Hi! I’m Alexa Backal and I’m an interior designer and strategist based in San Francisco.
With 8+ years in the field, I’ve worked in different
design-related projects, mainly as a residential,
hospitality, and retail designer.
As Global Director of Interior Design at Casai, I was able to build the brand’s design line and scale the portfolio to more than 1700 units. I created the design Look & Feel, managed a global design team, and directed the spatial aesthetics and design standards to achieve a premium, unique and homey experience across different locations.
2019-2022 [Hospitality/Multifamily]
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A design ideology: 1 to 10 units
How to create a design system that provides strategic value for the business, the units, and the guests?
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Consistency: 10 to 100 units
How do we maintain consistency across the portfolio when every property has different characteristics, spatial needs, and locations?
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Implementing scalability: 100+ units
Creating a design at scale process for the hyper-growth phase of the company.
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The Lounge: the heart of Casai's design
An inviting project we developed in the heart of Roma Norte in Mexico City to welcome Casai’s guests during their stay. These spaces reflect the quality and experience of the brand.
I worked at Gaia for almost 4 years. During this time, I was one of the first employees of the company and had the opportunity to work as Head of Gaia Projects, creating the strategy and internal process to offer B2B and B2C projects. Also, I worked as a Retail & Interior Designer for the first 12 showrooms of the company.
2015-2019 [Retail & Residential]
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Design House 2016
A special project I designed for Design House 2016, an event from Design Week Mexico.
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Gaia's first showroom: Polanco
Transforming the e-market concept of the brand and creating the base standards for all physical stores of the company. I was part of the interdisciplinary team that worked on concept development, layout design, product selection, implementation, and styling.
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Gaia Showrooms
Implementing the core standards and designing 11 showrooms for the company within 3 years.
For the past 8+ years, I have worked on several freelance projects that reflect my personal design style and my attention to detail. Also, I’ve developed some other projects as a designer that are related to jewelry and graphic design.
2014-2022 [Residential]
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View
I worked on this residential project as a freelancer in 2021 and 2022. I consider that the design and aesthetic of these spaces reflect my feel for design, my style, and the passion I have for unique details.
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Adam's Nursery
A project I developed in 2021 for Adam, a newborn baby. A balance between neutral colors and natural elements was key for the concept development of the project.
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D902
A collaborative project with Nicolas Backal: a residential apartment in Santa Fe in Mexico City.
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By Lessa
A contemporary jewelry brand I created and developed between 2012 and 2016.
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Victorian Retreat CS
A case study I worked on for a Victorian house in the heart of San Francisco.
During my time at Beleco, I was an interior and industrial designer mainly immersed in developing residential projects across Mexico City. I was in charge of the end-to-end process, from building layout proposals and designing furniture, all the way to implementation and styling. I worked on several tailored-made design projects.
2014-2015 [Residential]
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Cauduro
A residential project located in the heart of Condesa in Mexico City. A balanced project between rustic and contemporary styles with a touch of deep and sophisticated colors.
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Versalles
The first residential project I worked on as Interior Designer. Located in one of the most expensive neighborhoods of Mexico City.