Natasha King, Founder & Principal Designer at Styled Home Design, has given her insights into the industry.
My career began in the corporate hospitality sector, where I spent over a decade working in marketing roles for some of the UK’s largest hospitality brands. Over time, I progressed into a Head of Guest Experience position, where interior design naturally became central to my role. Understanding how guests interacted with a space, what encouraged them to stay longer, and how environment influenced spending and behaviour was key. This involved navigating commercial spatial planning from both guest and operational perspectives, considering everything from layout and lighting to materiality and even scent. That experience gave me a deep understanding of how design directly impacts emotion, behaviour and performance, knowledge that now underpins my approach to both residential and hospitality interior design.
I have always been deeply fascinated by how spaces make people feel. From a young age, I was drawn to architecture and design, how buildings are constructed, why spaces are laid out the way they are, and how materials influence atmosphere. Growing up, I moved home several times, and I instinctively created a sense of sanctuary in my own bedroom or personal spaces. Those environments gave me comfort, grounding and security, and I realised how powerful that could be. That understanding has followed me into adulthood, where my home remains incredibly important to how I feel and function day to day. Interior design allows me to combine creativity with psychology and practicality, creating spaces that genuinely support people’s wellbeing, lifestyles and emotional needs.
While I love the entire design process, seeing a project come to life is without doubt the most rewarding part. Watching an idea evolve from concept to reality, and knowing that it has enhanced a client’s wellbeing and everyday life, is incredibly fulfilling. Interior design is not just about aesthetics; it’s about shaping how a space is experienced and how it functions long-term. Being able to influence the interior architecture of a building, improve flow, introduce thoughtful details and ultimately deliver a home or space that truly works for its occupants brings me immense satisfaction. That moment when clients walk into their finished space and feel understood is what makes the process so special.
One of my most memorable highlights has been seeing my business continue to grow and evolve. Styled Home Design is approaching its fourth year, and even within that time, I’ve seen it transform through experience, projects and client relationships. Every project shapes the studio in some way, refining our processes, our confidence and our approach. I’m constantly adapting, learning and raising the bar, both creatively and professionally. That ability to evolve, rather than standing still, is something I’m incredibly proud of. Building a business that continues to mature, challenge me and deliver increasingly refined work has been one of the most rewarding aspects of the past year.
I primarily work on residential projects, particularly long-term full home renovations. I often say that I don’t have a signature design style, our signature is our approach. We place the client at the heart of everything we do, which means no two projects look the same. Full renovations allow us to really get to know our clients and design homes that reflect how they live, not just how they want their space to look. Alongside residential work, I also love boutique hospitality projects, drawing on my background in the hospitality industry. These projects often allow for more creative freedom, as they are less emotionally driven than homes and offer exciting opportunities to inject personality and bold design choices.
Coordination is by far one of the most challenging aspects of the profession. The number of decisions involved in any project is vast, and the behind-the-scenes work is something many clients don’t fully appreciate until they experience it first-hand. Managing contractors, suppliers, timelines, budgets and design intent simultaneously requires constant oversight. There are so many moving parts, and without experience, it’s easy for projects to become overwhelming or costly. This is often where clients truly see the value of working with a professional designer, our role is to manage complexity, anticipate issues and ensure everything aligns seamlessly, allowing clients to feel supported and confident throughout the process.
I wish I had fully understood just how small a percentage of the role is design. In reality, design is only a fraction of what we do. Project coordination, procurement, budgeting, client management and problem-solving account for the majority of the work and are what truly hold a project together. I also wish there was broader public understanding of what professional interior design really involves. As an industry, we still have work to do in educating clients on the value and expertise required, especially when managing significant financial investments. Organisations such as SBID play a crucial role in raising standards, providing accreditation and helping to professionalise an industry that lacks formal regulation.
Earn your stripes but then know your worth. Most creatives are deeply passionate about what they do, and that passion can sometimes be taken for granted. Early in your career, it’s important to gain experience, build a portfolio and learn the realities of the industry. However, there comes a point where you must value your expertise, time and knowledge. Being confident in your worth and setting boundaries is essential for longevity and sustainability in the profession. Loving what you do shouldn’t mean undervaluing yourself.
I believe there is still a long way to go in educating clients about the true value of interior design, particularly in the UK. Compared to Europe and the US, where working with an interior designer is far more commonplace, we are still behind. I would love to see the industry become more professionalised and trusted. I often explain to clients that hiring an interior designer is like hiring any professional service, it’s sometimes not because you can’t do it yourself, but because your time is valuable and the expertise helps avoid costly mistakes. Once clients experience the process, they quickly understand the complexity involved and the value professional design brings.
SBID accreditation represents professionalism, credibility and trust, qualities that the interior design industry truly needs. It provides clients with reassurance that they are working with a qualified professional who meets recognised standards and operates with integrity. For me, it aligns perfectly with my belief that interior design is a serious profession involving large financial investments and complex decision-making. SBID helps bridge the gap between public perception and professional reality, and I’m proud to be accredited by an organisation that champions excellence and raises industry standards.
