Deirdre Hayes, Founder of Studio Hayes, has given her insights into the industry.
My route into interior design began with a fine art background, where my focus was painting and drawing. Beginning a degree in Interior Architecture was a significant shift, and adapting to technical drawing and structured design principles took time. However, it opened a new way of thinking about creativity within the built environment.
A defining moment came when I spent a summer as a student living and working in London. Coming from Ireland, the scale, pace and cultural diversity of the city was eye-opening, and exposure to other design disciplines broadened my understanding of design as a wider profession.
I spent much of my free time exploring London’s museums and galleries and was struck by how strongly buildings and interiors could influence how you feel, from the quiet, cathedral-like galleries of the V&A to the industrial drama of the Turbine Hall at Tate Modern. That experience confirmed that I wanted to design the spaces people move through and experience every day.
I enjoy the moment when a concept truly clicks, when brand, operational needs and user experience align in a clear design direction. I am particularly drawn to the strategic side: understanding how a space must perform commercially as well as emotionally, and translating that into layouts, details and atmosphere.
Collaboration is also a major highlight. There is nothing better than problem-solving live on site with a contractor or builder, navigating constraints and finding smart, buildable outcomes together. A strong collaborative team or lack of one can make or break a project, and when collaboration works well, it is one of the most motivating parts of the process.
The standout highlight this year has been launching my own practice while continuing to work at a senior level on hospitality and experiential projects. After many years leading an in-house design team and delivering projects for international brands, stepping into my own studio has been a major milestone.
A particular highlight has been the positive response from clients and peers to a more hands-on, director-led approach, with senior expertise embedded throughout each project. Reconnecting with past collaborators, building new relationships and shaping my own way of working has made this year feel like a real turning point. While starting a business is not always the easiest path, investing my time and energy into something of my own has proved to be the most rewarding aspect of my career.
I am especially drawn to hospitality and social spaces such as bars, restaurants, leisure venues and hotels. These projects are centred around connection; they are where people come together, celebrate, relax and create memories. I enjoy the complexity that sits behind the atmosphere, from circulation and operational efficiency to layouts that support a strong commercial return, paired with the challenge of making the final experience feel effortless, welcoming and atmospheric.
I also enjoy working with heritage and older buildings. Their construction, detailing and layers of history bring a depth of character, and part of the design challenge is respecting that while adapting the space for contemporary use. Through recent residential work, including renovating my own Victorian terraced house in North London, I have developed a deeper appreciation for how these buildings are put together, with each layer revealing a different story. Balancing old and new adds a richness that cannot be replicated.
Balancing ambition with reality is always a challenge. Budgets, programmes and existing buildings do not always cooperate with the initial vision, so you need to be resourceful and solutions focused. Managing expectations and communication across large teams, including clients, operators, contractors and stakeholders, can be demanding, especially when things change late in the process. However, those challenges are also what make the successful moments so satisfying.
I wish I had fully appreciated how much time is spent on coordination, communication and detail rather than purely on design. A strong concept can fall flat if the technical information, drawings and site coordination are not robust. I would also tell my younger self that understanding how projects are financed, procured, built and operated is just as valuable as a good eye; commercial awareness and curiosity about the wider process make you a far stronger designer.
I have also learned the importance of understanding different perspectives. Clients, designers and contractors often approach a project from different standpoints, and acknowledging those differences early on makes collaboration more productive and outcomes more successful.
Spend as much time as possible in real spaces, rather than relying solely on mood boards and digital references. Visit sites and new venue openings, observe how people use them, speak to staff, and take note of bottlenecks, quiet corners and missed opportunities. Form your own design opinions and let those observations guide your thinking.
Seek out a mentor for support, whether within the industry or someone with strong leadership experience. Build strong relationships with your peers, and do not be afraid to ask for what you want or to articulate the direction you want to grow in. Enjoy the wins and learn from the setbacks.
I expect a continued move toward spaces that support fluid, real-world use: places that can transition naturally from day to night, from work to socialising, and from private focus to shared experience. Clients are looking for environments that feel authentic and uplifting, not formulaic. Sustainability will also move further into the mainstream, with increased focus on longevity, reuse and responsible specification.
In hospitality, people are craving connection and shared experience in a world that feels slightly unsettled. This is evident in the rise of concepts rooted in familiar traditions and nostalgic social rituals, from competitive socialising to modern reinterpretations of the corner shop, pub or clubhouse. There is a renewed appreciation for places with heritage, soul and a sense of belonging, which may prompt a return to more timeless design, craft and spatial storytelling, even within larger brands.
