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 Johnny Grey. Johnny Grey Studios specializes in crafting bespoke kitchens that seamlessly blend architecture and interior design with comfortable living.
My design style evolves and rotates between many polarities. I’m inspired by Medieval and Georgian periods in our culture, early Chinese furniture, also Arts and Crafts and Modernist architecture, as well as Japanese movements such as the Metabolists. I am always on the lookout to connect with artists and craftspeople, including through the paint and patterns of domestic artefacts, fabrics and wood carving. My new Unfitted Kitchen shows off this approach with aesthetics that incorporate many of the design references I have mentioned.
Unfitted kitchens are increasingly popular as they offer a range of furniture items to give clients freedom in creating their own personal environments. Furnishing a room, as opposed to having cabinetry built in, allows clients more flexibility and self-expression. Kitchens are no longer just for cooking. The functions of other downstairs room are often folded into them these days. With home working, hobbies and sociability increasingly taking place in the kitchen, the room can now be designated a ‘House Place’, an idea articulated by the poet William Wordsworth. This fits with a process that involves functions of rooms becoming less specific and more diverse. Interestingly the trend applies to both small and large homes. The hybrid nature of this new kitchen, ‘broken plan’ rather open plan, suggests that we need activity areas as well as nooks for privacy or security, plus a personal sense of belonging expressed through its decor.
We have a section on the Johnny Grey Studio website called Full Circle where we resell kitchens that have been taken out of their original homes. This is a very effective way of reducing waste and the problem of disposal of building materials. Our kitchens are always well crafted, very durable and fit to be repurposed. We make conscious efforts to use natural and recycled materials when possible and to avoid plastic finishes on our furniture when this can be done in line with durability, which it often can.
Our designs use multiple style references, allowing them to stand out from fashion trends and obsolescence. Because of this, a thirty-year-old Johnny Grey kitchen still looks modern. Three essential design ideas of mine are in evidence in most, if not all, of my kitchens. Number one is to make eye contact possible as this promotes sociable use of space so that people can have conversations while cooking and preparing food. Number two is ‘soft geometry’ – that is, the avoidance of sharp corners, particularly on furniture like central islands in the middle of a room. Walking around the kitchen feels safe and natural and it means the passageways can actually be narrower. The third principle is the use of dedicated work surfaces instead of indiscriminately long countertop work surfaces. This allows both small and large kitchens to function efficiently, often with reduced distances between key activities. It frees up space for sociable furniture.
Spend time in a workshop to learn how things are made. Take your education and learning processes across design boundaries. Learn skills from product design, architecture and interior design as well as project management. Observe how people use space, follow research into behavioural psychology and neuroscience, visit historic buildings and enjoy books on the history of design. Remain self-critical of your work, seek a broad spectrum of style and constantly explore new ways of approaching your work.
It is not fashion focused. It connects history and my personal vision of using colour, pattern, shape with a sense of fun and quirkiness. I attempt to make people feel comfortable and happy in their surroundings through sociable design philosophy. The quality of the individual pieces of furniture should last for generations.
Many if not all my projects represent the core aspects of my approach. Narrowed down, I would say the Unfitted Kitchen for the reasons mentioned above. It’s the distillation of years of work honing furniture that is practical, stylish and flexible, has an easy appeal and represents good value for money. After successfully offering this to the public in 1986-9 through Smallbone of Devizes, I have now revived the concept as part of my legacy. I’m hoping it will change the industry by becoming a popular alternative to fitted kitchens.
The Guildford kitchen is a classic JG Studio collaboration between clients, furniture makers and the design team. The design is functional and innovative – three working tables distribute the activity of the kitchen, all linked together and with different heights and materials. Surfaces are warm to the touch, including the ceramic wall with its innovative unglazed hammered finish that is soft and eye catching in a fun way. The Dolphin shaped legs make a hinged bar that is ideal for leaning against and serving food is a classic example of one of my custom designs. For interior projects, the Treasure Island House for Felix Dennis stands out. This was a themed fun house based on the writings of Robert Louis Stevenson. It centred around a swimming pool with palm trees distributing heat, a seventeenth century opium ketch kitchen and panelled dining room, a four poster bed decorated with carved statues of Long John Silver and the Spanish Lady with a secret staircase to the stars, a shell filled bathroom and a double-sided aquarium through which the viewer enters the building on arrival.
About Johnny Grey Studios
I trained as an architect at the Architectural Association School of Architecture. Afterwards I enjoyed a brief time running an antique furniture business before setting up a workshop making furniture. When it became clear that design was my strength, I set up a design studio in 1977. My aunt, the food writer Elizabeth David, then asked me to design her a kitchen based on a book chapter on her dream kitchen that she wrote for Terence Conran in The Kitchen Book (1977). It became clear to me around this time how poorly functioning and uncomfortable most kitchens were and what a difference you can make to people’s lives if you get the design of this crucial room right. The need for a new template for kitchens was the spur that got my career up and running as well as an interest in writing design books. I have written four on kitchen and home design. I have a life-long interest in education, which is why helped set up The Kitchen Education Trust. I also provided impetus for the first kitchen design foundation degree, at Bucks New University. This is now closed but am currently devising an apprenticeship called Living Spaces Design. I speak at events worldwide on design innovation in the kitchen that include smart tech, sustainable design, neuroscience and history of design. I have helped set up the South Downs Food Festival held at Stansted Park in Hampshire each summer.
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Charlotte Säve, Founder of Charlotte Säve Design Studio, has given her insights into the industry.
I’m a London-based interior designer specialising in high-end residential projects. Before founding my studio, I built a successful career in beauty marketing, working for global brands including L’Oréal, Estée Lauder and Walgreens Boots Alliance.
