Natalia Ratajczak, Founder & Creative Director of WHY NOT Design, has given her insights into the industry.
After graduating from KLC School of Design, I dived into the London design scene working on high-end residential and commercial spaces — the kind where everything looks effortless, but only after hundreds of caffeine-fuelled hours behind the scenes. Eventually, I realised I wanted to create something less “polite” and more alive. So, I launched WHY NOT Design — a studio built on the belief that safe is boring and bold means yours. We design marketing suites, show flats and workplaces that don’t just look good — they perform.
Because I’ve never been able to walk into a room without mentally redesigning it. Design has always been my language — a mix of problem-solving, storytelling, and a bit of rebellion. I wanted a career where I could blend creativity with impact; not just pick cushions, but build experiences that make people feel something. Interior design lets me turn ideas into atmosphere — and that’s addictive.
The magic moment when a concept sketch becomes a space people actually inhabit. I love the process — the mess, the material samples, the midnight ideas that suddenly make everything click. Every project is a balancing act between imagination and reality, and I secretly enjoy the chaos. Also, that client smile when they walk in and say, “This feels like us.” Can’t beat that.
Without a doubt — launching WHY NOT Design. Watching the brand grow from a scribble in my notebook to a real studio with real clients has been wild. Getting SBID Accredited in our first year was the cherry on top — a reminder that being bold doesn’t mean being reckless. You can colour outside the lines and still do it properly.
Marketing suites, show flats and workplaces — anything that blends creativity with commercial purpose. I love designing spaces that sell a story. They have to grab attention, make an impression, and whisper, “You belong here.” Those projects let me push creativity while still driving results, which is basically the WHY NOT sweet spot.
Keeping the vision intact while reality throws curveballs — budgets, deadlines, deliveries, the occasional “we lost your tiles.” Design is 20% creative genius and 80% controlled chaos. The challenge (and the fun) is staying calm while the storm swirls — and still producing something beautiful. It’s equal parts artist, therapist, and crisis manager.
That interior design is a full-contact sport. You’ll need stamina, patience, and a sense of humour. It’s not just fabrics and floorplans — it’s negotiations, logistics, psychology, and a lot of problem-solving. I wish someone had told me that resilience is as valuable as creativity. Oh, and comfortable shoes. Always comfortable shoes.
Don’t water yourself down. The world doesn’t need another copy of what’s already been done. Find your thing — your signature — and lean into it. Not everyone will get it, and that’s fine. The right clients will. Consistency and confidence build a brand faster than any trend ever could.
We’re entering the era of meaningful design. Clients are craving authenticity — spaces with purpose, not perfection. Sustainability is finally more than a buzzword, and storytelling is front and centre. Technology will keep shaping how we visualise and communicate ideas, but personality will be the real differentiator. The future belongs to designers who dare to be different — and mean it.
It’s proof that being bold and being professional aren’t opposites. SBID accreditation gives credibility to creativity — it says, “Yes, we’ve got the vision and the structure.” For me, it’s both recognition and motivation. It keeps me grounded while I keep pushing boundaries. In short — it means we can rebel responsibly.
About WHY NOT Design
WHY NOT Design is a London-based interior design studio creating bold, story-driven spaces that stand out and sell. We specialise in marketing suites, show flats, workplaces, and residential interiors across London and Essex, delivering designs that connect emotionally and commercially. With over nine years of industry experience, we combine creativity with strategic thinking to craft interiors that are original, functional, and memorable. From concept and space planning to 3D visuals, technical packs, and installation, we handle every stage of the process — because we believe safe is boring, and bold means yours. Rebellious by design, unapologetically original.
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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 LXA Projects. They offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors.
Design trends are always shifting, and we make sure to stick to our client brief and objectives. Rather than sticking to a single "house style," we tailor each project to our client’s brand and audience. A great example is our work on V and BYRD. For both, we created striking, contemporary spaces that captured market trends while staying true to the brands’ core values. The goal is always to deliver something unique yet commercially relevant.
We’re always out there — whether it’s networking at industry events, engaging on social platforms, or entering award submissions. Networking is key for us—it helps us stay connected and informed about what’s happening in the design world, so we’re always in tune with the latest trends and opportunities. We also host regular CPD sessions in-house to keep our team sharp, updated, and inspired.
Sustainability isn’t just a buzzword for us – it’s a responsibility!
We prioritise locally sourced materials, ensure our designs are built for longevity and make conscious choices that reduce waste. It’s about creating spaces that stand the test of time, both aesthetically and environmentally.
Technology is reshaping the industry, and we embrace it – AI tools, CAD modelling, and enhanced visualisation software all help to refine our process. But all our designs start with pen and paper or pen and an iPad. There is something irreplaceable about hand-sketching ideas before digitalising them, and we believe in the power of a hand-sketched 3D visual to present early ideas. Full rendered visuals sometimes hinder the design process rather than supporting it and they’ll never fully replace the hands-on creativity that’s at the core of our work.
