Meet the SBID Awards Interior Design Judges for 2021 20th April 2021 | IN DESIGN EVENTS | BY SBID

The SBID International Design Awards introduces an exciting new panel of expert judges to join its’ impressive and international jury for 2021. Meet and discover more about the diverse panel of judges who are set to evaluate the Interior Design & Fit Out categories for this year’s SBID Awards!

Interior Design & Fit Out Judges:

Alija Baxter

Alicja Baxter 

Property Services Lead – London & South East

Department for Education, Capital Group

Alicja started her career in the built environment back in 2003 working for construction companies in Europe, USA and Caribbean assisting on delivery of commercial and residential build projects. She joined the DfE’s Property Services team in 2015 to manage property aspects of the Free Schools, delivering over 800 new schools across the country to date, providing diversity and improved quality of education for primary and secondary aged children.

“I am excited to join the judging panel because it is an opportunity to have a good look at the design projects delivered around the globe and celebrate achievements in this area. It will be a pleasure to be part of this amazing event and apply my affinity for a great design into a good use.” – Alicja Baxter 

Andrew Katz - Axios Blackstone

Andrew Katz 


Prospect Hotel Advisors LLC

Andrew is a partner at hospitality asset management firm, Prospect Hotel Advisors LLC. Prospect Advisors is responsible for The Blackstone Groups hotel portfolio globally, overseeing the exclusive consultant partners that support the portfolios as well as providing third party asset management services for other Real Estate firms. As part of this role, Andrew oversees Axios Hospitality Real Estate, the London-based provider of Asset Management Services to The Blackstone Group in Europe and the UK, where they own 60 hotels. Prior to this, Andrew was Senior Vice President of Asset Management for Starwood Hotels and Resorts Worldwide.

Ben King - Buzzfeed

Ben King

Design Director

BuzzFeed News

Ben is the Design Director for BuzzFeed News, where he leads the art desk and works across the newsroom to visualize, design, and present our journalism to a broad audience. In his time at BuzzFeed News, Ben worked on the launch of, designed and art directed articles that have been won awards from the Society of Publication Designers, American Illustration, and the Society of Illustrators, as well as being selected as finalists for the Pulitzer prize.

Bethan Ryder - WGSN

Bethan Ryder

Executive Editorial Director


As Executive Editorial Director of WGSN Bethan oversees the content produced by WGSN. Collaborating with a global team of senior strategists, analysts, and consultants, Bethan is the lynchpin working across content, marketing and product, ensuring that WGSN continues to lead the way as a world-class trend forecasting service. Bethan has over 20 years’ experience as a design, luxury and lifestyle journalist, contributing to numerous publications including Architonic, Hole & Corner and The Observer Design magazine, holding senior positions at Telegraph Luxury, Wallpaper* and ELLE Decoration. A design-lover, Bethan has also written several books on hospitality interiors and sporadically hosts a podcast interviewing female architects and designers.

Carlo Castelli - Jacobs

Carlo Castelli

Head of Cities Solutions Europe


Carlo Castelli is an architect and masterplanner. He studied architecture in Genoa, Italy where he completed a masters Degree in architecture and in 2011 he completed a Master in ‘City Design and Social Science’ at the London School of Economics and Social Science. Through 20 years’ experience on diverse urban contexts and complex buildings, Carlo has acquired a great understanding of how the various systems and processes shape the urban environment. He is accustomed to integrated, inter-disciplinary design development at various scales, managing interfaces, coordination and brief interpretation towards the creation of successful urban environments. As Head of Cities Solutions for UK and Europe, Carlo leads the team of urban thinkers, masterplanners and urban designers that deliver exemplary projects in the UK and internationally.

Carol Doering - AAHID

Carol Doering

Certified Healthcare Interior Designer

American Academy of Healthcare Interior Designers

Carol is a senior interior designer, who has been involved in the design of healthcare environments for nearly 40 years when healthcare facilities were bland, uninspiring places to receive treatment, not places of wellness and engagement as they have become today. Project experience includes hospitals in small communities and large metropolitan areas, outpatient offices for single providers as well as multi-discipline ambulatory care centres with places for engagement and education as well as long term care communities where our seniors live in a variety of settings.

