An interior decoration company staff work on a tailor-made interiors design for a customer at a property market in Shandong province.[Provided to China Daily]

"Decades ago, almost everyone in urban areas used to live in an apartment that was close to his or her workplace. The space, floor plan and even the color of walls were similar and predictable. Furniture made by carpenters came in a limited number of models and designs," said Han Xian, a 42-year-old interior designer who works with Shanghai Dijia Interior Design Firm.

Han is one of the first-generation interior designers. He entered the trade around 1995 when the sector became popular nationwide. Han says consumers are now exposed to many housing styles and technologies. Modern supplies offer consumers a much wider range of choices.

"Customization can be sub-categorized into several modes, based on customers' demands. Some want a particular color, some others want a certain product in a specific size. Some like to give shape to a concept or theme like 'Mediterranean Holiday'. And some want the interiors to be functional, like rooms that encourage children to read, or a cat-friendly kitchen," said Han.

Francois-Xavier Lienhart, CEO of Lixil Group, a Japan-based construction materials supplier, said that experience-oriented production and solutions design are dominating China's higher-end interior design and custom furniture market.