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 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.
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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.
Kate Fryer, Founder of Khaya Studio, has given her insights into the industry.
I graduated with a BA (Hons) in Interior Design and have since spent over 15 years immersed in the world of interiors - designing and managing projects across residential, retail, and hospitality spaces around the globe. Each project, whether a boutique store in London or a serene family home by the coast, has shaped my approach and deepened my understanding of how thoughtfully designed spaces can enhance the way we live.
Today, my focus lies primarily in residential interior design - and it’s where I feel most at home. I’m passionate about creating interiors with warmth, character, and quiet elegance, spaces that tell the story of the people who live within them. Forming close, collaborative relationships with my clients is at the heart of what I do, ensuring every home we create together feels deeply personal and effortlessly inviting.
I’ve always been fascinated by the way our surroundings influence how we feel and behave. From a young age, I found joy in rearranging spaces and noticing how light, texture, and colour could completely transform a room’s mood. Over time, that fascination evolved into a desire to help others feel truly at home in their environments - creating spaces that are not only beautiful but also deeply nurturing and personal. Interior design felt like the perfect combination of creativity, psychology, and practicality.
For me, the most rewarding part of the process is the transformation - not just of the physical space, but of how my clients feel in their homes. Seeing someone walk into a finished project for the first time and witnessing that moment of joy and connection is incredibly fulfilling. I also love the storytelling aspect of design - uncovering what inspires each client and translating that into a cohesive, timeless interior.
This year has been particularly special as one of my recent projects, The Preserve Cottage, was featured in Good Homes Magazine. It’s always such an honour to see my work recognised in a publication, especially when it celebrates the warmth and individuality that my clients and I created together. Becoming an Associate of the SBID has also been a highlight - it’s a real milestone to be recognised by such a respected professional body.
I have a deep love for period and heritage homes. They hold so much character, and I find great satisfaction in honouring that history while adapting the spaces for modern living. I enjoy creating interiors that feel timeless - layering natural materials, craftsmanship, and thoughtful details so that each project tells a story and stands the test of time.
Balancing creativity with logistics can be one of the biggest challenges. Design is only part of the process - managing timelines, budgets, and the many moving parts of a renovation requires constant communication and flexibility. Unexpected issues will always arise, but experience has taught me that how you handle them makes all the difference.
That interior design is as much about people as it is about spaces. You need to be a good listener, a problem solver, and sometimes even a mediator! The ability to understand and interpret your clients’ needs, often before they can fully articulate them themselves, is such an important skill - and one that develops with experience.
Stay curious and be authentic. Don’t chase trends - instead, take time to understand proportion, light, and materiality, and develop your own design language. The best interiors come from confidence in your vision and a genuine understanding of how people live.
I think we’ll continue to see a shift toward more sustainable and “healthy” interiors - using natural materials, eco-conscious manufacturing, and timeless design that lasts. Clients are increasingly aware of how their homes affect their wellbeing, and designers have a real opportunity to lead the way in creating spaces that feel good for both people and the planet.
It’s a great honour and a mark of professional recognition. The SBID sets a benchmark for excellence in design practice, ethics, and education, and being an Associate member represents a commitment to upholding those standards. For me, it’s also about being part of a wider community that supports and celebrates the profession - something that feels both grounding and inspiring.
About Khaya Studio
Kate Fryer is a qualified interior designer with over 15 years of experience creating elegant, timeless interiors across Bristol, Bath and the wider Somerset region. Kate brings a professional yet personal approach to every project. Through her studio, Khaya Studio, Kate specialises in the transformation of period and heritage properties, blending classic architecture with contemporary comfort. Her work is defined by warmth, balance, and a deep respect for craftsmanship - creating homes that feel both sophisticated and lived in. Khaya Studio offers a range of tailored services, from colour consultancy to full turnkey renovation and project management. Every detail is carefully handled, ensuring a seamless process and a truly enjoyable design experience for each client.
This week’s instalment of the SBID Icon Insights series features Goddard Littlefair. Founded by the visionary duo Martin Goddard and Jo Littlefair, the studio has evolved into a global creative force behind some of the most loved hospitality spaces and residences around the world.