About Styled Home Design
Styled Home Design is a Cambridge-based interior design studio specialising in luxury residential renovations and bespoke commercial interiors. We work with private homeowners, developers, and businesses who want beautifully considered spaces without the stress of managing the process themselves. Our approach is collaborative, design-led, and detail-driven, balancing timeless aesthetics with practical, liveable solutions. From concept development and spatial planning through to detailed specifications, procurement, and project management, we oversee every stage to ensure clarity, quality, and confidence. Each project is tailored to the client, resulting in refined interiors that feel personal, functional, and enduring.
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.
Dr Esther Milardi, Design Director of Di Oro Interiors, has given her insights into the industry.
I moved from Italy to the UK in my twenties to study Comparative Literature and explore the relationship between identity and forms of visual and written expression. During this time, I became fascinated by how emotions powerfully shape daily experience, memory, and our sense of self.
This sensitivity to emotional depth and storytelling naturally guided me towards interior design and visual art, fields I had long been drawn to. In 2016, I founded Di Oro Interiors, bringing together a passion for creating emotionally resonant spaces with an intuitive understanding of how interiors and art can reflect, support, and inspire individual identity.
Interior design felt like a natural meeting point between my academic background and the elements that have always guided me, namely emotion, storytelling, and beauty shaped with purpose. I see interior design as a powerful form of communication, much like other artistic forms of self-expression, where spaces shape our experiences, identity, and sense of belonging. This understanding is what drew me to the profession, as well as a desire to move beyond the narrow perception of interior design as purely decorative or trend driven.
At the heart of my work lies in fact a genuine passion for helping clients realise that the spaces they live and work in should be more than a clever combination of furniture. They should at heart reflect the depth of who they are. It is my firm belief that it is only when environments are informed by personal memories, values, and individual rhythms, that they become places that nurture creativity, offer peace, and support everyday life.
What I enjoy most is the deeply human side of design, the conversations, the listening, and the gradual uncovering of what truly matters to a client. I love the moment when a project moves beyond surface preferences and into emotion: memories, daily routines, and dreams. That is where design becomes meaningful.
I am particularly drawn to the early conceptual phase, when ideas are still fluid and the narrative of a space begins to take shape. Translating intangible feelings into colour, texture, light, and form is both challenging and profoundly rewarding.
One of the most memorable highlights of the past year was designing a medical and aesthetic clinic across three floors. The project was especially rewarding when inspectors were so impressed by the overall design and functionality that they elevated the clinic to the level of a day hospital. This recognition was incredibly affirming for our team and deeply meaningful for our client.
What made the experience even more special was the trust the client placed in us, shaped by her response to a previous space we had designed for her. She had described that earlier project as feeling like “walking into Narnia,” a place where she felt happiest and fully recharged at the end of her working day. Knowing that our work could consistently create environments that meet strict professional standards while also offering emotional comfort and renewal made this achievement particularly memorable.
I am most drawn to residential projects and intimate commercial spaces where a strong emotional narrative can unfold. Homes, in particular, hold layers of personal history, making them incredibly rich creative territory. I love working with clients who are open to introspection and collaboration, those who see design as a journey rather than a checklist.
Ultimately, my favourite projects are those where trust is present and where the design process becomes a shared exploration of identity. These are the projects that result in spaces that feel timeless, meaningful, and deeply lived-in.
One of the greatest challenges I encounter is managing expectations in a world increasingly influenced by fast trends and curated imagery. Helping clients move beyond Pinterest-style references and towards a more personal and lasting vision involves patiently encouraging reflection rather than instant decisions.
I would have reminded my younger self that building a practice takes time. Developing a distinct voice, attracting aligned clients, and refining a philosophy is a gradual process. Trusting that journey and staying true to one’s values is far more important than rushing towards quick success.
My advice would be to develop your sensitivity before your style. Trends change, but your ability to observe, listen, and understand people will remain your greatest strength. Interior design is ultimately about people, not products.
Take time to explore who you are, what moves you, and what stories you want to tell through space. Build a strong foundation by learning the technical aspects of the profession, but never lose sight of emotion and meaning. Be curious about art, literature, travel, and life, all of these feed good design.
Most importantly, be patient with yourself. Confidence and clarity come with experience. Trust your instincts, remain open to learning, and allow your voice to evolve naturally. When your work is rooted in authenticity rather than imitation, it will resonate far more deeply with clients.
I believe the industry is moving towards a more thoughtful, human-centred approach. Clients are increasingly seeking spaces that support wellbeing, emotional balance, and a sense of identity, rather than purely aesthetic statements. I sense a growing desire for interiors that feel meaningful.
As far as sustainability is concerned, I hope that it will continue to evolve beyond materials and processes, extending into longevity and emotional durability: spaces that are loved and lived in for years, rather than frequently replaced.