Forget about your style—it’s not about you. Something I learned early in my career is that design isn’t about your personal preferences—it’s about the client. They’ll likely change their mind several times during the process, and that can be frustrating.
But you must remember that their satisfaction is the priority. Stay adaptable, patient, and always focus on meeting their needs, even when things shift. The best designers are adaptable, patient, and responsive to their clients' needs.
Our reputation. Building a name in this industry isn’t easy, but we’ve carved out a space where creativity meets practicality. We've established a strong name for ourselves, and the ability to work across a wide range of services that cater to varied client needs, sets us apart. Being able to adapt and deliver on diverse projects has been key to our success and is something we are incredibly proud of.
Yes! One of our associate designers, Sammy Bikoulis, is particularly passionate about mentorship. He’s involved in a phone mentoring program where he connects with up-and-coming designers a few times a year, offering advice and sharing what he’s learned along the way. He has also guided students in design competitions, helping them fine-tune their concepts and offering guidance to make sure their designs stand out. On top of that he frequently speaks at events like the London Design Fair. He’s even led online CPD sessions on topics like "Designing Inclusive Spaces." Sharing knowledge is something we value deeply.
About LXA Projects LTD
We offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors. Our expertise isn’t just about aesthetics — we bring together interior design, project management, and cost consultancy to deliver a seamless, end-to-end service.
This week’s instalment of the SBID Icon Insights series features Fusion by Design. Through our passion for design and eye for detail, Fusion by Design know the true beauty of any project is in its commercial success.
The design and creative direction of the business is overseen by myself (Paula Jepmond) by working collaboratively with the team. It is important that all creatives continually shine, and we understand each other’s qualities, strengths and weaknesses, focusing on the positives makes for a cohesive project scheme.
I am unsure if we have a ‘Design Style’ as many of our projects are completely different whether that be a high street bar or a traditional pub. A comprehensive brief is the key to a great project, unfortunately a quality brief is very rare, so it is important to ask the right questions from the outset. Leaving a briefing meeting unclear of what the client wants is no good for anybody. Asking the right questions usually throws even more questions than achieves answers but this can save a lot of unnecessary wasted design time. If you still don’t get the answers you need, asking for a reference house is always a good start.
It is important we stay informed of what is happening in the design world. I still love a good design book, and Pinterest is great if used correctly. Our sample library is our pride and joy, and we are grateful to the many reps who travel to see us from all over the UK, quite often we will be given a sneak peak of new collections before they are launched. We tend to alternate the trade design shows, going to them bi-annually but the World Wide Web has been fantastic in opening to suppliers and design further afield. I am very excited about how AI will work in our industry. We have already started introducing AI into our schemes, this opens a whole new world of opportunity.
For many of our clients, sustainability is at the forefront of their company ethos and more recently their ESG policy, therefore this is reflected in our schemes. Sustainability has been discussed in our briefings for the last 20+ years, the student unions were the first to really push this. I’m saddened to think of all the wonderful quality furniture and light fittings that have been skipped and more often replaced by lesser quality items simply because the design was no longer relevant. More and more we are re-using, re-furbishing, re-upholstering, re-lamping, refinishing in order to reduce waste. You can see a shift in design styles too, there is so much more stained and polished timberwork in our schemes now replacing low quality painted MDF with stained and polished sustainable woods that will stand the test of time far longer than cheaper materials.
It is important for a company to be proud of all their projects both large and small. New concepts are really exciting for a design company, seeing new finishes and details come together is very rewarding. Seeing that concept then roll out as a brand is also a great achievement. What is important is to ensure you have delivered the clients brief, more often than not the client doesn’t brief that they want to win an award, they want something that has longevity, sustainability and is operationally functional if they get an award too that is an added bonus for everybody involved.
I believe one of our proudest moments was when we started working for Pizza Express when our company was in its infancy. Again, this work came through a client moving companies and taking us with them. For us, a small, unknown business in Leeds to be working for such a well established, iconic brand was very rewarding and I was very proud of that. Around the same time we undertook the refurbishment of the main hotel bar in the historic Landmark Hotel in London another pinch me moment.
About Fusion by Design
Established in December 1998 we are very proud to still be working with the same heartfelt enthusiasm and creativity into our 27th year of Business. From Conception to Completion, we work across all aspects of Commercial & Hospitality Design. Through our passion for design and eye for detail we know the true beauty of any project is in its commercial success.
As the esports industry continues to surge in popularity across the UK and worldwide, the need for high-performance, immersive environments is growing. These are not just places for gaming-they are cultural hubs, event venues, and digital stages. Designing such spaces requires more than technical know-how; it demands a deep understanding of how competitive gaming works and how players, spectators, and streamers interact with their environment.
