Inside Ivana Mrđa’s Belgrade apartment: “My personal style is reflected in everything I do”

From cave paintings to Instagram filters, humanity has always been obsessed with beauty. Its allure is archetypal, instinctive, almost painful. Beauty is a promise, a comfort, an escape. But it is also provocation, a weapon, a mirror that relentlessly reflects our deepest desires and fears. „Beauty will save the world,“ Dostoevsky said, and I wonder—from what? From ourselves? From the ugliness we create? Or is beauty merely a luxury, a privilege for those who can afford it in a world that is falling apart? „Design is not just what it looks like and feels like. Design is how it works,“ Steve Jobs said, and I would add: design is also what we dream about. In Belgrade, at the heart of Dorćol, Ivana Mrđa created Midori, a concept store that defies convention. Midori is not just a shop; it is a carefully curated collection of objects that celebrate both aesthetics and functionality. It’s a space where art, design, and everyday life intersect, creating a unique atmosphere that both inspires and provokes. It is not merely a place where objects are sold; it is a gallery, a laboratory, a refuge for those who believe in the power of beauty. The entire concept is essentially a manifesto, a statement, an invitation to rebel against mediocrity.

I asked Ivana: If she could visit any moment in the history of design or art, where would she go, and why? How is that era reflected in her personal style and in Midori’s offerings? And, to leap into contemporary times—this makes sense, trust me—is Guo Pei’s work for Rihanna at the Met Gala an example of how art can become a global phenomenon? „This is a very interesting question since I find inspiration in different epochs, trying to revive them in my work to make them almost tangible,“ Ivana began. „As for interior design and architecture, postmodernism allowed great freedom of expression for everything I’ve mentioned. I would have loved to work in the era of Renzo Mongiardino, whose eclectic interiors still inspire me today. For instance, the daring combination of Baroque and Renaissance is, for me, almost a perfect union. The chairs he designed for Bonacina found their place in my dining room and were among the first pieces I selected for my home,“ she immediately connected to the personal, to what reveals who we are, and what our vision of beauty is.

 „My personal style is reflected in everything I do, but also in all that I believe in and what inspires me. Midori is an ideology I live by and believe in.“

„I am happy that all our partners have recognized this idea in the right way, and it’s almost surreal how the symbiosis of all our brands within Midori creates the impression of an entirely different world,“ Ivana explains. The topic of Rihanna’s Met Gala dress designed by the great Guo Pei holds a special place in Ivana’s ‘case for beauty.’ „Yes, I vividly remember that dress. It was truly impressive with rich gold embroidery and details inspired by Chinese imperial aesthetics. It perfectly answered the theme ‘China: Through the Looking Glass,’ which explored the influence of Chinese culture and art on Western fashion. I had the chance to live in Asia for five years, and that experience greatly influenced me. Later, many brands connected to their tradition and art became part of Midori, which holds real and symbolic meaning for me and my work. I deeply believe that art becomes a global phenomenon when it transcends time, space, and culture and connects with universal truths, emotions, and beauty,“ Ivana concluded.

Objects of beauty, objects of admiration, are often the language through which we communicate with one another—or at least send messages into the world. Ivana’s language of beauty has always been universal and intended for the person to whom the message is addressed, with whom she communicates through her objects of beauty and worship. „I’ve often said that beauty does not bring joy to the one who owns it, but to the one who knows how to love and admire it. My love for interiors stems from early childhood. My mother has a strong inclination toward art and handcraft, and even as a child, I channeled my love for beauty into a love for interiors through her. Beauty is universal to me; I see it in people, the sky, animals, music, art… I never approach an interior solely as a space. Sometimes I can’t sleep at night thinking about which side to place a flower in a vase. For me, all great things begin with unimaginably small details.“ And it shows. If you begin communicating in this ‘Midori language,’ you’ll realize it’s a delicate and refined blend of antiques and contemporary design combined in harmony, where these two opposites live in fluid balance. Ivana undoubtedly has a favorite object—this immediately crossed my mind. Surely, there’s an item that holds particular emotional and aesthetic value.

