile, white oak and marble aren’t trendy. Finishes like these only get better with age.
The façade of Falling Into Place is clearly an old building made new through fresh color, smart minimalist lighting and unique, eye-catching signage. Image: Nathan W. Berry
The interiors mimic the art-forward, nature-inspired goods curated by Falling Into Place’s owner, Mary Claire White. Image: Nathan W. Berry
City Silo Table + Pantry‘s light and airy space marries a modern industrial vibe with timeless café charm. Image: Nathan W. Berry
RELATED: 9 Healthy Memphis Restaurants + 1 Food Truck with Guilt-Free Eats
Rustic wood elements and inviting pops of greenery throughout the City Silo space are a nice natural complement to the sleek metal and concrete. Image: Nathan W. Berry
What has been your most challenging project to date and why?
I can’t think of one easy project! Every single one has been a transformation of the space into something totally unique, but if I had to pick one I would say Propcellar. The building was a total nightmare when we got our hands on it, and it’s huge at 10,000 square feet. It was also the first project I designed after moving back to Memphis, so I was very limited on local sources. Thankfully the client was invested in making it a transformative project.
What brings you the most professional joy?
A beautifully finished, functional space and a happy client.
How does Memphis’ design scene differ from the rest of the country?
Memphis appreciates authenticity. And speaking of adaptive reuse, the massive revitalization happening and the emerging design scene are raising the bar for design in our city.
“Every single [project] has been a transformation of the space into something totally unique, but if I had to pick one I would say Propcellar,” says Natalie of her most challenging project thus far. “The building was a total nightmare when we got our hands on it, and it’s huge at 10,000 square feet. Thankfully the client was invested in making it a transformative project.” Image: Nathan W. Berry
In designing Propcellar, an events warehouse space and vintage rental company, Natalie needed to create a backdrop that could serve as a versatile canvas for the wide array of events hosted in the space. Image: Nathan W. Berry
The bathroom is classic yet striking with its bold red doors and patterned wallpaper. Image: Nathan W. Berry
Where do you get your inspiration?
I’m constantly inspired by a client’s journey or the story the space wants to tell.
Who have been your industry mentors and role models and why?
Ian Schrager because he is an industry leader — look him up if you love design! When I was in design school, I visited the Delano Hotel in South Beach and was blown away that someone got to create that cool, sexy space. I decided I wanted to design hospitality spaces during that trip. Kelly Wearstler because she is by far one of the most creative designers working today, and she continually inspires me with her use of materials. Finally, Bill Johnson was my mentor for a decade while working in Atlanta. He taught me more about the process of design than what I learned in school and exposed me to so much creative design, product and culture. Every five years, he would take our entire firm and guests on an inspiration trip. The last trip I took with the firm was to Hong Kong. Those experiences were priceless.
Share one designer secret with us regular folk.
Think of your space cohesively and repeat finishes and colors. You want your space to flow from one room to the next.
The time-worn patina of the exposed ceiling and old floor at Ghost River Brewing Co. is given new life with soft bands of pleasing color, meaningful modern art and clever lighting. Image: Nathan W. Berry
This space is the very embodiment of taking the gorgeous patina and character of an old space, already awash in natural light, and adding in the perfect subtle elements, like lighting and seating, in a way that enhances its aged beauty. Image: Nathan W. Berry
What are your predictions for interior design in the next 10 to 15 years?
I think we will see more environmentally conscious design. I hope more designers and clients will use timeless, durable finishes and fixtures so we’re not entirely gutting spaces that are only 10 or 15 years old.
If you could squeeze your design philosophy into five words, what would they be?
How about four words: Buy better, not more.
Thank you, Natalie, for sharing your insights, inspirations and images from your impressively diverse design portfolio. To contact Natalie Lieberman of Collect + Curate, visit collectandcuratestudio.com.
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