Yuliya Forrest, founder of Yuliya Forrest Interior Design LTD, brings over 18 years of international experience in commercial interior design to this fast-evolving sector. With a portfolio that spans immersive hospitality spaces and dynamic commercial venues, she brings a narrative approach to every project-especially when the space itself is part of the entertainment.
Her largest and most ambitious esports-related project to date is Eclipse, a next-generation cyber arena located in Moscow. With over 1,000 square metres of programmable space, Eclipse raises the bar for competitive gaming venues in Eastern Europe. Every design decision was tailored to enhance performance, audience flow, and a fully immersive visual experience.
"Designing a cyber arena isn't just about placing gaming desks and LED lights," Yuliya explains. "It's about creating a functional, flexible space that supports both casual use and high-pressure international tournaments."
With esports tournaments becoming more complex and regulated, venues must meet strict requirements: lighting quality, power load capacity, seating orientation, camera access, and acoustic treatment. Yuliya began the Eclipse project with detailed research-visiting other arenas, gathering user feedback, and analyzing floor plans from an operational perspective.
The resulting space includes: - 100+ high-performance gaming stations - Multiple VIP lounges and private gaming rooms - A PlayStation and console zone - Flexible modular areas for championship events - Streamers' room
Due to budget prioritisation towards advanced hardware, the interior design had to be sharp, functional, and efficient. Yuliya's solution? A blend of dark, performance-enhancing surfaces with signature LED lighting that curves across walls and ceilings, echoing the flow of circuitry. The lighting enhances mood, guides spatial movement, and brings a distinctly futuristic character to the space.
Walls were transformed into narrative surfaces. Yuliya curated a series of bold, themed murals in collaboration with urban artists-not as decoration, but as world-building elements. Each zone has its own character, supporting both casual immersion and high-energy tournaments. Her curated use of lighting and visuals allows each visitor to feel part of the action, whether they're playing or watching.
Despite its size, Eclipse was managed almost entirely remotely. Thanks to strategically placed cameras and constant digital coordination with the local team, Yuliya directed the project with minimal site visits. It is a clear example of how digital project management is transforming commercial interior delivery.
"You don't need to be physically present every day if your workflow is structured and your communication is solid," she notes. "It allowed me to focus on precision and keep the project moving quickly."
Eclipse's success quickly led to the launch of a second location, built using the same conceptual framework. Today, both spaces form the foundation of a fast-growing esports venue franchise. Yuliya contributed to the visual continuity and spatial logic of the second arena, ensuring brand coherence while adapting the layout to a new location.
With the UK now showing increased interest in esports infrastructure, Yuliya sees a timely opportunity for design innovation: "The UK creative and tech scenes are converging rapidly, and esports venues are part of that shift. These spaces deserve thoughtful design that elevates the player experience and amplifies the cultural value of gaming"
As esports becomes more mainstream in the UK, the demand for versatile, high-performance environments will only grow. Yuliya Forrest continues to position herself as a pioneer in this field, offering a unique blend of aesthetic vision, technical understanding, and cultural fluency. Whether for private gaming lounges, public venues, or large-scale arenas, her approach brings together storytelling, strategy, and striking visuals.
About Yuliya Forrest Interior Design
Yuliya Forrest Interior Design is a studio based in Scotland, UK. Since 2006, Yuliya has been creating thoughtful and well-resolved interiors that combine functionality, comfort, and visual identity. While her portfolio spans residential, hospitality, and commercial projects, Yuliya is especially passionate about shaping distinctive spaces for businesses. Her work is rooted in a refined European sensibility, brought to life through a clear technical understanding and a strong artistic vision. With qualifications in both Fine Arts and Civil Engineering, Yuliya leads every project personally — from concept to completion — ensuring each detail is both beautiful and buildable. Her designs are known for their clarity, thoughtful planning, and atmosphere. The studio currently focuses on projects throughout the UK, while also maintaining a track record of international work across Europe and the Middle East. Clients value the studio’s flexible, hands-on approach and ability to translate brand and lifestyle into authentic, engaging interiors.
Yuliya Forrest, Founder and Lead Interior Designer at Yuliya Forrest Interior Design, has given her insights into the industry.
I am an interior designer with over 18 years of international experience, currently based in Scotland. My background combines fine arts and civil engineering, which allows me to approach design with both creative depth and technical precision. Over the years, I have worked on a wide variety of residential, commercial, and hospitality projects across different countries—including Russia, Belarus, Egypt, and the UK.
Since relocating to beautiful Scotland, I’ve been deeply inspired by the architecture and natural surroundings of the UK. However, I often notice a disconnect between the charming exteriors of buildings and their underwhelming interiors. My mission is to bridge that gap by bringing thoughtful, elegant, and emotionally resonant design into Scottish interiors—enhancing public spaces, hospitality venues, and homes to better reflect the beauty that surrounds them.
I recently launched my own design practice, Yuliya Forrest Interior Design LTD, and am actively growing my portfolio of projects across the UK.
