Xoxo,
Pria
I didn't come up through design. I came up through architecture, real estate, and a decade of watching spaces fail for reasons that had nothing to do with how they looked.
I founded Black Label Designs to close the gap between what a space looks like and what it actually does commercially. Over the last decade we have worked with hotel ownership groups, shopping centre developers, restaurant operators, wellness brands, and retail landlords across Vancouver, Edmonton, and Dubai, not as decorators but as strategic partners embedded in the repositioning process from the start.
I hold a certification in Hotel Planning and Design from Cornell University. I have led PIP advisory mandates, food hall concepts, brand repositioning strategies, and embedded monthly advisory retainers for commercial property groups. The work spans ground up development and aging assets, independent operators and institutional ownership groups.
This is my first personal collage. Not a client brief. Not a curated brand direction. This is me, as my own brand... Read more...
I had to share my experience walking through the KOHLER Middle East booth at Dubai Design Week, a space designed entirely from recycled materials... Read more...
My foundation is structural. Formal training in architecture, over thirteen years inside real estate markets, and hands on work across commercial strategy, brand development, and interior environments. I learned early how decisions made on paper play out in real life, how zoning affects flow, how tenant mix shapes perception, how a guest's first thirty seconds in a space determines whether they come back.
That background is what makes BLD different. Most design firms start with aesthetics. We start with the business problem.
My work isn't about trends. It never has been.
It's about understanding what an asset needs to become, who it needs to serve, and building the environment, the brand, and the experience around that answer. Design is the last decision, not the first.
READY TO DESIGN WITH PRIA?
If you're navigating a repositioning, a rebrand,
or a concept that isn't performing the way it should, that's the conversation I start with.
schedule a meeting
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