AI will become more integrated into the design process, supporting research, visualisation and efficiency. Its value lies in enhancing human creativity and informed decision-making, rather than replacing the designer.
Being an SBID Accredited Interior Designer represents professional credibility, accountability and a commitment to best practice. Accreditation by the Society of British & International Interior Design provides reassurance to clients and collaborators that my experience, training and approach meet recognised industry standards.
It reflects the importance I place on integrity, ethics and continued professional development. Interior design balances creativity with technical knowledge and responsibility, and accreditation reinforces the need to uphold all three consistently.
On a personal level, SBID accreditation acknowledges the breadth of my career to date, from leading in-house design teams to establishing my own practice. It also connects me to a wider professional community and supports my commitment to delivering thoughtful, well-considered design that responds to people, place and context.
About Studio Hayes
Studio Hayes is a London-based, director-led interior design consultancy specialising in commercial interiors, including hospitality, leisure, and retail environments. With over eighteen years of experience across Ireland, the UK, USA, and Australia, the studio delivers distinctive interiors that balance creativity with commercial insight. Every project is overseen at director level from concept through to completion, ensuring consistency, quality, and a deep understanding of each client’s vision. Studio Hayes partners with brands and individuals to create spaces that are purposeful, beautifully crafted, and designed to connect people, from small refurbishments to large-scale hospitality rollouts and unique one-off projects.
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This week’s instalment of the Project of the Week series features a sophisticated entertaining space by 2024 SBID Awards Finalist, Amy Hunt Interiors.
Amy Hunt Interior Design was commissioned to create a Mayfair-inspired bar and entertaining space in an underutilized annexe. Amy Hunt Interiors expertly coordinated the entire project, delivering design concepts, mood boards, lighting and electrical plans, bespoke joinery design and installation, and sourcing and supplying all FF&E (furniture, fixtures, and equipment) for this Oxted, Surrey Annexe refurb.
Category: Residential Budget Up To £50,000
Design Practice: Amy Hunt Interiors
Project Title: Oxted Surrey: Annexe Refurb
Project Location: Oxted, United Kingdom
Design Practice Location: Oxted, United Kingdom
The client wanted to transform their tired and uninspiring annexe into a sophisticated entertaining space, drawing inspiration from the exclusive bars of Mayfair. The goal was to create a luxurious yet inviting home bar where they could host many a gathering, dance under the disco ball, but also to enjoy it as a family. They wanted a design that balanced modern elegance with subtle traditional undertones while incorporating smart storage solutions.
The design was heavily influenced by the client’s fond memories of nights out in Mayfair. We aimed to capture the refined glamour of high-end London bars through rich, moody colours, luxe materials, and atmospheric lighting. The copper-topped bar, upholstered finishes, and hidden bar integration within the storage unit all contributed to the sophisticated, club-like ambiance. The lighting design played a crucial role, allowing the space to shift from a cosy lounge to a vibrant party setting.
One of the biggest challenges was designing and constructing the statement storage and bar unit. Not only did it need to house the client’s existing items, but it also had to integrate a secret central door leading to the garage—without compromising aesthetics or functionality. Additionally, working within a tight 8-week deadline to coordinate joinery, lighting, and upholstery installations required meticulous planning and execution. Despite these challenges, we delivered the project ahead of schedule.
The moment the lighting was installed, and the disco ball was illuminated, the space truly came to life. Seeing the client’s reaction to the final transformation was incredibly rewarding. The success of the bespoke bar unit, with its copper top and upholstered details, was another highlight—it became the perfect focal point for the room.
This project was a bold and creative transformation and it’s not often you get asked to design a party room! The level of craftsmanship, attention to detail, and ability to capture the essence of a Mayfair bar in a countryside home made it a standout design we are really proud of. Entering the SBID Awards allowed us to showcase our expertise and celebrate the innovation and problem-solving that went into the project.
Being an SBID Award Finalist is a fantastic recognition of our dedication to delivering unique, high-quality interiors. It has elevated our profile within the industry and reinforced our passion for creating spaces that are both functional and beautiful. The acknowledgment has also been incredibly meaningful to Amy Hunt Interior Design but also meaningful to my clients too, further inspiring us to push creative boundaries in future projects.
Questions answered by Amy Hunt, Director of Amy Hunt Interiors.
We hope you feel inspired by this week's design!
If you missed the last instalment of Project of the Week, featuring a modern Scandinavian styled house design by Pia Design, click here to read it.