One project that perfectly captures our approach is the spa and wellness spaces at Raffles London at The OWO. We honoured the building’s history and Grade II listed status, while making it work for guests seeking modern, restorative and luxurious experiences. We introduced rich, layered interiors that reflect its legacy but feel contemporary, inviting, and rooted in the Raffles brand DNA. The result is a deeply transformative experience in the heart of the capital.
Staying ahead means always being open to change—whether that’s through travel, research, or immersing ourselves in new materials and technologies. We’re constantly looking at how different cultures and industries approach design, taking inspiration from everything from historic restoration techniques to cutting-edge innovations in sustainability.
Clients want spaces that feel thoughtful, enduring, and environmentally responsible, but they also want storytelling and authenticity. The challenge is bringing those elements together in a way that feels seamless and natural.
We don’t believe in a rigid ‘house style.’ Instead, we design spaces that respond to their surroundings, their history, and their purpose. Whether it’s a heritage restoration or a brand-new development, every project is unique—but always underpinned by craftsmanship, materiality, and attention to detail.
Technology allows us to push boundaries in both design and execution. It’s about enhancing the experience of a space, not just making it look good. We always want to retain a personal, human touch as this is what makes our designs feel layered and unique, but technology that improves our experience and enhances our productivity is no bad thing.
Our ability to breathe new life into historic spaces while making them feel contemporary and relevant. Whether it’s a heritage-listed hotel or a new-build concept, we create spaces that feel timeless, not trend-led.
Beyond Raffles London, another project we’re incredibly proud of is the Imperial Riding School in Vienna. Transforming a 19th-century military equestrian school and former cinema into a luxury hotel was a unique challenge. We preserved its historic identity and infused it with the spirit of Vienna, creating a total immersive experience for guests.
The biggest challenge with historic buildings is how to bring them into the present without losing their essence. Whether it’s structural limitations, conservation restrictions, or navigating modern expectations, it’s about thoughtful intervention—using lighting, materiality, and spatial planning to enhance rather than alter.
About Goddard Littlefair
Founded by the visionary duo Martin Goddard and Jo Littlefair, our studio has evolved into a global creative force behind some of the most loved hospitality spaces and residences around the world. As an international team we bring a shared vision and the diverse skills to make us leaders in modern luxury design. Our approach dives deep into brand DNA, sense of place, and local culture to create experiences and unforgettable spaces that connect with those that engage with them. We challenge ourselves to create the future cultural touchstones that will become the next generation of luxury hospitality.
This week’s instalment of the SBID Icon Insights series features Lawson Robb. Known for its avant-garde approach, the studio seamlessly blends innovation with craftsmanship, creating timeless and immersive spaces tailored to the world's most discerning clients.
The Lawson Robb team is currently growing, bringing fresh energy and expertise to our projects. Our integration within the Allect Family fosters positive collaboration between our design studios, allowing us to share knowledge, creativity, and resources. This dynamic collaboration enables us to push design boundaries while maintaining the highest standards of execution, resulting in truly exceptional spaces for our clients.
We blend research and theory into every project, always seeking out new technologies, products, and materials to challenge and expand the possibilities of design.
Lawson Robb has been awarded the Positive Luxury Butterfly Mark, recognizing our commitment to ESG principles and the integration of sustainable practices across our company, projects, and team.
At Lawson Robb, our design philosophy blends refined contemporary details with a harmonious balance of boldness and serenity. We seamlessly integrate heritage and innovation, drawing inspiration from local materials and cultural contexts to craft interiors that are both contextually relevant and aesthetically timeless. Our approach ensures that every space is not only sophisticated and functional but also deeply connected to its surroundings.
At Lawson Robb, technology and innovation are integral to both our design process and the final execution of our projects. We utilize advanced digital tools, including BIM and real-time rendering, to enhance efficiency and visualization. Incorporating smart home technology, sustainable materials, and cutting-edge construction techniques allows us to create spaces that are not only visually sophisticated but also intelligent, functional, and future-ready.
