Local Interior Designers Are Taking The International Stage – Odunfa

Tinuke Odunfa, a slightly quirky, super-structured Interior Designer and Founder of The 4th Place Company, recently concluded the overhaul of the National Museum in Onikan, Lagos. She spoke with BUKOLA ARO-LAMBO on how the Nigerian interior design industry is contributing towards building the Nigerian economy.

What inspired your journey into interior architecture, and how has it shaped your approach to designing impactful spaces, particularly in landmark projects like the renovation of the National Museum, Onikan?

I am a formally trained Interior Architect with 13 years of industry experience. Over the years, I’ve been very intentional about building a practice focused on meaningful, memorable & lasting spaces, particularly within the commercial, hospitality & cultural sectors.

Recently, my company completed the renovation of the National Museum, Onikan, and I can’t wait for everyone to see it. Going forward, I suspect I will simply be introduced as “the designer who renovated the National Museum,” until the next big thing, of course.

What inspired you to embark on the path of creating a business in the design industry?

As a Nigerian, starting a business in my field almost felt like second nature. I studied Business Administration for my undergraduate degree, and immediately after graduating, I shadowed an Interior Designer here in Lagos. For me, the idea of being an interior designer went hand in hand with owning my own studio. Looking back, that mindset was shaped subconsciously by my environment and experiences.

I later moved to the US for a few years and returned with a Master’s degree in Interior Architecture. At the time, there was a wave of Nigerians coming back home to build businesses, so I was in very good company. There’s something about the entrepreneurial culture in Nigeria; it is almost innate. It feels like the natural next step. I find it incredibly fulfilling, and I am glad I committed to it.

What is your take on the Nigerian interior design industry?

The Nigerian interior design industry has grown significantly since I started. When I established The 4th Place in 2013, there were only about five prominent interior designers. Today, we have many more, both trained and untrained. I say that with a slight smirk, but overall, the growth is a positive thing.

We are now at a point where Nigerian interior designers can hold their own on any international platform. I trained abroad, brought that knowledge back home, and when you combine global exposure with Nigerian grit and tenacity, the result is a very powerful mix. There is really no reason to outsource design talent anymore. I am already seeing a shift; clients are beginning to trust and invest in local expertise more than ever before.

 Could you share some of the challenges you have faced as an entrepreneur and how you navigated them?

One of the questions I get asked most is how I secure projects, whether through referrals or marketing. For a long time, maintaining a steady inflow of projects was my biggest challenge. I relied heavily on referrals, but that alone wasn’t sustainable.

Now, we have become much more intentional. We leverage social media, supported by AI, to stay top of mind within our existing network and wider audience. It has helped us move from a passive approach to a more structured and consistent pipeline.

The government is looking towards a $1 trillion economy. How do you see the industry contributing to this?

I think the conversation around a $1 trillion economy often focuses on oil, tech, and infrastructure. But for our industry to contribute at scale, there is a significant opportunity in hospitality and tourism. People no longer travel just for locations; they travel for experiences.

The quality of interiors in cultural spaces, hotels, and restaurants directly shapes how a country is perceived. Thoughtful, well-executed design can elevate that perception and position Nigeria as a destination in its own right.

What advice would you give to those who are aspiring to become successful entrepreneurs in your business?

Please take a look at what top interior designers know, and then be intentional about acquiring that knowledge yourself. I have been in this industry for 13 years, and it took me about half that time just to break even. The truth is, success takes time. There are no shortcuts.

 Your professional journey must have many layers. Would you mind giving us an overview of your background and accomplishments?

My journey has definitely been layered, but also very intentional. I earned my Master’s in Interior Architecture & Design from an accredited program at The George Washington University in Washington, DC, in the US, which really shaped my design thinking and gave me a broader global perspective.

I started out studying Business Administration, so I have always had a foundation in how businesses work. That said, I’m going to be very honest, I knew very little about actually running a business. All I really knew was how to be an interior designer, and that’s actually pretty standard for most young entrepreneurs in Nigeria.

I learned on the job, made many mistakes, and figured things out as I went. I have also been surrounded by super brilliant family & friends who always end up giving the best business advice or connecting you to the most useful, practical resources.

I have been in the industry for 13 years, building The 4th Place into a studio that focuses mainly on commercial, hospitality and cultural spaces; that is really our strength. We have also done a fair amount of residential work, mostly because once we complete a project, the company executives tend to trust us with their homes as well. One residential project usually leads to another. A major milestone for us recently was the renovation of the National Museum, Onikan. It is a significant cultural project, and being part of that is something I’m really proud of. On the business side, I have had to learn how to juggle everything.

Sometimes running a business can get in the way of being a creative genius, but I have learned to compartmentalise like crazy. At this point, I would say I have found a rhythm where both the creative and the business sides can coexist and work well.