I completed my formal training at the Inchbald School of Design in London, graduating with a BA (Hons) in Architectural Interior Design. Originally from Sweden, I bring a distinctly international perspective to my work shaped by a lifetime living in various places including Sweden, Belgium, USA, France and now the UK. For me, the most successful spaces are those that tell a story. I approach each home not as a blank canvas but as an unfolding narrative that reflects the identify, lifestyle and aspirations of the people who inhabit it creating spaces with a unique identity.
I’ve always been drawn to interiors, from wallpapering my doll’s house as a child to finding ways to make every space I lived in feel like home. Having moved frequently throughout my life, I learned early on how powerfully our surroundings shape our comfort, identity and well-being and I became fascinated by the idea of creating environments that feel deeply personal.
After a long and fulfilling career in the beauty industry, I reached a natural crossroads as I hit 40 and realised it was the right moment to turn a lifelong passion into a profession. Retraining in interior design allowed me to bring together my creativity, problem-solving skills and my passion for understanding how people experience spaces, and it has been the most rewarding decision I’ve made.
I love getting to know my clients and understanding how they truly live. In my previous career, I loved working on beauty brands that anticipated what customers needed before they realised it themselves and that is something that translates directly into my work now.
I’m passionate about creating homes that feel genuinely personal and lived-in where beauty and functionality sit comfortably together. There is something incredibly rewarding about transforming a space so that it feels as though it has always belonged to the people who live there, somewhere that brings ease, comfort and joy the moment they walk through the door.
It must be finishing the large summer house project on Nantucket, MA (USA) I have been working on for 2 years. Having the opportunity to work on such a significant and prestigious property so early in my career felt like a real milestone. The most rewarding part has been the client’s response, they were thrilled with the outcome and the project has already led to a second home with the same client. It was a real ‘pinch-me’ moment and has given me both confidence and momentum to move forward.
My favourite projects are those rooted in a strong sense of place, whether they are period properties or new builds within a traditional landscape. Having moved around so much in my life, I’m really drawn to houses that already have a story or a clear identity. I love the challenge of honouring that character while shaping it for modern living, creating spaces that feel timeless and ready for their next chapter.
I think one the challenges is balancing the creative side of design with the practical realities of a project. There are a lot of moving parts and keeping timelines, budgets and people aligned, especially when working across not just different countries but continents can be complex. The organisational and communication skills I developed in my previous career have been incredibly helpful, but every project still poses a new challenge and allows me to learn something new.
I always expected the client side to be important but perhaps I didn’t quite appreciate just how much of the work comes down to listening and translating. Often clients can’t fully articulate what they want, and part of the job is gently interpreting what they mean beneath the words. I’ve also learned that many clients understandably romanticise how they imagine life in their new home so it’s my role to translate that vision into something that will truly support how they live day-to-day without them ever feeling like they’re compromising.
Design also involves a surprise amount of problem solving and gentle coordination which has taught me the importance of patience and clear communication. These skills have grown with experience and every project is an opportunity to further develop.
Stay curious and look beyond your screen. Pinterest or Instagram are great, but they are not the whole world. Inspiration shows up in the most unexpected places; a building you walk past every day, a pattern in a book even something you notice while out for a run. One of my ideas once came from how my childhood dolls’ house plugged in, proof that nothing is too small or too random to inspire. Keep your eyes open because design is everywhere if you let yourself notice it.
I think clients are moving away from wanting ‘trendy’ homes and towards a desire for their homes to feel authentic and enduring. Sustainability is becoming a genuine expectation rather than an option. And while technology will continue to evolve very quickly, the opportunity lies in using it as a tool to support creativity and communication rather than replacing them.
Being SBID accredited represents a commitment to high standards, continued learning and accountability within the industry.It’s an honour to be part of a wider community of designers that supports, elevates and celebrates the profession.
About Charlotte Säve Design Studio
Charlotte Säve is a London-based interior designer with a focus on creating spaces that feel both timeless and deeply personal. Her work is guided by a belief that the most successful interiors tell a story through light, texture and proportion. Drawing on Scandinavian principles of simplicity and restraint, she combines natural materials with crafted detail to create environments that are calm, expressive and enduring. Each project begins with an understanding of how people live and connect, resulting in spaces that balance beauty with purpose and evoke an effortless sense of harmony and authenticity.
This week’s instalment of the SBID Icon Insights series features Helen Green Design. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences.
A standout project that embodies our design ethos is Harcourt House Apartments Grade II listed residences in the heart of Marylebone. This project beautifully reflects our ability to balance heritage architecture with contemporary living. We introduced layered lighting solutions to enhance the ornate period details while ensuring the space felt modern and inviting. The use of refined materials, bespoke furnishings, and carefully curated finishes created an interior that feels luxurious yet understated—something that is central to our approach.
The future of interior design is being shaped by a renewed focus on timeless craftsmanship, sustainability, and the fusion of tradition with modernity. Clients are increasingly seeking personalized, curated interiors that reflect their lifestyle while standing the test of time. The demand for bespoke, artisan-made pieces continues to grow, as does an appreciation for historic architectural details reinterpreted in a contemporary way. Additionally, there is a shift towards holistic well-being in design, incorporating biophilic elements, natural materials, and intelligent spatial planning to enhance quality of life.
Sustainability is integrated into our design philosophy through responsible sourcing, longevity, and craftsmanship. We prioritize high-quality, durable materials that age beautifully, reducing the need for frequent replacements. We work with artisans and suppliers who share our commitment to ethical production, favoring locally crafted furniture and finishes where possible. Additionally, we emphasize adaptive reuse, preserving and repurposing existing architectural elements rather than replacing them. Energy-efficient lighting, natural ventilation strategies, and sustainable fabrics are also key considerations in our projects.
Helen Green Design is known for its timeless British luxury with a contemporary edge. Our interiors are defined by layered textures, refined detailing, and an elegant yet understated aesthetic. While each project is tailored to the client’s personal vision, our hallmark approach emphasizes proportion, craftsmanship, and a balance between classic and modern influences. We create spaces that feel sophisticated yet inviting, always prioritizing comfort and function alongside beauty.