For emerging designers, my biggest advice is to stay curious and never stop learning. Interior design is constantly evolving, so keeping up with new materials, technologies, and trends is essential. Creativity alone isn’t enough—strong technical knowledge and execution skills are just as important.
Build relationships within the industry, as collaboration is key to delivering exceptional projects. At Lawson Robb, we push creative boundaries while maintaining meticulous attention to detail. Stay adaptable, be open to feedback, and most importantly, trust your instincts while refining your unique design voice.
Achieving a repeat client rate of 72% over the years is one of our proudest achievements, reflecting the outstanding trust and satisfaction our clients have in our work. Beyond that, the trust our clients place in us has taken us across the world, expanding from a London-based design firm to delivering projects in 22 countries.
About Lawson Robb
Lawson Robb is a globally recognised interior architecture and design studio specialising in ultra-luxury residential, hospitality, and yacht projects. Known for its avant-garde approach, the studio seamlessly blends innovation with craftsmanship, creating timeless and immersive spaces tailored to the world's most discerning clients. As part of the Allect Design Group, Lawson Robb benefits from a collaborative ecosystem, working alongside leading design and architecture firms to deliver exceptional projects across the globe.
Francine and Trevor Luker, Directors of Element7, have given their insights into the industry.
Born on the Chelsea Embankment in the early 1990s, Element7 began as River Flooring - a name that soon evolved, like our vision, into something greater. Inspired by the seven elements of nature, we became Element7, with wood - our most treasured material - as the seventh. From the start, we set a new benchmark in luxury flooring, pioneering wide-plank designs engineered for radiant underfloor heating - a first in the UK. Innovation and craftsmanship have defined us ever since, from the introduction of grey hardwood floors to exquisite parquet patterns, bespoke creations, and finishes that stand the test of time. In 2016, we opened our flagship 5,000 sq. ft. showroom beside the Chelsea Design Centre - one of the largest flooring spaces in Europe. Here, expansive installations showcase the beauty and versatility of our collections, while our expert team guides each client through an exceptional design journey. Today, Element7 is synonymous with timeless design, innovation, and the finest wood flooring in the world - chosen by visionary architects, leading interior designers, and discerning clients across the UK and beyond.
At Element7, every product and service is designed to elevate exceptional interiors.
Uncompromising Quality - We specialise exclusively in luxury projects, delivering unrivalled quality, longevity, and prestige. Each floor is crafted from the finest materials, meticulously sourced in Italy and finished to perfection. Every installation is backed by our 25-year guarantee, a testament to enduring excellence.
Tailored to Your Vision - Designers can choose from our curated collections or create entirely bespoke finishes - from custom stains and treatments to unique plank widths and lengths - ensuring every floor is as individual as the space it enhances.
Sustainably Sourced - Our wood is responsibly and sustainably sourced, appealing to eco-conscious clients and supporting green building standards without compromising on beauty or performance.
Precision Installation - Our expert installation teams deliver flawless results - from perfect alignment and grading to seamless joints - ensuring superior performance and durability while preventing issues such as gapping or buckling.
The engineered wood sector is more than a source of materials - it’s a driver of innovation, sustainability, and creative freedom. Today’s designers have an unprecedented ability to experiment with texture, colour, and pattern, tailoring each Element7 floor to the unique character of their project. Engineered wood offers seamless integration with glass, steel, porcelain, and concrete - allowing for bold, contemporary interiors that balance warmth and modernity. Sustainability lies at the heart of this progress. At Element7, we are proudly PEFC and FSC certified, upholding the highest environmental standards that define modern architecture and design.
At Element7, we partner closely with interior designers to bring their creative visions to life - offering expertise, inspiration, and a fully bespoke service from concept to completion. Our 5,000 sq. ft. Chelsea showroom showcases large-scale floor installations (9-12 sqm) in a range of species and tones, allowing designers and their clients to truly experience the scale, colour, and grain of each wood. We provide both small samples for mood boards and larger pieces for presentations, helping designers seamlessly integrate our products into their concepts. We work hand in hand with each designer to select or colour-match wood flooring that perfectly complements their project. Our team also conducts pre-installation site visits to ensure optimal conditions and long-term performance. Beyond installation, we support our clients with tailored maintenance guidance, care kits, and a professional repair service - ensuring every Element7 floor remains as timeless and beautiful as the day it was installed.
