We caught up with the brilliant and insightful Taylor & Franciska Hudson & Lebigot a few weeks ago and have shared our conversation below.
Taylor & Franciska, thanks for taking the time to share your stories with us today Often the greatest growth and the biggest wins come right after a defeat. Other times the failure serves as a lesson that’s helpful later in your journey. We’d appreciate if you could open up about a time you’ve failed.
When we launched 21FHD in January 2021, the world of hospitality design looked completely different than it had just a year before. Travel had slowed to a crawl, properties were rethinking their futures, and the industry as a whole was cautiously holding its breath. Starting a new design firm in that climate was, by all accounts, a risk—and as a small, unknown studio, we knew most people weren’t ready to take a chance on us during such uncertain times.
Still, we believed in what we were building. Our vision for 21FHD was rooted in creating immersive environments that reflect the spirit of the place, shaped through what we call our Flâneur Approach: observing, absorbing, and translating the culture, architecture, and story of each property into its design. We poured everything we had into shaping a studio that could bring that to life. But the reality of starting out in the midst of such a volatile moment hit hard. The projects weren’t coming quickly enough, and while we knew we had something to offer, we also knew we needed more: more experience, more exposure, and a broader network than we could build alone at that moment.
When the opportunity arose to join an established out-of-state studio, we made the decision to step into that environment. Pressing pause on 21FHD wasn’t easy, but it wasn’t giving up—it was a conscious choice to put ourselves in a position to grow. That time gave us invaluable experience: exposure to larger projects, insight into new systems and processes, and the chance to solidify a fully remote working model, which has since become one of our biggest strengths.
But perhaps the most important thing that partnership gave us was clarity. Over time, we began to see exactly what kind of firm we wanted 21FHD to be and the kind of relationships we wanted to build with our clients. When the moment came to relaunch 21FHD, it didn’t feel like starting over—it felt like stepping into the version of our business we were always meant to create.
Not long after returning to 21FHD full-time, we landed our first project with what could only be described as a dream client. It was one of those moments that validated everything: the risk of launching in such a difficult year, the decision to join another studio, and the courage to come back and do it our way. That project wasn’t just work on a property; it was the foundation of the business we have today and proof that the winding path we’d taken had led us exactly where we were supposed to be.
Looking back, it’s easy to see how someone from the outside might have viewed that chapter as a misstep or even a failure. But to us, it was the turning point. It taught us that the road to success isn’t always linear—it’s built on experiences that shape your perspective and strengthen your resolve. 21FHD wouldn’t be the studio it is today without that detour, and we wouldn’t have had the chance to work with that dream client or build the portfolio we’re creating now. What looked uncertain at the time became the catalyst for everything that followed.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
We founded 21FHD at the start of 2021, in one of the most challenging moments for the hospitality industry. Launching during that time was a risk, but it shaped who we are as a studio—nimble, intentional, and committed to creating spaces that leave a lasting impression.
Our backgrounds in design and love for travel and architecture naturally led us to hospitality. From the beginning, we wanted to do more than create interiors—we wanted to craft immersive environments that reflect the spirit of the place and the people behind it. That vision became the heart of 21FHD.
We specialize in conversions, renovations, and custom designs for lifestyle, boutique, and independent hotels, as well as vacation rentals, restaurants, bars, and event spaces. Our process is rooted in what we call the Flâneur Approach: immersing ourselves in the culture, architecture, and story of a property and translating that into thoughtful design.
Beyond aesthetics, we help clients balance guest experience, functionality, and brand identity while staying on budget and on schedule. Because we are intentionally small, we can be deeply involved with every project and client. Our remote systems also make collaborating seamless, no matter where the property is located.
We’re most proud of the resilience it took to build 21FHD during a volatile time and of landing our first dream client project after relaunching the studio. That moment validated every risk and reinforced our belief in staying true to our vision.
What we want people to know about 21FHD is simple: our work is personal. We don’t design for spaces; we design for experiences and the stories they hold. Every project is a chance to create something meaningful, and we approach each one with that purpose in mind.
Can you tell us the story behind how you met your business partner?
We met while working at a design firm and clicked almost immediately. One of the first things Franciska noticed was me breaking down cardboard boxes at the end of the day to take home and recycle because the office didn’t have a recycling program. That small moment said everything—we realized right away that we had similar core values, including our passion for sustainability.
Beyond that, we discovered how naturally our strengths balanced each other. I am driven by the creative vision and big-picture storytelling of design, while Franciska has an incredible technical skill set and attention to detail. That yin-and-yang dynamic made working together feel seamless from the very beginning.
Only three months after meeting, at a brewery, I convinced Franciska to take a risk and try to start our own firm. One we were proud of and one that would make a positive impact on the industry. That conversation became the foundation of what would eventually become 21FHD.
Looking back now, it’s clear that our partnership was the spark that made 21FHD possible. What began as a chance meeting at a firm grew into a friendship, a creative collaboration, and ultimately, a business built on trust, shared values, and complementary strengths.
Can you talk to us about how you funded your business?
When we decided to start 21FHD, there was no investor backing or big financial plan—it was just the two of us, our savings, and a shared belief that we could build something meaningful. We had the first conversation in October 2020, and by January 2021, we were officially launching. Those few months were a whirlwind of long nights and big dreams.
We built 21FHD on a shoestring budget. Every dollar mattered. We poured our personal savings into it and leaned on the support of our partners—without them, we couldn’t have made the leap. We agreed early on that if we couldn’t afford it, we’d figure out how to do it ourselves. We built our brand identity from scratch, designed our own logo, taught ourselves to build a website, and created a portfolio entirely out of conceptual designs since we hadn’t yet worked on any projects as 21FHD.
The only thing we splurged on in those early days was professional headshots to make sure we could present ourselves with the credibility we wanted to project. Everything else, we saved for business development efforts. There were countless personal sacrifices along the way—the hardest one being giving up shopping for a while, which, for two design lovers, was its own kind of heartbreak.
Starting during a time when people couldn’t even gather forced us to get creative with networking and marketing, but it also pushed us to build a strong foundation rooted in resourcefulness. Looking back, that scrappy beginning taught us to stretch every dollar, trust our instincts, and create something out of nothing.
Contact Info:
- Website: https://www.21fhd.com
- Instagram: https://www.instagram.com/21_fhd/
- Linkedin: https://www.linkedin.com/company/21-flaneur-hospitality-design/
Image Credits
Photographer – Mariana Morales Photography