One of Helen Green Design’s greatest achievements has been maintaining the brand’s identity, reputation, and recognition following the absence of its founder, ensuring that the studio continues to thrive while staying true to its original vision of timeless British luxury. Through a commitment to excellence, craftsmanship, and innovation, we have successfully upheld the studio’s legacy while evolving to meet the needs of a modern, discerning clientele.
Additionally, we take pride in being pioneers in integrating sustainability within the luxury interior design sector. In an industry often driven by excess, we have actively worked to promote responsible sourcing, longevity, and ethical craftsmanship. By prioritizing high quality, enduring materials, collaborating with sustainable artisans, and advocating for adaptive reuse where possible, we are reshaping the perception of luxury to be not only beautiful but also conscious and future-focused.
Helen Green Design distinguishes itself through its ability to blend heritage with modernity while maintaining an unwavering commitment to quality, detail, and client experience. Our interiors are carefully curated to feel both elegant and deeply personal, ensuring that every project reflects the lifestyle and aspirations of our clients.
We also stand apart in our pioneering approach to sustainability in high-end design, proving that luxury and environmental responsibility can coexist. By championing artisanal craftsmanship, responsible material sourcing, and timeless rather than trend-driven design, we create spaces that are not only exquisite but also built to last.
Furthermore, our collaborative, client-first approach ensures that every project benefits from the expertise of a multidisciplinary team, delivering a seamless experience from concept to completion. This, combined with our reputation for discretion, excellence, and innovation, continues to set Helen Green Design apart as a leader in the luxury interior design industry.
Yes, mentorship and education are integral to Helen Green Design’s ethos. We believe in nurturing the next generation of designers, sharing knowledge, and fostering creativity within the industry. Through in-house training programs, internships, and mentorship opportunities, we guide emerging talent in understanding the intricacies of luxury interior design, craftsmanship, and project execution.
Additionally, members of our team participate in industry panels, guest lectures, and design forums, offering insights into evolving trends, sustainability in luxury design, and the business of interior design. We take pride in supporting young designers and fostering a collaborative learning environment within the studio.
About Helen Green Design
Helen Green Design is a distinguished British interior design studio, founded in 2002 by the late Helen Green. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences. With an unwavering commitment to quality and sustainability, Helen Green Design crafts refined, liveable spaces that transcend passing trends. At the heart of the studio’s philosophy lies a dedication to exceptional craftsmanship and highly personalised service, ensuring each project reflects the unique lifestyle and aspirations of its clients.
This week’s instalment of the SBID Icon Insights series features Katharine Pooley. Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world.
Our recent interior design and interior architecture project, Château de la Croix des Gardes, has been called ‘a contemporary reimagining of an historical masterpiece’. The largest remaining estate on the Cote D’Azur, this legendary Belle Époque Château is unparalleled in the beauty of its architecture, its sublime Mediterranean views, the scale of its surrounding gardens and its magical history. It has been an honour and a pleasure for Katharine to lead a formidable team of creatives in the complete redesign of this majestic home (as featured in Architectural Digest France). Inspired by classic French design delicately blended with a touch of English eclecticism it is a good example of Katharine’s design aesthetic, married with her passion for craftsmanship, as it included: - Over 150 hand-crafted bespoke furniture pieces and custom joinery pieces with intricate marquetry, inlays and specialist timber finishes which have been made by England’s traditional, small-scale, fine cabinetry workshops. - Over 40 diqerent hand embroidered textiles from 5 British ateliers. - 30 diqerent pieces of art from British painters and ceramicists. - 13 hand-painted frescos, silk wallpapers and panels painted by 8 diqerent studios and artists – the work of a London based artist features throughout and 2 British handpainted wallpaper companies
We collaborate exceptionally well both internally and externally and that is a cornerstone of the design studio: It takes a village! Internally we have built a studio of experienced and award-winning designers and architects who seamlessly work together to create flawless, fully immersive designs for our clients where every detail is considered, designed, installed and styled. We also work alongside – and often lead – an established network of the highest quality contractors, agents, specialists and suppliers to ensure a luxurious level of workmanship is achieved across every facet of a client’s project.
We like to design unhemmed by trends or fleeting fashions as Katharine strongly believes that true elegance and comfort is timeless. Wellness, fitness, comfort and personalisation are increasingly important to our clients. There is also a move towards more informal entertaining, a generational move away from traditional formal living room spaces to more fun and immersive games rooms, home cinemas, wine tasting rooms, music rooms. Spaces that reflect the unique individual passions of the client and showcase their niche interests are definitely growing in demand.
We make a conscious eqort to design with an eco-friendly approach and have a dedicated librarian who manages all of our supplier relationships and the library of architectural samples and decorative finishes and fabrics to ensure that specifications are made with sustainability in mind. We actively work to minimise waste across our projects and prioritise reuse, refurbishment, reclamation and antiques.
Katharine champions hundreds of the finest small to medium workshops, ateliers and makers in Britain. This ‘British-made’ approach minimises transportation for our domestic projects.
Wherever possible we aim to use natural fibres in our fabric specifications and Katharine’s role as an advocate for the Campaign for Wool reflects this passion for sustainable, natural fabrics. Wool, cotton, linen, jute, Cashmere, sisal, mohair and bamboo are all far more sustainable and better for our health than man-made fibres. Timber in our joinery and bespoke furniture is also sourced from FSC.
Our team of talented architects place sustainable MEP design solutions at the heart of our projects. For example we have completed a number of projects which have ‘air source’ heat pumps and solar photovoltaic solutions. Focusing on achieving the best U values so that the fabric of the building gives the system a head start.
