Linda McNally, Founder of Clontarf Interiors, has given her insights into the industry.
Ever since I was young, I’ve been a creative person with a strong affinity for art and design. While I loved to paint I concluded that I wanted my creations to not just be merely contemplated but to actually be experienced; I started my career in advertising (visualising) then a career travelling with Virgin Atlantic Airways, which opened my insights into interior design. I realised I wanted to physically include the observer in my work and ultimately, I wanted my creations to have a profoundly positive impact on peoples day-to-day life. Once I had this epiphany, it became immediately clear that interior design was the creative avenue that would best allow me to realise this goal. I haven’t looked back since.
The main aim for any project I undertake to create a space that is both aesthetically pleasing and truly enjoyable to live in. Feng shui is a keen interest of mine and incorporating it’s timeless and powerful principles is not only a source of personal enjoyment but also allows me to achieve the aforementioned aim.
Additionally, being a people person, I enjoy meeting new clients and collaboratively including them in the design process so that they feel part of the finished work, which hopefully will bring genuine and lasting joy into their lives. This gives me a great deal of satisfaction.
I’ve been very fortunate to have worked with many great clients this year, with each project having several memorable features. There is, however, one project that really stands out in my mind and that is an apartment that I designed on Aylesbury Road, Dublin. Honestly, it was a challenging project as the apartment’s ceilings, walls and floors were concrete, this made simple installations of wall lights etc. a challenge. After much deliberation, we converted it into a one bed apartment and fitted it with a walk in dressing area, ensuite, galley kitchen and an expansive living room.
A big part of why this project is so memorable is because of how big the transformation was. The before and after photos honestly look like completely different properties and when the client finally saw the finished space they were truly taken aback; astonished, even. It’s reactions like these that I truly cherish.
I most enjoy working on new built homes, as it’s like getting a blank canvas. Such projects allow me to employ the entirety of my creative arsenal. You get a chance to determine room sizes, lighting plans, space planning, minor details like where the sockets go, this may seem miniscule but these are all little details that are imperative to achieving a beautiful finish.
Managing one’s time effectively can be difficult in this game, as there are so many moving parts. You have to coordinate your own schedule (which can be hectic at times!) as well as ensuring that everything from windows, custom furniture, kitchen fittings and flooring are all delivered on time and installed to the highest standard. If just one item is delayed or one item isn’t fitted to a sufficiently high standard, then this can have a major knock on effect in other areas of the process and cause a deadline to potentially be missed. That’s why staying on top of things and planning ahead are always necessary.
I wish I knew how big a time commitment is required to succeed in this field. The truth is that to develop a level of design proficiency where you can consistently generate amazing results for your clients, you need to spend years diligently and persistently working on your craft. The required work ethic can only be sustained if you have a genuine burning passion for design and keep up the momentum.
Fully believe in your own design concepts; don’t get too influenced by trends! Trust your gut. Make sure you plan your time wisely, schedules are so important in this game, one slip and the project could fall apart quite quickly.
With my own clients, I’m seeing an increase in demand for eco-friendly furniture and fabrics. Sustainability is a trend that I foresee continuing as more and more people become aware of the environmental problems we face today.
From a technological standpoint, depending on which way developments in artificial intelligence unfold, we may see a world in which designers work alongside AI to enhance and expedite their creative process. Such a development could lead to big changes in the industry as a whole.
I feel greatly honoured to have become an SBID Accredited Interior Designer. I have worked extremely hard over the course of my 24 year career to become the best interior designer that I could be and to have my work recognised by one of the most reputable design institutions in the world means a great deal to me personally, my family and all of the wonderful clients that I have been fortunate enough to serve over the years.
About Clontarf Interiors
Established by Linda McNally in 2004. Since the beginning, we have been serious about achieving quality in every single aspect of our work, which is clearly reflected in our portfolio of residential and commercial projects. Atmosphere & Energy are the essential ingredients that go into creating the personality of your home. They make visitors’ experiences unforgettable but more importantly that they allow the occupants to live in an environment that creates great pleasure every day. During my many years in business, the success of the house comes from the owner, (the house is tailored to meet the needs of its occupants). At the end of a project, it’s important that each room evokes a sense of wellbeing, comfort, and happiness. No two households have or share the same requirements, taste, or style, so I approach each project with a blank canvas and allow the client to lay down the first brushstrokes of their individual style.
