Tatiana Gonchar

Honest conversation: how to understand what's behind the phrase “Make it beautiful”

Hello everyone, this is Tatyana! Today, I want to share a story that started as an ordinary meeting with clients but turned into a real detective investigation.

An example of a conceptual design from our completed projects.

The Story of One «Beautiful»

A new client, a typical story: they built a house and now need a «beautiful facade.» At first glance, it’s a standard request. But let me tell you how one phrase, «make it beautiful,» turned into a full-fledged architectural project.

First Meeting: What I Heard

  • «We want something unusual» (a classic phrase)
  • «Like everyone else, but it should stand out» (a favorite paradox)
  • «Modern, but it shouldn’t go out of style» (another one)
  • «Within a reasonable budget» (which hasn’t been defined yet)

What Was Behind These Words

After two hours of conversation, it turned out:

«Unusual» meant:

  • The house should be light-colored
  • Definitely large windows
  • But «not too glassy»
  • And the neighbors shouldn’t be able to peek inside

«Like everyone else, but standing out» translated to:

  • Natural materials
  • No flashy colors
  • Interesting architectural details
  • «Guests should say wow, but not think we’re showing off»

«Modern, but timeless» turned into:

  • Minimalist forms
  • Classic proportions
  • High-quality materials
  • Thoughtful zoning
An example of a conceptual design from our completed projects.
An example of a conceptual design from our completed projects.
An example of a conceptual design from our completed projects.

My «Interrogation» Tools

Over the years, I’ve developed my own method for uncovering a client’s true desires:

I start with lifestyle questions:

Who lives in the house? What does a typical day look like? Where does the family spend most of their time? What are their hobbies?

Then move on to practical aspects:

How often do they host guests? Where do they park their cars? Do they have pets? How do they use the yard in different seasons?

And finally, I dive into details:

Favorite materials. Disliked colors. Examples of houses they like/dislike. Memories of places where they felt comfortable.

What We Ended Up With

After many clarifying questions, «make it beautiful» turned into a clear technical brief:

Materials:

  • Light-colored travertine for the main surfaces
  • Accents of thermally treated wood
  • Graphite-colored metal elements
  • Large windows with smart glass

Planning Solutions:

  • A covered barbecue terrace with a garden view
  • A separate exit to the relaxation area
  • A private pool area hidden from outsiders
  • A convenient driveway to the garage

Special Requests:

  • Automatic window shading
  • Integrated facade lighting
  • An irrigation system for vertical greenery
  • Heated sections of the terrace

And you know what’s most interesting? During the process, the client admitted: «We didn’t even know what we wanted until you started asking questions.» Moments like these make my work truly special.

An example of a conceptual design from our completed projects.
An example of a conceptual design from our completed projects.

Lessons I Learned

  • Don’t rush to suggest solutions. Let the client talk.
  • Ask unexpected questions. «How do you celebrate New Year’s?» can reveal more about a home than direct architectural questions.
  • Show options. In our studio, we have a rule: always present at least three concepts, even if we are sure about one.
  • Document everything. I write down even fleeting comments—they often contain the most important insights.

Right now, we are in the project development phase, and I can already see how the initial «make it beautiful» is turning into a well-thought-out architectural solution.

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