Finding Paradise in Curation and Creativity: A Conversation with Sumfiji's Lewis Walker
Lewis talks Sumfiji, the philosophy + direction behind his brand, inspirations, and the future.
If you’ve been spending time on Instagram, chances are that you’ve probably noticed the rise in curated content, with pages like @hidden.ny and @arcx1000 at the forefront—some with followers up in the millions. Each of these online moodboard is unique in their theme, all catering to specific audiences. Sumfiji is one of these pages, falling into the category of interior design and objects that all share “the feeling of peace”, according to the page’s founder and curator, Lewis Walker. Skeptical? Just take a scroll down Sumfiji’s feed and find yourself immediate filled you with emotions that resemble paradise and tranquility.
Recently, I had the great opportunity to correspond with Lewis on the creative and curation process of his project, as well as getting to know the man behind the page. In this first installment of the conversation series, I am pleased to present to you, Lewis Walker.
*Parts of this conversation may have been edited or rearranged for clarity and coherence.
CS: First off, let’s start with the basic questions! Tell me a little bit about yourself.
Lewis Walker: I’m Lewis! I’m a creative director and curator based out of Nashville. I spent the last four years in Miami studying film but it’s good to be back home. Hoping to make NYC my next one soon. A few hobbies of mine are photography, drawing, reading (which I finally just got back into), running, and art galleries. I love all things art - especially movies!
Some other things about me?
My favorite cuisine is Italian
I can’t whistle
My go-to coffee order is an iced chai with oat milk
When I make Spotify playlists, I treat them like I’m releasing an album. I also will shamelessly Shazam songs in public (and sometimes shamefully at a club too).
CS: Any specific movies/reading recommendations?
LW: Right now I’m reading Red Rising which has been such a dope story so far! Extremely vivid world building and it’s so intense with its writing. Almost like watching a show.
My number one favorite movie is La La Land, but if I had to recommend a few, I’d say Interstellar, Prisoners, Past Lives and Stand By Me. Add the Letterboxd: @lewiswalker !
CS: Speaking of movies, did you feel like you were always a creative or was it cultivated while studying film in college?
LW: No, definitely before college. I’ve always been a true creative at heart. Art camps, making Lego stop motion videos as a kid, more drawing. I had some great influences growing up that definitely fostered that energy, like watching movies with my Dad and Nana. The classic HBO Sundays are such a core memory - that’s a big inspiration for me.
CS: How did you start Sumfiji and what was the motivation/message behind it?
LW: I made @sumfiji during the summer before my second year of college. I had been following pages like @cozyvu and @beigenostalgia for a while and always enjoyed what they brought to my feed. Cars, gorgeous destinations, and clean interior design. So I thought to myself, why not make my own? It was something fun to do and reflected my general vibe and interests, but it also served as a vision board for the life I wanted to live. Motivation for that lifestyle and also a way to express myself in a different way artistically.
Breaking down sumfiji, the name is an embodiment of finding paradise. Not just a catchy Insta bio, but a true mission statement. “Peak hydration” or “peak paradise.” Everyone has their own version of paradise, or “sumfiji”—this is just my interpretation of it. I hope others find their version too.
CS: sumfiji also reminds me of this Pinterest-like app called "Cosmos," not sure if you're aware of it!
LW: I love Cosmos! I have a few boards made on there. Easily the best UI ever and the image quality is so damn clean.
CS: For sure! Similarly, sumfiji's gives off this calm, relaxing, and even hopeful vibe. What is your approach to curating and selecting images that you post on your page?
LW: Yes exactly! It makes me so happy when people dm me about this. I always wanted to create this feeling of peace as you scroll through the feed. Visual therapy even? When I first started posting it was a very simple one picture/day sort of deal. Now I take a lot more time to curate on individual posts with these carousel/slide posts. Carefully choosing when and where to post on the feed to create a seamless experience. Each one being a different aspect of paradise to me.
Interiors are a must. In any form, really. I love getting a nice scenic look and to no surprise Porsche(s) are in almost all my posts. It’s not my intention but they’re just too clean! Recently, I’ve also started to feature more people in the photos I choose. It feels more natural and shows real people living that sumfiji lifestyle.
My main criteria for finding pictures is that it needs to be real. Authentically captured through someone else’s eyes or my own. So I usually skew towards phone photography or videos, but of course there are some pro camera pics that are too good to pass up. Basically, if an image speaks to me in some way, it’s getting posted.
Curating is such a fun challenge and truly intimate moment because I find inspiration in so many different things. To create a post is not just something for likes and comments, which is nice too, but I do it to create an actual art piece each time. And I hope that it touches people in some way. There’s really no definite amount of time I spend per post. Some take a quick 5-10 minute walk home, others I sit on for a few days before I feel that they’re ready.
