Aline Matar and Issam Mhanna Interview
Aline Matar and Issam Mhanna, the dynamic duo behind A-LINE DESIGN, share how they combined architectural creativity with business strategy to build a renowned design firm in Kuwait and the GCC. From navigating international markets to embracing technology without losing the human touch, their story is one of passion, perseverance, and purposeful design.
The Vision Behind the Brand
We started the interview by asking, “A-LINE DESIGN has built a strong reputation in Kuwait and the GCC. What inspired you to start this venture with your husband, Issam Mhanna?
Aline Matar replied, “A-LINE DESIGN was born from a shared vision between Issam and me. I have the architectural expertise, and He had a background in marketing and project management. We realized there was a gap in the market for a firm that could merge creativity with strategic execution. The goal was to create spaces that inspire while maintaining a strong business foundation. Our combined skill sets allowed us to approach projects from different angles, ensuring both design excellence and seamless project execution. It wasn’t easy at first, but we stayed committed to quality, client satisfaction, and innovation. Over the years, this mindset has helped us build trust, expand into new markets, and solidify our presence in the GCC. The journey continues, but our passion remains the same—to create spaces that not only look great but also function beautifully.”
Blending Industry Insight with Design
The Arab Today: You husband have a strong background in marketing across various industries. How has this experience influenced his approach to managing A-LINE DESIGN?
Aline Matar replied, “Marketing is all about understanding people—what they need, what they value, and how to deliver the best possible experience. This mindset has been crucial in running A-LINE DESIGN. Design isn’t just about aesthetics; it’s about creating spaces that resonate with people. His background in various industries—HVAC, yachts, sports, and retail—taught him how to position a brand effectively, communicate with diverse audiences, and manage complex projects. He apply the same principles to A-LINE DESIGN, ensuring that every project is tailored to the client’s vision while maintaining efficiency and professionalism. Additionally, his marketing expertise helps in understanding market trends and staying ahead of the competition. At the end of the day, good design needs to be paired with smart business strategies, and that’s what has helped us grow and thrive in a competitive industry.”
Global Vision, Local Execution
The Arab Today: A-LINE DESIGN operates across multiple countries. What are the biggest challenges of managing an international business in the design industry?
Aline Matar replied, “Expanding into international markets is exciting but comes with its challenges. Each country has its own culture, design preferences, regulations, and client expectations. One of the biggest hurdles is maintaining consistency while also adapting to local needs. We tackle this by having a strong, talented team and ensuring close collaboration between our offices. For instance, our substation in Riyadh allows us to be more present in the booming Saudi market. Communication and project management are also critical—when working across different time zones and regions, seamless coordination is a must. Another challenge is balancing cost efficiency with high-quality standards. Every market has different economic conditions, so we have to be strategic in pricing and sourcing materials. Despite these challenges, our commitment to excellence, reliability, and client satisfaction has helped us successfully expand our reach across the GCC and beyond.”
Where Technology Meets Emotion
The Arab Today: The design industry is rapidly evolving with technology. How do you balance innovation while preserving the human touch in your projects?
Aline Matar replied, “Technology has undoubtedly revolutionized the design industry. With 3D modeling, AI-driven designs, and digital visualization tools, we can now create and refine projects faster than ever. However, at A-LINE DESIGN, we firmly believe that design is about people, and the human touch should never be lost. Some firms have gone fully digital, but we’ve seen how that can lead to repetitive, impersonal results. That’s why we strike a balance; we embrace innovation for efficiency but always add a personal, artistic touch to every project. Creativity cannot be replaced by machines. Every space we design must evoke emotion, serve its purpose, and reflect the personality of its owner. We make sure that even as technology advances, our projects retain their authenticity, warmth, and uniqueness. The key is not to resist change but to manage it wisely without compromising on originality.”
Lessons in Passion and Perseverance
Lastly we asked, “What advice would you give to young entrepreneurs and aspiring designers who want to succeed in this industry?”
“Dream big, but stay grounded in reality. Passion alone isn’t enough you need knowledge, experience, and resilience to succeed in this industry. The design world is highly competitive, and it takes more than creativity to stand out. Be willing to learn, adapt, and constantly improve your skills. Work under experienced professionals, gain hands-on experience, and understand the business side of things. Most importantly, be honest with yourself and with your clients. Integrity and reliability are the foundation of long-term success. At A-LINE DESIGN, our reputation is built on trust, meeting deadlines, and exceeding client expectations. If you can deliver on your promises and maintain strong relationships, success will follow. The journey isn’t easy, but if you’re committed, hardworking, and passionate, you’ll create a lasting impact in this field.” Aline Matar Concluded
Visit A-LINE DESIGN at Zahra Complex Fl 8 Office 34 Salem Al Moubarak Street – Salmiya – Kuwait.
Connect with A LINE DESIGN on WhatsApp(965 55882881), Email & Instagram
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