17th October 2025 | IN DESIGN ADVICE | BY SBID Share Tweet Pinterest LinkedIn The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network. This week’s instalment of the SBID Icon Insights series features G.A Group. G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years. G.A Group How does your team collaborate on major projects? This varies from project to project, but one constant is our commitment to being part of the early design team. Early involvement allows us to add value by collaborating with the architectural and client teams to explore layouts, test ideas, and uncover new possibilities. We believe in the power of early sketches, often holding multiple informal sessions to explore concepts and preliminary designs before refining them into more developed solutions. G.A Group What trends do you see shaping the future of interior design? The future of luxury hospitality is rooted in creating meaningful, lasting experiences that resonate with guests on a personal level, rather than simply following transient design trends. As we move through 2025, the focus is on crafting immersive, transformative experiences that blend sustainability, cross-industry collaborations, and an authentic connection to the locale. These trends underscore a shift from fleeting fashion trends to a deeper understanding of the evolving desires of modern travellers. G.A Group How do you incorporate sustainability into your designs? Sustainability is a driving factor in our design philosophy. We always prioritise sourcing materials and furniture locally to the project’s location. This approach not only reduces carbon emissions but also supports local artisans and craftspeople, ensuring that each design is deeply rooted in its cultural and geographical context. By integrating sustainable materials and responsible practices, we create spaces that are both environmentally conscious and authentically connected to their surroundings. A great example of this is 1 Hotel Mayfair, where sustainability and thoughtful design work in harmony. G.A Group Do you have a signature style or hallmark design approach? While our design outcomes may differ, our approach remains consistent. At G.A Group, the guest experience is at the heart of everything we do, guiding our design process from concept to completion. We challenge conventions through dynamic spatial planning, pushing boundaries to discover unexpected solutions. Grounded in deep research and a respect for place, we craft spaces that feel intuitive, refined, and uniquely connected to their surroundings. G.A Group How do technology and innovation influence your work? At G.A Group, we see technology as a powerful tool to enhance creativity, not replace it. Innovation allows us to push boundaries, refine our design processes, and unlock new possibilities, but our work remains fundamentally human-centric. We integrate cutting-edge tools, such as advanced visualisation and sustainable material innovations, to bring ideas to life with greater precision and efficiency. However, true creativity stems from curiosity, craftsmanship, and storytelling, which no technology can replicate. By balancing innovation with intuition, we create spaces that feel both forward-thinking and deeply personal. G.A Group What advice would you give to emerging designers? I would encourage them to remember Pinterest is just a tool. To foster their own creativity instead, believe in it and make design decisions based on the demands of the individual project, no based on the dictates of trends. Build your own identity. – Terry McGinnity G.A Group Are you involved in mentoring or education within the interior design industry? Yes, we are committed to fostering the next generation of talent through our internship program. By providing hands-on experience and mentorship, we offer emerging designers the opportunity to develop their skills, gain industry insight, and contribute to real projects within our studio. About G.A Group G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years. United by a shared passion for ground-breaking design, wherever the brief takes us, our driving philosophy is one of Restless Curiosity. All our projects are vastly diverse in terms of locale and style and we are recognised worldwide for the quality of our work and our ability to respond to different environments incorporating local architecture and cultural references into our concepts. Effective design should resonate with its intended audiences. Design that resonates can only be the natural conclusion of a process that starts with listening and learning about people, behaviors and the world in which we live. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.