Elle Fera Fera
Experience design with story at its heart
You have a space with incredible potential. You can feel it, but you can’t quite see what it wants to become.
I’m Dana McMahan. Elle Fera Fera is me. I’ve been writing stories as long as I can remember, and I’ve learned that the best stories aren’t just on pages—they’re in the spaces we create.
Your space isn’t just missing pretty details. It’s missing its story.
I see the story waiting to be told and create the roadmap for bringing it to life.
Project Ugly Duckling
An 1887 Victorian sat on the market for a year with standard realtor marketing. Good bones, but buyers couldn’t see past the ugly duckling aesthetics.
I saw exactly what it wanted to become and made it my home.
The transformation: After I reimagined this home, the kitchen was featured on a cooking show. The attic became a top-rated Airbnb that USA Today named one of America’s best, with the carriage house another source of revenue.
When it was time to sell, I claimed control of the complete presentation strategy:
… creating all marketing materials and copy, and making it magazine-ready for showings. The result: multiple offers and a full-price contract in 34 hours at nearly triple what we’d paid. Both rental properties sold turnkey, their furnishings in addition to the sales price.
The difference? I don’t just take projects from disaster to destination – I market them for maximum results. I saw the story this home was ready to tell and brought every detail to life.
Why Your Space Needs a Storyteller
This kind of transformation happens by design. With the eye of a journalist, the hands of a creator, and the heart of a host, I create moments, spaces, and places where people feel more connected—to themselves, to others, to the moment they’re in.
This approach comes from experiencing what makes spaces unforgettable—from $15 hostels to royal suites across almost 40 countries. I don’t work from mood boards. I work from memories.
What People Are Saying
“Dana has been a beloved and influential voice in Louisville’s culinary scene through her 14 years of writing for the Courier-Journal, helping to shape the culinary landscape of our city. Her work has transcended local boundaries.”
— City Proclamation
Louisville mayor Craig Greenberg
“When long-time writer, designer and entrepreneur Dana McMahan fell in love with an overgrown Queen Anne Victorian home dubbed ‘Sleeping Beauty,’ she quickly added home renovator and fairy godmother to her resume. Her elegant designs paired with the classic style and structure gave the project a perfect ending.”
— Bertazzoni Brand Collaboration
“most influential design partners”
“Our stay at Vertigo was nothing short of amazing! Dana’s knowledge of the area is unmatched, and her recommendations are top-notch. The communication was impeccable and the space is truly one of a kind. It was hands down the best Airbnb experience that I’ve ever had.”
— Michael
Airbnb guest