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 Jestico + Whiles. Jestico + Whiles is an architecture and interior design practice with a proud heritage, driven by curiosity and focused on how design can transform people’s lives.
Our studio of specialist interior designers, architects and FF&E specialists, drawn from all backgrounds and from across the world, is led by James Dilley, Jennifer de Vere Hopkins and Joanna Grotowska-Hall, who have been working closely together for a long time. We are inspired by each other’s differing approach to design – and life in general – and united in a passion for design that ‘goes beyond’.
Every member of our team contributes to the creative direction of our work, and we encourage contributions at every level, informed by the open spirit of the studio and its staff.
We don’t have a recognisable design style, because our approach is always in response to the specific context of each project. While the outcomes may be disparate and diverse, our common process means there are recognisable red threads running through them all. This has helped us to attract a wide range of projects and clients, and to respond to each with freshness and authenticity.
Collaboration is not only enjoyable, but it produces the best results and challenges us to learn in real time. We are open and encouraging to every member of the team, both internal and external, to make meaningful contributions based on their experiences and background. Internally, we have practice-wide design reviews to unlock the widest range of perspectives.
We understand that in this fast-moving environment we must never stop learning, and we enjoy that process. While the main influence on our work is our own work, we are constantly visiting buildings of all types, across the world. While our background is in hospitality, we are increasingly seeing our expertise and approach being sought for work on buildings of all types, including mixed-use projects – an exciting evolution.
We think it’s essential to balance the analogue and digital worlds. Sophisticated digitally produced imagery is now an expected part of the presentation process. However, a watercolour, a pencil sketch or a handmade model remain intimate and personal ways of communicating our ideas.
We are excited by the opportunities of AI, which has a place both in sparking inspiration and expressing ideas. However, we know it will never replace human input in design which is grounded in empathy.
As early pioneers of environmentally conscious design, sustainability is intrinsic to everything we do – creating great design while caring for each other and the world around us is a core value of ours. We operate an ISO14001 environmental management system to monitor our environmental impact, and have published a Carbon Reduction Plan since 2022, reviewed annually to reduce our carbon emissions. Our B Corp certification, achieved in 2024, underlines our continued commitment to high standards of social and environmental performance, transparency, and accountability.
Our in-house sustainability team, plusZero, comprises architects and interior designers from various sectors within the practice, including three Passivhaus Designers. Our projects include those with LEED, BREEAM, NABERS, WELL and other recognised sustainability certifications.
We are driven by a commitment to beautiful design that emphasises wellbeing, sense of place and emotional and physical connection. We endeavour to prioritise material selection with high recycled content, low VOCs, and FSC-certified timber, working with the highest quality furniture suppliers and manufacturers to specify locally sourced and quality crafted products.
The world of design is too vast to comprehend, and it is rare that anyone might see their future path with any clarity. Embrace your own journey of uncertainty and accept that there is not, most likely, a firm destination – and this is only positive. Use your early years to immerse yourself in a range of opportunities. That means, above all, to get as much exposure as possible to inspiring people as possible; seek out your mentors and keep in touch with them, as frequent sense checks are invaluable. It will be the unexpected, disruptive, challenging or curio project, or person, that may be uncomfortable but will push you into a new orbit. Don’t dismiss a prospect without careful consideration.
About Jestico + Whiles
Jestico + Whiles is an architecture and interior design practice with a proud heritage, driven by curiosity and focused on how design can transform people’s lives. We have a global reputation for excellence, working around the world from Zanzibar to Luzern. Delivering projects at every scale, from a four-seat café to a 2,500-cabin cruise ship, we work with clients ranging from independents to global operators. Working across sectors and typologies, we’re increasingly applying our experience in hospitality design to the fields of retail, workplace and residential, as well as innovative blended-use schemes. We actively pursue unusual projects, from a Victorian textile factory and a Swiss Belle Epoque palace to the grade-I listed country house of Sir John Soane. We are proud to have won five international design awards in 2024 alone, including Hotel Designs’ Brit List Awards, and the Restaurant & Bar Design Awards.
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Deirdre Hayes, Founder of Studio Hayes, has given her insights into the industry.
My route into interior design began with a fine art background, where my focus was painting and drawing. Beginning a degree in Interior Architecture was a significant shift, and adapting to technical drawing and structured design principles took time. However, it opened a new way of thinking about creativity within the built environment.
A defining moment came when I spent a summer as a student living and working in London. Coming from Ireland, the scale, pace and cultural diversity of the city was eye-opening, and exposure to other design disciplines broadened my understanding of design as a wider profession.
I spent much of my free time exploring London’s museums and galleries and was struck by how strongly buildings and interiors could influence how you feel, from the quiet, cathedral-like galleries of the V&A to the industrial drama of the Turbine Hall at Tate Modern. That experience confirmed that I wanted to design the spaces people move through and experience every day.