Our standout achievement in 2025 is establishing a presence at The Design Centre in New York. We are thrilled to be collaborating with premium New York designers and architects on a series of exciting U.S. projects, bringing Element7’s luxury flooring and bespoke expertise to a new international stage.
We’re noticing a clear shift from cool greys toward warm browns and earthy tones, creating interiors that feel natural, inviting, and timeless. Clients are increasingly drawn to artisan-style wood with character - surfaces featuring knots, hand-scraped textures, and distressed finishes that celebrate the natural beauty of the material. Longer and wider planks remain highly sought-after, offering a seamless appearance that highlights the wood’s grain and elegance. Classic patterns such as chevron and herringbone continue to be popular, alongside intricate inlays and borders, adding bespoke detail and sophistication to luxury spaces.
This year, the focus on wellbeing and comfort continues, with homes designed not just for aesthetics but for liveability and warmth. Warm tones paired with natural textures remain popular, while interiors become more personalised, blending styles and materials to create spaces that feel truly lived-in rather than staged. We also see more adventurous design features, with floors and ceilings treated as canvases for artistic expression. Sustainability is now non-negotiable - clients are seeking materials that age beautifully and endure, allowing them to invest once in quality products that stand the test of time.
At Element7, we are passionate about collaboration. We’re currently working with select designers to create curated Element7 Collections tailored to each designer’s vision. We’re also excited to partner with other companies in the premium interiors sector, enabling us to deliver comprehensive luxury interior solutions to designers and architects, combining expertise, quality, and innovation.
About Element7
For over 27 years, Element7 has set the benchmark for luxury engineered hardwood flooring, delivering bespoke flooring solutions for ultra-prime residential and commercial projects worldwide. Trusted by leading design professionals, Element7 specialises in wide-plank flooring, parquet, and fully customised designs—often incorporating unique materials such as ceramics, leather, and metal. Renowned for its design-led approach, exceptional craftsmanship, and close collaboration with clients, Element 7 offers flooring innovation for those seeking rare, timeless quality.
This week’s instalment of the SBID Icon Insights series features G.A Group. G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years.
This varies from project to project, but one constant is our commitment to being part of the early design team. Early involvement allows us to add value by collaborating with the architectural and client teams to explore layouts, test ideas, and uncover new possibilities. We believe in the power of early sketches, often holding multiple informal sessions to explore concepts and preliminary designs before refining them into more developed solutions.
The future of luxury hospitality is rooted in creating meaningful, lasting experiences that resonate with guests on a personal level, rather than simply following transient design trends.
As we move through 2025, the focus is on crafting immersive, transformative experiences that blend sustainability, cross-industry collaborations, and an authentic connection to the locale. These trends underscore a shift from fleeting fashion trends to a deeper understanding of the evolving desires of modern travellers.
Sustainability is a driving factor in our design philosophy. We always prioritise sourcing materials and furniture locally to the project’s location. This approach not only reduces carbon emissions but also supports local artisans and craftspeople, ensuring that each design is deeply rooted in its cultural and geographical context. By integrating sustainable materials and responsible practices, we create spaces that are both environmentally conscious and authentically connected to their surroundings. A great example of this is 1 Hotel Mayfair, where sustainability and thoughtful design work in harmony.
While our design outcomes may differ, our approach remains consistent.
At G.A Group, the guest experience is at the heart of everything we do, guiding our design process from concept to completion. We challenge conventions through dynamic spatial planning, pushing boundaries to discover unexpected solutions. Grounded in deep research and a respect for place, we craft spaces that feel intuitive, refined, and uniquely connected to their surroundings.