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Alison Henry, Founder of Alison Henry Design Studio, has given her insights into the industry.
As a child I grew up living abroad from my native New Zealand and travelling extensively with my family. I was always inspired by the various cultures, fashions and styles of architecture I came across and fascinated by how they had evolved over the generations.
I recall visiting a family friend’s home in Singapore and being blown away; he was an architect and had created a contemporary underground development with the garden on the roof and large sliding glass windows opening up to views out into the exotic garden. It was so different from everything else I was familiar with in the area – either modern high-rise or classical colonial.
It inspired me to want to become an architect when I grew up and create these memorable spaces and places.
I love the initial stages of a design project and seeing the potential of what can be achieved, developing ideas and the concept without any limitations. It’s an opportunity to allow myself to really think outside the box.
Once you get a clearer understanding of the design brief, budget and program, it often needs to be reined in. Then it’s a matter of selecting the key areas that are most important to ensure you retain the impact and a statement. Interior architectural design is like theatre finding where you can amp up the drama.
My most memorable career highlight in the last year has been the sale of my own family home that I developed over the course of several years in Belgravia, a classical Georgian Villa with timeless luxury and contemporary sophistication. We set about preserving the property’s historic charm while infusing it with modern amenities, creating a home that is both elegant and functional.
I was stunned by the positive reaction to what we had created, and it made it worth the time and effort that had gone into achieving it.
The other career highlight has been the opportunity to work on a contemporary project on the South Coast, in a completely different style to some of our other design projects currently. It is an architectural statement using concrete floors and glass walls that open up onto views over the grounds and the water from terraces at various levels.
I love to work on projects whether residential or hospitality where the client and or owners are passionate about achieving their dreams and not willing to compromise on quality. It is also important to have an open relationship with your client so that you can work with them to ensure that you have a complete understanding of their vision and dream.
Timeless design is behind everything I have done in my career. I believe in designing well, and with passion. This ideology has carried me from hotel and house projects to boat and product design.
I also enjoy looking at projects where it’s a change of use as it makes for an interesting challenge on all levels, from permits to layout.
The most challenging aspect of working in interior design is ensuring the quality and attention to detail is maintained throughout the project, that it is not sacrificed for the sake of time and budget.
Therefore, having contractors that you have worked with in the past and who have an understanding of the expectations helps to ensure this is maintained. I also like to have samples produced and approved where necessary as this avoids disappointments and any potential rectification.
It is also important that each design stage is approved before progressing to ensure the design is fully cohesive and that everything works together as otherwise it can have a knock-on effect.
I wish I had understood the complex nature of getting planning consent and the restrictions on listed buildings and architectural heritage requirements. I have now worked on several properties of this nature and have a better understanding of planning obstacles and how best to manage these… or cut through red tape and get around them.
My advice to any aspiring designer would be to get experience by working for a designer or design organisation and try to dive in on all aspects of a project, from the initial design brief, developing the concept and presentation, budgets and programs, tenders and award, on site supervision and purchasing through to snagging, dressing out and finally client handover.
A good sense of the scope of work and all the work stages that are required will also give a better understanding of the contractual agreement and therefore time management.
I believe the interior design industry is changing as there is a trend towards not only sustainability but also to create more personalised spaces. Plus, there has been an increase in people wanting to try to do the work themselves in order to keep the costs down. I also see a desire to minimise the number of consultants, especially with the increase in advice from influencers and social media. Therefore, I see there being more opportunity to give design consultation to clients such as producing initial design concepts for both residential projects and commercial projects to enable them to attempt to undertake and manage the project themselves. Where the project is overseas, they could appoint a local company.
Being an SBID Accredited Interior Designer means a lot as it is an acknowledgement that we have been vetted and approved and invited to be part of the Society of British and International Interior Designers and that we have met all their standards and requirements for the professional body.
