The Art of Bringing Soul to Interior Design

When you step into a home designed by Soulhouse, you immediately sense something different. There’s a warmth, an authenticity—an unmistakable sense that this space was created not just to impress but to truly be lived in.

For Seth and Hope, the creative duo behind Soulhouse, this feeling is no accident. It’s the result of a unique, intentional interior design process that puts heart and soul at the center of everything they do, a process that sets them apart in the world of design.

You can see Seth and Hope's article in our current issue of foxtrot | The Story of Home here.

The Philosophy: Intention Over Imitation

Soulhouse’s approach to design is rooted in intention. While trends may offer momentary inspiration, Seth and Hope believe that the true magic of a home lies in its ability to reflect the people who inhabit it. “Every house has a soul,” Seth says. “Our goal is to uncover it, preserve what’s special, and build upon it—never just impose a style for style’s sake.”

This philosophy means that no two Soul House projects look alike. Instead, each one is a unique, personal response to the needs, dreams, and personalities of the clients they serve. 

Their process starts with questions that go far deeper than color palettes or Pinterest boards: How do you want to feel when you come home? How do you live, work, and entertain? What experiences do you want your space to support?

Collaboration from Day One

Soulhouse’s process is  collaborative, ensuring that clients are involved from the very beginning of a project, especially when it comes to custom homes. “

The best results happen when we’re part of the process early on,” Hope explains. “That way, we can help clients clarify their vision, avoid costly changes down the road, and ensure that the finished home truly fits their lifestyle.”

This collaborative spirit extends to their relationships with builders, architects, and other professionals. At Reynard Custom Homes, we’ve seen firsthand how Seth and Hope’s thoughtful questions and client-centered mindset elevate every project. Their willingness to listen, adapt, and guide clients through the sometimes overwhelming world of design is part of what makes them so effective—and so beloved by those they work with.

Designing for Real Life

One of Soulhouse’s recent projects, for instance, involved transforming a small room into a multi-functional office that could potentially serve as a nursery in the future. Instead of just focusing on maximizing square footage, they considered every detail that would make the space both beautiful and practical for the client’s current lifestyle.

“We even thought about her Zoom background and natural lighting,” Hope shares. “It’s amazing how small, thoughtful decisions—like the placement of tall curtains or the choice of artwork—can make a space feel larger, brighter, and more inspiring.”

For Soulhouse, function is never sacrificed for form. They believe that the best design solutions are those that make life easier and more joyful, whether that means creating a backdrop that looks great on video calls or ensuring that a space can evolve as a family grows.

Beyond Trends: Designing for Longevity

In a world obsessed with what’s trending, Soulhouse offers a refreshing perspective. “Trends are impermanent,” Seth notes. “They can be fun and inspiring, but they shouldn’t dictate your entire home. Instead, we encourage clients to use trends as little sparks of inspiration—something to play with, not something to copy wholesale.”

Hope adds, “Some trends are actually about breaking the rules, and that’s healthy! But ultimately, your home should reflect you—not just what’s popular this year.”

This approach ensures that Soul House designs stand the test of time. By focusing on the client’s story, values, and way of life, they create spaces that feel personal and enduring rather than dated or generic, appealing to those who value timeless and enduring aesthetics.

Designing for Feeling, Not Just for Photos

Ask Seth and Hope what they want people to take away from a Soulhouse project, and their answer is simple: “We want people to walk in and feel good, not just see a pretty picture.” While beautiful photography is essential, their real focus is on creating spaces that feel just as good to live in as they look on Instagram.

The Soul of Home

As Soulhouse embarks on its own custom home journey with Reynard Custom Homes, the collaboration feels like a natural extension of its philosophy. It’s about partnership, community, and the shared belief that every home should tell a story—one that’s as unique as the people who live there.  At the end of the day, Seth and Hope remind us that the real soul of a home isn’t found in its finishes or furnishings but in the intention, care, and connection that go into its creation. That’s the art—and the joy—of designing with soul.

Seth and Hope Loeb are the founders and creative force behind Soulhouse Interiors in Blue Ridge