As Co-Founder and Creative Director of ABI Interiors, Luli shapes the vision behind one of Australia’s leading architectural fixtures and surfaces brands.
Luli Farrell is the Co-Founder and Creative Director of ABI Interiors, the Australian brand reshaping architectural design with its elevated yet accessible range of fixtures and fittings. Since founding the business in 2016, Luli has led ABI’s creative direction, building a design-first brand that balances innovation, functionality, and timeless style.
With a background in architecture and more than a decade of industry experience, Luli has played a central role in ABI’s growth from a boutique start-up into a globally recognised interiors brand. Her commitment to in-house design and thoughtful product development has positioned ABI as a destination for both statement pieces and cohesive design solutions.
Luli’s hands-on leadership spans trend forecasting, product innovation, and customer experience, ensuring ABI remains a trusted name in luxury, lifestyle-driven interiors.
Credentials & Experience
10 years of design excellence.
Product and design expertise, applied across every ABI range.
10Years Leading the Brand
7Showrooms
6Industry Awards
3Markets (AU · NZ · UK)
Education
2014
Bachelor of Architecture
Role & Tenure
2016
Co-Founder & Creative Director, ABI Interiors
Co-Founder and Creative Director of ABI Interiors, leading the creative vision behind the brand’s architecturally inspired fixtures and surfaces.
Industry Recognition & Awards
2025
Three Green Tick Accolades
Recognised by the Good Design Awards Australia for sustainability.
2024
Livingetc Best Bathroom Tap
Editorial recognition from one of the UK’s leading interiors titles.
2024
Red Dot Design Award
Awarded to the Aliro Collection for excellence in product design.
2023
Good Design Australia’s Best in Class
Awarded to the Aliro Collection, designed under Luli’s creative direction.
2023
iF Design Award, Germany
International recognition for excellence in product design.
2023
The Local Project — Featured Designer
Profiled by one of Australia’s leading design publications.
2022
Australian Export Award for E-Commerce
Recognising ABI Interiors’ international growth and digital performance.
Standards & Expertise
The standards behind every product.
WELS
WELS Compliance
Water Efficiency Labelling Scheme registration across every ABI tapware product, with flow rates tested to AS/NZS 6400 before release.
Regulated · AS/NZS 6400
WATERMARK
WaterMark Certification
All ABI tapware is certified to AS/NZS 3718:2005, ensuring compliance with Australian and New Zealand plumbing standards.
Standard · AS/NZS 3718:2005
MANUFACTURING
In-House Manufacturing
In-house product development and manufacturing oversight from initial concept through to production.
Vertical Integration
MATERIALS
Materials & Finishes
Solid brass bodies, ceramic disc cartridges and PVD-coated signature finishes selected for durability and longevity.
Product Quality
RESPONSIBILITY
Sustainability
Three Green Tick accolades and ongoing commitments across packaging, supply chain and product lifecycle.
Responsible Design
Focus
What Luli directs.
BRAND BUILDING
From Start-up to Global Brand
Led the creative direction that grew ABI from a 2016 boutique start-up into a globally recognised interiors brand across three markets.
VISUAL IDENTITY
Design Language & Art Direction
Defined the photography, editorial style and visual system that give ABI its consistent, recognisable look across every touchpoint.
RETAIL EXPERIENCE
Showroom & Customer Experience
Creative direction for ABI’s showrooms, shaping how customers experience the brand in person.
EVOLUTION
Broadening the Brand World
Guides how the ABI design language extends into new categories and collections.
Notable Projects
Where ABI has been specified.
A selection of residential, hospitality and commercial projects where ABI products have been specified.
“It started with filling a gap in the market, but quickly became something more meaningful: designing pieces I believed in and seeing how they change the way people feel in their own homes.”
— Luli Farrell, Co-Founder & Creative Director
Media
Where the conversation continues.
Interviews, podcast appearances and editorial features.
Media
Inside the Aliro Collection, A Studio Conversation
Luli shares the design process behind the Good Design Australia Best in Class-winning Aliro Collection, from architectural references and proportion studies to finish selection and the first production sample.
Researched, reviewed, and updated as standards evolve.
Every article is produced within a clear editorial framework designed to uphold accuracy, transparency, and accountability.
Editorial Approach
Luli reviews content through the lens of ABI’s creative direction, product strategy, and customer experience. Technical and compliance information is verified by the relevant experts and credited where appropriate.
Technical Review
Claims about materials, finishes, flow rates, and warranties are checked against ABI’s product engineering team and current certification data, WELS and WaterMark, before publication.
Kept Current
Articles are revisited whenever standards, certifications or products change, so guidance stays accurate over time.
Connect
Reach Luli directly.
For product enquiries, specification support, or editorial review requests.
Our Range