About Alison Henry Design Studio
With a background in architecture, and extensive experience in large-scale refurbishments both commercial and private, Alison Henry brings knowledge and insight to any phase of an interior design project. From working with planners and contractors on optimising the structure of the building to appointing the interiors down to the very last detail, her studio is equipped for residential projects of any size.
This week’s instalment of the Project of the Week series features a traditional Indian styled beach house design by 2023 SBID Awards Finalist, Pencil & Monk.
We are entrusted with revamping a beach house in Uthandi, Chennai. Our client desires a contemporary retreat infused with traditional Indian style. Situated by the sea, the property’s expansive landscapes provide an ideal backdrop. Our goal is to blend modern interiors with Indian elements, evoking tranquility and a connection with nature. The client envisions an outdoor open bar area for social gatherings, accommodating both intimate and larger events against the magnificent sea views. Our team of experts in interior design, landscape architecture, and project management will ensure the successful execution of the client’s vision.
SBID Awards Category: Residential Budget Up To £50,000
Practice: Pencil & Monk
Project: Beach House at Uthandi
Location: Chennai, India
The client had a special desire. They dreamed of transforming the space into a special spot that would bring them a sense of refreshment and renewal. They wanted a space that’s close to nature. To step outside and feel the gentle breeze, see the trees swaying, and hear the soothing sounds of nature – that’s the kind of experience the client was aiming for – to make this place a true abode of calmness amidst the chaotic city life. Their thought was for us to craft a space that’s not only a getaway from the city’s hustle but also a way to connect with the beauty of the natural world and that is exactly what we delivered.
The house finds its home in a neighbourhood wrapped up in lots of plants and trees. The beautiful surroundings gave us some big ideas for how the house should look and feel. We thought, “Why not bring a little piece of this nature inside the house?” So, we put on our creative hats and started planning. We envisioned a house where you don’t just see nature from the windows, but where nature is a part of every nook and cranny. We wanted to create a place where the outside and the inside blend together. The goal was to make anyone who enters the house feel a little bit closer to the natural world.
The toughest challenge we faced while designing was the fact that a lot of walls in the existing space had to be broken down. The layout didn’t work for us. We had to open up a lot of spaces. We had a lot of surprises during the whole process. We also had a lot of issues involving the labour force working on site. Material laying also proved to be very challenging.
Since the area of the site was vast, the team came up with a creative proposal for the outdoors – to utilise the terrain and existing landscape to create an outdoor bar. The bar is the major highlight of the property. The existing landscape was highlighted using creative lighting designs.
Receiving an SBID award equates to global acknowledgment and elevating our design on an international stage. When someone looks at what we’ve designed, we want them to go, “Wow, that’s quality right there!” We want them to see the spaces we’ve designed and think, “Wow, this is really working well!” And most importantly, we want our clients to look at what we’ve done for them and say, “Wow, this is exactly what we wanted!” We’re not just aiming to impress folks around the block – we’re thinking global. We want design enthusiasts from all over the word to see what we’ve done and feel that spark of admiration. We believe SBID gives us the platform to achieve this.
It’s been an absolute honour to be listed as one of the finalists at SBID awards. It’s a major boost to the company and the team steering the company. Winning this award would mean global recognition for the firm and the talent of the team being recognised by design lovers across the globe.
Questions answered by Siddharth Chandrasekar, Founder of Pencil & Monk, and his team Ravi Kumar, Abhirami Vaithiyanathan, and Viswanathan.
We hope you feel inspired by this week’s design!
If you missed the last instalment of Project of the Week, featuring a relaxing and Oriental spa design by Lude Design, click here to read it.
This week’s instalment of the Project of the Week series features a relaxing and Oriental spa design by 2023 SBID Awards Finalist, Lude Design.
As a strategic partner of Renhe Zudao Spa, Lude Design participated in the design of the new project in Hangzhou, China. As a relaxing space, the foot spa must be a livable and tourable place that the body and mind yearn for. With the Chinese culture and aesthetics throughout the project, the design starts from nature and returns to it, arousing a new understanding of elegant oriental living.
