STEFAN MILOŠ X SOBA 23

A Story of Growth, Vision, and First Loves. Some collaborations are just projects. Others shape who you become.

Soba23 Design was never just a workplace—it was the foundation. The space where I evolved, where I explored, where I learned to see beyond aesthetics and into the essence of design. From the very beginning, I was there—growing alongside the brand, shaping collections, curating selections, and stepping into the role of a buyer long before I even knew the weight of that title.

But it didn’t stop at objects. The journey naturally led to space itself—interiors that needed more than beautiful things; they needed vision, cohesion, soul. Product photography became my way of merging aesthetics with my architectural understanding of space. Campaigns, storytelling, marketing—it was never just about selling. It was about crafting a brand that felt alive.

Even today, Soba23 holds a special place in my professional world. My first love—the one that taught me that design isn’t just about what we see, but about what we build.