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 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.
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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.
This week’s instalment of the SBID Icon Insights series features Fusion by Design. Through our passion for design and eye for detail, Fusion by Design know the true beauty of any project is in its commercial success.
The design and creative direction of the business is overseen by myself (Paula Jepmond) by working collaboratively with the team. It is important that all creatives continually shine, and we understand each other’s qualities, strengths and weaknesses, focusing on the positives makes for a cohesive project scheme.
I am unsure if we have a ‘Design Style’ as many of our projects are completely different whether that be a high street bar or a traditional pub. A comprehensive brief is the key to a great project, unfortunately a quality brief is very rare, so it is important to ask the right questions from the outset. Leaving a briefing meeting unclear of what the client wants is no good for anybody. Asking the right questions usually throws even more questions than achieves answers but this can save a lot of unnecessary wasted design time. If you still don’t get the answers you need, asking for a reference house is always a good start.
It is important we stay informed of what is happening in the design world. I still love a good design book, and Pinterest is great if used correctly. Our sample library is our pride and joy, and we are grateful to the many reps who travel to see us from all over the UK, quite often we will be given a sneak peak of new collections before they are launched. We tend to alternate the trade design shows, going to them bi-annually but the World Wide Web has been fantastic in opening to suppliers and design further afield. I am very excited about how AI will work in our industry. We have already started introducing AI into our schemes, this opens a whole new world of opportunity.
For many of our clients, sustainability is at the forefront of their company ethos and more recently their ESG policy, therefore this is reflected in our schemes. Sustainability has been discussed in our briefings for the last 20+ years, the student unions were the first to really push this. I’m saddened to think of all the wonderful quality furniture and light fittings that have been skipped and more often replaced by lesser quality items simply because the design was no longer relevant. More and more we are re-using, re-furbishing, re-upholstering, re-lamping, refinishing in order to reduce waste. You can see a shift in design styles too, there is so much more stained and polished timberwork in our schemes now replacing low quality painted MDF with stained and polished sustainable woods that will stand the test of time far longer than cheaper materials.
It is important for a company to be proud of all their projects both large and small. New concepts are really exciting for a design company, seeing new finishes and details come together is very rewarding. Seeing that concept then roll out as a brand is also a great achievement. What is important is to ensure you have delivered the clients brief, more often than not the client doesn’t brief that they want to win an award, they want something that has longevity, sustainability and is operationally functional if they get an award too that is an added bonus for everybody involved.
I believe one of our proudest moments was when we started working for Pizza Express when our company was in its infancy. Again, this work came through a client moving companies and taking us with them. For us, a small, unknown business in Leeds to be working for such a well established, iconic brand was very rewarding and I was very proud of that. Around the same time we undertook the refurbishment of the main hotel bar in the historic Landmark Hotel in London another pinch me moment.
About Fusion by Design
Established in December 1998 we are very proud to still be working with the same heartfelt enthusiasm and creativity into our 27th year of Business. From Conception to Completion, we work across all aspects of Commercial & Hospitality Design. Through our passion for design and eye for detail we know the true beauty of any project is in its commercial success.
Laurens van Graafeiland, CEO & Founder of Sustonable, has given his insights into the industry.
Sustonable is an innovative surface material crafted from post-consumer recycled PET bottles, pre consumer glass, and natural stone. It combines the elegance of premium finishes with exceptional durability, offering architects and designers a sustainable alternative to traditional surfaces.
Whether for wall cladding, flooring, countertops, or decorative applications, Sustonable transforms waste into stylish and practical solutions. By choosing Sustonable, you’re not just opting for aesthetics—you’re embracing a material that redefines sustainable design, seamlessly blending beauty and responsibility. 100 bottles are used for each 1 m2.
Sustonable was started by 3 founders in the Netherlands. The origins spun out of Shell in the Netherlands. The idea was to recycle the plastic bottles that were produced out of the oil of Shell. The traditional application we found was an engineered stone used for kitchen tops. We wanted to replace the unsaturated polyester resin by post-consumer recycled PET. On top of that we developed a very efficient continuous extrusion process to make the thin slabs.
Sustonable combines the elegance of premium finishes with exceptional durability, offering architects and designers a sustainable alternative to traditional surfaces.