SBID Awards Category: Healthcare & Wellness Design
Practice: Lude Design
Project: Renhe Zudao Spa Huafeng
Location: Hangzhou, China
Established in 2004, Renhe Zudao Spa is an upscale commercial healthcare spa chain brand that features a cinema-style vibe. It is currently credited as a leading registered agency of the Hangzhou Health Care Service Industry Association. Since its establishment, it has opened numerous stores. Renhe Zudao Spa boasts a fashionable and elegant decoration style that creates a comfortable and warm health environment. Their professional and skilled massage manipulation and thoughtful and attentive service have gained a word-of-mouth reputation and over 15,000 members in 18 years of development. Renhe Zudao Spa perfectly integrates a natural healthcare approach with cutting-edge technology, setting a new benchmark for the foot bath and healthcare industry.
The inspiration for this design is drawn from Jiangnan, which is a blend of natural landscapes and urban features. The city of Hangzhou is known for its strong cultural identity and regional symbols, but it also has a dynamic and constantly evolving nature. We embrace change and innovation and blends modern consciousness with avant-garde concepts. Through active exploration and experimental design practices, we strive to create something truly unique.
As the spa was constructed during the peak of the pandemic, workers could not all come on-site, so the construction could not be completed efficiently.
Our team specialises in identifying unique brand cultures and crafting effective business models that help our clients thrive even in the midst of an epidemic. We offer both design services and brand consulting to our valued clients.
As a brand consultant for our clients, we also have a professional consulting company that offers us valuable predictions and suggestions. With their guidance, we have participated in numerous international competitions, such as SBID, and have won several awards. We are optimistic about achieving further success in the future.
The field we have been specialising in is relatively niche and our design style is quite distinct. Being on this shortlist has given us confidence that we can make a name for ourselves on the global stage. We hope to enter the following year’s SBID award with better projects.
Questions answered by Bin Liu, Design Director of Lude Design.
If you missed the last instalment of Project of the Week, featuring a warm and earthy salon design by Layrd Design, click here to read it.
The Abel Heywood sits proudly in the Bustling Northern Quarter of Manchester City centre and has been a popular destination since it was first developed in 2015, from a derelict and fire damaged cotton warehouse, into a stylish pub and boutique hotel. After tirelessly serving its loyal customers for the past 9 years, the site’s owners, Hydes Brewery, appointed MGI to develop and project manage a refurbishment scheme that will ensure the site will maintain its status as a landmark of the Manchester hospitality industry into the future.
The brief given by Hydes’ Managing Director was to move the site from its previous industrial leaning design toward a modern-traditional public house whilst paying tribute to the history of Hydes Brewery and to Manchester’s iconic music heritage.
MGI proposed the introduction of feature wallpapers, Victorian tiling and bright heritage colours in order to create a light and airy atmosphere away from its previously scumble glazed ceilings and worn plaster effect walls. All industrial light fittings were replaced with new antique brass period lighting and industrial shelving units and back fittings removed in favour of new timber back fittings and antique Victorian wall shelving.
Much of the existing furniture was given a new lease of life through refurbishment and reupholstery, with new feature furniture introduced to compliment the proposed layout changes. Feature cast resin tables with vinyl records from Manchester`s most famous bands, or Hydes’ brewery beer clips were included to provide points of interest and conversation points for visiting customers. New music and local interest themed bric a brac adorns the walls and compliments the overall finish of the site.
Layout changes to the ground floor were kept to a minimum with only the removal of existing face to face booths and introduction of new horseshoe booths and mid-height fixed seating.
The underutilised first floor of the pub was redesigned to encourage dining whilst the ground floor area remains focused on drinking and light bar snacks. The introduction of bi-fold doors to close off an area of the first floor provides a contained function room space for parties and meetings.
Feedback from the client and customers has been unanimously positive and MGI are confident that The Abel Heywood will continue its reign as king in the north(ern quarter) for years to come.
