Designer Stories: Brad Thornton of Thornton Projects

At NuStory, we love getting the chance to spotlight rising design talent. This time, we sat down with Brad Thornton, founder of Thornton Projects, a New York–based interiors firm known for creating spaces that strike the perfect balance of warmth and sophistication.

Brad’s portfolio stretches from high-end residences to commercial and creative spaces, with clients like Bonhams, Tommy Hilfiger, Salon Art + Design, and Compass. Before launching his own studio, he sharpened his skills at 1stDibs, working with some of the most celebrated names in the industry. Since then, his work has been featured in Architectural Digest, Elle Decor, Vogue, The New York Times, Galerie, House Beautiful, Introspective, Cool Hunting, and more. He was also named to House Beautiful’s prestigious Next Wave list, spotlighting the country’s most promising designers.

How would you describe your design point of view?

At Thornton Projects, my work is about creating spaces that feel edited, intentional, and livable; with just the right amount of cinematic drama. I gravitate toward clean architectural lines and natural materials, but I balance them with warmth, softness, and personality. My clients come to me for interiors that feel luxurious but never too precious. Elevated rooms they can actually live in.

What originally sparked your love for design, and how has your perspective evolved?

I’ve always been fascinated by the emotional impact of a space. In the beginning, I leaned on instinct, choosing what felt right and looked good. Over time, my perspective has evolved toward layering complexity: experimenting with color stories, advanced pattern play, and weaving in historical references alongside pieces from different periods. Function has become just as important as form. It’s so important to take into consideration how people gather, move, and live so that a home feels deeply attuned to everyday life.

When designing a space, how do you approach blending tradition and modernity?

I love the tension between the two. Functional parameters like scale, color, and flow serve as my north star, but from there, it’s about finding a balance between classic and contemporary. I’m a sucker for vintage, and no space feels complete without the patina of a standout piece. That tension—familiar yet fresh—is what gives a room its character.

What role does craftsmanship play in your projects?

Craftsmanship is a cornerstone of my work. A beautifully made piece has a soul and integrity that elevates a room beyond style alone. I look for pieces where you can feel the hand of the maker—whether it’s a perfectly tailored sofa, a rug with depth and dimension, or thoughtfully detailed millwork. Clients notice the difference, even if they can’t always articulate it; the energy of a crafted piece can’t be faked.

How does New York influence your design work?

New York teaches you to be both bold and edited. Thornton Projects was born here, and my work carries that duality: practical but never boring, refined but never timid. Space is precious, energy is high, and design needs to be both functional and expressive. That challenge pushes me to create interiors that are efficient but never generic.

What’s a recent project that reminded you why you love what you do?

It’s all about seeing it come together and your client realize that they get to live there. A On a recent project, I watched a client’s face completely change when we installed the final touches—drapery, lighting, art. This client is a performer who needed a home that felt like a respite but also reflected her colorful sensibilities. After bouncing among different homes for the past few years, when she saw the space all come together she finally felt like they had a space that felt like “them.” Those moments remind me why design matters—it’s not just about creating something beautiful, but about building a space where someone feels settled, safe, and seen.

Looking ahead, what design directions excite you most—and which trends are you ready to leave behind?

I’m excited by a return to tactility and imperfection—plaster finishes, handwoven textiles, pieces that feel handmade. I’m less drawn to over-styled, overly polished spaces that could be anywhere, without a sense of place. For me, the future of design is about embracing a home’s soul, not chasing Instagram perfection.

Who are some artisans or makers you love supporting?

I love supporting small-batch makers who value both craft and story. Lofa Ceramics is creating incredible tiles. James Cherry is doing exciting work with lighting, and Devin Wilde’s ceramics are next level.

When selecting a rug, what do you look for first?

A rug is never an afterthought—it’s the foundation of how a room feels underfoot and to the eye. Scale and tone come first, to fit the architecture and set the right energy. From there, I play with pattern, weave, and texture. A great rug should ground the scheme while introducing richness.

Is there a NuStory rug you’ve used or admired that speaks to your style?

I love the versatility of the Alder solid rug collection. It’s easy to incorporate into any space, and the hand-tufted wool adds a luxe feeling underfoot. I’m also a big fan of the Hand Knotted Study Rug and its elegant repeated pattern. I also admire NuStory’s outdoor options—like the Bodega rug for an unapologetic pop of NYC personality.

About Designer Stories 

Designer Stories is an ongoing editorial series by NuStory that spotlights the creative leaders in the home industry. Through candid conversations and behind-the-scenes insights, we celebrate designers whose work is defined by creativity, craft, and character.

By amplifying these voices, NuStory aims to sustain and support the vibrant NYC design community—offering a platform for connection, inspiration, and shared growth. These stories not only honor the individuals behind the work, but also deepen our commitment to a more thoughtful, collaborative, and craft-driven design culture.