Design Practice: Goddard Littlefair
Location: London
Founded by the visionary duo Martin Goddard and Jo Littlefair, our studio has evolved into a global creative force behind some of the most loved hospitality spaces and residences around the world. As an international team we bring a shared vision and the diverse skills to make us leaders in modern luxury design. Our approach dives deep into brand DNA, sense of place, and local culture to create experiences and unforgettable spaces that connect with those that engage with them. We challenge ourselves to create the future cultural touchstones that will become the next generation of luxury hospitality.
Goddard Littlefair was founded on the belief that design should connect, inspire, and endure. Jo and I first met while working at another studio and quickly realised we shared a similar approach to design—one that balances creativity with practicality, storytelling with function. In 2012, we took the leap and founded our own studio. We have studios in London and in Porto and we work globally, shaping some of the world’s most beloved hotels, branded residences, and hospitality spaces.
What sets us apart is our deep commitment to storytelling through design. We go beyond aesthetics to immerse ourselves in the DNA of a brand, the cultural context of a location, and the way people experience a space. That’s why we don’t just create interiors—we create future cultural touchstones, spaces that become part of people’s stories.
We believe in celebrating the character and heritage unique to each locale within our designs. We challenge ourselves to go beyond the expected and curate spaces that deliver the art of the possible.
One project that perfectly captures our approach is the spa and wellness spaces at Raffles London at The OWO. We honoured the building’s history and Grade II listed status, while making it work for guests seeking modern, restorative and luxurious experiences.
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