About MGI Partners
MGI Partners are an award-winning Interior design practice with decades of experience within the hospitality and commercial sectors. Our talented team have honed their skills and specialist industry knowledge to provide beautiful, commercially viable design solutions that meet our client`s specific brief and can be delivered no matter how challenging the project or budget spend is. We always put our clients first and love to work in close collaboration, to guide them through the design and construction processes to ensure we create spaces that their customers will love and want to return to again and again. With a range of services including surveying, site analysis, interior design, Visualisation, Statutory applications, branding and project management we tailor our offer to meet each client`s specific requirements.
This week’s instalment of the Project of the Week series features a warm and earthy salon design by 2023 SBID Awards Finalist, Layrd Design.
Layrd Design completed this bespoke salon scheme for Douce. Douce is a 5 seat Salon, Cafe and Bar, this is a truly unique offering for Cambridge. The space is very welcoming with warm earthy tones throughout, from the walnut surfaces, concrete floor, dusty pink, deep greens and coffee colours. They designed a curved bar that was compact and functional to allow for both coffee service and alcoholic drinks. The front of this is clad in stainless steel as a nod to the former Air-Stream that was converted as a mobile salon and was located near to the new space.
SBID Awards Category: Retail Design
Practice: Layrd Design
Project: Douce
Location: Cambridge, United Kingdom
The brief was to take the clients vision for the space and turn this into a feasible and achievable scheme withing their budget. We were tasked with creating a unique salon space that also encompassed a small café/bar space which didn’t overlook or make the salon customers feel uncomfortable. Douce were looking to create a warm and welcoming setting so natural tones and earthy red and green tones were incorporated into the space.
The existing salon space was a mobile airstream located close to the new salon, they wanted the airstream to be included in the design in subtle ways as a hint to the heritage to the company.
The existing airstreams and the values of Douce were big inspirations for the design. The need to create a calming, welcoming and timeless interior space.
The client had an incredible vision for their concept store. Creating this clear vision into a functioning design that met all of the necessary regulations, within budget, was a hurdle. Also creating a space that worked as a salon and a cafe at the same time and felt cohesive.
Seeing the bespoke Joinery elements all come together and work as they had been designed to work. There is a lot of bespoke elements to the space and you only see it all come together when they are installed.
We have been finalists on two other occasions and the recognition and awareness from this is really great for our company growth and exposure. Company and team recognition for the completed project, as well as awareness of the concept store itself, Douce.
We are immensely proud to be nominated for the third successive year, it has elevated our profile and brand exposure massively and contributed to our growth as a company.
Questions answered by Will Mayes, Director of Layrd Design.
If you missed the last instalment of Project of the Week, featuring a charming and historic KBB design by Arsight, click here to read it.
Offering a one-stop solution for sanitaryware and surfaces that turn an average golf club into a luxurious sports and leisure retreat, RAK Ceramics has helped transform the Cambridge Country Club into a health and wellness destination, as part of a multi-million-pound development.
Partnering with interior architect May Fawzy of MF Studio, RAK Ceramics supplied surfaces and sanitaryware for use throughout the newly built Country Club. Making first impressions count, large format Calacatta Gold tiles feature in the venue’s main entrance and reception area.
“The selection of finishes was meticulously aligned with the original brief, emphasizing the creation of a premium space for club users,” explains Fawzy. “We carefully handpicked materials and textures that not only met our aesthetic aspirations but also embodied enduring quality.”
RAK Ceramics surfaces feature throughout the location, from the RAK Revive floor tiles in the lavish spa and shower rooms and nature-inspired flooring in the bar and restaurant to RAK Detroit metallic finish tiles in the pool area and changing rooms and porcelain flooring and countertops in the golf shop.
Sanitaryware from the leading brand also features, with the designer collection RAK-Petit floorstanding washbasins featuring in the WCs and the public bathrooms all finished with RAK-Precious basins teamed with matt black brassware. “Our objective was to source products that seamlessly merged aesthetics with durability,” continues Fawzy. “We pursued a minimalist design infused with a touch of opulence, a quest that led us to the exquisite offerings within the RAK Ceramics collection.”