Sustonable surfaces are decorative surface materials for wall cladding, flooring, countertops, or other types of furniture.
We present our materials and technical specs to interior designers with samples a catalogue and other documents. We support fabricators and installers with technical advice.
Sustonable was selected for a wall panels installation project at a passenger terminal of Lisbon airport.
Clients ask more about Sustonable for wall panel applications as an alternative for ceramics. In general light, beige, warm colour tones are popular.
Sustainability, high recycled content, low carbon footprint will gain market share.
The exciting thing is that we are now fully focused on the UK market.
This means we can connect to the community of qualified interior designers in the UK.
About Sustonable
Sustonable is an innovative surface material crafted from recycled PET bottles, pre consumer glass, and raw materials. It combines the elegance of premium finishes with exceptional durability, offering architects and designers a sustainable alternative to traditional surfaces. Whether for wall cladding, flooring, countertops, or decorative applications, Sustonable transforms waste into stylish and practical solutions. By choosing Sustonable, you’re not just opting for aesthetics—you’re embracing a material that redefines sustainable design, seamlessly blending beauty and responsibility.
Emily Dreelan, Director of Emily Day Interiors, has given her insights into the industry.
I’ve spent the past twenty years working in the interior design industry, but my love for design began much earlier. My dad was a furniture designer, and I grew up surrounded by upholsterers and makers, which sparked a lifelong passion for interiors.
I started out styling show homes while studying for my A-levels, then moved into kitchen and bathroom design. After completing a degree in Sociology, where I explored the impact of urban regeneration on communities, I went on to achieve an HND in Interior Design, blending my understanding of people and places with technical skills.
Over the years I’ve worked in project management and as an interior designer for other companies, before opening Emily Day Interiors, my own studio born from a successful and fulfilling career. As a certified colour expert, I specialise in maximalist, modern design; creating spaces rich with colour, pattern, and emotion, always finding the right balance between vibrancy and harmony.
From a young age I was immersed in the world of design, my dad was a furniture designer, and I spent much of my childhood surrounded by upholsterers and makers. That experience gave me a deep appreciation for craftsmanship and how our surroundings shape the way we live. As I grew, I realised I wanted to create spaces that don’t just look beautiful but truly connect with people and enhance their everyday lives. Studying sociology further reinforced my belief that environments influence how we feel and interact. Interior design became the perfect career path: a way to blend creativity, colour, and pattern with empathy and purpose, transforming houses into homes and spaces into experiences filled with personality and emotion.
I love the challenge of balancing colour, pattern, and texture to craft interiors that feel both vibrant and harmonious. Seeing a space transform from concept to reality never gets old; the moment a room comes together perfectly is incredibly rewarding. I also enjoy the human side of design: understanding how people live, how spaces influence their moods, and tailoring environments that reflect their individuality. For me, interior design is about storytelling through space, colour, and creativity.
A real highlight of my career over the past year was taking the plunge and opening my own studio. It was a brave step, turning years of experience into a space where I could fully express my creative vision. Even more exciting, my very first solo commercial project earned recognition as a finalist in the SBID Awards. It was incredibly rewarding to see my work celebrated on such a prestigious platform and a real validation of following my passion.
My favourite projects are always those where the client has a clear vision, and I get to bring it to life in my own colourful, emotive way. I love the challenge of working within a budget, finding creative solutions that make every pound count, and incorporating existing pieces of furniture to give them a fresh lease of life. There’s something incredibly satisfying about creating spaces that feel new and vibrant yet still hold echoes of memory and personal history. For me, the best designs balance innovation, colour, and pattern with a sense of continuity and meaning.
One of the most challenging aspects of working in interior design is balancing the creative demands and tight deadlines of projects with family life. Every project requires focus, attention to detail, and often long hours to bring a client’s vision to life, which can make finding time for loved ones tricky. Learning to manage schedules, set boundaries, and stay organised has been essential. Despite the challenges, the rewards (seeing a space transform and knowing it will be enjoyed for years) make the effort worthwhile and keep the passion for design alive.
I feel very fortunate to have had an insight into the design industry from a young age, that early exposure gave me a strong foundation, but if I’m honest, I wish I’d known just how fast-moving the industry would become, especially with technology. Tools, software, and design trends evolve constantly, and staying ahead requires continuous learning. While the creative principles remain the same, adapting to new processes, virtual presentations, and digital workflows is a challenge I didn’t fully anticipate when I first started twenty years ago.