At G.A Group, we see technology as a powerful tool to enhance creativity, not replace it. Innovation allows us to push boundaries, refine our design processes, and unlock new possibilities, but our work remains fundamentally human-centric. We integrate cutting-edge tools, such as advanced visualisation and sustainable material innovations, to bring ideas to life with greater precision and efficiency. However, true creativity stems from curiosity, craftsmanship, and storytelling, which no technology can replicate. By balancing innovation with intuition, we create spaces that feel both forward-thinking and deeply personal.
I would encourage them to remember Pinterest is just a tool. To foster their own creativity instead, believe in it and make design decisions based on the demands of the individual project, no based on the dictates of trends. Build your own identity. - Terry McGinnity
Yes, we are committed to fostering the next generation of talent through our internship program. By providing hands-on experience and mentorship, we offer emerging designers the opportunity to develop their skills, gain industry insight, and contribute to real projects within our studio.
About G.A Group
G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years. United by a shared passion for ground-breaking design, wherever the brief takes us, our driving philosophy is one of Restless Curiosity. All our projects are vastly diverse in terms of locale and style and we are recognised worldwide for the quality of our work and our ability to respond to different environments incorporating local architecture and cultural references into our concepts. Effective design should resonate with its intended audiences. Design that resonates can only be the natural conclusion of a process that starts with listening and learning about people, behaviors and the world in which we live.
Alena Bulataya, Founder of AB DESIGN BURO, has given her insights into the industry.
I chose interior design because it combines creativity, psychology, and craftsmanship in a tangible way. Since childhood, I’ve been drawn to art — painting, music, choreography — all forms of creative expression that taught me harmony, rhythm, and composition.
At the same time, I’ve always been deeply interested in psychology — in observing people, their reactions, and how surroundings influence their emotions and state of mind. One day I realized that all of this is connected: the environment we live in directly shapes how we feel, think, and interact with the world.
That understanding naturally led me to interior design, where I could merge these interests into one creative profession. I love the process of turning abstract ideas into spaces that influence how people feel, think, and behave. Balancing light, materials, and proportion — creating a dialogue between texture and form — allows me to build environments that evoke emotion and meaning. The most fulfilling moment is when a concept finally comes to life: when marble meets wood, when fabric softens geometry, when light reveals the soul of the space, and I see people respond to it emotionally.
The highlight of the past year was my collaboration with the world-renowned Swiss luxury watch brand Franck Muller, developing design concepts for two signature restaurant formats to be launched in the Middle East, with plans for global franchise expansion. Working with such an iconic brand was both an honor and a responsibility — every detail had to reflect its precision, heritage, and exclusivity.
This year also marked the launch of my own modular soft furniture collection, INCLINE, presented at two international design exhibitions. Soon after, I completed the design of a luxury aesthetic clinic and beauty salon in The Dubai Mall, the largest shopping destination in the world — a project that demanded refined detailing, innovation, and brand sensitivity.
Additionally, I created the concept for a restaurant in Qatar within one of the region’s most ambitious new lifestyle destinations and developed designs for public spaces and private apartments for Layan Verde, one of the largest luxury developments in Phuket, Thailand.
I especially enjoy working on hospitality and residential projects. Hospitality allows me to create immersive experiences for many people, while private residences are deeply personal and emotional. Both require sensitivity, innovation, and attention to detail, which make the creative process both challenging and rewarding.
The most challenging aspect is aligning all stakeholders — clients, contractors, suppliers — while maintaining design integrity. Interior design requires constant negotiation between vision, budget, and technical constraints. Balancing creativity with practicality is demanding, but it ultimately defines the success of a project.
I wish I had known how much of interior design is about people — communication, coordination, and trust — not just creativity. Early in my career, I believed a designer should do everything alone to maintain control and quality. Over time, I realized that true mastery lies in collaboration. Building a strong team of like-minded professionals, each an expert in their field, allows you to focus on the essence of design — the concept, the atmosphere, the emotional message.
Delegation, communication, and leadership are as important as artistic vision. The ability to unite talented people around one idea and guide them toward a common goal is what truly defines a successful designer.