„The armchairs in my living room were drawn and crafted in London, inspired by the chairs of Lee Radziwill, whose Paris apartment I adore. I was fortunate that these chairs were one of the last works of a wonderful British cabinetmaker who studied alongside the founder of De Gournay, Claude Cecil Gurney. The attention given to furniture-making in the past, the craftsmanship and love, is something rarely seen today. These chairs are perhaps my favorite piece in the apartment,“ she continued, but she didn’t stop there. „The centerpiece of my apartment is a painting that I am deeply attached to. It’s a work by Đorđe Ivacković, and it holds much symbolism for me. He was one of the most prominent Serbian painters of the second half of the 20th century. His art is often described as the visual equivalent of improvisation and rhythm characteristic of jazz. It takes me back to the most beautiful period of my life spent in Tokyo. The people of Tokyo enjoy this music in a truly special way. That city breathes in the rhythm of smooth jazz,“ Ivana shared. „There’s another painting that holds a special place in my heart. It’s called ‘Les Begonias,’ a work by Mathilde du Monceau de Bergendeal. This painter came from a Belgian noble family and spent most of her life in Paris, where she was part of artistic and intellectual circles. Her dedication to art, despite her aristocratic background, shows her independence and desire for expression through art, making her unique to me,“ Ivana explained. And just when I thought the conversation about favorites was over, Ivana had to mention one of her obsessions, as she calls it—something I instantly related to through her story: textiles hold a special place for her. „I can’t help but mention my incredible obsession with curtains and silk. This is the segment to which I dedicated the most attention in this project. There are nearly 200 meters of raw silk in the curtains and canopies in my apartment.

The phenomenon of curtains has always fascinated me. Their symbolism, particularly emphasized in British courts where curtains represented a symbol of power in aristocratic circles, has always inspired me. All the curtains in the apartment were hand-sewn in a way that makes them true works of art,“ Ivana concluded.

She also reflected on Guo Pei and the phenomenon of her design and beauty. I was curious how the gown Guo Pei designed for Rihanna at the 2015 Met Gala (Ivana has her Empress Coral rug in her apartment) represents a fusion of fashion, art, and performance. How does that moment in popular culture influence her perception of luxury? „Guo Pei merged Chinese tradition with modern aesthetic values in an incredible way, creating works that are recognizable and deeply connected to her culture while remaining universal and visually stunning,“ said Ivana. She added that the rug designed for The Rug Company is a true work of art, and the way silk is woven through the rug’s motif is simply impressive. „I perceive luxury as something very complex. Globalism in contemporary culture, with its relentless expansion, increasingly affects authenticity. Only the bravest manage to resist its pressures, and she is certainly one of them. People often associate luxury solely with material possessions. Such attitudes frighten me deeply,“ Ivana concluded. If you were to describe Midori not as a store but as an experience, what would that look like? I had the impression that Ivana’s goal is to create something that leaves a lasting memory, much like Guo Pei’s gown for Rihanna. “Midori truly is an experience that, regardless of the preferences of customers and clients, leaves no one indifferent. I can freely say that Midori, within its portfolio, has created an incredible symbiosis of brands that, by all standards we’ve discussed, are considered among the best in the world today,” Ivana explained to me. “De Gournay and The Rug Company have become an almost indispensable element in every interior we’ve worked on so far. The amount of emotion and beauty that arises from their fusion is truly impressive. Andrew Martin is a brand that has an exceptional ability to adapt to any style. They call him the Indiana Jones of interior design. I can’t fail to mention Martin Waller, the founder of Andrew Martin, whose energy is truly remarkable,” Ivana continued. “I am incredibly happy and grateful that my idea has been recognized among all these great names and that I have the opportunity to integrate the very best of what they represent into the Midori ideology.” Andrew Martin, a brand with a strong character and solid identity, clearly holds an important place within the Midori ideology, and trends do not influence its direction because it is always innovative and brings a twist to every interior. Vaughan, on the other hand, brings sophistication and refinement to every space, known for its exceptional craftsmanship and use of luxurious materials; the lighting in my home is predominantly Vaughan. Forbes & Lomax switches, the newest addition to the Midori family, are irresistible and can be described as the most subtle jewelry of any interior. After mentioning all these big names—or rather, together with them—Ivana’s goal is to create something immaterial, as if it were a form of ideology.