Technology and a strong foundation are both essential in interior design. Social media exposes us to trends and influencers whose styles change quickly, but the key isn’t chasing fast fashion, it’s creating spaces that last. Listen to your clients, understand the fundamentals of design, and combine creativity with practicality. A well-designed space balances personality, function, and longevity, so you can create interiors that remain beautiful and meaningful for years, not just for a season.
I believe that over the next year, interior design will evolve to focus on well-being, connection with nature, and thoughtful technology integration. Wellness-centric spaces that promote relaxation and mental health, alongside natural materials, plants, and light-filled interiors, are becoming central to modern homes. At the same time, technology is playing a dual role—enhancing the design process with advanced tools and smart home features that improve functionality in the finished space.
Being an SBID member is incredibly rewarding. It provides a supportive platform, valuable opportunities for continued learning, and a community that encourages growth and collaboration. Membership represents reaching a level in my career where my experience and achievements are recognised as meeting an industry-leading standard. It’s inspiring to be part of an organisation that not only celebrates excellence in interior design but also offers ongoing support, guidance, and connection with fellow professionals who share the same passion for creating outstanding spaces.
About Emily Day Interiors
Emily Day Interiors specialises in creating bespoke, inspiring and personalised spaces based on the individual requirements of every client. We offer a range of services to include home styling, interior staging, procurement and full Interior Design Serives. With almost two decades working in the Interior Design industry and specialising in bespoke window treatments, as well as kitchen, bathroom and joinery design, Emily Day Interiors can bring a unique insight into every project. We work closely with our clients as well as our trusted suppliers and partners to create tailor made spaces that fulfill our client's requirements.
This week’s instalment of the SBID Icon Insights series features MAWD | March and White Design. Their global portfolio spans: exceptional residential developments, sector-defining luxury hospitality projects, branded residences and deeply personal private home and yacht schemes for the most discerning families in the world.
We have a global approach to design, typically Elliot leads the US team with studio directors located in our Los Angeles and New York studios while James typically works across our European, Middle East and Asia projects with studio directors located in our London studio and in the coming months Dubai. We do however take a one studio approach which enriches our projects with global knowledge and understanding, while allowing us to respond to client demands quickly.
At MAWD, staying at the forefront of the design industry is about constant evolution. Design is never static, and neither are we. We immerse ourselves in global trends, cultural shifts, and technological advancements, ensuring our work remains both innovative and relevant.
Collaboration and Innovation is key—we partner with leading architects, artisans, and material specialists worldwide, allowing us to push creative boundaries while maintaining a deep respect for craftsmanship. Our teams work across four studios—London, New York, Los Angeles and Dubai—giving us a global perspective and local expertise. This international presence enables us to understand regional nuances and seamlessly integrate them into our designs.
We also believe in continuous innovation. Whether it’s exploring new sustainable materials, learning about the latest materials and products or leveraging AI-driven conceptual design tools, we are always refining our approach. Every project is an opportunity to challenge conventions, elevate experiences, and redefine what interior design can be.
Sustainability is embedded in our process, from concept to completion. We prioritize responsibly sourced materials, collaborate with local artisans to reduce carbon footprints, and design with longevity in mind. Our MAWDmade furniture collection, certified Red List Free, reflects our commitment to conscious luxury.
At MAWD, we don’t just design interiors - our work is defined by a deep understanding of how people interact with space, ensuring that every project is not only visually compelling but also functional, emotionally resonant, and timeless.
What truly differentiates us is our ability to blend architectural discipline with interior storytelling. We approach each project with a meticulous eye for detail, crafting bespoke environments that feel both curated and effortless. By working closely with leading architects, developers, and artisans, we seamlessly integrate interiors with their architectural context, creating spaces that feel authentic and meaningful.
Our global reach also sets us apart. With studios in London, New York, Los Angeles, and Dubai, we bring international insights while maintaining a keen sensitivity to local culture, materials, and craftsmanship. Whether designing a private residence, a hospitality concept, or a branded development, we ensure that every space has a distinct identity and lasting impact.
