Kamanata, didirikan pada tahun 2018, adalah konsultan desain interior yang berfokus pada sektor Food & Beverages dengan tagline "Awakening The Senses" Dalam membangun pengalaman ruang, Kamanata menghadapi tantangan menyeimbangkan arahan desain internal dengan kebutuhan eksternal dari klien utama, HG. Melalui pengamatan dan interview, data menunjukkan bahwa Principal berperan sebagai penghubung antara tim internal, branding consultant, dan klien, serta sebagai pengarah konsep, penjaga kualitas estetika, mediator bisnis, dan problem solver. Penelitian ini bertujuan memahami dua sisi peran Principal dalam menjaga arah desain, beradaptasi terhadap perubahan klien, dan memastikan kualitas desain tetap terjaga; di sisi lain principal terasa berpihak pada kepentingan klien. Dua sisi peran ini menjadi faktor penting yang berpengaruh pada dinamika perkembangan desain proyek-proyek HG. Menggunakan metode kualitatif dengan pendekatan etnografi dan studi kasus dengan perspektif interpretatif, data diperoleh melalui observasi lapangan dan wawancara selama 10 bulan magang di Kamanata, penulis berusaha menemukan sisi baik dari keberhasilan desain di Kamanata. Penulis meyakini bahwa penelusuran pada aspek kemampuan Principal dalam mempertahankan konsistensi narasi desain, adaptasi terhadap perubahan, dan integrasi kebutuhan bisnis dalam strategi desain ruang menjadi kunci untuk membuka penelitian ini. / Kamanata, founded in 2018, is an interior design consultancy that focuses on the Food & Beverages sector with the tagline "Awakening The Senses." In building spatial experiences, Kamanata faces the challenge of balancing internal design direction with external needs from its main client, HG. Through observation and interviews, data shows that the Principal acts as a connector between the internal team, branding consultant, and client, as well as a concept director, guardian of aesthetic quality, business mediator, and problem solver. This research aims to understand the two sides of the Principal's role: on one side, maintaining the design direction, adapting to client changes, and ensuring the quality of design is preserved; on the other side, the Principal seems to take the side of the client's interests. These two sides of the role become important factors that influence the dynamics of design development in HG’s projects. Using a qualitative method with an ethnographic approach and case study through an interpretive perspective, data was obtained through field observation and interviews during a 10-month internship at Kamanata. The writer seeks to discover the positive aspects behind the design success at Kamanata. The writer believes that an investigation into the Principal’s ability to maintain design narrative consistency, adapt to change, and integrate business needs into spatial design strategies is the key to opening this research.