Travel as much as you can, visit galleries, museums, beautiful cities, and individual artists and creators. Live life with your eyes and heart open, everything and anything can inspire you to create new and beautiful designs, but you have to get out in the world, don’t wait for it to come to you.
The Château de la Croix des Gardes has is probably our most iconic recent project, due to the final design and its captivating history. Situated high above Cannes on the lush Crois des Gardes hill, the property became infamous in 1955 as the set of Hitchcock’s film ‘To Catch a Thief’, starring Grace Kelly and Cary Grant. The scale of this project was quite spectacular, the Chateau’s square footage is 25,000 sq. ft set across four floors (extended from an original sq ft. of 13,000). Katharine Pooley also designed 42,000 sq. ft of living spaces spread across five additional beautiful secondary buildings and in total there are fifteen guest bedrooms and seven staq bedrooms across the estate. A majestic property set amongst 25 acres of sympathetically restored Italianate gardens, the design and renovation of this “heartstoppingly” beautiful French Riviera chateau embodies the luxury and glamour of its movie-star history.
In spring 2025 we complete a beautiful 50,000 sq ft coastal residence in Sardinia for a returning client. I feel this will be an iconic design for us. Set within two acres of gardens with classic Mediterranean style architecture housing a refined contemporary /rustic interior. We have taken inspiration from the curved architectural detailing that is the hallmark of Mediterranean design and designed joinery and furniture with rounded edges and circular elements to complement the flowing, intimate, nature of the space. The outdoor landscape overlooks a simply sublime Sardinian seascape which has inspired the interior design and infused it with vibrant Mediterranean hues like terracotta, deep blue, or olive green adds warmth.
This year we complete ten more projects that really are unlike anything we have created before. They will be in Paris, Aspen, Kuwait, Hong Kong, London, Bermuda, Mallorca and we currently are working on large scale iconic projects in Dallas, Doha, Dubai and Gibraltar.
Yes, we have a strong internship program which accepts candidates and graduates every year from all the main design schools and from further afield. Katharine gives regular talks and takes part in panel discussions and has a strong relationship with the KLC School of Design.
About Katharine Pooley
Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world. Named as 'British Interior Designer of the Decade', Katharine leads an international team of 49 interior designers, architects and interior architects. Current projects range in scale and style, from traditional country estates to palaces, hotels, luxury spas, beach villas, traditional castles, ski chalets, private jets and super yachts. Katharine is currently working on several international projects for private clients in Bermuda, Majorca, Aspen, Dallas, Sardinia, Paris, New York, Hong Kong, London, Dubai, Kuwait, Doha and Great Britain. Born in Hertfordshire, schooled in Oxfordshire and France, Katharine hails from a family of adventurers and aeronautical enthusiasts and her passion for exploration has been a lifelong inspiration. An intrepid traveller, she has visited more than 150 countries and, along the way, has summited many of the world’s highest mountains; driven a team of dogs on a sled to the North Pole; and crossed the Sahara Desert on horseback, amongst other exciting adventures. Katharine's approach to interior and architectural design is equally fearless and her aesthetic is synonymous with unforgettable, beautifully crafted, art-like living spaces that exude timeless elegance and luxurious comfort. Her positivity and enthusiasm for the minuti of design are legendary. Driven and fearless she creates exuberant and memorably beautiful interiors across the world and is a truly global design icon.
Julia Brown, Founder of Room By Julia Brown, has given her insights into the industry.
I have worked in the residential design industry for over 20 years, after studying interior design for four years and beginning a career as a CAD draftsman to gain technical experience. I then spent a year in Singapore working with a luxury residential design team and knew instantly that this was the field I wished to remain in. Returning to England commenced a 20-year career in the high-end residential design industry and which is now reflected in Room’s overall ethos.
Creativity comes natural to me. Whether that is in curating your own wardrobe, the space you live in or even designing your lifestyle to suit your own requirements, creativity is at the forefront of everything we do. Studying interior / architecture for four years set me on a path to be an architect but I soon changed direction into interiors, whilst my husband progressed on to become an architect. We now complement each other perfectly and each have our different strengths in each of our fields.
The initial design stage for me is always the most exciting. Taking the brief and floorplan and coming up with an idea that perhaps hasn’t even been considered gives me a rush of adrenaline and I always can’t wait to share it with my clients. Then receiving feedback like “Yes! That’s exactly what we want” is pure joy and complete job satisfaction. A lot of hard work goes into bringing the designs to fruition, but nothing will dim that initial creativity process.
Even though I’ve been in the industry for over 20 years, Room is relatively new in the making, and I’ve really enjoyed creating it and nurturing its roots. Developing the brand, logo, tone of voice and tailoring the services we offer has been so rewarding in its process. Having people reach out and support me in these early stages is both humbling and encouraging and I am excited for where these first projects will take me.
Residential work is deeply personal. You’re invited into someone’s home, trusted with their vision, and part of their life for months at a time. Those relationships matter, and often, they become long-term connections and friendships.
I like to obsess over every little detail in the planning stages. Making things look “pretty” is one thing but ensuring the functionality works is also vital. It can be frustrating when contractors misinterpret a detail so regular site visits and checks are paramount to keep an eye on progress. Good communication with all involved is also crucial to bringing a project to completion.
To not take things too personally. Whilst the process is in fact very personal and friendships are often formed during a project, it can be challenging to service and support your clients’ emotions too throughout the process. A guiding hand and reminder of what the goal is can be helpful when they become overwhelmed by their overall budget or the main contractor running behind. Everyone is often working hard to achieve all that is required of them so maintaining a professional obligation whilst still the supporting emotional needs of all involved is a learned skill.
To be yourself, honest and hard working. Most people can see right through you if you are trying to convince them you are something that you are not. If you don’t know the answer, say so, but say you’re going to find out for them. And then standby that promise by putting the work in and returning with evidence. Good communication with your client and your trades is essential.