Commenting on the finished project, the club’s General Manager, Ben Evans, says: “The new club was created for the Cambourne community, which until now has lacked anything like it in terms of leisure facilities. It’s quickly become a go-to lifestyle destination for our members and their families.”
About RAK Ceramics Ltd
RAK Ceramics products feature in some of the most iconic buildings in the world. Known for a wide product range and the ability to produce bespoke solutions for both small and large scale projects, RAK Ceramics enable clients to bring their ideas to life. They respect, inspire, improve and deliver; today, tomorrow, no matter the ambition, no matter the challenge, RAK Ceramics take care of all the details, so you don’t have to. Their passion and expertise combined with a careful attention to detail means they can provide you with a range of integrated ceramics solutions, allowing you freedom to be creative and plenty of room for imagination.
This week’s instalment of the Project of the Week series features a charming and historic KBB design by 2023 SBID Awards Finalist, Arsight.
Artem Kropovinsky, of Arsight Studio, masterfully reimagines a 120-year-old Brooklyn brownstone, infusing Scandinavian-inspired design elements. The renovated kitchen and bathroom seamlessly blend historic charm with modern comfort, integrating cutting-edge technology while preserving original details. Custom woodwork, brass hardware, and eclectic wallpaper create a harmonious visual flow. Underlying the design is a strong commitment to sustainability, with restored original features, locally sourced materials, and energy-efficient appliances, demonstrating that luxury and eco-consciousness can coexist.
SBID Awards Category: KBB Design
Practice: Arsight
Project: Brooklyn Brownstone Revival
Location: New York, United States of America
The client desired a blend of the Brooklyn brownstone’s rich 120-year history with cutting-edge modern technology. Their goal was a harmonious marriage of the two, focusing on the custom kitchen and bathroom. They wanted these spaces to pay homage to the property’s heritage while providing the modern conveniences and features expected in a high-end property today.
Our inspiration was twofold. First, the inherent charm and architectural beauty of the Brooklyn brownstone acted as our canvas. Second, we were inspired by the potential of cutting-edge technology to enhance daily life. Drawing on minimalist Scandinavian aesthetics, we combined earthy tones and minimalist finishes with state-of-the-art technology, like voice-activated assistants and adaptive lighting, to craft a space that’s as smart as it is stunning.
Beyond marrying the old with the new in terms of design, our challenge was seamlessly integrating modern technology without disrupting the brownstone’s historical integrity. Introducing smart appliances, retractable range hood, and sensor-driven lighting into a setting that boasts carefully restored stained glass windows and original woodwork was a delicate task. It required a perfect blend of innovation and respect for history.
The custom wood kitchen was a crowning achievement. It wasn’t only the aesthetic harmony we achieved, but also the integration of modern tech features like smart appliances, voice-activated assistants, and centralised control panels. This kitchen isn’t just a treat for the eyes; it’s a hub of modern convenience, with every technological addition designed to enhance user experience, from adaptive lighting to an integrated sound system.
The SBID Awards represent the epitome of interior design innovation and excellence. We believed our project, with its unique blend of historical aesthetics and advanced technological features, was emblematic of the pioneering spirit SBID celebrates. Participating in the SBID Awards was a chance to spotlight our commitment to pushing the boundaries of design.
Achieving Finalist status at the SBID has been both an affirmation of our dedication to design and innovation and a tremendous boon for our brand’s reputation. It’s not only about being recognised but also about showcasing our approach, which deftly balances reverence for history with the exciting possibilities of modern technology. The acknowledgment has reinforced our reputation as innovators in the world of interior design.
Questions answered by Artem Kropovinsky, Founder & Principal Designer at Arsight.
If you missed the last instalment of Project of the Week, featuring a peaceful and earthy apartment design by RS Interiores, click here to read it.
This week’s instalment of the Project of the Week series features a peaceful and earthy apartment design by 2023 SBID Awards Finalist, RS Interiores.
