Chicago- and Mérida-based hospitality design collective, Curioso, has confirmed its new female-led directors team.
Caitlin Daly, Design Director
As Design Director, Caitlin approaches the design process with curiosity, sensitivity, and intention, guided by an unwavering sense of care and a flair for the romantic. Balancing an expansive imagination with a meticulous eye, she is drawn to the richness of layered experiences, the quiet poetry of material and light, and the subtle nuances that give a space its soul. Caitlin believes the most meaningful designs are those that are not simply seen, but felt.
Caitlin leads the design studio with a clear creative vision and an inclusive, collaborative spirit. She believes the most thoughtful work emerges when people feel empowered to contribute, challenge, and create together. Strategic in navigating complex decisions yet open to the unexpected, she allows ideas to evolve and deepen without losing sight of the feeling that first made them compelling.
Embracing Curioso’s philosophy of bridging poetry and pragmatism, Caitlin thrives in the interplay between an idea’s emotional resonance and the considered decisions that give it shape. She approaches each project with a strong sense of purpose, carrying its vision from the earliest spark through to final realization, and believes the process matters as much as the outcome.
Isabel Barbosa, Technical Director
As Technical Director, Isabel works hand in hand with Curioso’s Design Director, design leads, and technical design team throughout the creative process, helping ensure that design and technical development evolve together. Approaching every project with an open mind and innovative spirit, she believes that successful projects are the result of diverse perspectives and collective expertise coming together around a shared vision. Isabel brings over 12 years of expertise in luxury hospitality work to each project, practically applying her learnings to each new challenge.
Isa sees design and technical design as inseparable parts of the same conversation, bringing her deep understanding of the high-end hospitality industry to teams as they explore, challenge, develop, and resolve ideas from the earliest stages through execution. Her leadership extends beyond individual projects, with a focus on continuously evolving Curioso’s processes and documentation standards to reflect lessons learned through experience, industry advancements, and the changing ways projects are delivered today. By developing clear and consistent frameworks, she helps create a more seamless path from design intent to the built environment while strengthening collaboration across teams and with project partners.
Elaine Schmid, Studio Orchestrator
As Studio Orchestrator, Elaine employs her design background to approach operations with the same curiosity, creativity and problem-solving mindset that informs Curioso’s projects. She listens first, develops real solutions through collaboration and refines processes through real-time feedback. She approaches these challenges with the same thoughtfulness and creativity the studio brings to its design work.
Elaine’s thoughtful and empathetic nature makes her a natural leader within the studio. Raised in Pittsburgh by bilingual restaurateur parents, she developed an open mind, a curious palate and a love of adventure from an early age. Combined with 15+ years of design experience, these influences have shaped her ability to understand different perspectives, foster meaningful relationships and support the creative teams responsible for bringing Curioso’s hospitality projects to life.
Katrina Hoernig, Brand Director
As Brand Director, Katrina brings a deep love of history and a respect for thoughtful design to every project, shaping intentional, curious, and engaging brand storytelling. She approaches each project “heart-first,” studying the local context, people, and culture to uncover the stories that give a place its meaning and guide the creative vision.
Drawing inspiration from her travels and the authenticity of places protected by those who love them most, Katrina brings an innate sense of humanity to every project. She believes that the most compelling spaces are shaped by the stories, objects, and experiences that make a place feel personal and lived-in. Her approach to brand storytelling considers not only how a project looks, but how its identity is expressed across every touchpoint, creating a cohesive and meaningful experience.
Having started at Curioso as an intern, Katrina is one of the firm’s most tenured members and has grown alongside the studio. With an insatiable appetite for fresh ideas and a bias toward action, Katrina thrives on projects that require creative thinking to solve challenges, uncover unexpected possibilities, and create something truly distinctive.
Mariana Estrada, Studio Orchestrator
As Studio Orchestrator, Mariana plays an integral role in the positive energy and forward motion of Curioso’s Mérida, Mexico studio. Her diverse background in architecture and interior design, including nearly a decade of luxury hospitality experience with the AMAN brand in the Mexico and Malaysia studios of Denniston, makes her an invaluable resource to her team and Curioso’s clients. Early in her career, Mariana established robust technical and management skills while leading design production teams in both urban planning and residential studios. This strong foundation continues to inform her approach and guide her design principles
Mariana’s role builds on her experience as a Design Lead, where she guided projects and fostered strong collaboration across teams and disciplines. As Studio Orchestrator, she will continue to lead select projects while partnering with Elaine, her Chicago counterpart, to help shape how work moves through Curioso’s studios and strengthen alignment across teams.
Curioso has worked on a range of luxury locations including Atelier Playa Mujeres, The Harbor Grand Hotel and Cleveland’s Fidelity Hotel.