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.
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.
This week’s instalment of the Project of the Week series features a captivating, Japanese inspired bar design by 2023 SBID Awards Finalist, LW Design.
Reminiscent of the vibrant nightlife of Tokyo, 7 Tales is a speakeasy cocktail bar where guests can experience urban Japan with a New York twist. An illustration of a man wandering through an archway into the unknown leads through a large pivot entrance door. Confused yet intrigued guests are transported into a small chamber entirely clad in mirrors; a second door opens, and suddenly, kanpai!, a flurry of colour, energy and mystery engulfs them. A glowing lacquered orange bar carved out of solid oak panels takes centre stage as they enter a nostalgic and mesmerising world of debauchery.
Practice: LW Design
Project: Seven Tales
Location: Dubai, United Arab Emirates
The client's brief for 7 Tales was to create a speakeasy cocktail bar that captures the vibrant nightlife of Tokyo with a New York twist. The bar was intended to be reminiscent of an 'Izakaya-styled speakeasy,' providing guests with an immersive experience of urban Japan. The design was expected to be playful, innovative, and inspired by Japanese culture, offering a unique approach to mixed drinks and a lively atmosphere that would appeal to guests into the early hours of the morning. Access was to remain through City Social restaurant on the 43rd floor of Grosvenor House, and the goal was to establish a nightlife hotspot on the 44th floor.
The dynamic culture of Tokyo nightlife and Japanese aesthetics inspired the design of 7 Tales. The concept aimed to blend traditional elements with a modern twist, drawing from various 1960s and 70s movements, including the Golden Age movement and Art Deco. The goal was to create a mesmerising world of debauchery that transports guests into a realm of energy, color, and mystery. The graffiti-style artwork on the walls and ceilings, referencing Japan's cultural zeitgeist, along with the fusion of street art and traditional elements, brought a captivating and unique visual identity to the space.
The toughest hurdle the team had to overcome was the installation of the intricate ceiling graffiti while managing and maintaining the integrity of all the MEP (mechanical, electrical, plumbing) fixtures. The technical challenge of coordinating the artwork with the necessary technical elements required careful planning and execution to ensure seamless integration.
The highlight of 7 Tales for the team was successfully creating a dynamic and immersive atmosphere that combined traditional Japanese aesthetics with contemporary design elements. The focal point of the Negroni gaming table, where guests engaged in a unique dice game to determine their drink of the night, added an interactive and engaging dimension to the bar experience.
LW entered the SBID Awards to showcase the innovative and captivating design of 7 Tales, highlighting their ability to merge different design influences into a cohesive and visually striking concept. The unique approach to storytelling through artwork and the successful execution of the speakeasy's atmosphere made it a strong contender for recognition within the design industry.
Being an Award Finalist in the SBID Awards held great significance for designer’s Pooja Shah-Mulani, Jesper Axel Petersen, and LW Design. The recognition affirmed their design expertise and ability to overcome technical challenges while delivering a visually stunning and immersive space. Being a finalist reinforced their reputation in the design community, validating their creativity and commitment to pushing design boundaries.
Questions answered by Pooja Shah Mulani, Partner and Design Director at LW Design.
If you missed the last instalment of Project of the Week, featuring a natural, tree top villa design by Kimble Roden Architects, click here to read it.
This week’s instalment of the Project of the Week series features a secretive, Art Deco-inspired bar design by 2023 SBID Awards Finalist, LW Design.
LW Design were tasked to design a unique bar hiding in plain sight, a prerogative of an authentic speakeasy bar. The near impossible-to-find entrance, lavish and decadent styling, and secretive-vibe inside-outside lounge make Blind Tiger, Dubai the most sought-after evening venue. Any credible speakeasy has a discreet frontage and no discernible entrance. Blind Tiger is no different. Slightly hidden and tucked away, the bar and lounge have unexpected views across the beautiful Turtle Lagoon and the turtle rehabilitation project.
Project: Blind Tiger
The client's brief for Blind Tiger was to design a unique bar that embodies the essence of an authentic speakeasy, hidden in plain sight. The directive was to create a space reminiscent of a secretive drinking den from the Prohibition era, characterized by rich, indulgent surroundings and an atmosphere of clandestine intrigue, fun, and mischief.