In her work and life, it is evident that beauty is not passive—it provokes, inspires, and even unsettles. Surely, there was a moment when a certain design or work of art touched her so deeply that it changed something within her or at least in her space. “Beauty is extremely complex for me, and I draw inspiration from it for everything I do or feel. It’s a very intricate process. What unsettles me is not beauty itself, but its absence,” Ivana explained. She opened my eyes a little more with that answer because she so elegantly formulated what I believe we all feel on some basic level. “Beauty, for me, is similar to metaphysics. It emits impulses that require an open heart and mind at all times. Whenever I feel that this flow is somehow threatened—most often by human influences—I retreat into my own world, which is like the image I described: a garden full of flowers surrounded by wire,” Ivana continued, explaining that she perceives beauty as something deep and complex, something that requires openness and sensitivity. “Interestingly, in the space where I live, I don’t wish to change a single thing,” Ivana concluded, revealing that her home is the perfect reflection of her vision of beauty. I asked her: “Who are the style or design icons from the past who have inspired you and shaped your aesthetic sensibility? Were they artists like Eileen Gray or architects like Le Corbusier, or could you name a less expected example?” “If we are speaking solely of style icons from the past, I believe Truman Capote was unsurpassed in his selection of his swans in defining the style of his time. Lee Radziwill, Babe Paley, Marella Agnelli, Slim Keith…,” Ivana answered, emphasizing Capote’s extraordinary sense of style and elegance. “When it comes to architecture, I must admit that I do not tie myself to any particular style or period. But if I had to single someone out, it would be Piero Portaluppi, whose work was based on eclecticism and neoclassicism with certain elements of modernism. I would highlight his Villa Necchi as the most brilliant example of early modernism and Art Deco,” Ivana continued, emphasizing Portaluppi’s unique blend of styles. “Alongside him, definitely Josef Hoffmann, as a representative of Secession and modernism in architecture. The Stoclet Palace is the most significant example of Viennese Secession and Art Nouveau style. Although at first glance it might not seem close to my sensibility, it is truly a symbol of one of the most beautiful moments in European art and architecture at the end of the 19th and beginning of the 20th century,” Ivana concluded, adding Hoffmann as another architect who left an immensely powerful impression on her.

Artistic movements or periods most reflect her personal style. Are we closer to the extravagance of Art Deco, the minimalism of Bauhaus, or perhaps the organic forms of Art Nouveau? Ivana explained that she does not adhere to any specific period, emphasizing that her personal style is primarily eclectic. She has always been inspired and fascinated by Renzo Mongiardino, precisely because he managed to uniquely blend classical style, Baroque, Rococo, and even elements of Art Deco, creating sophisticated spaces with strong character. And which iconic object from the history of art or design would Ivana like to own—would it be a Tiffany lamp, an Eames chair, or perhaps a meticulously crafted piece of Japanese craftsmanship? Surely there is yet another object of admiration in her universe. “It would definitely be ‘Lapin à Vent de Tourtour’ (2002), by François-Xavier Lalanne,” Ivana answered, also mentioning the work of Isabelle Brizzi, a French sculptor known for her bronze animal sculptures. She shared how she came across her work spontaneously in a beautiful Brussels gallery, noting that Brizzi’s ancestors had collaborated with artists like Alberto Giacometti, Salvador Dalí, and Joan Miró. Ivana added that one of Brizzi’s sculptures is part of one of her favorite projects in London.

“In Japan, I learned a truly great truth, which is that beauty is what is harmonious. I believe that in this definition of beauty, functionality and practicality naturally follow,” Ivana said—perhaps the closest she came to offering a universal definition of beauty.

“Trends and beauty are two completely separate concepts for me. I am not a follower of trends; I very skillfully resist applying them in my work. I believe they negatively affect individuality and authenticity, and those are things I find hard to give up,” she added.

I was curious how beauty enters Ivana’s daily life—whether there is a ritual or an object she uses every day that reminds her of the importance of aesthetics in every moment. Ivana deeply believes that all the beauty we are capable of perceiving and integrating into our lives springs from a deep truth about our being. She recalled the words of Diana Vreeland, who, in her opinion, touched upon the very essence of things: “Real elegance is in the mind. If you’ve got that, the rest really comes from it.” And how does she envision the future of art and design? Will technology change the way we perceive beauty, or will classic, handcrafted objects always return? “This is already happening in some ways, and I don’t think it’s good,” Ivana responded. While she considers technological advancement an incredible phenomenon, she emphasized that in the field of beauty and craftsmanship, there are values that, no matter how advanced, technology will never be able to surpass. She believes that classic, handcrafted objects will always return, highlighting their irreplaceable nature. In a world that constantly chases after the new and the transient, these thoughts and feelings about design and art stand as an oasis of the eternal. Ivana Mrđa has created a space where beauty is not imposed but revealed, where not only objects are sold but ideas, dreams, and visions. Design is not just aesthetics; it is ethics. Beauty is not merely luxury; it is a necessity. Objects are not just things; they are stories. And yes, as Diana Vreeland said: “Real elegance is in the mind.” Ivana has succeeded in creating a place where the mind becomes a home, and beauty becomes a way of life.