Udo means peace in Hindu, just the name Rosadela Serulle had been searching for this project, since its exactly what is reflected in its ambiance. She describes it as a symbol of amplitude, where the unity of colors come together in perfect harmony. All the spaces in Casa UDO have elements of design that forces its visitors to admire them. The simplicity in the entrance and its complicity with the grand living room. These spaces are in earthy hues to create the sensation of lightness and tranquility it offers.
SBID Awards Category: Residential Apartment Under £1M
Practice: RS Interiores
Project: UDO
Location: Santo Domingo, Dominican Republic
The client’s brief was simple, they wanted a residence that transmitted peace. After that I was given full freedom of design, which is every designer’s dream.
The inspiration for this project came from the first conversation with my client, where we sat down and just spoke about life, their expectations and desires for their home. This is where UDO was born. Udo, means peace in Hindu, just the name I had been searching for this project, since its exactly what is reflects in its ambiance.
The toughest hurdle we overcame was definitely time, we had a specific goal to completed this project within a few months, from a blank canvas to what we accomplished, and our team delivered, we completed UDO within 6 months. This includes all of the wood works, tapestry, wall finishing, curtains and all furnishings.
We aim to please our clients and this project met all the expectations.
Our highlight of Casa UDO, was definitely composing a home worth of this family, we met all of our clients expectations. Our designs, color, lighting and furnishing came together in a wonderful way.
I entered SBID awards as we have done for the past years, I believe in excellence and recognition, and you can always find this in SBID.
It truly meaningful to be recognised at this stage as a finalist to this prestigious award. We strive to produce designs that create a unique identity, that truly represents our clients way of life.
Questions answered by Rosadela Serulle, Founder of RS Interiores.
If you missed the last instalment of Project of the Week, featuring a rustic and urban residential design by Arsight, click here to read it.
Ana Moisin, Creative Director at Anamo Design Studio, has given her insights into the industry. With over a decade’s experience in Interior Design, Ana Moisin – the Creative Director and Founder of Anamo Design Studio seeks to deliver the highest creative solutions with outstanding professionalism, revitalising the hospitality scene through game changing design. After graduating in Interior Design, Ana has been leading premium and high-end Hospitality, Leisure and F&B projects from the very early concept stages to on-site completion. She has an enormous passion for design, phenomenal attention to detail and thorough technical knowledge including FF&E and finishes. During her career so far, Ana developed unique design schemes for clients such as: F1 Arcade, The Cadogan Hotel, Aviary Roof Top Bar, Jason Atherton, The Goring Hotel and Puttshack.
Ana’s international education and experience enabled her to draw inspiration from a vast range of subjects such as intricate geometry and rich cultural heritages, combined with an eclectic approach to textures and patterns. Following a number of successful positions at renowned interior design firms, Ana established Anamo Design Studio, an international practice focusing on a multidisciplinary approach to deliver a complete guest experience.
My passion for art and design started at a very early age, so my family was very supportive of me pursuing an Art and Music School in parallel with my Primary and Secondary Education. In High School, I developed a long-standing passion for mathematics and logical skills which evolved into a love of geometry, technology and 3D spatial exploration in Academia. Having this strong foundation, I was able to seamlessly combine art and mathematics, which I consider to be the foundations of interior design, ultimately enabling me to optimise the potential of any space.
From my point of view, the most fulfilling aspect of the Interior Design career is navigating all design stages of a project and witnessing the evolution of initial concepts, culminating in their realisation. I find great pleasure in tackling the initial challenge, brainstorming concepts, and uncovering the grand design idea. At Anamo Design Studio we believe no two projects are the same, so we offer our projects a sense of uniqueness and individuality by re-imagining the design every time.
Another incredibly rewarding experience for me is the first Client design meeting of a new project, as it acts as a catalyst for the big creative ideas and a platform for generating excitement within the team. Interior Design as a profession is creatively rewarding and comes with a strong sense of fulfilment, as each day unravels unique experiences and challenges.