Marcus Townhouse in London is one of our esteemed heritage projects of a unique retail experience for lovers of luxury, a curation of unique timepieces and rare objets d’art.
The second is our recently launched project in New York, The Greenwich – we worked alongside the world renowned Rafael Viñoly Studio to fulfil the brief of - 272 Residences across 462,000 sqft with 27,000 sqft amenity space spread across 88 floors.
Both were projects that took quite some time in terms of numbers of years to move from concept to completion, this was due to various factors but both demonstrate a sense of timelessness in design that runs through our work.
Elliot March based in the US is involved in many panel discussions, thought leadership events, some of the latest are the ICFF Fair, alongside AD Editor Melissa Studach, Elliot also joined leaders from Marriott, US Green Building Council and Electric Bowery to discuss, “Healthy Design: Where Wellness and Sustainability Meet.” The thoughtful conversation illuminated how sustainable design and wellness innovation are coming together to reshape the hospitality industry.
James White based between the UK and Middle East is involved in various educational activations including podcasts that highlight learnings within the industry alongside understanding geographic and cultural nuances across the Middle East and more broadly across Europe in reference to commercial and hospitality projects. James is also on the panel of various judging panels for industry leading awards.
We have recently launched an activation with Artemest in our Greenwich project in New York, Showcasing a harmonious blend of contemporary Italian craftsmanship and timeless design, the collection features bespoke furniture, lighting, and décor from Artemest's finest artisans. Each piece was thoughtfully chosen to elevate the penthouse's architectural brilliance, offering a refined yet inviting atmosphere that reflects the perfect balance between luxury and liveability.
About MAWD | March and White Design
Established in 2010 by Elliot March and James White, MAWD | March & White Design, is an award-winning interior design firm with studios in London, Los Angeles, New York and Dubai. Our approach is built from a legacy of delivery across multiple disciplines. Our global portfolio spans: exceptional residential developments, sector-defining luxury hospitality projects, branded residences and deeply personal private home and yacht schemes for the most discerning families in the world. Our international team has delivered complex and ambitious projects for global brands and landmark developments, equally they have created transformative interior spaces for highly private projects across the world.
This week’s instalment of the SBID Icon Insights series features Fenton Whelan. With meticulous attention to detail and an unwavering commitment to excellence, Fenton Whelan creates sophisticated spaces that seamlessly blend heritage with contemporary living.
Our team works in close synergy, ensuring every element—from conceptual design to execution—is meticulously curated. We foster a collaborative environment where architects, designers, and artisans contribute their expertise to create exceptional results.
We continuously engage with global design trends, attend international design fairs, and collaborate with leading craftsmen and material innovators. Investing in technology and sustainable solutions also keeps us ahead of industry advancements.
We prioritize sustainable sourcing, energy-efficient solutions, and timeless materials to ensure longevity and reduce environmental impact. By collaborating with ethical suppliers and artisans, we integrate sustainability without compromising luxury.
Our approach blends classical refinement with contemporary sophistication. We are known for our elegant use of textures, statement lighting, and bespoke furnishings that bring a sense of timeless luxury to each space.
Our ability to create deeply personal and refined interiors, tailored to the lifestyles of our discerning clientele, distinguishes us. Our design ethos prioritizes craftsmanship, storytelling, and seamless integration of luxury with function.
Yes, we actively mentor emerging designers and collaborate with design institutions to foster the next generation of creative talent.
We maintain strong relationships with exclusive suppliers and bespoke manufacturers, allowing us to source unique materials and create truly one-of-a-kind interiors for our clients.
About Fenton Whelan Design
Fenton Whelan Design is a London-based interior design firm renowned for its bespoke, luxurious, and timeless interiors. With meticulous attention to detail and an unwavering commitment to excellence, we create sophisticated spaces that seamlessly blend heritage with contemporary living. Our portfolio spans high-end residential, hospitality, and commercial projects, each tailored to reflect the unique personality and lifestyle of our clients. By combining innovation with craftsmanship, we transform spaces into refined, elegant environments that stand the test of time.
This week’s instalment of the SBID Icon Insights series features MKV Design. MKV Design is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work.
