This week’s instalment of the Project of the Week series features a high-tech, Formula 1 inspired bar design by 2023 SBID Awards Finalist, Anamo Design Studio.
Anamo Design Studio was briefed to design a 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. The result: F1® Arcade – the world’s first official premium F1 experiential venue. The immersive, state of the art F1 racing simulation experience comes with 60 motion F1 simulators enabling guests to live the thrill of racing, complemented by a best-in-class food and beverage offering created by the executive chef and expert mixologists.
SBID Awards Category: Club & Bar Design
Practice: Anamo Design Studio
Project: F1 Arcade
Location: London, United Kingdom
We were involved from the early brand strategy and concept creation stages all the way through construction, FF&E installation and handover and we had full creative freedom. The Client also trusted us with the Interior Design budget comprising of finishes, joinery and bespoke seating, FF&E, lighting, sanitaryware and accessories to ensure the overall scheme reflected the design core values established at the beginning of the project. This allowed us to prioritise certain design elements in the 16,500 sqft (1,500 sqm) venue, such as the impactful 13m long, 4m tall main bar, full-height backlit partitions, bespoke circuit-inspired kinetic chandeliers and the plush upholstered cocktail seating. Given the size and scale of the venue, we had to think creatively about how we approached the procurement of all loose furniture and lighting. We opted to tender each part of the project to guarantee the best quality for the available budget. Although challenging from a coordination perspective, this way of running the project resulted in working with and supporting various small local businesses / suppliers.
Prior to commencing the concept design stages, we focused on creating an abstract language with elements inspired from Formula 1 heritage and iconography that were re-interpreted as interior design elements. This included the ‘F’ radius becoming a repeated feature throughout the design from back bar arches, to cocktail seating and washroom doors. These re-interpreted iconography elements were layered over the core design pillars: assault of the senses and raw glamour to create a unique design strategy.
From concept to execution, we worked closely with all project consultants to ensure the design impact was retained even after layers of value engineering. We aimed to create an environment where, right from the entrance, the guests are transported into a world where all senses are suspended with the exception of sound and sight. A roaring F1 engine fills the small ground floor space with an electric energy and the black mirror-effect staircase flooded with arches of light acts as a portal leading to the main guest experiences.
Given the size of the venue, the 10-month timeline from feasibility and brand creation to on-site completion was a challenging target. This got increasingly harder to achieve due to the outside economic factors happening in the world at that point. We started the design stages in January 2022 and by the time we were given possession of site, the political conflict in Eastern Europe heightened. This resulted in increased lead times and prices of raw materials coming from Ukraine and neighbouring countries, which put more pressure on the project timeline and budget. The entire consultant team had to work creatively to find alternative design solutions from both an aesthetic and construction perspective to ensure the project was still feasible and could be delivered as promised. This resulted in several, lengthy value engineering stages running in parallel to the main build where drastic, but smart and creative budget related decisions had to be made. Another challenging factor was the location with the building sitting opposite St Paul’s Cathedral in London. We worked on layout options that maximised the views to the cathedral, and opted for various reflective finishes, especially in the Private Room, to celebrate the iconic London landmark.
One of the most important project successes was the creation and delivery of the F1 Arcade flagship location on time and on budget, against all external factors at play, without decreasing the high level of finishes and design initially proposed. In parallel, putting lighting at the forefront of the design was a successful creative decision that achieved the desired wow factor. We did this by incorporating creative and bespoke lighting solutions into all project elements from the very early concept stages, rather than looking at lighting after the design was signed-off.
Additionally, we found rewarding working with a client that shares our ambition to push the boundaries of F&B design and social entertainment. We believe we were able to create an incredible venue that honours the core design pillars set at the beginning of the project: assault of all senses and raw glamour. With all those iconic features of the design in the venue alongside the panoramic views of St Paul’s Cathedral layered over the well-considered lighting scheme create a captivating and memorable environment all guests can enjoy whether they are a F1 fan or not. We very much enjoyed returning to the venue post-completion and experiencing the space at full capacity.
The success of the project helped us win more experiential hospitality concepts, allowing us to push more boundaries in our upcoming projects, which is something that excites all of us here at Anamo Design Studio.
Our unwavering commitment to innovative and exceptional design has always driven us to push boundaries and redefine the possibilities within the realm of interior design. It is with this passion that we proudly decided to apply for the SBID Awards.
The SBID Awards does not only celebrate design excellence, but also serves as a distinguished platform to showcase our creative thinking on an international stage. As a studio that thrives on collaborative design, we believe that participating in the SBID Awards also provides us with a remarkable opportunity to exchange ideas with fellow industry experts. Through our participation, we aim to emphasize our dedication to delivering design solutions that not only captivate, but also enrich the lives of those who experience them.
Being named an Award Finalist for the SBID Awards holds a great significance for us at Anamo Design Studio. It serves as a resounding validation for our tireless efforts to create designs that transcend conventional boundaries and evoke profound emotions. This recognition not only highlights our studio's dedication to delivering excellence, but also positions us among the industry’s leading studios who share our commitment to constantly challenge the standards of creative expression.
The prestigious SBID Awards platform provides us with an invaluable opportunity to showcase our work to a global audience and solidifies our reputation as a go-to destination for cutting-edge and impactful design solutions. As an Award Finalist, we are filled with a sense of accomplishment that propels us to continue striving for greatness, setting new benchmarks, and consistently delivering designs that inspire and captivate.
Questions answered by Ana Moisin, Creative Director & Founder at Anamo Design Studio.
We hope you feel inspired by this week's design!
If you missed the last instalment of Project of the Week, featuring a lavish public space design by Metropolitan Space Art Design, 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.
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.
Join SBID
Find out more about our flexible membership structure.
By subscribing, you agree to be added to SBID’s mailing list. As an industry’s standard bearer organisation, we strive to bring you the most up to date news and access to exclusive industry content through our various newsletters.
First Name
Last Name
Email Address
I accept the SBID Terms of Use