I’ve noticed I usually have my biggest spurts of creativity RIGHT before I go to bed. Which is bad for the sleep schedule but great for the curation haha.
CS: I've also noticed that with every one of your posts, there is an inspiring message of sort in the captions or occasionally mixed within the photo carousel. Do these sayings come naturally to you or do you take time to find the perfect message too?
LW: Oh I wish. I actually got a majority of those from my Yogi tea bags haha. But I do try to match the quote to either the images or how I’m feeling that day.
CS: As a creative, I can imagine that you are constantly thinking and coming up with new ideas. Are creative burnouts a thing you've experienced or no?
LW: I wouldn’t necessarily call them burnouts but I do have my slumps every now and then. It can be frustrating when that happens because as a creative you never want to feel like you’re losing that energy. And the fear of “content droughts” are real. For me, it’s never about not having enough pictures to choose from and curate—it’s more so the fear of not having the ideas of how to put them together. The best thing I can do is just walk away for a second and come back with a fresh mind. I rather take a few days away than put out something I’m not happy with.
CS: Relatedly, where do you go to spark creativity, whether that's online or in person?
LW: To find that spark? Well first, I’ve gotta clear my head with a run. That’s been my therapy for virtually everything. But besides that, I usually turn to music or watch a movie. Something in a song or in visuals can be really moving, and then I want to recreate that experience or feeling in a new post. Other times, I’ll even scroll through my feed and look back on some of my favorites.
But back to that habit of late night curating, I can very easily fall down a rabbit hole on Instagram, Cosmos, or recently Tumblr to find some nice pieces. Before I know it, a whole hour has gone by. But I love that feeling. It’s like everything clicks and the spark is back. It’s a fire again.
“Live your life in moments, not days. […] There will be many good times and many bad ones. But we are works of art, constantly being molded. Enjoy that experience.”
CS: Over the years—along with gaining traction on the page—do you feel like sumfiji held to the same ethos, or was it shaped as you grew?
LW: Generally speaking, I’ve sort of always had an understanding of what sumfiji was for me. The contents of the page anyways. I wanted it to be calm and clean. But I didn’t come up with that “peak paradise” sentiment until about a year later. Looking back, I think it fits perfectly.
But I do think the page has had a metamorphosis in some form over the years. And that was partly due to me growing slightly bored with what I was posting. The color scheme was great, but too consistent. The views were beautiful but you can only say “that’s a pretty sunset” so many times.
That’s where the carousel posts have really shined. The type of pictures I’m choosing are varied in color, subject, and vibe. And that's because I’ve been able to grow with this account during arguably the most transformative experience of my life: college. It’s a real synergy. As time goes on, I’m having new experiences, so my understanding and definition of what sumfiji can and could be has grown with that. It’s really beautiful. Sumfiji is a special part and reasoning behind who I am today. I couldn’t imagine my life without it.
Curating is such a fun challenge and truly intimate moment […] I do it to create an actual art piece each time. And I hope that it touches people in some way.
CS: What does the future look like for sumfiji? Do you plan to make clothing/objects for people that resonate with the message of your brand?
LW: Protecting that sumfiji brand and image is my number one priority. For clothing I’d say now it’s a matter of “when” not “if.” I’ve done some research on getting into that space, but it can be intimidating at times! I’ve been quietly making a few boards and designs for stuff I’d like to release. Website, mockups, all of that. But it has to be top quality. Not just for me, but for everyone. I’ve found some great inspiration through brands like Stussy and Every Other Thursday, so that's the bar I’d like to reach, if not maybe surpass one day.
CS: Any projects in the works right now?
LW: As a brand, sumfiji has to eventually transcend beyond Instagram and TikTok. Social media in general. I’ve shared some of my photography work in the past on the page so I’d love to keep doing that. A coffee table book? Hell yes. I’m working on a new series right now actually, so I hope to share that very soon.
For film, that’s a similar sentiment I have. Finding ways to merge my passion for curation with my passion for cinema. Visual storytelling is so powerful. I’d love to do something similar to what @sambafilms or @viviankimx are doing in that regard. I have a few shorts written that could be cool to see under a “sumfiji productions” label or something. It’s all so interesting and exciting. I don’t have a definite plan or strategy of blending the two yet, but who says you have to? We’ll see.
CS: Lastly, if you could give one message to the world, what would it be?
LW: Live your life in moments, not days. There are so many beautiful moments that can happen in a single day - cherish and learn from them.
I once heard this quote from Timothée Chamalet in which he said “life is coming from you, not at you.” That really touched me. Try to remember that if nothing else. There will be many good times and many bad ones. But we are works of art, constantly being molded. Enjoy that experience.
A special thanks to Lewis for taking the time to have a chat with me. I had a great time. Find more of Lewis on his Instagram, @sumfiji, and his website.
into the indoors, 2024.