Full Name
Amy Tobia
Job Title
Owner & Principal
Company
FS Design Group
Speaker Bio
Guiding words: Integrity, curiosity, optimism, thoughtfulness, fairness, humility
When Amy had writing assignments in elementary school, her teachers always received something extra from her: drawings. She believed the setting was important to the story and should be drawn in detail, not just described in words.
Now, the owner and Principal of FS Design Group and with 27 years of experience in commercial interior design, Amy brings this same philosophy to creating workspaces that communicate and support the story her clients want to tell. Amy is responsible for organizing and coordinating external and internal teams to realize a space design that reflects the user’s culture and goals.
Defining “Success” in Commercial Interior Design
With a wide range of project experience, “success” is defined differently for each client.
For example, Amy and her team completed re-positioning a commercial office building with low occupancy. The design was based on the intersection of technology and nature and bridged tenant activity and location. The significant reset project provided four main entries instead of two, a comprehensive site wayfinding design that connected the user experience throughout and a 120-foot long, contiguous custom wall graphic that anchored the sprawling space. In this case, a building 100% leased 18 months later meant “success.”
For a recent medical space, the highly valued staff reported they were very impressed with the new facility and excited to move in — despite a stressful relocation. That feedback defined “success” for this project.
On a recent office expansion, completing the project on time and within the tenant improvement allowance in spite of tariffs impacts described “success.”
However a client characterizes success, Amy design spaces that support their story and helps them achieve their goals. Her team’s strong internal processes, knowledge of construction and passion for delivering great design solutions for each project – whatever the size or type – makes for long-term client relationships.
Deep Interior Design Experience
Early in her career, Amy managed the design and project management team for one of the largest Steelcase dealerships in the country. In that role, she demonstrated a measurable improvement to profits by creating intelligent processes and a dynamic approach to design as well as helping guide her team through a successful acquisition and merger. That experience led her to understand how strong processes are critical for good design to flourish, making her an ideal candidate to succeed Bre’an Fox, the founder of FS Design Group, as the firm’s leader.
In 2022, she purchased the firm from her long-time mentor and stepped into the Principal role. Now responsible for day-to-day firm operations and ensuring FS Design Group is an active member of the San Diego design and construction community as a CREW sponsor, as well as an active supporter of the Urban Land Institute (ULI) and NAIOP. A small, women-owned company, FS Design Group is also a Business for Good member.
When not working, Amy, along with her husband, daughter and son, likes to ski, read, work on projects around their home in San Diego and spend time with their pets. Amy also prioritizes being an engaged community member. She volunteers for her kids’ school and works with Represent San Diego, a group focused on improving voting in elections. As part of her effort, she led a volunteer educational video project that won an Emmy in 2022.
Whether it’s for her clients or her community, Amy advocates to help people achieve their goals and live their best stories.
When Amy had writing assignments in elementary school, her teachers always received something extra from her: drawings. She believed the setting was important to the story and should be drawn in detail, not just described in words.
Now, the owner and Principal of FS Design Group and with 27 years of experience in commercial interior design, Amy brings this same philosophy to creating workspaces that communicate and support the story her clients want to tell. Amy is responsible for organizing and coordinating external and internal teams to realize a space design that reflects the user’s culture and goals.
Defining “Success” in Commercial Interior Design
With a wide range of project experience, “success” is defined differently for each client.
For example, Amy and her team completed re-positioning a commercial office building with low occupancy. The design was based on the intersection of technology and nature and bridged tenant activity and location. The significant reset project provided four main entries instead of two, a comprehensive site wayfinding design that connected the user experience throughout and a 120-foot long, contiguous custom wall graphic that anchored the sprawling space. In this case, a building 100% leased 18 months later meant “success.”
For a recent medical space, the highly valued staff reported they were very impressed with the new facility and excited to move in — despite a stressful relocation. That feedback defined “success” for this project.
On a recent office expansion, completing the project on time and within the tenant improvement allowance in spite of tariffs impacts described “success.”
However a client characterizes success, Amy design spaces that support their story and helps them achieve their goals. Her team’s strong internal processes, knowledge of construction and passion for delivering great design solutions for each project – whatever the size or type – makes for long-term client relationships.
Deep Interior Design Experience
Early in her career, Amy managed the design and project management team for one of the largest Steelcase dealerships in the country. In that role, she demonstrated a measurable improvement to profits by creating intelligent processes and a dynamic approach to design as well as helping guide her team through a successful acquisition and merger. That experience led her to understand how strong processes are critical for good design to flourish, making her an ideal candidate to succeed Bre’an Fox, the founder of FS Design Group, as the firm’s leader.
In 2022, she purchased the firm from her long-time mentor and stepped into the Principal role. Now responsible for day-to-day firm operations and ensuring FS Design Group is an active member of the San Diego design and construction community as a CREW sponsor, as well as an active supporter of the Urban Land Institute (ULI) and NAIOP. A small, women-owned company, FS Design Group is also a Business for Good member.
When not working, Amy, along with her husband, daughter and son, likes to ski, read, work on projects around their home in San Diego and spend time with their pets. Amy also prioritizes being an engaged community member. She volunteers for her kids’ school and works with Represent San Diego, a group focused on improving voting in elections. As part of her effort, she led a volunteer educational video project that won an Emmy in 2022.
Whether it’s for her clients or her community, Amy advocates to help people achieve their goals and live their best stories.
Speaking At