So many freelance designers are working from home rather than having large fancy expensive studios these days. This is of benefit to your clients as there are no unnecessary overheads and in fact, freelance designers can be entirely focused on the project in hand rather than running a showroom. It’s also common for designers to collaborate rather than compete against each other.
Receiving the SBID Accreditation was important for me to share with my clients. After all, they are the ones who are putting their faith in me and my services. The accreditation proves not only previous qualifications and applied experience but also the commitment to continued professional development which can only reinforce a designers capability.
About Room by Julia Brown
Room by Julia Brown is a high-end interior design studio that creates beautifully considered homes. Led by experienced interior designer and high-end cabinetry expert, Julia Brown, we bring together creative vision, technical precision, and a trusted network of skilled makers to design spaces that are both practical and deeply personal. Great design isn’t just about how something looks. It’s how well a space works for the way you live, and how it flows with the rest of your home. We help our clients make confident decisions, avoid costly mistakes, and create rooms that reflect who they are and how they actually live, with beautifully crafted cabinetry that’s built to last. From the flow of your floor plan to the feeling you want when you walk through the door, every detail is designed with intention, built around your lifestyle, not just the room plan.
This week’s instalment of the SBID Icon Insights series features HBA. Their expertise covers every design stage, from conceptualization to execution, ensuring exceptional spaces that inspire and elevate experiences.
Although we take pride in not being confined to a single style, we strive to create spaces that foster harmony and balance for those who inhabit them. The example of Qasr Al Sarab by Anantara beautifully illustrates how an environment can evoke a sense of place and connection to nature through thoughtful design choices. Each project indeed presents a unique opportunity to narrate a story that resonates with the guests, enhancing their overall experience.
Staying at the forefront of the design industry requires a proactive and multifaceted approach. We prioritise continuous education and training, ensuring our team is equipped with the latest design trends, technologies, and methodologies through workshops, conferences, and online courses. Simultaneously, we embrace technology by integrating advanced design software and tools, enabling immersive client experiences and streamlining our design processes. Recognising the importance of sustainability practices, we actively incorporate eco-friendly solutions and materials into our designs, reflecting our commitment to environmental responsibility.
Our commitment extends beyond internal development. We foster global networking and partnerships by collaborating with design professionals, suppliers, and industry leaders worldwide, participating in global forums and exhibitions to expand our influence. Central to our approach is a client-centric approach, where we prioritise understanding and exceeding client needs through regular feedback and personalised solutions. We also conduct rigorous trend analysis and forecasting to anticipate market shifts, including cultural influences and emerging materials, ensuring our designs remain relevant and impactful.
We also understand the value of a diverse and inclusive environment. Promoting diversity and inclusion within our team brings a wealth of perspectives and ideas, fostering a more innovative and creative design process. By combining these strategies, we ensure that HBA remains a leader in the design industry, consistently delivering cutting-edge and impactful solutions that resonate with our clients and the evolving market.
Looking ahead, the landscape of interior design is being redefined by a natural blend of sustainability, technology, and deeply personal expression. Sustainability has moved from a trend to a foundational aspect of design, influencing everything from material selection to energy efficiency and the incorporation of biophilic elements. Simultaneously, smart technology is weaving its way into our spaces, creating seamless experiences that enhance both comfort and functionality. These advancements aren't just about innovation; they reflect a growing consciousness about our impact on the environment and a desire for spaces that intuitively serve our needs.
Beyond the technical, we're witnessing a powerful shift towards personalisation and adaptability. Clients are no longer seeking generic luxury; they want spaces that truly resonate with their unique identities and lifestyles. This demand for bespoke, boutique experiences is mirrored by the rise of multifunctional spaces, driven by the growing prevalence of remote work. Interiors must now be fluid and adaptable, seamlessly transitioning from home offices to social hubs. In essence, the future of interior design is about creating environments that are not only beautiful and functional but also deeply personal, responsible, and responsive to the evolving needs of our lives.
Sustainability is woven into the very fabric of our design process. We prioritise eco-friendly materials, choosing options like reclaimed wood, bamboo, and recycled metals, alongside low-VOC paints and finishes, to minimise environmental impact and enhance indoor air quality. We actively pursue local sourcing to support regional economies and reduce transportation emissions. Biophilic design is integral to our spaces, as we incorporate natural elements like plants and green spaces through green roofs, living walls, and indoor gardens, enhancing both aesthetics and well-being. Furthermore, we believe in fostering community engagement, involving local communities in our design and operational decisions to promote cultural sustainability and create authentic experiences that reflect the unique character of each destination.
While we celebrate numerous milestones and accolades, our proudest achievement is consistently evolving and adapting to meet the ever-changing needs of the hospitality industry over our 60-year history. This includes our remarkable growth from a single office to 24 locations across the globe, and our sustained position as the world’s leading hospitality design firm, evidenced by our ranking first on the 2025 Interior Design Top 100 Giants Hospitality List for over nineteen years.
In addition to HBA's global achievements, HBA London is particularly proud of the firm's overall legacy of excellence. HBA London's exceptional work has garnered widespread acclaim, including Gold Key Awards, SBID International Design Awards, World Travel Awards, Hospitality Design Awards (HD), and Condé Nast Traveller Reader’s Choice Awards.
We're proud of our ability to embrace innovation, integrate cutting-edge technologies, and champion sustainability, all while maintaining a deep respect for the unique cultural context of each project. Ultimately, our proudest achievement is the enduring impact we've had on creating exceptional guest experiences and contributing to the success of our clients globally.
As passionate and responsible interior designers, we view every project as a unique and boutique experience tailored to the specific needs and desires of our clients. What sets our work apart in the industry is our unwavering commitment to personalisation and attention to detail. We believe that every space should tell a story, reflecting the distinct character of its inhabitants while also considering the functional aspects of design.