The design of Blind Tiger was inspired by the concept of paying homage to the 'Queens of Speakeasies.' The space was envisioned as a tribute to this era, blending Art Deco-inspired detailing with a vintage vibe. The goal was to create a luxurious and decadent atmosphere that captures the essence of the Prohibition era, with deep blue wall panels, chinoiserie-style wallpaper, antique ceiling mirrors, and meticulously crafted joinery and furniture.
One of the toughest hurdles the team at LW Design overcame during the Blind Tiger project was the need to execute the design and interiors within a short timeframe and a tight budget. Despite these constraints, the team was committed to maintaining the sophisticated and glamorous detailing expected of the Prohibition era. They had to ensure that the design's authenticity and opulence were not compromised by the budget limitations.
The highlight of the Blind Tiger project for the team was successfully transforming the original executive club lounge of Jumeirah Al Naseem into a sophisticated, glamorous, and playful speakeasy bar. The combination of the near-impossible-to-find entrance, lavish styling, and secretive ambiance created a sought-after evening venue that captured the spirit of the Prohibition era.
The team entered the SBID Awards to showcase the exceptional design and execution of Blind Tiger. The project's unique concept, meticulous attention to detail, and successful transformation of the space made it a strong contender for recognition within the design industry.
Being an Award Finalist in the SBID Awards held significant meaning for LW Design and their business. It validated their dedication to design excellence and their ability to overcome challenges such as tight budgets and time constraints while delivering a stunning and authentic result. The recognition from the awards highlighted their expertise and creativity, enhancing their reputation within the design community and among potential clients.
Questions answered by Rachel Kidd, Partner and Design Director at LW Design.
If you missed the last instalment of Project of the Week, featuring a modern and multipurpose public space design by KLID, click here to read it.
Agora, a unique cocktail bar and social club situated in the Edition Hotel in downtown Dubai, is quietly making its mark by offering a serene blend of sophistication and comfort. Designed by 4SPACE, a respected architecture and interior design firm, Agora takes inspiration from the ancient Greek concept of a gathering place and marketplace.
Agora represents a noteworthy transformation, drawing influence from the charm of the Gatsby era and the timeless allure of ancient Greece. The primary aim was to create an atmosphere of depth, luxury, and tranquillity, resulting in a venue that is truly exceptional while remaining warmly inviting.
Agora's concept seamlessly integrates two sources of inspiration: the extravagant world of F. Scott Fitzgerald's "The Great Gatsby" and the classical elegance of ancient Greek architecture. It offers a haven where guests can momentarily escape their daily lives and immerse themselves in a world of sophistication and opulence, promising a sensory experience with a difference.
Each detail of Agora's interior design has been carefully considered to ensure both aesthetics and comfort. The space features bespoke furniture, meticulously crafted to provide the utmost comfort for our guests.
Agora's colour palette is thoughtfully curated to evoke a sense of luxury and timelessness. It includes forest green fabrics for a touch of mystery and richness, subtle copper accents to add warmth and elegance, and Indian green marble tabletops that infuse the space with classical beauty and timeless grandeur.
Agora's ceiling is adorned with captivating wallpaper cladding, adding a contemporary and artistic touch to the space. The existing floor, embellished with a striking black marble mosaic, exudes timeless elegance, perfectly complementing the dark colour palette and preserving a sense of luxury.
Agora's standout feature is the stunning bead curtain hanging from the ceiling. These carefully arranged and suspended beads serve as a dynamic visual centrepiece, adding an element of intrigue and movement to the space and encouraging patrons to engage with the design on a sensory level.
Bespoke pendant lights throughout the space create a warm and inviting ambiance, ideal for relaxation and socialisation.
Agora is defined by its exceptional use of custom-made furniture, including cylindrical chairs and elegant bar chairs. These pieces elevate the ambiance, enhancing sophistication and luxury without ostentation.
In the outdoor area, Agora introduces delicate curtain beads to infuse playfulness and intrigue. Suspended pampas grass arrangements from the open-air ceiling add texture, softness, and a soothing ambiance to the outdoor space.
About 4SPACE Design
4SPACE is committed to high quality of work and superior care in all aspects of our business. One of the Top 20 interior design firms in the Middle East in reference to the Commercial Interior Design Magazine published last February 2019. Led by major partners Amjad Hourieh and Firas Alsahin, our company has become one of the region’s most respected firms, with more than 20 years of industry experience. We have helped create environments that inspire and impact users by providing the local industry with our extensive practical knowledge, be it for retail, hospitality and commercial spaces, or residential and living spaces. Our mission is to achieve success through delivering quality service steered by our passion for excellence, to define the region’s industry practices and to create market benchmarks of international standards.
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