For a leader navigating an industry of creative expression, conviction is non-negotiable. Smac Studio founder, Shona McElroy, notes: “I have had to go back to basics a lot of the time,” underscoring the discipline she demands of herself and instils in her clients. Born into a lineage of architects and designers, McElroy absorbed a breadth of knowledge from an early age. With a father engaged in the macro scale of master planning — from conceptual design to strategy — and a mother working within the residential sphere, McElroy was exposed to a vast view of the industry. “Being able to get a broader overview, from growing up, from both industries and the way you could pivot into different areas of architecture and interiors definitely shaped pretty early what I wanted to do,” she says.
Despite an academic trajectory that began in architecture, her inclinations from the outset leaned toward interiors. “I always [gravitated] towards interiors more; however, I felt architecture was, maybe, a better way to go into the industry. For whatever reason, it felt more solid as a career,” McElroy reflects. In a wry, self-deprecating admission, she continues: “I am now a full-blown interior designer, that’s all I am, and it is a very solid career.” Though she ultimately pivoted, her training remains a cornerstone of her practice. Even though I didn’t end up pursuing architecture, I am thankful for [that foundation] as it has made me a stronger interior designer in the way I consider things spatially.”
McElroy’s experiences in education, perhaps, shaped her design philosophy and leadership approach. Acknowledging that the design education landscape is difficult to navigate, she emphasises the outsized influence of mentorship: “I felt whatever tutor you got shaped the way you were able to study and perceive.” The industry’s entrenched structures and disregard for designers’ time fuelled her frustration. “We play a critical role in shaping cities, businesses and urban landscapes,” she asserts, yet she remains keenly aware of the financial inequities at play: “It is still an underpaid industry as a whole.”
Reflecting on her academic years, McElroy recalls the rigid biases embedded in pedagogy. “My female tutors were far more progressive,” she observes, while many others clung to outdated methodologies. A pivotal moment arrived when her Master’s studies clashed with her burgeoning practice. “I had a couple of projects under my belt, and Smac Studio was gaining momentum, but I was primarily studying.” Her pragmatic approach — using CAD to visualise projects for clients — was met with resistance. “My tutor insisted, ‘I want you to do this by hand, not digitally,’ even though that wasn’t within the brief.” When she pushed back, she was given an ultimatum: abandon her practice or leave the program. It was a moment of reckoning. For better or worse, it catalysed “my decision to step away and commit fully to Smac Studio.”
Her leadership philosophy is a direct response to these experiences. “The curriculum should explore the business realities of the industry more deeply,” she argues, championing a more hands-on, collaborative pedagogy. “Part of the beauty of this job is the act of creating — in front of, or in collaboration with — clients and peers. The process of hand-sketching, bouncing ideas back and forth, that should be amplified.”
Calling for an education that reflects real-world conditions, McElroy adds: “Many of our projects in school were master planning, but I would have loved to tackle a residential project with real constraints.” This pragmatic knowledge, she asserts, is indispensable in practice. “Understanding how to work within actual parameters would be incredibly beneficial — and it’s something I prioritise when hiring.”
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Determined to challenge the status quo, she founded Smac Studio with a resolute stance against outdated norms. ““My team aren’t expected to be frequently working until late in the evening with unrealistic deadlines, we try to prioritise work life balance at the core,” she states unequivocally, having seen firsthand the destructive expectation of overwork. Elaborating further, she notes how tertiary studies indoctrinate within us this idea “to slog ourselves, to accept that it is a hyper-competitive industry. That we’re supposed to work for nothing because we should be grateful?” It is a mindset she rejects outright. “There is no forward thinking about how to work smarter, faster, better — to build a sustainable business.”
For aspiring designers, McElroy offers unequivocal advice. “University is a strong foundational step,” she acknowledges, yet she advocates for early exposure through internships. “It’s a great way to test if this industry is truly for you. Because, at the end of the day, it remains a demanding, underpaid profession. You invest your heart and soul into these projects.” Her ultimate counsel? “You must love it.”
“It’s invaluable to work under someone who exposes you to projects beyond your immediate reach,” she notes. “Understanding how a project is managed, how timelines are met, how a leader treats their team — these are the lessons that shape your trajectory, whether you go out on your own or thrive in a smaller-scale practice.”
Practising what she preaches, McElroy remains open to learning from her team. “I welcome any learnings from my team,” she shares. Smac Studio thrives on an ethos of research and historical awareness. “I think there are foundations of design you can draw on, and you always respect the learnings that come before you.”