Our 10-year re-creation of Bürgenstock Resort overlooking Lake Lucerne in Switzerland exemplifies the diversity of our work because it is a collection of so many different parts, each a one-off project in itself - a new hotel in a modern vernacular, a heritage hotel refurbished in a grand fin-de-siècle manner, ultra luxury residences in a new property built behind an original 19th Century façade, a huge Zen-like spa, restaurants and so on, each with their own distinctive character. However, we planned and designed all these places to “click” together and create a homogenous destination.
In the hospitality sector, design is becoming much more human centric. The industry is now looking at a lot more than aesthetics – the changing demographics of guests for example, the growth in private groups of family and friends travelling together and, as business travel returns, the more nuanced expectations of many guests for a work/leisure experience. It is interesting to note the influence of residential design. Over recent years, hospitality design trends have led the way and had impact on residential design, but the barometer has swung and now it is now aspects of residential design, especially the notion of highly personalised environments, that are shaping hospitality design.
In the world of hospitality, many of the most treasured establishments are housed in old buildings and, as designers, we restore, refurbish and repurpose these legacy buildings. We also repurpose and restore antique pieces. Both buildings and their contents have a key role to play in telling the unique story that guests are eager to find. For much the same reason, we like to incorporate local materials, colour palette, crafts and artwork and, of course, buying locally and supporting neighbouring communities are inherently more sustainable than sourcing from far afield. The great thing now is that the luxury experience and sustainability are recognised as totally compatible, and increasingly guests are prepared to pay a premium to stay in a hotel that achieves both goals.
They drive what we design. As far back as some 15 years ago, we created a concept installation that proposed the advent of flexible hotel guestrooms which, enabled by technology together with innovative design, could easily adapt through work, rest and play scenarios. More recently, when the man-made pollution of our oceans was just becoming headline news, we designed another installation that stripped back the concept of luxury on a paradise island to what really matters – seamless engagement with the environment in a landscape as nature intended. In the real world of our projects, we integrate technology, but are not victims to it, and like to utilise new materials and systems whenever they might benefit operations and the guest experience.
In addition to Bürgenstock, another resort project was and remains seminal – Costa Navarino in Greece. We began our work with the client not long after MKV was founded. The guiding spirit of the vision was to create a premium, sustainably driven destination in Messinia – a beautiful and historic part of the country – bringing opportunity and prosperity to the neighbouring communities. The first phase of work included the design of two luxury hotels, the Agora village, a large conference centre, a spa and a golf clubhouse. Since then, we have worked on additional facilities as the resort expanded, as well as occasional refurbishments. In 2023, we completed the W Costa Navarino, Greece’s first W hotel, and we have just delivered a five-bedroom Mandarin Oriental villa. Costa Navarino is a celebration of its natural location. It offers a contemporary experience but one rich in the stories and traditions of its region as well as engagement with the landscape.
Both Bürgenstock Resort and Costa Navarino feel like they belong in their location, as if they are growing out of the very land and legacy of their context.
Yes, I am one of the founding partners of Kindling, a biennial competition for students of architecture & design which launched in 2022. The inaugural edition aimed to highlight the work of Ukrainian students, inviting them to submit their concept for a new hotel in Ukraine when the war with Russia was over. More than 40 students participated, and we brought the winners to London to celebrate and enjoy a long weekend in the capital. The current edition, is open to students across Europe. Subtitled Sanctuary, it is inviting them to design places of hospitality which welcome, nurture and help break down barriers, as well as which cater for the practical needs of those who are displaced from home, whatever the cause.
In our opinion, collaboration with manufacturers, suppliers and artisans is paramount. What they contribute to projects is as equally important as the design itself. So, MKV has many long-term relationships with all three groups. However, this doesn’t mean we are not open to new project partnerships – far from it!
About MKV Design
Maria Vafiadis established MKV Design in London in 2000 after an early career which took her from Athens to Milan and Vienna and onto the UK. Since then, she has cultivated a business which has worked in Europe, the Middle East and Africa and is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work. Projects include a multitude of prestigious hotels and resorts, both new-build and heritage, spas, restaurants and golf clubs as well as residences. Celebrated as a practice of distinction, MKV has been garlanded with numerous design awards, most recently: AHEAD Europe Best Resort, Gold Key Best Hotel Luxury, World Best Spa Design and Hospitality Design Guestrooms Luxury.
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