With two decades of experience and a portfolio of bold, innovative projects, Elena Oancea continues to shape the world of interior design as the driving force behind K2 Design Lab and K2 Retail Properties. In 2024, she also stepped into a new role as co-CEO of Goldbach Group, a dynamic holding company active across industries—from real estate to renewable energy. We sat down with Elena to capture a snapshot of her entrepreneurial journey and her vision for the future.
What keeps you inspired to innovate in design after 20 years as an entrepreneur?
Three things: the desire to build spaces that inspire, a deep love for beauty, and an entrepreneurial mindset. While my background is in law, my passion for creativity has always shaped my path. Over the years, adaptability and a willingness to learn have helped me evolve and stay ahead in a competitive industry.
What truly sets us apart is our openness—to new ideas, new challenges, and new ways of working. That, along with an exceptional team of designers and architects at K2 Design Lab, allows us to constantly push boundaries. Creativity isn’t just a skill—it’s a mindset that lets us transform personal stories and individual needs into meaningful design.
Where do you find your creative spark when you begin a new project?
Always from the client. Their lifestyle, their needs, their dreams—these are the starting points for every space we create. Whether it’s a home or a workplace, the design has to reflect who they are.
I’ve always believed in this client-centered approach. It’s more than a method; it’s our business philosophy. When combined with a passion for harmony, attention to detail, and ongoing learning, it becomes a powerful tool for long-term growth. It’s how we’ve built trust, and how we continue to create spaces that feel personal and alive.
What’s your outlook on the future of interior design and retail development in Romania?
Interior design is a fast-evolving industry—globally and locally. It demands creativity, smart use of materials, attention to detail, and excellent project management. In Romania, we’ve seen a growing demand for custom, high-quality interiors that reflect individual identity and functionality.
For us, every client is a creative challenge. Their uniqueness pushes us to innovate and find new, authentic ways of expression. That’s what drives us at K2 Design Lab: to design spaces that not only look good but feel like home.
In the retail development space, we see strong potential—especially in underserved towns and smaller cities. K2 Retail Properties is focused on bringing well-designed, people-centric retail parks to these communities. It’s part of a broader vision for accessible, high-quality development that responds to evolving consumer needs. And I’m proud to help lead that transformation as part of the Goldbach Group.
If not interior design—what else would you be doing?
At one point, I would’ve said law. But I’ve always been drawn to creativity and entrepreneurship. If I hadn’t chosen interior design, I imagine I’d be leading something in art, fashion, or event design—any field where I could create beauty and tell stories.
Interestingly, 2024 confirmed that intuition. Taking on the role of co-CEO at Goldbach Group allowed me to enter new industries and face unfamiliar challenges. That kind of reinvention is what keeps me energized and focused as an entrepreneur. I thrive when I’m building something with meaning—no matter the industry.
