Madeleine Karrys of MXM Design Studio

Alongside Marie Daaboul, Madeleine Karrys co-founded MXM Design Studio in 2018 and cultivated an engaged following on social media. Of course, this didn’t happen by accident. Followers of MXM Design Studio look to the business for dream-worthy designs and inimitable style, but what lies behind their social media strategy and approach?

Here, we speak with Madeleine about staying true to luxury principles and design, plus memorable milestones over the years.

What social media channel is the most impactful for MXM Design Studio?

Instagram is the most impactful channel for MXM Design Studio because of its visual focus and creative community. It allows us to showcase our work effectively, connect with fellow designers, and engage with potential clients.

How do you connect with your community on social media?

MXM connects with our community on social media by sharing posts of our recently completed projects and projects in construction to get our audience excited for what’s to come in the future. We’re really strategic about the type of content we share in that we only publish premium photography on our Instagram feed. While premium photography is an investment, it’s important that we stay true to the luxury nature of our business and projects.

Instagram stories allows us to show less polished behind-the-scenes content, which tends to be a little bit gritty by the nature of construction sites.  

In your experience at MXM Design Studio, what is the biggest pro and biggest con when it comes to social media efforts?

In our experience, the primary advantage lies in the ability to showcase our work. Our posts focus solely on our projects, whether they're completed or still in progress. We've noticed that some other firms share a lot of inspirational images, which can sometimes blur the line between their work and others. However, everything featured on our page is our own. Additionally, social media serves as a valuable source of inspiration for us, allowing us to discover new products and materials that excite us and inspire our designs. We also appreciate how social media facilitates connections and brings in potential clients.

On the downside, one of the major challenges we face is the risk of having our unique concepts and designs copied. After investing significant time and effort into crafting bespoke solutions for our clients, it can be disheartening to see our ideas replicated after sharing images on social media.

What is a mistake or misstep that MXM Design Studio has made?

A misstep for us is that sometimes, we post infrequently. Once a project is completed, we tend to publish a lot of posts highlighting this – as we often have beautiful photography to share – however there are other periods where we might be busily working behind-the-scenes and in turn, not posting anything for days or weeks.

What has been a standout moment or milestone for MXM Design Studio on social media?

A notable highlight is when one of our projects receives recognition on design platforms such as The Local Project and Top Australian Homes, among others. It makes us so proud and definitely motivates the wider team.

How do you measure MXM Design Studio’s social media success?

We gauge our social media success by the number of prospective clients, developers, and builders who approach us after seeing our projects on Instagram. This is always really exciting for MXM – it tells us that we’re talking to the right audience and reaching the right people.

Looking forward, what does the future hold for MXM Design Studio when it comes to social media activity and efforts?

For MXM, we would love to take our social media presence to the next level by posting more about our really exciting projects that have spent over two years in construction. We would also like to start a TikTok page where we show more of our projects. Ultimately, it’s an extremely popular social media platform and another way of getting our name and designs out to future potential clients.

Feeling inspired? We don’t blame you. Discover MXM Design Studio and be sure to follow them on Instagram and LinkedIn.