We prioritise collaboration with our clients, engaging them throughout the entire design process to ensure their vision is translated into reality. This collaborative spirit allows for a deeper understanding of their preferences, resulting in spaces that not only align with their aesthetic but also enhance their daily lives.
In essence, our work stands out due to its bespoke approach, commitment to collaboration, and dedication to sustainability, culminating in designs that are as unique as the individuals and businesses we serve.
Yes, each year we welcome university students for internships, providing them with valuable practical experience, and we are proud to have hired several of them following their graduation. I also find it incredibly rewarding to give lectures at various universities when I have the time, as it is important to invest in the next generation of designers.
About HBA
Since our founding in 1965, HBA has been a leader in hospitality interior design. Our expertise covers every design stage, from conceptualization to execution, ensuring exceptional spaces that inspire and elevate experiences. Today, we are a dynamic and multidisciplinary creative collective, bringing decades of experience to bear across design specialisms, markets and industries. From hotels to homes, art to architecture, landscaping to lighting, HBA delivers design solutions that transcend function, creating environments that inspire and evoke emotion. With over 1,500 professionals in 24 offices across four regions, each year HBA partners with clients in over 80 countries. HBA, honoured with multiple awards, has been consistently recognised as the industry leader in hospitality design, ranking first on the renowned Interior Design 2025 Hospitality 100 Giants of Design List for over 19 years. Other prestigious awards include Hospitality Design Awards, Interior Design’s Best of Year Awards, Boutique Design's Gold Key Awards, AHEAD Awards, DNA Paris Design Awards, SBID International Design Awards and International Property Awards.
This week’s instalment of the SBID Icon Insights series features Harrods Interior Design. Harrods Interior Design is a quintessentially British interior design studio dedicated to the highest level of creative expression.
At Harrods Interior Design, sustainability underpins our design philosophy, and our designs incorporate natural features that enhance the built environment allowing our clients to experience the lasting value of thoughtful, sustainable choices. As we evolve our sustainability approach, we place significant emphasis on working with suppliers and contractors who share our values. We prioritize partnerships with those who actively demonstrate commitment to circularity, regeneration, climate impact reduction, and community wellbeing, while also upholding worker rights and safety standards.
With the always on, access-anything-anytime culture we now live in, the need for flexible Living spaces will continue to grow and designing for emotional ease and playful inspiration will be just as important as function. Focus will concentrate on sustainability with architectural resilience and low-tox living the priorities. Integrated tech, particularly the introduction of AI agents will soon become part of everyday life, the key to success will be designing smart interiors that still feel simple.
Most importantly, we have a sense of belonging to Harrods and its values - the dedication to its customers and its legacy for curating the finest in luxury living. This unique position allows us to deliver interiors that are not only beautifully designed but also infused with storytelling which is perfectly tailored for the people it is designed for.
We listen - to our clients, to the spaces we design, and to the ever-evolving relationship between form and function. We also adopt a co-authoring design journey with our clients, where we champion their engagement and take much pride in how this part of our process contributes to the success of our projects.
We have worked on a wide range of exceptional projects within the UK and abroad and are proud of the experiences they fostered.
One example of an iconic project we completed recently was a private residential home for a young couple. This was an international project which went through a 2-year design process to remodel an existing 80s-built shell and transform it into a Parisian-inspired sanctuary from the Empire design era of the early 1800s. It was a masterclass in meticulous research, design and execution and a jewel in our repertoire.
One of the main challenges when working on an international project, more specifically, is the collaborative and management piece with other consultants and disciplines, few of whom may not be familiar with the specifics of that territory. To overcome this, we not only reported weekly and comprehensively as the main conduit between all disciplines but were also based abroad for the duration of site operations and finishing. This adaptability to a project’s needs and pulling in the appropriate resources was key to the project’s journey.
For major projects, we collaborate with a team of exceptional consultants, with architects as our first and foremost partners in shaping the design vision. This design-led approach extends to specialists in lighting, acoustics, smart home systems, and landscape design (to name a few) —ensuring that every element is seamlessly integrated from the outset.
Crucially, our dedicated project management team plays a vital role in facilitating communication and coordinating requirements across this wider network of professionals. Their expertise ensures a structured workflow, maintaining efficiency throughout the project.
Absolutely. Our access to a network of suppliers, manufacturers, and brands is highly valued and we champion opportunities to collaborate to achieve something special together. As an example, we celebrated Harrods’ 175th anniversary last year and joined forced with another British institution to create a capsule collection of stunning wallpapers with Cole & Son. These partnerships allow us to create limited editions that elevate our designs beyond the ordinary or expected.
For our projects, we value our curated network which also enables us to provide a truly bespoke experience, offering our clients access to pieces and finishes not available anywhere else, ensuring that every interior we design is truly unique and refined.
About Harrods Interior Design
Harrods Interior Design is a quintessentially British interior design studio dedicated to the highest level of creative expression. A multidisciplinary practice of designers, interior architects and stylists, we are passionate about design and committed to delivering exceptional interiors. With respect for the past and an eye to the future, we work closely with our clients to design spaces with elegance and character, understanding that our role is to envision carefully considered, functional spaces that seamlessly integrate and reflect the client’s lifestyle. One of our greatest skills lies in bringing new ideas to challenging renovations and our mission is to create inspiring spaces that not only deliver the brief but exceed expectations. Harrods Interior Design are an international practice working with clients across the EMEA region. With a multitude of prestigious brands at our fingertips as well as relationships with a curated selection of specialist suppliers and craftsmen, our diverse and highly skilled design team embodies the store’s long-standing reputation for exceptional quality, expertise and excellence.
My name is Alena Bulataya, and I am the founder and creative director of AB Interior Design Buro (by Alena Bulataya) — an international design bureau that merges psychological precision with visual storytelling. Over the years, one truth has become absolutely clear: Design is not neutral. It is a silent manipulator.