One standout moment from the past year is the launch of our latest project – F1 Arcade Birmingham. Marking the creation of F1 Arcade’s second venue, this unique, one-of-a-kind environment that beautifully blends the premium and glamorous Formula 1 lifestyle with the high-tech, energy infused Formula 1 racing, showcases a modern industrial language with touches of glamour layered throughout the space. In parallel with this opening, we have been actively shaping innovative concepts within the realm of experiential hospitality, details of which we can hopefully share with you very soon.
Furthermore, we’ve reached significant milestones with the completion of High-End residential projects that have been in development over recent years. Over the past year, we have successfully expanded our team and integrated additional design disciplines in-house, effectively enhancing our multidisciplinary approach to projects —a source of profound pride for me.
I am particularly drawn to Experiential Hospitality and F&B projects, as they bring a dynamic energy, fast-paced atmosphere, and the chance to explore innovative and groundbreaking ideas. Typically, we see such venues wanting to open their doors to the public as soon as possible after the design is agreed, giving us a great opportunity to follow the project closely throughout the duration of the build.
Another type of projects I am particularly drawn to are High-End Residential and Hotel schemes, as both require meticulous attention to detail and offer ample opportunities for creative expression through a variety of textures and patterns available for use.
I find that the most rewarding aspects often coincide with the most challenging ones. Aligning the Client’s vision, guest expectations, and our creative design flair to achieve an extraordinary outcome is no small feat and requires cohesive collaboration. Apart from ensuring all stakeholders are aligned when it comes to design, one of the biggest challenges in this industry is delivering great designs on budget. This is why, at Anamo Design Studio, we like to be involved in the project budgeting from the early concept stages to ensure we safeguard the design elements that will create the most impact. In addition, this enables us to manage expectations and maintain transparency regarding the project’s outcomes and success.
The biggest learning for me was the expanse of the field; Interior Design is more than just design, it combines a wealth of knowledge such as technical acumen, creative presentation skills, accurate budgeting and constant research into expanding the use of the application of finishes and textures. Furthermore, understanding the differences between Interior Decorator, Interior Designer, and Interior Architect is important because each role entails specific skills, qualifications and responsibilities. Knowing these distinctions helps clients and professionals alike to ensure that the right expertise is sought for the task at hand. Additionally, it fosters clarity and effective communication within the industry, leading to better collaboration and outcomes in interior design projects.
The best advice for aspiring designers is to embrace flexibility early on in your career and willingness to learn from various disciplines such as architecture, graphic design, engineering, and project management. This will transform you into a versatile, highly sought-after designer, instilling the confidence to present your own ideas and lead projects from concept to completion.
As creative brands continue to launch hospitality venues and guests become increasingly design-conscious, we have noticed the significance of design in choosing leisure destinations increased significantly compared to few years ago. This year, I see the industry pushing the limits of creativity, aiming for impactful ideas and a wow factor in design. This presents an excellent opportunity for creative agencies to showcase their expertise and craft captivating, standout designs.
In addition, I have noticed an increased awareness within the Interior Design industry as a whole around the significance of lighting and its role in interior design, which I believe will have a notable impact on the projects completed over the next few years.
Having the accreditation as an SBID Interior Designer significantly boosts the studio’s visibility and aligns us with top-tier designers, facilitating valuable idea-sharing and continuous learning within the Interior Design field. The membership allows us to access exclusive resources such as the SBID Design Awards and the Interior Design Directory, elevating our reach to worldwide clients seeking our services. Both the awards and directory raise professional standards in design year on year and empower designers to elevate the outcome of completed projects.
One of the many things we appreciate at SBID is their passion for regulating the interior design industry, which helps potential Clients distinguish between hobbyists, Interior Decorators and Interior Designers.
About Anamo Design Studio
Anamo Design Studio is an International practice based in London. Specialising in Hospitality, F&B and Residential Design our multi-disciplinary team of highly skilled designers, FF&E experts and creative technical architects is focused on hand-crafting a timeless personality for each project. At the heart of our studio is an immense focus on quality and detail, ensuring our designs are as durable and long lasting as they are aesthetically pleasing. We aim to reflect each Client’s personality and passions into the spaces we design, through a combination of hospitality-forward design solutions and an outstanding technical acumen.
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