Art has always been a part of my world. I come from a creative family—my ancestor, the Russian landscape painter Nikolai Petrovich Krymov, is someone I deeply admire. His works are exhibited in the Tretyakov Gallery, and his legacy has inspired me to pursue a life connected to art.
I studied fine art and spent much of my early life drawing, yet I eventually felt the need to express creativity on a larger, more spatial scale. I wanted to shape entire environments, not just images. For me, interior design is about more than aesthetics—it's about creating moods, evoking emotion, and supporting the inner lives of those who live or work within a space. I believe the spaces we occupy can help shape who we are.
Over the course of my 18-year career, my preferences have naturally evolved. I’ve always been a hands-on designer—capable of taking a project from initial measurements to final installation. I can create 3D visualisations, produce technical drawings, prepare budgets, and select materials. But today, what excites me most is the early conceptual phase—the creation of the design idea itself.
This is the part I now focus on most closely, while the technical development is handled by my team under my direction. What truly fascinates me is connecting with the client and uncovering what they really want—even when they’re not entirely sure themselves. There is nothing more rewarding than seeing a client’s eyes light up when the final result reflects exactly what they needed—sometimes even before they realised it.
So much has happened in the past year—it hasn't even been twelve months since I launched my interior design business in the UK. But without a doubt, the most memorable milestone for me was securing my very first project in this country.
It was a commercial commission that included the design of a bar, a restaurant, and an event hall—all in one multifunctional venue. I started from scratch, from the earliest concept sketches and zoning, and led the project through to its final realisation. This project will always hold a special place in my heart as the one that marked the beginning of my UK journey. Commercial spaces energise me—I truly enjoy shaping environments where people gather, celebrate, and connect.
For me, the most fulfilling projects are the ones where clients trust the design process and are open to creating something truly expressive. Whether it’s a residential or commercial space, what matters most is that creative dialogue and mutual respect.
That said, I personally find the greatest satisfaction in designing commercial interiors. There’s something incredibly energising about developing spaces that serve a broader audience—whether it’s a hotel, a restaurant, or a public venue. One of the most fascinating projects I’ve worked on was the Hawaii Resort Hotel, which I developed over several years. Projects like that allow me to blend strategic planning with storytelling and emotional atmosphere.
As someone who is naturally meticulous and highly responsible, I always strive for perfection in my work. I want every detail to be executed with precision. But interior design, especially during implementation, often brings unexpected challenges—whether it's on-site complications or last-minute changes from clients.
One of the biggest challenges for me has been learning to remain flexible in situations that are constantly shifting. You have to adapt quickly and calmly—while still delivering quality. Balancing my perfectionist nature with the need to stay agile and responsive has definitely been one of the most demanding (and character-building) aspects of the profession.
In the early stages of my career, I focused heavily on the artistic side of design—on aesthetics, atmosphere, and visual impact. But over time, I’ve come to understand just how essential it is to also master the technical and constructional aspects of the work.
I wish I had realised sooner how important it is to deeply understand how things are actually built: the materials, the methods, and the hidden details behind the finished surfaces. Today, I have that experience, but I encourage every aspiring designer to take an active interest in the 'invisible' side of design: the structure behind the beauty.
Always stay focused on the final result—not just the design stage. A beautiful concept on paper means nothing if it isn’t brought to life as intended. A project should be seen through to completion. That means being involved during the implementation phase, supporting the client, and guiding the execution.
In my early years, I worked on several projects where the clients chose not to proceed with author supervision—often due to budget concerns. Sadly, many of those interiors were never realised as planned. The vision was lost in translation, and the end result didn’t reflect the original design.
We’re already seeing the trends that are likely to shape the next few years, and many of them were clearly reflected at this year’s Milan Design Week. That event always sets the tone for what’s to come in the industry—and this year, it was all about natural materials, bold forms, and deep, earthy colours.
I believe the interior design industry will continue to grow, both creatively and commercially. As people place more value on the aesthetics of their surroundings—whether at home or in business environments—design becomes not just a luxury, but a necessity.
Becoming part of such a respected design community has been incredibly meaningful for me—especially as someone who is new to the UK. I see SBID as not just a professional network, but as a source of support, inspiration, and growth. It gives me the opportunity to learn from established British designers whose work I truly admire, and to better understand how the industry operates in this country.
As I plan to live and grow my business here long term, I believe SBID will play an important role in shaping my future as a designer in the UK. I’m excited to be part of this community and look forward to contributing to it in the years ahead.
Yuliya Forrest Interior Design is a studio based in Scotland, UK. Since 2006, Yuliya has been creating thoughtful and well-resolved interiors that combine functionality, comfort, and visual identity. While her portfolio spans residential, hospitality, and commercial projects, Yuliya is especially passionate about shaping distinctive spaces for businesses. Her work is rooted in a refined European sensibility, brought to life through a clear technical understanding and a strong artistic vision. The studio currently focuses on projects throughout the UK, while also maintaining a track record of international work across Europe and the Middle East. Clients value the studio’s flexible, hands-on approach and ability to translate brand and lifestyle into authentic, engaging interiors.