As designers, we build more than walls or moods — we create emotional environments, psychological landscapes that expand or compress the human experience. The deeper I worked, the clearer it became: Design is not merely a visual expression. It is a system of influence. It shapes behavior, guides purchasing decisions, promotes healing, builds identity, evokes pleasure — or, at times, deliberately provokes discomfort. Designers are trained as artists, but must think as psychologists.
Through this lens, design transcends surface aesthetics and becomes a tool of regulation, stimulation, healing, storytelling, and — above all — emotional programming. I want to show how interior design influences the human mind — not through force, but through atmosphere. How materials, lines, rhythms, shadows, and light speak directly to the subconscious. And above all, it is about our ethical responsibility — to understand this power and to use it with intention, awareness, and compassion.
We don’t just see space — we feel it with the body. The brain instantly reads proportion, light, texture, and sound, triggering emotional reactions long before awareness. This is the biology of design.
- Form and Harmony: When lines and proportions are balanced, the brain releases dopamine — a sense of pleasure and safety. Chaos and imbalance, on the other hand, activate anxiety. - Light and Mood: Light controls emotion, rhythm, and focus. Cool light activates; warm light soothes. - Material and Memory: The skin remembers as vividly as the eyes see. Stone conveys stability, fabric — softness, wood — life. - Scale and Control: High ceilings evoke freedom, low ones — protection. - Silence and Sound: Noise heightens stress; soft acoustics calm the mind.
Interior design directly affects the nervous system. Design is not a visual act — it is a neuropsychological program of emotion.
Every surface, every proportion, every pause within an interior is not a tool of decoration, but of emotional control. Here, design moves beyond aesthetics and becomes emotional engineering. And it is here that true influence occurs — not on the eyes, but on the nervous system.
When I design a clinic, I ask: how can I make a person feel calm? safe? cared for? When I create a restaurant or café: how can I shape the perception of the product, the rhythm of experience, the business intent? Should I stimulate — or slow them down?
Through a range of wellness and aesthetic projects created by my Design Buro, one can see how spaces with the same function can differ drastically in style — and therefore in their emotional influence on the client. Three environments serve the same purpose — care for the body. Yet each creates a distinct emotional state: confidence, serenity, or the desire to be seen.
Let’s explore vivid, emotionally charged interiors through two contrasting projects — a French bistro and a flagship restaurant for the Swiss watch brand Franck Muller. The Bistro project has received multiple international design awards for its bold color palette and its ability to create an immediate sense of celebration. Here, design speaks in the language of joy — expressive, vibrant, and alive. The atmosphere is built on contrasts and tactile richness: deep velvet tones of moss green and rose coral, shimmering brass and gold leaf, ornamental mosaics, and curved, sculptural furniture that invites comfort. Soft sofas, warm textures, and an unconventional bar counter turn the space into a continuous visual and emotional festivity — a place where design, flavor, and feeling become one experience.
In contrast, the Franck Muller Island Café reinterprets energy through refinement. While the brand’s boutiques are known for their colorful aesthetics, the restaurant translates luxury into subtle harmony — muted tones, soft reflections, and tactile precision. If Bistro is about vitality and openness, Franck Muller embodies control and sophistication — two emotional rhythms within one design philosophy.
In a private villa in Phuket, I created a seamless transition between zones of intimacy and social interaction through subtle tonal shifts in stone and wood, and the interplay of warm and cool shadows — forming an emotional gradient within the home.
Most people cannot explain why they feel good in a particular space — but their body knows. “Good design speaks to the eyes. Great design speaks to the nervous system.” This is the principle I pursue — and teach my team at AB Interior Design Buro.
An interior doesn’t just reflect culture — it creates it, directs it, and at times, subtly manipulates it. This becomes especially evident in commercial environments: people go where we lead them, sit where we anticipate, and feel what we embed in the architecture.
In retail and hospitality, layout is the language of control. Even within the same function, public spaces can unfold entirely different spatial narratives. The plan itself becomes an emotional architecture. In the Dubai Mall Beauty Salon, I built a visual route alternating between intimacy and openness. Every layout reflects a different client vision, defined by how space separates or connects, how it involves or distances — and therefore, how it makes people feel.
Every line, material, and color carries an emotional instruction that the human mind interprets instantly, even before reason intervenes. Two cafés can serve the same purpose, yet narrate entirely different emotional stories. One — playful, fragrant, and full of French charm — celebrates spontaneity and sensory pleasure. Its energy invites curiosity, laughter, and connection. The other — calm, sculptural, and restrained — speaks in the language of quiet confidence, exclusivity, and control. Design influences not only perception but also conduct.
Across all environments — restaurants, retail, clinics, or offices — design operates as strategy.
- In dining: acoustic texture = longer stays - In retail: flow control = deeper engagement - In clinics: transparency and softness = greater trust - In offices: natural zoning = less burnout
People may never notice it consciously — yet space always guides behavior.
In design, the priming effect operates on an even more subtle level. A curved corridor reduces aggression. A framed, limited view enhances mindfulness. High ceilings stimulate abstract thinking.
Today, the industry is undergoing a quiet revolution: a shift from spectacle to care, from stimulation to regulation, from aesthetics that impress to aesthetics that support. I believe that interior design should not only shape lifestyle, but also influence emotional state — and increasingly, facilitate healing.
In a world of sensory overload, interior design becomes more than space — it becomes a regulator of the nervous system. People no longer seek only luxury. That’s why in my recent projects — from a private villa in Abu Dhabi to a relaxation zone in a Bangkok residence — I integrate “soft permission zones”: no phones, no direct light, no visual noise.
In the wellness area of a spa complex, I combined matte travertine, diffused light, the sound of water, and tactile fabrics. The client later said, “This space feels like an exhale.” No dominant colors, no logos — just empathy expressed through space. Visitors felt calm even before the treatment began.
Empathic design is not only gentle — it is inclusive. It acknowledges that everyone perceives space differently.
