Interview with Malcolm Berg, the Founder, President and Design Director of EoA Group.

“We don’t just do what needs to be done. In loving what we do, we want to do better than what’s expected.”

Malcolm Berg

An Original Design Philosophy: Rooted in Education & Passion

Malcolm Berg’s journey into hospitality design was anything but linear. It was a dynamic exploration of art, architecture, and landscape, blending diverse design practices to shape his distinct approach. Born in Argentina and raised in Guatemala, he later moved to Boston to complete his undergrad at the Massachusetts College of Art, where he graduated with a Bachelor of Fine Arts with a concentration in Architecture. His education wasn’t limited to blueprints and floor plans, he explored everything from photography to woodworking, gaining hands-on exposure to both 2D and 3D disciplines that would later shape his design philosophy.

After spending seven years immersed in Boston’s architecture scene, Malcolm took a leap and pursued a Master’s at Harvard. Halfway through, he found himself unsatisfied with just architecture, as he always found himself delving deeper. He craved a broader perspective, a more holistic way of thinking about space. That realization led him to his joint thesis, Grounding Boundaries, which dissolved the lines between architecture and landscape – an approach that still fuels his work today. This pivot allowed him to see design as an interconnected system, where interiors, exteriors, and the natural environment must coexist harmoniously. It reinforced his belief that the best designs integrate multiple disciplines to create something immersive and meaningful.

Malcolm’s approach to design is also heavily influenced by his passion for aviation. Just as in flying, where you can’t juggle multiple tasks at once and must focus entirely on the task at hand, design requires the same kind of commitment. 

“When I fly, I don’t just fly straight, I go all over the place – it’s the same with design.” – Malcolm Berg

Aviation, architecture, and interior design all share a synergy in Malcolm’s mind: “There’s a very linear path of what you have to do to make things go right, but there’s always a tremendous amount of freedom once you learn the parameters.” For Malcolm, this freedom to explore and adapt is a key element of EoA’s design philosophy, as the company doesn’t adhere to one particular stylistic trait but instead prioritizes the intention and goals of each individual project, flying in whichever direction they see fit.

EoA Group: Blurring Design Disciplines

EoA was built on the belief that design should be an experience. Architecture, landscape, interiors, branding, and even the smaller details like lighting and materiality, should all come together in a cohesive, immersive way, telling a story that resonates with the people who interact with the space. But launching a firm wasn’t easy. Malcolm recalls the early days as a whirlwind of long hours and constant problem-solving, navigating the challenges of building a reputation in an industry that demands both creativity and business acumen. His turning point? Realizing that good work attracts more work.

“Do good work, and the work will come to you.” – Malcolm Berg

This philosophy became the foundation of EoA’s success. Instead of chasing trends or replicating what’s already been done, Malcolm focused on one project at a time, prioritizing accurate storytelling; creating spaces that are meaningful, experiential, and deeply connected to their environments. As the Founder, President, and Design Director, he remains deeply involved in the creative process, working alongside his team rather than dictating from the top. For Malcolm, leadership isn’t about giving orders – it’s about elevating ideas, challenging perspectives, and refining the work together. He pushes his team to produce high quality work — to think critically, work together, and extract and combine the strongest parts of their ideas. 

Design at EoA isn’t just about aesthetics; it’s a meticulous choreography of details, from spatial flow to textiles, ensuring that every element works in harmony. Malcolm and his team don’t just design spaces, they think through them – questioning, refining, and pushing boundaries. This mindset has been engrained in Malcolm since his early years, reinforced by a pivotal critique in school from Harvard professor Rafael Moneo, who once told his class, “your work is not bad, it’s wrong”. The lesson to seek the right solution rather than just a good one has shaped his approach ever since. Every project is an opportunity to challenge conventions, rethink possibilities, and create something that truly serves its purpose.