For early Summer 2025, Skopos will be releasing their new textured upholstery collection, Esme. Developed for the rigors of the contract world, Esme is a clever merger between an elegant boucle and a multi-tonal textured chenille check. Flame Retardant as standard, designed with a Stain and Soil Resistant finish, this collection helps to keep contract furniture looking good-as-new for an extended period.
Esme, is a mixture of Polyester and Cotton and pulls together complimentary tones and textures, providing a perfect Upholstery solution for designers to match with other elements within a scheme. Twisted fancy yarns complement a chenille texture, providing a subtle, yet elegant texture and tonal simplicity. Perfect for hospitality bedrooms, bar and lounge areas, or any contract spaces where a little extra protection is a benefit, Esme is offered in a broad palette of 20 Skus and comes with a halogen-free Crib 5 FR backing.
Hard-wearing, achieving 80,000 Martindale rubs, Esme retains its eye-catching appearance in the most demanding spaces. This new addition to the Skopos portfolio provides a furniture fabric solution suited to all commercial environments. A go-to option for furniture makers, end-users and designers alike, keeping interiors looking fresh and elegant. Esme provides a complimentary furniture solution alongside Skopos’ recently launched STUDIO print and works brilliantly alongside the Skopos velvet offer for a finish that shouts luxury.
Samples and shade-cards to show the full palette are available immediately from Skoposfabrics.com.
Skopos have recently been re-awarded Carbon Neutral status and are committed to providing sustainable solutions for contract interiors.
With over 50 years’ experience in textile innovation, Skopos have built up a wealth of design experience, providing flame retardant fabrics and key attributes that meet the needs of designers and end users alike.
ESME is available to order immediately with no minimums. Request loose samples via the website: skoposfabrics.com
About Skopos Fabrics Ltd
Skopos has over 50 year's experience of supplying innovative statement fabrics and soft furnishings into flagship hotels, marine interiors and other commercial spaces. Working globally with designers and specifiers, the Skopos brand thrives on innovation. Skopos fabrics deliver on style but also meet the needs of customers looking for technical assurance and key attributes, such as acoustic options, impervious upholstery fabrics, antimicrobial and blackout; providing a fabric-only, or made-to-measure and installation service. Accredited as a Carbon Neutral organisation in 2023, sustainable operations go hand in hand with the development of new recycled products and the use of local suppliers.
Nudging into Spring 2025, our new flame-retardant teddy-pile upholstery fabric, Kose, gives a soft textural finish to contract furniture. With a dappled surface, the 11 sophisticated colourways provide a perfect co-ordinate for commercial environments. Tapping into the trend for cosy textures and layers, the soft surface and style of Kose, alongside a fantastic value-led price, makes this easy to add into any scheme, whether for hospitality bedrooms or large public-space areas.
Hard-wearing, achieving 100,000 Martindale rubs, Kose retains its eye-catching appearance in the most demanding spaces. This new addition to the Skopos portfolio provides a furniture fabric solution suited to all commercial environments. Kose is 100% Polyester and comes with flame retardant Crib5 Halogen free* backing (no additional FR treatment required) and provides an easy-to-use contemporary option.
A go-to option for furniture makers, end-users and designers alike, keeping interiors cosy. Kose provides a complimentary furniture solution alongside Skopos’ recently launched STUDIO prints. This vast library of printed designs can be selected for use across a wide variety of end-uses, including upholstery, bed-throws, curtains. A truly eclectic collection of design ideas, it is left to the specifier to co-ordinate the schemes and decide on a fabric-only or full-service option.
With over 50 years’ experience in textile innovation, Skopos have built up a wealth of design experience, providing flame retardant fabrics and key attributes that meet the needs of designers and end users alike. KOSE is available to order immediately with no minimums. Request loose samples via the website: skoposfabrics.com
*All backing is Halogen free except the Angora colourway
The company's founder, Reghina Ivanco, shares more details with us: "The story of Art Focus Studio and my business, which eventually led me to set up my own company, started when I was still in college. The graduation took place under the patronage of the President of the Republic of Moldova, Vladimir Voronin at that time. The topic of my diploma thesis was the reconstruction of the Luceafărul Theatre. I was awarded first place and a prize of 30,000 lei for the best diploma thesis. Thanks to this, I got a job at a big architectural firm, ARD, whose director was the famous architect Gheorghe D. Telpiz. He became my mentor and teacher, who taught me not only how to draw, but also how to run a business. All in all, working at ARD was a great experience for me. Gradually, I expanded my clientele. Then, at some point, I realized I was ready to work for myself and started my own company, Art Focus Studio based in Chisinau."
