When a design project doesn’t begin with a sketch, but with a question—what value are we bringing with what we create?—then something different is being built. This is how the journey of BEZHË began, a small but ambitious studio founded by Samuela Hidri and her partner Guust Selhorst. Rooted in architecture and inspired by the richness of local materials, BEZHË is more than just a creative space. It is an attempt to bring a new rhythm to design—one deeply connected to the land, craftsmanship, and the time it takes to create something meaningful.
Tell us about your professional background and how the idea for your startup was born?
I come from a background in architecture and design, with experience in a variety of projects ranging from interior and product design to public spaces and exhibitions. BEZHË was co-founded by me and my partner Guust Selhorst as an effort to establish a studio where design is intimately connected to natural materials, local context, and sustainable practices. It started as a design studio but quickly evolved into a platform for experimentation, blending contemporary design with traditional craftsmanship and artisanal techniques.
What are some of the main challenges you’ve faced in developing BEZHË, and how have you overcome them?
In an industry where construction often moves fast and without deep attention to quality, we’ve chosen to stay true to a slow, thoughtful, and sustainable philosophy. Handcrafted production takes more time and resources, so we’ve built strong partnerships with local artisans and have started integrating technology to help us scale without compromising our identity. Financing has also been a challenge, but with support from programs like the Challenge Fund and key collaborations, we’ve been able to expand our activities.
What are the biggest achievements of your startup so far?
A significant milestone has been the development of our handmade product line using local materials. It all began with the TAS lampshade, and today we’re working on a broader range of products that will soon enter the market. Another defining moment was BEZHË being selected as part of the team representing Albania at the Venice Architecture Biennale 2025. We’re responsible for designing the exhibition space—a project that means a lot to us as a studio.
How do you see BEZHË evolving in the next 3–5 years?
We aim to expand our production capacity and begin exporting products designed and crafted in Albania using local materials. We’re also working on developing sustainable building materials that combine contemporary techniques with artisanal knowledge.
Have there been any key partnerships that contributed to the growth of your startup?
Yes, our collaboration with Jeshile Landscape Design has played a major role in shaping projects with a more integrated approach between architecture and landscape. Likewise, our partnerships with local artisans have been fundamental in developing our product line. Destil Creative Hub has also been an important supporter—particularly through the AWE program, which helped us turn our idea into a functioning startup.
Recently, you were selected as one of the winners of the second phase of the Challenge Fund. What are your plans with the help of this fund?
The Challenge Fund came at a very crucial time for us. After developing a few prototypes and launching our first products, this funding allows us to scale up production and grow our market presence with new product types. With this support, we’ll be able to produce larger quantities of BEZHË-designed lamps and further strengthen our collaboration with Albanian artisans, who are a vital part of our creative process.
What is your long-term vision for BEZHË, and how do you want your startup to be remembered in the industry?
We hope BEZHË will be known as a studio that brought a fresh approach to Albanian design—contemporary, sustainable, and rooted in local identity. We want to create objects and spaces that are not only beautiful but also improve the quality of life and promote greater care for the environment.
BEZHË is not just a design studio. It’s a way to slow things down, to listen more closely to the land, the materials, and the people who work them. In a reality where production often comes before thoughtful creation, Samuela and her team are building a different model—one where each object carries a story, and where design doesn’t deplete, but endures. And if BEZHË can influence even slightly the way we think about beauty, functionality, and sustainability, then its journey has only just begun.
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