I enjoy the moment when a concept truly clicks, when brand, operational needs and user experience align in a clear design direction. I am particularly drawn to the strategic side: understanding how a space must perform commercially as well as emotionally, and translating that into layouts, details and atmosphere.
Collaboration is also a major highlight. There is nothing better than problem-solving live on site with a contractor or builder, navigating constraints and finding smart, buildable outcomes together. A strong collaborative team or lack of one can make or break a project, and when collaboration works well, it is one of the most motivating parts of the process.
The standout highlight this year has been launching my own practice while continuing to work at a senior level on hospitality and experiential projects. After many years leading an in-house design team and delivering projects for international brands, stepping into my own studio has been a major milestone.
A particular highlight has been the positive response from clients and peers to a more hands-on, director-led approach, with senior expertise embedded throughout each project. Reconnecting with past collaborators, building new relationships and shaping my own way of working has made this year feel like a real turning point. While starting a business is not always the easiest path, investing my time and energy into something of my own has proved to be the most rewarding aspect of my career.
I am especially drawn to hospitality and social spaces such as bars, restaurants, leisure venues and hotels. These projects are centred around connection; they are where people come together, celebrate, relax and create memories. I enjoy the complexity that sits behind the atmosphere, from circulation and operational efficiency to layouts that support a strong commercial return, paired with the challenge of making the final experience feel effortless, welcoming and atmospheric.
I also enjoy working with heritage and older buildings. Their construction, detailing and layers of history bring a depth of character, and part of the design challenge is respecting that while adapting the space for contemporary use. Through recent residential work, including renovating my own Victorian terraced house in North London, I have developed a deeper appreciation for how these buildings are put together, with each layer revealing a different story. Balancing old and new adds a richness that cannot be replicated.
Balancing ambition with reality is always a challenge. Budgets, programmes and existing buildings do not always cooperate with the initial vision, so you need to be resourceful and solutions focused. Managing expectations and communication across large teams, including clients, operators, contractors and stakeholders, can be demanding, especially when things change late in the process. However, those challenges are also what make the successful moments so satisfying.
I wish I had fully appreciated how much time is spent on coordination, communication and detail rather than purely on design. A strong concept can fall flat if the technical information, drawings and site coordination are not robust. I would also tell my younger self that understanding how projects are financed, procured, built and operated is just as valuable as a good eye; commercial awareness and curiosity about the wider process make you a far stronger designer.
I have also learned the importance of understanding different perspectives. Clients, designers and contractors often approach a project from different standpoints, and acknowledging those differences early on makes collaboration more productive and outcomes more successful.
Spend as much time as possible in real spaces, rather than relying solely on mood boards and digital references. Visit sites and new venue openings, observe how people use them, speak to staff, and take note of bottlenecks, quiet corners and missed opportunities. Form your own design opinions and let those observations guide your thinking.
Seek out a mentor for support, whether within the industry or someone with strong leadership experience. Build strong relationships with your peers, and do not be afraid to ask for what you want or to articulate the direction you want to grow in. Enjoy the wins and learn from the setbacks.
I expect a continued move toward spaces that support fluid, real-world use: places that can transition naturally from day to night, from work to socialising, and from private focus to shared experience. Clients are looking for environments that feel authentic and uplifting, not formulaic. Sustainability will also move further into the mainstream, with increased focus on longevity, reuse and responsible specification.
In hospitality, people are craving connection and shared experience in a world that feels slightly unsettled. This is evident in the rise of concepts rooted in familiar traditions and nostalgic social rituals, from competitive socialising to modern reinterpretations of the corner shop, pub or clubhouse. There is a renewed appreciation for places with heritage, soul and a sense of belonging, which may prompt a return to more timeless design, craft and spatial storytelling, even within larger brands.
AI will become more integrated into the design process, supporting research, visualisation and efficiency. Its value lies in enhancing human creativity and informed decision-making, rather than replacing the designer.
Being an SBID Accredited Interior Designer represents professional credibility, accountability and a commitment to best practice. Accreditation by the Society of British & International Interior Design provides reassurance to clients and collaborators that my experience, training and approach meet recognised industry standards.
It reflects the importance I place on integrity, ethics and continued professional development. Interior design balances creativity with technical knowledge and responsibility, and accreditation reinforces the need to uphold all three consistently.
On a personal level, SBID accreditation acknowledges the breadth of my career to date, from leading in-house design teams to establishing my own practice. It also connects me to a wider professional community and supports my commitment to delivering thoughtful, well-considered design that responds to people, place and context.
About Studio Hayes
Studio Hayes is a London-based, director-led interior design consultancy specialising in commercial interiors, including hospitality, leisure, and retail environments. With over eighteen years of experience across Ireland, the UK, USA, and Australia, the studio delivers distinctive interiors that balance creativity with commercial insight. Every project is overseen at director level from concept through to completion, ensuring consistency, quality, and a deep understanding of each client’s vision. Studio Hayes partners with brands and individuals to create spaces that are purposeful, beautifully crafted, and designed to connect people, from small refurbishments to large-scale hospitality rollouts and unique one-off projects.
