Penelope Francis on Finding Beauty, Telling Stories, and Why Homes Should Never Feel Staged
From Hollywood sets to Paris flea markets, designer Penelope Francis has spent her life chasing beauty in all its forms. Splitting her time between Miami, Los Angeles, and Dallas, she brings that same spirit to her interiors—warm, layered spaces that feel soulful, personal, and alive. We sat down with her to talk about the art of storytelling through design, the thrill of discovery, and why the perfect house should always breathe.
Q: You started your career in fashion and styling for TV and film. How did that lead you to interiors?
Penelope Francis: “Fashion was really my first language. Styling taught me to think about how environments tell a story, just like costumes do. Interior design came later, but it felt natural—like another way to create worlds people can live inside of.”
Q: You founded the cult brand Fifi & Romeo, which became a huge success. How did that experience influence your design work today?
Penelope Francis: “The Los Angeles flagship was a Parisian fantasy—huge chandeliers, draperies two stories high, a real mix of old and new. It wasn’t just a store; it was an experience. I think that’s where I truly fell in love with creating spaces that transport people the moment they walk through the door. The boutique became a destination in itself, and soon my interiors drew a celebrity clientele—including a memorable private design meeting at Bette Midler’s New York penthouse overlooking Central Park. I think that’s where I truly fell in love with creating spaces that transport people the moment they walk through the door.”
Q: When you’re getting to know a client, what’s the one question you always ask?
Penelope Francis: “‘What’s your favorite hotel—and why?’ That one answer says so much. It tells me how they want to feel, what comfort means to them, what their idea of beauty is. It’s such a personal thing.”
Q: How would you describe your design aesthetic in a few words?
Penelope Francis: “I’m all about warmth, ease, quiet sophistication. I want spaces that breathe, that feel collected over time—not something that looks like it was installed in a day from a catalog. If it feels too perfect, I lose interest.”
Q: You’re known for collaborating with artisans and craftspeople.
Why is that important to you?
Penelope Francis: “The soul of a home lives in the details. Handmade pieces, custom finishes, artistry you can feel when you touch something—those things matter. They give a house its character. They’re the difference between a space that’s just pretty and one you never want to leave.”
Q: You travel a lot for inspiration. What are some of your favorite hunting grounds?
Penelope Francis: “I’ll dig through barns in Upstate New York, search out fabric workshops in Jaipur, poke around flea markets in Paris, or just go junk-tiquing across LA. It’s not just about finding things—it’s about the story behind them, the life they’ve already lived.”
Q: If you could leave people with one idea about home, what would it be?
Penelope Francis: “A home should have a heartbeat. It should feel alive—with history, with intention, with soul and never staged. That’s what makes it yours.”
Holding a Bachelor of Fine Arts from the University of North Texas, Penelope’s formal education has been the inspired cornerstone of her never-ending artistic exploration. Her laser-focused determination to make homes feel warm and hand-touched is part of her unique brushstroke.
Interior Design
Making your dream home emerge is my ultimate passion. Daydreaming of what’s possible is where it starts. Our creative design process begins with me listening and turning on my acute instincts… I like to ask lots of questions, and simple things like knowing “what your favorite hotel is and why” helps me understand how you may see and feel something. My role as a designer and creative artist is to present lush design concepts and solutions for how you want to live and show you some things you may not have considered. My multifaceted global resources and relationships with fine craftsmen and makers are the unique ingredients to my distinctive recipe.
Interior Architecture and Planning
Enhancing a property’s value is done by keenly creating a balance between aesthetics and practicality. A deep network of expert General Contractors, award-winning Architects, and Landscape Architects are cornerstones of our team’s collective success. We produce a seamless and graceful collaboration between Interior Architecture and its planning. The international language of design is demystified through beautifully rendered drawings and thoughtful creative boards, which take you on the cinematic visual journey of possibilities.
Project Management
There is a uniqueness to each project, and expert project management is fundamental to the success of your project. We assemble a team of discrete and highly experienced project leaders who will preserve and present real-time production schedules and updates. This skilled management ensures you know the project’s status and fluid actions.