Currently, the company specializes in interior design. We also help the client with the choice of materials. Apart from design, we also carry out turnkey projects. The main types of services we offer are the design of residential, commercial, and industrial buildings; 3D development and visualization, as well as project supervision.
The Art Focus Studio team consists of responsible and creative people, designers, or architects. In total, the team comprises six highly qualified professionals. Each of them is involved in the realization of individual projects. I carry out the functions of a project manager, generating new ideas, managing the project, and supervising the construction site.
Our work is based on several fundamental principles. First of all, we follow the rule "Less Talk, More Action". Secondly, trust and empathy between the designer and the client are very important to us. We also value the ability to solve problems quickly and work on results. And, of course, the aesthetic side is essential for all of us.
We have a number of successful projects in our portfolio, both in Moldova and abroad. Basically, we deal with interior design and design in residential and commercial projects. Among the large-scale projects implemented in Moldova are Zity Mall and Oasis Mall. Both projects have been very interesting for us. For example, Oasis Mall is a luxury project. There will be stores of premium brands in the mall, i.e. the interior of the mall had to be representative and direct the visitor to a certain standard. We designed the interior in an Art Deco style and completed it with brass and bronze elements. As for the Oasis Mall project, it is still in the realization stage.
Successful projects include the Aquaterra Resort Holercani clubhouse on the banks of the Dniester River. On the site of a destroyed nine-story building, we designed the interior design of the apartments, restaurant, and swimming pool. We also did the interior design for the TREND chain of stores. As for projects abroad, our team designed a two-story residential house in St. Petersburg. Another project, no less interesting, is in Shanghai. We designed a showroom for the Italian furniture factory DV Homecollection.
For the second year in a row, our company was ranked in the top three in the category "Best Residential Interior Design of the Year" at the DAS Interiors Awards.
We are targeting the international market. I can definitely say that Art Focus Studio will assert itself on the international market more.
The uniqueness of Oasis Shopping Mall lies in the monumental character of the project. The interior of the mall has been designed in the Art Deco style. The construction was started in 2018 and the completion date is scheduled for the end of 2021.
A 170-square-meter apartment in the HIGH PARK clubhouse. The interior is designed in a modern style, close to luxury minimalism. The decor of the bedrooms is enriched by geometric textile panels, while colourful mirrors create a visual effect of infinite space. The LED lights, installed across the apartment, lead the eye from the central scene to the background, creating a wave-like effect. A pleasant haze of soft light envelops the space.
A 165 sqm duplex penthouse for a young couple in minimalist style. The main decoration of the living room is the luxurious fibre concrete cupola, which creates an unusual light show that also delimits the space and creates a special atmosphere. The conceptual interior fulfils the basic objective of minimalism - conciseness.
About Art Focus Studio
Reghina Ivanco’s dedication to her craft and her team’s impressive achievements make Art Focus Studio a true standout in the world of art and design. In addition to their numerous accolades and achievements, Art Focus Studio also offers a wide range of high-end design services. From space planning to construction administration, their team provides the full scope of design services necessary to bring their clients’ visions to life. They specialize in design concept development, presentation, construction drawings, specification, purchasing, and installation of materials. Art Focus Studio’s commitment to providing exceptional design services is evident in their attention to detail and dedication to delivering exceptional results.
Nayerra Maher, Co-Founder and Interior Designer of NayeRRa Novelty has given her insight into the industry.
I believe that I have a creative, futuristic, imaginative, and artistic approach to the things around me, I can definitely think of interior design as a career path. Interior design offers a unique opportunity to combine creativity, functionality, art, and personal taste to create beautiful, comfortable, and inspiring living spaces. A profession in interior design can turn out to be extremely lucrative, entertaining, and secure. Creating something that makes others feel comfortable and serene is a very enjoyable thing to me, and it makes me happy about what I do. I found my passion in the interior design profession, and all the time I want to learn more skills about it, gain more information, learn tips and tricks, etc. It's a Cool Profession, the fact that you can create something from scratch and bring out a unique look in someone's house and their life is art in itself. Plus, you can start building your interior design career even after completing a bachelor's degree because there is much to learn once you are in the field.
I enjoy the form, colours, light, artistic lines, textures, and impactful patterns. That the form in interior design is an element of art. Form is the backbone of any interior design, which is the prime element in any design project. It helps to create an external impact on things like patterns, colours, and textures. Lighting is the 'secret weapon' of a stunning and practical space. It helps to create depth, height, and style while drawing attention to the areas that are most impressive. Especially natural light gives very good vibes and plays an important role in a human’s serenity. Also, enjoy using texture to create a specific feel in a room. Rough and coarser textures like reclaimed wood or terracotta have more 'visual weight' and create a cosy, rustic aesthetic, while smooth or shiny textures, including metals like chrome, reflect more light and create a more contemporary finish.