Stay curious and never stop learning. Interior design is a constantly evolving profession influenced by technology, sustainability, and cultural shifts. Embrace change, refine your personal style, but always remain flexible to the needs of each project and client.
Design is rapidly moving toward sustainability and technology. Artificial intelligence will handle routine tasks, giving designers more space for creativity. The focus is on sustainability, digital integration, and human well-being.
Being accredited by SBID is a recognition of my professional achievements and an opportunity to be part of an inspiring global community of designers. It strengthens my credibility with international clients and motivates me to contribute to the advancement of our profession — across different cultures and continents.
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 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.
Dean Weston, Managing Director of C.P. Hart, has given his insights into the industry.
C.P. Hart is an established bathroom supplier with over 85 years of experience in specifying and sourcing the world’s most innovative and durable premium bathroom products. A successful Contracts division operates with architects, designers, and contractors, often on major commercial property developments and hotels, whilst a highly qualified in-house design team works with individual and private clients, ensuring each bathroom is as unique as it is beautiful.
C.P. Hart has always insisted on using the finest materials and advanced manufacturing techniques to create the highest quality classical and contemporary bathrooms. The brand has also developed a reputation for showcasing some of the world’s most talented and innovative bathroom designers, located in our showrooms across the UK and led by our expansive flagship in Waterloo, London.
C.P. Hart’s bathroom collections include brassware, sanitaryware, furniture, tiles, home spas, and a range of other essential components for bespoke bathrooms.
Established in 1937 by Charles Percival Hart, later joined by sons Tom and John Hart, C.P. Hart has consistently challenged the industry to take a fresh look at bathroom design. C.P. Hart creates spaces that work in harmony with your lifestyle whilst reflecting your aesthetic ideals, resulting in one-of-a-kind bathrooms that are as beautiful as they are functional. Few businesses have maintained a leading position in innovation, quality, and service for over 90 years.
Since the early years supplying bathroom sanitary ware, plumbing products, and tiles to Southeast London, C.P. Hart has been responsible for introducing the most exciting product innovations to the UK. Household names such as Duravit were first launched by C.P. Hart and thanks to continued close relationships, the world’s leading manufacturers still choose the company to exclusively showcase new designs.
Whilst paving the path for innovation, C.P. Hart has a long history of developing its own in-house products. From John Hart’s innovative Waterloo shower valve in 1992, which went onto become the biggest selling valve of the decade, through to our most popular classical collection, the London range, C.P. Hart understands the needs of the bathroom market like no other.
Our products and services are designed to elevate interiors by combining technical expertise with exceptional design. We work closely with designers, architects, and specifiers to ensure every bathroom not only looks beautiful but also functions seamlessly. That means advising on product compatibility, providing detailed drawings to support specifications, and sharing technical knowledge that helps bring ambitious ideas to life.
With hundreds of ranges to choose from, we give clients the flexibility to express individuality, whether through colour, texture, pattern, or material. At the same time, our curated collections ensure that every product meets the highest standards of quality and performance.
Ultimately, our role is to make the design process smoother and more creative, offering both inspiration and practical support so that interior design projects achieve the perfect balance of form and function. The expertise of our team – particularly in understanding product compatibility across more than 170 supply partners and countless product configurations – is simply second to none.
Our specialist sector – luxury bathrooms and bespoke design solutions – adds significant value to the interior design industry by bridging the gap between creative vision and practical execution. We provide designers, architects, and specifiers with expert guidance, technical knowledge, and access to premium products that elevate the overall quality of projects.
We offer tailored support through our trade-specific design services to ensure designers have the tools, drawings, and expertise they need to deliver seamless, high-end interiors. By combining innovation, craftsmanship, and a deep understanding of materials, finishes, and functionality, we help create spaces that are not only beautiful but also highly practical and enduring.
Our sector raises industry standards, inspires creativity, and makes luxury, personalised bathrooms more accessible to clients and designers alike. We are a business driven by innovation, continually pushing our supply chain to deliver new designs and improved solutions.