Christopher See - Amazon

Christopher See

Creative Director


Christopher See is a Creative Director at Amazon. Wielding over 10 years of brand identity design experience, he is currently a global design lead for the Prime brand, running onsite experiences, campaigns and retail projects. He has created unique brand visions in 3 different continents, encompassing all touchpoints from print to digital, sonic logos to airline cabin interiors, car launches to the biggest billboards in the world. Prior to Amazon, Chris was the Design director at Hyundai, in charge of crafting and launching the Hyundai rebrand, and a senior designer at branding firm, Landor.

Damien Bourke - British Council

Damien Bourke

Director of Major Programmes

British Council

Damien is the Director of Major Programmes at the British Council. Amongst other projects, Damien has delivered the relocation of the British Council’s HQ to the Olympic Park in Stratford. He is currently in the process of delivering the relocation of the British Council Art Collection to the former IKEA building in the centre of Coventry. Prior to this, Damien worked at Tameside Council and during his career, has also undertaken roles with the Northwest Regional Development Agency and with the Cabinet Office where he worked in the PM’s Strategy Unit as well as the Home Office for Jim Reid and Charles Clarke.

Helen Brocklebank - Walpole

Helen Brocklebank



Helen Brocklebank is CEO of Walpole, the trade body for the British luxury industry. Helen is a specialist in luxury media brands, building her career at Esquire and Harper’s Bazaar. During her ten year tenure, Helen founded the highly successful, multi-platform brand extension ‘Bazaar At Work’ for Omega and created enduring content partnerships with iconic brands including Bentley’s sponsorship of Bazaar Art and Esquire’s Man at the Top Awards for Glenmorangie. Most recently Helen established a content consultancy for luxury brands working predominantly with retail and media clients, including Liberty and Boat International. She brings to Walpole a deep understanding of, and passion for, the business of luxury, an unerring ability to conceive creative and impactful initiatives and an entrepreneurial spirit that drives their successful delivery.

Jalaj Hora - Burberry

Jalaj Hora

Senior Vice President, Raw Materials, Product Engineering & Quality

Burberry Plc

An Engineer and a futurist, Jalaj Hora is also the Senior Vice President of Innovation, Engineering and Quality at Burberry. Leading a team of professionals to work on luxury products; Jalaj’s most significant achievement has been to enable the convergence of design and engineering for the brand. Jalaj drew on his background in consulting, manufacturing and retail to create an innovation team at Burberry to support the ambitions and to deliver newness for a fast growing and iconic luxury brand. He leads the technical design and product engineering department across all product categories. He also overseas the end to end quality organisation from materials and product to after sales. A champion of responsible manufacturing, he has directed the elimination of hazardous chemicals from Burberry’s supply chain and driving some industry leading work in reducing the water and energy footprint in manufacturing. Prior to joining Burberry, Jalaj was the Senior Group Director of Product Development and Design at Target Corp.

Jenny Kwon - Tiffany

Jenny Kwon

Global Store Design Manager

Tiffany & Co., LVMH

Jenny Kwon is the Manager of Global Store Design at Tiffany & Co., specialising in retail interior design standards and new initiatives, dedicated to the art of storytelling through space. Previously, she was a lead creative and branding expert for experience-driven clients in luxury hospitality and retail, such as The Peninsula Hotel, Hilton, Sephora, Blue Mercury, Museum of Ice Cream, Macys, as well as for high-end residential developments in New York and Hong Kong. She has also completed urban planning projects while living abroad in Montreal, Istanbul, and Rome. Kwon is an architect by training, and received her Bachelor of Architecture from Cornell University. She also finished further education at Mimar Sinan Güzel Sanatlar Üniversitesi and New York University for subjects in marketing and branding.

Jeremy Lindley - Diageo

Jeremy Lindley

Global Design Director


Jeremy is responsible for transforming the Design capability and output of Diageo’s current brands and new products worldwide. Diageo is the world’s leading premium drinks business. He is passionate about the impact Design has on business performance and the way Design Thinking leads to breakthrough ideas wherever it is applied. Standout projects include Johnnie Walker Blue Label, Tanqueray 10 and the Johnnie Walker Brand Home in Edinburgh which opens in 2021. Prior to joining Diageo Jeremy was Head of Design for Tesco, responsible for the portfolio of 19,000 private label products and for leading the Store Formats and Design teams. He is a Board Director of the Design Business Association, part of the Design Commission advising the UK government on design policy and a visiting Lecturer at INSEEC Business School.