Completing a high-profile project: We successfully completed a high-profile project. These projects often come with unique challenges and opportunities to showcase creativity, innovation, and attention to detail. Successfully completing such projects can elevate the designer's reputation and open doors to further exciting opportunities.
Positive client feedback and satisfaction: we strive to create spaces that meet our clients' needs and vision. Receiving positive feedback and testimonials from satisfied clients can be incredibly rewarding. It not only affirms the designer's ability to translate clients' desires into reality but also strengthens the professional relationship and can lead to referrals and future projects.
Residential projects: Designing homes, apartments, or condominiums allows me to create personalised and intimate spaces that reflect the lifestyles and preferences of the homeowners. Residential projects often offer the opportunity for creativity and customization to create a unique space for everyone.
Sustainable projects: Designing spaces with a strong focus on sustainability and ecoconsciousness can be fulfilling for me because I'm passionate about environmental issues. These projects involve incorporating sustainable materials, energy-efficient solutions, and environmentally friendly practises.
Commercial projects: Designing commercial spaces such as offices, retail stores, restaurants, or hotels can be exciting due to the potential for creating unique and engaging environments that cater to specific needs and target audiences. Commercial projects often involve considerations of functionality, branding, and customer experience.
Cost management and time management are some of the challenging things to deal with as an interior designer – especially when clients have massive expectations! There may be times when designers come across clients that want luxurious designs at affordable costs. For interior design firms, time management skills are a must. There are only so many hours in a day and dozens of things need to get done. Organizing your time allows you to budget your hours effectively, prioritize projects, and stay on schedule to meet your forever looming deadlines. One of the hardest roles of interior designers is introducing the latest trends while maintaining a sense of timeless style. You don’t want your client to feel frustrated when a space is outdated after a few months. Staying on top of trends and knowing how to tastefully introduce them is one of the greatest creative skills for designers to master.
I wish I knew about the history of design, the structural integrity of buildings, local codes, regulations, and standards, anthropometry, ergonomics, spatial concepts, psychology, and the execution of everything from the construction to the turnkey space. Interior designers, like architects, are supposed to be jacks of all trades. They need to have interpersonal skills because they need to interact with other interior designers, homeowners, builders, architects, government agents, etc. To become a good interior designer, one needs to be well-rounded.
Make your own design sketches to be sure that your design is unique. Hone Your craft. The only way to improve your design skills and refine your aesthetic is through hands-on experience. Offer design assistance to family and friends; work on projects in your home, anything that will build your portfolio. Don't be afraid to put yourself out there. Become familiar with your local furniture and lighting stores: go inside, ask questions about where the pieces are manufactured, who is their target audience, what are the types of fabrics, etc. In the real world, these are the questions your clients will ask you. Learn about the cost of items. Once you begin working at a design firm, the first thing you will need to know is how to establish and follow a budget. Start learning now, so the selection process will be much easier.
Sustainability and eco-consciousness: The focus on sustainability and eco-friendly design is expected to continue growing. Consumers are increasingly demanding environmentally responsible materials, energy-efficient solutions, and sustainable practises in interior design.
Biophilic design: Biophilic design, which incorporates natural elements and a connection to nature, is expected to gain more popularity. Introducing elements such as indoor plants, natural light, and organic materials can enhance well-being and create a calming environment.
Technology integration: Technology will continue to play a significant role in interior design. Smart home systems, Internet of Things (IoT) devices, and home automation are becoming more prevalent, allowing homeowners to control various aspects of their interior spaces.
Minimalism with warm accents: Clean lines, simplicity, and minimalism have been popular in recent years. However, there is a growing trend towards adding warm and inviting elements to balance the minimalist aesthetic. This can include the use of natural textures, warm colour palettes, and cozy textiles.
Being accredited as an interior designer by a recognised international organisation can provide a certain level of recognition and credibility within the industry. It signifies that the designer has met specific standards of education, experience, and professionalism, which can enhance our reputation and instill confidence in clients. Accreditation typically requires adherence to a code of ethics and professional standards set by the accrediting organisation. This can include principles such as maintaining client confidentiality, practicing sustainable design, and conducting business with integrity.
Being an accredited designer demonstrates a commitment to upholding these standards and aligning with professional best practices. Accredited interior designers may have access to a range of resources and support services provided by the accrediting organisation. This can include access to industry research, design tools and software, legal and business guidance, and networking events. These resources can contribute to the designer's professional development and assist in delivering high-quality design services.
About Nayerra Novelty
Experienced in creative designing, we are architects, interior designers, product designers and artists who simultaneously believe in tradition and in breaking it. Our aim is design excellence, space planning, interior design, visual merchandising and a dash of art to create cosy environments with functional practicality. All our achievements are credited to hard work, concerted efforts, and exceptional vision, going above & beyond everyday into the foreseeable future.