An Ode to Oceanic Realities: Andaz Miami Beach Project 

One of EoA’s more recently installed projects, Andaz Miami Beach, rethinks Miami’s connection to the ocean, not by following the current trends of hospitality design, but through the pressing realities of climate change and rising sea levels. Rather than simply referencing the city’s aesthetic history, the design embraces themes of movement and erosion, creating an experience that feels organic and inevitable. The design was inspired by the circulation and flow of water, the rhythm of the ocean, and the moments of the sea where turbulence meets stillness. Within the property, Malcolm and his team carefully thought out spaces that allow guests to feel both the energy of movement and the tranquility of pause, embodying both the rush and staticness of the ocean.

“This was an ode to re-engaging with the ocean at a more real, sensorial level.” – Malcolm Berg

From the elevated lobby with sweeping ocean views to the shimmering lily pad skylights and tiered pool design, every element was crafted with intent. The materials, textures, and colours reflect the shifting sands and water movements, reinforcing the idea that design should adapt to, rather than resist, its surroundings. The busy design is met with spots of comfort and relaxation, exemplifying calmer areas of the sea that act as a vantage point, where guests are able to rest and observe everything around them. This creates a space that feels cinematic, fluid, and deeply connected to its environment. This kind of design-forward thinking, where aesthetics serve a deeper environmental and experiential purpose, exemplifies what EoA’s multifaceted discipline is all about.

“It’s easy to ideate, it’s much more difficult to accomplish and make things happen.” – Malcolm Berg

With this project, and all projects for that matter, the layered designs, creative ideation, and meticulous detail require tremendous effort to bring to life. The complexity of balancing creativity with practical execution – refining designs, coordinating with contractors, and managing suppliers – demanded collaboration at every level. The result is a space that doesn’t just reflect an idea but embodies the hard work of the team that made it into a reality.

Advice to New Designers: What’s In Focus?

“Focus on your growth, focus on making yourself a better, well-rounded designer. Focus less on titles and way less on money.” – Malcolm Berg

In Malcolm’s view, hospitality design is as much about learning as it is about creating. The focus should always be on improving your craft, and with time, success will follow. Doing it right is essential in hospitality, where precision matters. In this field, you’re dealing with repetition – guest rooms, furniture, fixtures – things that are often designed and executed thousands of times. One console done wrong can create big problems. This level of attention to detail requires you to know your business inside and out. It’s not just about getting things done; it’s about doing them well and understanding the bigger picture, including how every small element impacts the final experience.

“If you’re not being challenged every day when going to work, you’re in the wrong place.” – Malcolm Berg

Another key piece of advice is to surround yourself with great mentors. Mentors will not only guide you but push you to grow. While you’ll have successes, it’s the challenges and failures that teach you the most. Every setback is a learning tool, and by focusing on them, you’ll grow stronger and more capable as a designer. With the right intentions, the right mentors, and a focus on continuous learning, you’ll find yourself building a successful and fulfilling career.

Against the Odds: Bold Design Principles

For Malcolm Berg, the most fulfilling moments in design come from pushing boundaries, overcoming doubt, and seeing an idea come to life in ways that exceed expectations. He remembers early in EoA’s journey, presenting a bold ceiling design for a lobby lounge – only to be told, “we don’t do that work”, but rather than backing down, he built a physical model that convinced the client to take the chance and go for it. The anticipation was nerve-wracking, but when he finally walked into the finished space and overheard unsolicited compliments from guests, he knew it had been worth the risk.

His career is a testament to curiosity, perseverance, and purpose-driven design. Through EoA, he has redefined how we experience spaces – not just by how they look, but by how they feel and function. Whether reimagining a hotel, conceptualizing an art gallery (a design dream of his), or crafting a simple bus stop with extraordinary care, Malcolm and his team remain committed to storytelling, authenticity, and an unrelenting pursuit of excellence. They tell stories, spark emotion, and leave a lasting impact; pushing the boundaries of what great design can be.

“We work very hard to make sure that we provide an awesome product at the end of the day. And our entire team does that.” – Malcolm Berg

Visit EoA’s website here to learn more about their design philosophy.