Kar Hwa Ho - Zaha Hadid Architects Profile Image

Kar Hwa Ho

Head of Interior Architecture

Zaha Hadid Architects

Kar first worked with Zaha Hadid Architects in 1985 following his studies with Zaha Hadid at the Architectural Association. After completing his studies in the UK and USA, Kar worked on projects around the world for Kohn Pederson Fox and Louis Vuitton Malletier, with a focus on interior architecture, commercial developments and retail design before re-joining ZHA as Head of Interior Architecture in 2014. His residential interiors, in particular, have won numerous awards and have been widely published.

Joe Ferry - Belmond

Joe Ferry

Art and Design Director


Joe Ferry is a multi-award winning creative leader with extensive experience working within hotel groups and airlines. He is Art and Design Director for Belmond which has a global portfolio of luxury travel experiences including hotels, trains, cruises and safaris in some of the world’s most inspiring destinations such as Belmond Cipirani, Venice, Belmond Grand Hotel Europe, St. Petersburg; Belmond Copacabana Palace, Rio de Janeiro; and the legendary Venice Simplon-Orient-Express train. Joe previously served as Head of Design for Virgin Atlantic Airways before becoming SVP of Design for IHG, after which he was Head of Guest Experience for Etihad Airways. He is a passionate advocate for the benefits of good design and has been a trustee of the UK’s Design Council and an executive board member of the D&AD.

Justin Hills - House of Lords

Justin Hills

Head of Property and Office Services

House of Lords

Justin is the Head of Property and Office Services for the House of Lords, responsible for property and facilities management services to Members and the administration. He also acts as chair and senior responsible owner on large projects across the Parliamentary Estate, either bicameral or specifically House of Lords projects. These have included building refurbishments and the conservation of the historic Westminster Hall, internal hammerbeam roof and two of the internal courtyards within the Palace of Westminster. He also attends bicameral boards for a number of Parliamentary projects including Elizabeth Tower. His previous experience within, projects, property and facilities management has been working for a London Borough and a large County Council.

“I have worked in property and facilities management for 16 years and design has always been an integral part of building refurbishment, either external or internal. I enjoy all the stages of the design journey and it will be a privilege to be part of the judging panel. I am looking forward to viewing the exciting projects put forward to the panel for this year’s award.” – Justin Hills

Laura Binbaum - London Fire Brigade

Laura Birnbaum

Head of Property

London Fire Brigade

Laura specialises in leading and developing the real estate function within corporate organisations to deliver property strategies, in accordance with wider business plans. As the Head of Property at the London Fire Brigade this includes both the strategic development of real estate scenarios, the execution of approved projects and transactions and the delivery of facilities management. She is experienced in leading large multi-disciplinary teams and can manage complex stakeholder environments to effect change. Her previous roles include Deputy Director for Her Majesties Courts and Tribunal estate and the JLL transactions lead for multi-national corporations.

The importance of design being focused on the end user and supporting the vision of the organisation is very important in corporate real estate. Effective design can impact on the ways of working and corporate culture and I am looking forward to ensuring these elements come through in the winning design.” – Laura Birnbaum

Mulianto Halim - Disney

Mulianto Halim (Moel)

Interior Design Principal

Walt Disney Imagineering Asia

Trained as Architect, having to work in both Architecture and Interior Design for over than 20 years, Moel is a Hong Kong-based Interior Designer who currently holds the position as Interior Design Principal in Walt Disney Imagineering Asia, Ltd. Moel achieved a BS in Architecture degree from Tarumanagara University, Jakarta – Indonesia. Before joining Disney, he was working with notable Architecture and Interior Design Firms in Jakarta, China & Hong Kong, mostly working with high-end luxury residential, hospitality and entertainment. Moel joined Walt Disney Imagineering in 2015, when his main specialty was working to build thematic and storytelling base interior spaces.