The SBID International Design Awards finalists for 2023 have been revealed, boasting an impressive shortlist of award-worthy entries across Interior Design, Product Design and Fit-Out. From the design scheme, materials used and products specified through to the final fit-out installation, the SBID Awards champion design standards across the supply chain in the design, procurement and execution of outstanding interiors!
To complete the third and final stage of judging, the online Public Vote is now open! Worth 10% of the final scores, it's your chance to sway the results to decide which finalists you think deserve to take home a prestigious SBID Award!
You can only vote once per category, so choose wisely and vote for your favourite designs today! Voting closes at 5pm (BST) on 11 September.
Explore the 2023 SBID Awards Finalists for the CGI & Visualisation category! This category rewards skill and innovation in the use of visual design software and includes both residential and commercial renders. The shortlisted entries include any interior design visual or CGI that has been created on a visualisation programme, including AutoCad, CAD, 3ds Max, InteriCAD and Vectorworks.
Click here to view all category finalists
Explore the 2023 SBID Awards Finalists for the Club & Bar Design category! The shortlisted entries include nightclubs, private members clubs and bars with judges looking for functionality, compliance and fit-for-purpose design.
Explore the 2023 SBID Awards Finalists for the Healthcare & Wellness Design category! From interiors of hospitals, healthcare facilities and care-related properties (including gyms, spas and wellbeing centres), the finalists adopt innovative approaches to healthcare environments.
Explore the 2023 SBID Awards Finalists for the Hotel Bedroom & Suite Design category! The shortlisted projects include both new builds and restorations for commercial hotel designs, showing high levels of creativity, innovation and consideration for the target clientelle.
Explore the 2023 SBID Awards Finalists for the Hotel Public Space Design category! This category includes designs for lobbies, spas, ballrooms, meeting rooms and other public facilities within hotels. Shortlisted projects show the creativity and innovation required to provide unique and memorable guest experiences!
Explore the 2023 SBID Awards Finalists for KBB Design! The finalists in this category include the latest interior designs for the kitchen, bedrooms and bathrooms within residential spaces, considering user lifestyles, personal tastes and trends to execute the client brief.
Explore the 2023 SBID Awards Finalists for the Office Design Over 2,000 SqM category! Showcasing inspiring workplaces with contemporary design concepts to curate effective working environments that meet the needs of both the client and the employees!
Explore the 2023 SBID Awards Finalists for the Office Design Under 2,000 SqM category! Showcasing inspiring workplaces with contemporary design concepts to curate effective working environments that meet the needs of both the client and the employees!
Explore the 2023 SBID Awards Finalists for the Property Development Asia Pacific category! Including the most innovative residential and mixed-use developments, sales centres, marketing suites in the Asia-Pacific region.
Explore the 2023 SBID Awards Finalists for the Public Space Design category! Dedicated to the exceptional interiors for public spaces created as a service for the community; from airports, libraries, schools and museums, to universities and religious buildings!
Explore the 2023 SBID Awards Finalists for Residential Apartment Over £1M! This premium design category highlights the wow-factor for high-end residential projects with an overall value exceeding £1 Million!
Explore the 2023 SBID Awards Finalists for Residential Apartment Under £1M! With an overall value of under £1 Million, the finalists are recognised not only for achievement for the budget, but also on intuitive functionality and aesthetics.
Explore the 2023 SBID Awards Finalists for Residential Budget Up To £50K! The finalist projects in this category have delivered the best interior design solutions to meet the client’s brief on a limited budget!
Explore the 2023 SBID Awards Finalists for Residential House Over £1M! This premium design category highlights the wow-factor for high-end residential projects with an overall value exceeding £1 Million!
Explore the 2023 SBID Awards Finalists for Residential House Under £1M! With an overall value of under £1 Million, the finalists are recognised not only for achievement for the budget, but also on intuitive functionality and aesthetics.
Explore the 2023 SBID Awards Finalists for the Restaurant Design category! Looking for the latest innovations in hospitality, the finalist designs for restaurants and cafes consider functionality, compliance and creativity to create engaging dining experiences.
Explore the 2023 SBID Awards Finalists for the Retail Design category! Highlighting the latest commercial trends, the finalist designs include retail outlets, shopping centres, pop-up shops and showrooms with the innovation and functionality to create safe and engaging customer environments.
Explore the 2023 SBID Awards Finalists for Show Flats & Developments! This category is for marketing suites and show homes with designs focusing on functionality, aesthetic and ability to interpret the developer’s vision and engage potential consumers.
Explore the 2023 SBID Awards Finalists for the Product Design categories! Boasting finalists across the sectors, the product design awards showcase interior solutions from accessories and furniture to floors, surfaces, sanitaryware and more!
Explore the 2023 SBID Awards Finalists for the Interior Fit-Out Design categories! This award is bestowed upon the fit-out specialists and contractors operating across the commercial and residential sectors for providing superior services in the execution of outstanding interior design projects!
Voting closes at 5pm (BST) on 11 September.
Visit www.sbidawards.com to find out more!
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