At C.P. Hart, we offer tailored support to interior designers through our comprehensive services. Our Architectural Design Service provides detailed 2D CAD plans, project briefings, and design layouts, all supported by a qualified designer and sales consultant. This service ensures that designers have the technical expertise and resources needed for successful project execution.
Additionally, our Interior Design Consultation harnesses our award-winning design talent to offer complimentary peer-to-peer bathroom design advice, including product knowledge and access to samples, to assist designers in making informed decisions for projects of all sizes.
We are also happy to work directly with designers and support their clients in a variety of ways, from providing meeting spaces to collaborating on design concepts.
I have only been with the business for seven months, after a career in the KBB sector, during which I had long admired C.P. Hart. What has surprised me most is the level of innovation and care within the company. Despite its well-deserved reputation as a leader in the luxury bathroom sector, I was amazed to see how focused the team is on the customer experience and the smallest details that ensure perfection in every completed bathroom, whether in a client’s home or on one of our trade partners’ large-scale projects.
In recent years, we’ve seen a shift away from the minimalist, white, clinical-style bathrooms that dominated much of the early 2000s. Instead, our clients are increasingly drawn to more colourful, characterful spaces that reflect the opulence of earlier design eras such as the Art Deco period and the glamour of the 1970s.
There’s a growing appetite for bathrooms with colour, texture, pattern, and depth, now shifting to spaces that feel rich and layered through the clever use of materials. Alongside this, spa-inspired bathrooms are becoming hugely popular. What was once the preserve of luxury hotels is now far more attainable at home, with innovations in home saunas, steam, and wellness-led design.
Another key trend is the introduction of nature into the bathroom. Clients are looking to bring the outdoors in through organic textures, natural finishes, and earthy tones. Tiles play an essential role in this transformation, and with hundreds of ranges to choose from, they allow us to create highly personalised schemes tailored to each client’s vision.
We anticipate the year ahead will continue the move toward more expressive, personalised interiors. Clients are becoming bolder, stepping away from uniform, neutral schemes and instead embracing colour, pattern, and layered textures that tell a story and create a sense of individuality. Our clients want their bathrooms to be an extension of their home.
Wellness-focused design will also continue grow, with interiors, particularly bathrooms, being seen as restorative spaces for relaxation and self-care. The integration of spa-like features, natural elements will only increase.
Technology will also play an important role, from smart lighting and water-saving solutions to innovations that make luxury features more accessible.
While we always remain discreet about our clientele, it’s continually a pleasure to encounter some of the major celebrities who trust us with their homes. Similarly, there are significant developers bringing exceptional, large-scale projects to life across the Capital. Even after several decades in the industry, I’m still excited by the opportunity to source exclusive products for our customers and to make a real difference in someone’s home.
Being an SBID Accredited Industry Partner is a real mark of trust and credibility for us. It reflects our commitment to excellence, professionalism, and innovation within the design community. For our clients, it provides reassurance that they are working with a company that upholds the highest standards and is aligned with a globally recognised authority in interior design.
It also allows us to stay closely connected to the wider design industry – sharing knowledge, supporting best practice, and contributing to the future of interior design. Most importantly, it strengthens our ability to collaborate with designers, architects, and specifiers, ensuring we can provide the best possible expertise, products, and support for their projects. We are a relationship based business, and interior design is fundamental cornerstone for us – it’s the creativity that we thrive on.
About C.P. Hart
C.P. Hart is an established bathroom supplier with over 85 years of experience in specifying and sourcing the world’s most innovative and durable premium bathroom products. A successful Contracts division operates with architects, designers, and contractors, often on major commercial property developments and hotels, whilst a highly qualified in-house design team works with individual and private clients, ensuring each bathroom is as unique as it is beautiful. C.P. Hart has always insisted on using the finest materials and advanced manufacturing techniques to create the highest quality classical and contemporary bathrooms. The brand has also developed a reputation for showcasing some of the world’s most talented and innovative bathroom designers, located in our showrooms across the UK and led by our expansive flagship in Waterloo, London. C.P. Hart’s bathroom collections include brassware, sanitaryware, furniture, tiles, home spas, and a range of other essential components for bespoke bathrooms.
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