True wellness is about emotional coherence. A space that demands nothing, sells nothing, and speaks softly — it simply allows. Sometimes the most powerful act a designer can take is to remove, not add. “A healing space doesn’t speak loudly. It listens.”
Interior design is also an ethical practice. We create spaces that influence emotion, decision-making, and identity. That means we carry responsibility for the invisible forces we set in motion. “Design is not what we add — it’s what we allow people to feel.”
Every aesthetic decision is a psychological cue. When we choose form, we choose impact.That’s why I’ve gradually removed everything unnecessary from my projects — not because minimalism is fashionable, but because silence is a luxury, and the space between things gives people room to breathe.
There is ethics in form. Responsibility in rhythm. Empathy in proportion. Design is never neutral — it either serves or disturbs the human psyche. This doesn’t mean it must always be calm, but it must always be conscious. “We don’t decorate buildings. We design the emotional future of their inhabitants.”
The next evolution of design is not about technology or trends. It is about meaning, regulation, healing, and identity. We must stop treating interiors as surface work — they are psychological architecture. A designer must be as emotionally intelligent as visually creative.
After more than 15 years of designing spaces across continents, I’ve come to one realization:
People may forget the color of the walls — but they never forget how they felt in a space.
Interior design is neither merely an industry nor a craft. Design is not neutral — it is emotional architecture — a tool that shapes perception, identity, and the invisible dialogue between people and their surroundings. It’s a silent manipulator.
About AB Design BURO
Alena Bulataya is the founder and creative director of AB Design BURO, an internationally recognized interior designer celebrated for her bold, authorial style and innovative approach to luxury spaces. With over 15 years of experience, Alena has completed more than 350 projects across Belarus, the UAE, Qatar, the USA, and Europe, earning prestigious awards and features in leading publications such as AD, SALON Interior, Harper’s Bazaar Interiors, Elle Decoration, American Daily Post, and many others. Beyond interiors, Alena is also an accomplished product designer, creating unique furniture and lifestyle collections that reflect her vision and influence on the global design industry.
This week’s instalment of the SBID Icon Insights series features Kris Turnbull Studios. The design studio specialises in bespoke residential projects ranging from traditional country estates to contemporary holiday homes.
My style has evolved over time and is very much inspired by my travels. I have been fortunate to visit many countries and experience so many exciting cultures and ways of life. Since early 2024 I’m renovating a unique property in Holywood, County Down, a beautiful hidden gem dating back to 1838, it’s going to be stunning!
Everyone gets involved! We’ve a dynamic team of 22 people, each role and every person on the team is vital to the overall success of a project completion. We have weekly planning meetings to prepare for the week ahead, we brainstorm and look at each project from all the various disciplines and directions. We set goals and objectives and I encourage the team to work together seamlessly with empathy and patience, leveraging their collective skills and knowledge to overcome challenges and achieve a successful result.
Staying ahead in design isn’t about chasing every trend; it’s about staying aware and well informed whilst creating timeless designs that aligns with your clients. The creative team & I take trips throughout the year to visit our trusted suppliers, many of them who have become close friends. We always look forward to our visits to Chelsea Design Harbour, the annual design weeks in Paris and Milan and our supplier factory visits. I absolutely love visiting the extraordinary workshops of our manufacturers, it’s a privilege to be able to support and continue the centuries old craftsmanship of these ateliers and workshops.
We act as a creative partner to craft our client’s vison for their project, creating unique and thoughtful concepts, sensitive to the property, its location and heritage rather than a standard house style. The whole team is passionate about design and provides a truly personal service to each and every client. The creative team fully develop every aspect of each individual project: from spatial planning, lighting design, furniture layouts, bespoke joinery, kitchen and bathroom designs to specifying the finest furniture, luxury fabrics and so much more to achieve an end result that works. This is what good design is all about, creating a home that functions as well as it looks.
On reflection probably the biggest learn from working on projects is to ensure that the interior design team are engaged early enough in the project, something that often is out of our control. The bones of the building works are quite often well underway when we are appointed, when the contractor starts to request further details in relation the design intent and some of the key features of the home. The challenge for our team is trying to stay in front of the contractors, working under pressure to ensure we were a step ahead, this can in turn put the client under pressure to make decisions quickly. Encouraging our clients to start the process earlier has helped improve the flow of projects and the wider project team success.
Over the past number of years, I have been a guest lecturer at the Art College extending this to sponsorship of various awards to encourage students and the designers of the future. Annually the students attend the studio to meet the team and the various disciplines participating in the daily life of working in the design industry.
Creative collaboration isn’t always easy. Mutual respect for each other’s professions, ideas and methods will go a long way to cultivating creative collaboration. We have developed a good strong network of trusted peers and this helps us all work as a successful project team. Each designer or architect will approach a project differently, that’s what makes our world so exciting; we respect this however always remember the client is the most important person in the process.
About Kris Turnbull Studios
Kris Turnbull Studios is an interior design studio specialising in bespoke residential projects ranging from traditional country estates to contemporary holiday homes. Set within a stunning, converted Grade B-listed church in Belfast, Kris Turnbull Studios is one of a kind. The impressive 5,000 sq. ft design studio with luxury boutique-style showroom, features a selection of lifestyle rooms with a fashionable blend of the finest furniture, most luxurious fabrics and exquisite home accessories from around the world. Dedicated to design through the eyes of each client; Kris and his multi-disciplinary team approach every commission in a tailored fashion, creating unique and thoughtful designs, from concept to completion. The accomplished team of interior architects & designers create the ultimate interior solutions designing from the inside out seamlessly integrating the component parts of each individual project. Creating beautiful homes is woven into our design heritage. Our extensive range of expertise ensures that we remain at the forefront of luxury design. With over 30 projects running concurrently, Kris’s true expertise lies in the connection with his clients and translating their personalities into the design of their homes.
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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