Ultimately, I am convinced that the future of interior design feels quieter and more intentional.
Being an SBID Accredited Interior Designer represents both professional recognition and personal alignment with values I hold deeply. It acknowledges a responsibility to integrity and expertise, and a commitment to designing with care, depth, and purpose.
About Di Oro Interiors
Renowned for its multi-award-winning designs, Di Oro Interiors specialises in creating timeless interiors for residential and commercial clients. Founded in 2016, our interior design studio has built an invaluable reputation over the years for creating high-end luxurious interiors and for providing the highest level of design services. Our mission is to inspire joy and fulfilment, ensuring our clients feel a sense of excitement every time they walk into their space. With extensive experience and meticulous attention to detail, Di Oro Interiors is the ideal partner for discerning clients seeking expert guidance in bringing their visions to life.
Brooke Collins, Founder of Brooke Harmony Design, has given her insights into the industry.
I have always been passionate about interior design. I decided to study it at Southampton Solent University, where I built a strong foundation in both the creative and technical aspects of design. After graduating, I couldn't wait to get started in the industry. I spent my first three years at a design studio in Chelsea, working under some amazing designers and gaining invaluable experience across a range of residential and commercial projects. In 2020, I took a leap and became self-employed, which allowed me to work with multiple studios and build direct client and supplier relationships. Through my freelance work, I built the foundation for my own studio, Brooke Harmony Design, which became a full limited business in 2024. Now, with Brooke Harmony Design, I have the privilege of helping private and commercial clients across London and the New Forest enhance their surroundings through design.
Since I can remember, I have always enjoyed being creative and interacting with people, and interior design offered the perfect blend of the two! As I learned more about interior design and architecture, I also began to see how different environments can affect the people in them. I wanted my career to give me the chance to create amazing, unique spaces that would make people happy.
Without a doubt, it’s the people-focused nature of what we do. No two projects are ever the same, which keeps things interesting. Every client, brief, and space brings a new perspective, pushing us to think differently and refine our approach each time. Every day presents a new challenge and gives us a chance to be better designers. I love how the team and I are constantly evolving, not just with our skill set but also by incorporating new materials and suppliers, like those focusing on sustainability.
The past year has been a huge milestone for Brooke Harmony Design, marking our first year as a limited company, along with a complete re-brand. It’s been incredibly rewarding to see the studio grow, work on some amazing projects, and build strong relationships with wonderful clients along the way. We also became SBID accredited, which is a moment I’m especially proud of. It feels like a meaningful recognition of the quality, professionalism, and values we bring to our work.
I genuinely love the mix of projects we work on, as both residential and commercial design bring something different to the table. With residential projects, there is nothing better than seeing a family enjoying their new home and knowing that the space you created has improved their everyday life and wellbeing. On the other hand, commercial projects are often more fast-paced and dynamic. They bring a different energy into the studio that allows us to push the design boundaries a bit more, which is always fun.
Definitely the implementation of a design, especially if you are working within a larger project framework, coordinating between different suppliers, architects, contractors, and joiners etc. It is critical to make sure that everyone involved is moving in the same direction whilst also managing timelines, budgets, and expectations. Clear communication and organisation are essential. I think sometimes clients can be surprised by just how involved a design studio is throughout the project. We can start pre-planning permission and work with the client all the way through to placing the final cushion on site.
How important mindset is in this industry. Challenges are unavoidable, but staying calm and composed under stress leads to better decisions and stronger design solutions. No matter the problem, there is always a solution, so it’s important to keep a clear head. You must be able to have clear, concise communication and be open to feedback and learning from others.
Trust in yourself. No matter how good a designer you are, problems will always arise. Don’t dwell on the issues. Just remember that, however difficult a situation is, it will pass. Design is all about dealing with the highs and the lows. Be flexible and open-minded. Unexpected constraints often spark the most creative solutions, so approach problems as opportunities. Respect the expertise of others, and learn from them. Don’t fear criticism, use it to grow.
I think we are seeing a shift towards more thoughtful, people-led design. Clients tend to be more focused on wellbeing, sustainability, and adaptability. Flexibility is key; multifunctional rooms, adaptable layouts, and design that evolves with changing needs are becoming essential, in both homes and commercial settings. I’m a huge fan of saunas and steam rooms, so I’m hoping they are a big trend for next year, too!
It represents professionalism, credibility, and a commitment to best practice. It reassures clients that we know what we are doing and motivates us to continue growing and delivering high-quality design.
About Brooke Harmony Design
We are a passionate and dedicated interior architecture and design studio committed to creating incredible, meaningful spaces that truly work for our clients. Our approach blends creativity, technical expertise, and a deep understanding of how people live and interact with their environments. We listen closely to each client’s needs, translating their ideas into thoughtful design solutions that balance striking design with functionality, and comfort. From concept to final styling (and everything in between!) we focus on delivering interiors time and time again that feel personal, inspiring, and timeless.
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.
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.
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.
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