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.
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The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network.
This week’s instalment of the SBID Icon Insights series features 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.
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.
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