Ellen and her team are leading landmark projects across architecture and interior design, including Sol Properties’ Levante residences in Jumeirah Village, the prestigious Dolce & Gabbana Residences, ultra-luxury towers and villa complexes on the tip of the Palm Jumeirah, and a striking tower on the landmark Sheikh Zayed Road. They are also pioneering AI-powered design integration and cinematic visual storytelling, ensuring each project is immersive and personal.

FROM START TO SUCCESS

In 2002, Ellen Søhoel left Norway for Dubai, drawn by its promise of growth and opportunity. Despite setbacks, she founded XBD Collective in 2014, with no initial funding, growing it from a boutique studio into the UAE’s second largest interior design firms. With multinational offices and a team of 160+ professionals, XBD delivers architecture, interiors, master planning, and landscaping that define the region’s design landscape.

THE ROAD AHEAD

The long-term vision is global: establishing XBD Collective as a leading name in luxury design worldwide. With multinational offices in Kerala, London, Cairo and Dubai, a stronghold in the Middle East, and expanding international reach, the firm is well positioned for the next phase of growth. In an era where personalisation and elevated experiences define the industry, XBD stands at the forefront of design’s next chapter— where creativity, innovation, and heart are one.

Leading with Impact

As one of the few female founders in the region’s design industry, Ellen leads with empathy, integrity, and entrepreneurial drive. Her Scandinavian roots and global experience shape a philosophy where innovation and collaboration come first. At XBD, she has built a culture that feels like family, empowering a diverse collective of talent and inspiring peers across the industry. Her leadership fosters an environment where bold ideas thrive and ambitious visions are brought to life.

PROJECTS

THAT DEFINE EXCELLENCE XBD’s portfolio is as diverse as it is ambitious. The St. Regis & Rixos Residences Downtown illustrates Ellen’s ability to merge global luxury with Emirati heritage, delivering two 60-storey branded towers of bespoke residences. Ajmal Makan’s AlThuraya Island redefines luxury high-end lifestyle living with 382 villas, private beaches, and lush landscaping. These transformative projects highlight XBD’s ability to craft destinations that combine cultural resonance with global standards of design excellence.