I am honoured to be selected as a judge in this diverse competition – being someone who works in the theme design world I want to share my knowledge and experience for the whole SBID judging panel. I look forward to seeing the extraordinary design work from gifted people and design firms, and I hope I can be a fair judge in this difficult task.” – Mulianto Halim

Paola Tassara Oromí - Starbucks

Paola Tassara Oromí, AIA

Design Director

Starbucks Coffee Company EMEA

Paola Tassara Oromí, AIA, is an architect and designer based in London. Paola started her career working for numerous architecture practices in France and the Netherlands prior to moving to Los Angeles. There, she worked for Frank Gehry, collaborating on the design of several museums and cultural institutions worldwide. Having established a solid foundation in architecture, Paola then began to focus on interior design. With NYC-based ICRAVE Design and later, her own firm, Tassara A+D, her work expanded to restaurant, nightclub, boutique hotel and retail design. Since 2016, Paola has been a Design Director for Starbucks Coffee Company, currently leading the design for the brand’s stores in EMEA.

Patrick Taylor - Taylist

Patrick Taylor

Managing Director

Taylist Media

Taylist Media is the publisher of the leading magazine and event brands in the kitchen, bedroom and bathroom sector. These include Kitchens, Bedrooms & Bathrooms consumer magazine, which has been the leading title in the field for nearly 25 years, as well as business title kbbreview which is currently celebrating 30 years in print. Managing director and founder Patrick has over 30 years’ experience in the media industry – spanning magazines, newspapers, TV and radio.

Rav Hayer - Quintessentially

Rav Hayer

Global Growth Director

Quintessentially Group

Rav Hayer has 15 years experience deploying global staff and customer engagement programmes for a plethora of different industry sectors; with specialist focus on financial services, technology and online gaming. After working as a graduate in the city Rav went on to become a Director of Red Letter Days leading their B2B business to great success and working with Theo Paphitis. Subsequently he moved to become Senior Vice President of Blackhawk Network, a large San Francisco NASDAQ listed fintech business where his team were involved in the acquisition of Grassroots. This then lead him to a global role at Quintessentially where the company deploy largely customer engagement solutions using their large global footprint of 60+ offices coupled with their concierge, events, travel and agency businesses to look after the world’s leading luxury brands.

Tim James - Former HM Courts

Tim James

Property Director

Former HM Courts & Tribunals Service

Property Director with experience of establishing property functions and capitalising on opportunities to maximise shareholder and stakeholder value during times of change. Tim has variously worked in food and drink, fmcg, leisure, manufacting, financial services, construction materials and automotive; Tim has also spent time working in Central Government and selling country houses. Most recently, Tim was Property Director at the Courts & Tribunals Service, setting up a dedicated property function in support of the £1bn programme of reform – assessing the condition of the estate to lobby successfully for additional investment, creating new design standards and driving value from the sale of assets to part fund the programme. Tim is a Chartered Surveyor and a member of the Government Property Profession and is based in the Thames Valley.

Stefan Sielaff - Bentley

Stefan Sielaff

Director of Design and Mulliner Coachbuilding

Bentley Motors

Stefan Sielaff joined Bentley Motors in July 2015 from his previous role as Design Director at the Volkswagen Design Center, Potsdam. Sielaff first joined the Volkswagen Group in 1990 as an interior designer for Audi in Ingolstadt. His career then took him to Barcelona where he became Head of Interior Design at the VW Group Design Center, Europe. Between 1997 and 2003, Stefan returned to Audi where he held the position of Head of Interior Design. After three years with DaimlerChrysler, where he was Head of the Interior Design Competence Center, Stefan returned to Ingolstadt in 2006 to become Design Director at Audi, a position he held up until 2012. It was here that Stefan led a team of over 350 design experts with responsibility for exterior, interior and colour and trim design for the full Audi range, concept and show cars. Alongside his current lead role at Bentley, Stefan is also Head of Group Interior Design Strategy, Volkswagen AG.

Entries for the SBID International Design Awards 2021 are open!  

View the Product Design judges or click here to view the full SBID Awards judging panel.

To find out more about entering, visit