This week’s instalment of the SBID Icon Insights series features Hill House Interiors. Their creative collaboration is built on a shared belief that beautiful surroundings can transform people’s lives.
We maintain an open-plan office layout, which we find enables seamless and efficient communication between ourselves and our interior architecture team, FF&E designers, and support team. This constant collaboration helps us stay on top of every detail, keeping every project on track, highlight each individual’s strengths, and build trust. The result is a cohesive process from concept to completion.
We’re always exploring what’s next, whether it’s innovative finishes, forward-thinking concepts, or emerging technologies like AI. We don’t chase trends for the sake of it; instead, we stay curious and selective. Attending international design fairs, such as Salone in Milan, is a major source of inspiration for us. We love spotting prototypes and conceptual pieces that might not be released for several years, as they help us anticipate what’s on the horizon. Our process is equally informed by the synergy between fashion and interiors—tracking colour palettes, materials, and silhouettes to keep our work current yet enduring.
Wellness is an absolute standout right now—think home spas, ice baths, salt rooms, and hot yoga studios, all designed to recreate a five-star hotel experience right at home. We’re also finding new ways to work with innovative finishes and clever ways of incorporating classic materials, giving them a fresh twist that feels interesting and ahead of the curve.
Another shift is the rise of “couture interiors,” where carefully curated, one-off pieces take centre stage, rather than relying solely on big-name brands. This approach really elevates the ultra-high-net-worth design portfolio, ensuring every project feels entirely unique.
We’re also delighted to see more sustainable innovations, like a new outdoor rug collection made from recycled ocean waste. These rugs emulate the look and feel of indoor styles, helping us create sophisticated, eco-friendly spaces that are as kind to the planet as they are pleasing to the eye.
Technology is a delightful layer in our designs—subtle but undeniably impactful. Whether it’s discreetly integrated climate control or customisable lighting scenes that set just the right ambience, we love how modern innovations can elevate everyday living without ever compromising aesthetics. It’s remarkable how far tech has come; we can now design seamless, invisible solutions that blend beautifully with our interior schemes.
For us, the best technology is the kind you barely notice—it simply works in the background, ensuring complete comfort and convenience. It’s this effortless sophistication that resonates with our ethos of understated luxury. When done right, innovation becomes a natural extension of the design rather than a distraction, allowing our clients to enjoy a space that’s as practical as it is elegant.
Helen: Never be afraid to ask questions. Hands-on experience is invaluable, even if it means starting out in a junior position or offering your time for free. It’s all part of the process. Keep yourself organised, stay curious, and don’t be put off by the long hours—when you see how far you’ve come, it’ll be well worth it. One of the best feelings in this industry is looking back and realising how much you’ve grown by embracing every opportunity to learn.
Jenny: Seek inspiration wherever you go—from major design exhibitions, to a stroll around your local market or your favourite holiday destination. You never know which unexpected detail might spark a brilliant idea. The more experiences you gather, the richer your creative palette becomes. Above all, keep an open mind and a sense of wonder—design is a continuous journey of learning, exploration, and collaboration.
Mentorship has always been close to our hearts. We’ve been in the industry for almost three decades, and we feel strongly about supporting the next generation of designers who share our passion for creativity and craftsmanship. Each year, we attend the Inchbald Graduate Exhibition and we offer internships, many of which have blossomed into full-time roles for talented individuals who truly shine.
We also love taking part in panel discussions—there’s something wonderfully fulfilling about passing on knowledge we’ve gained over the years, hearing fresh perspectives from newcomers, and sparking that sense of excitement in the field. Judging on the SBID panel is another enriching way for us to give back, as it connects us with peers and provides a platform for constructive feedback that helps raise the bar for everyone.
Collaboration is part of our everyday fabric. We believe there’s a specialist for every aspect of a project—from architects and engineers to artisans who craft bespoke finishes. Over the years, we’ve joined forces with iconic names like Lalique, Ralph Lauren, and Benjamin Raymond to create inspiring, one-of-a-kind environments. We also love teaming up for events and showroom exhibitions with brands such as Gladee and Bella Figura, where we can collectively showcase design at its finest.
A recent highlight was our collaboration with Glancy Fawcett, Sylka Carpets, and Parkway England at the Dubai International Boat Show, presenting a “Best of Luxury British Brands” experience. Bringing together a diverse group of experts in one space allowed us to truly celebrate the richness and depth of British design on a global stage.
We’re also working on lots of new ideas in the background so watch this space!
About Hill House Interiors
Hill House Interiors is the fruit of a 25-year friendship between its founding partners, Jenny Weiss and Helen Bygraves. Their creative collaboration is built on a shared belief that beautiful surroundings can transform people’s lives. Their client-centred approach has garnered a multitude of awards while their business has grown over the years into one of Britain’s leading interior design practices, with a 30-strong team of designers and architects. Hill House Interiors operates out of a creative studio and lifestyle showroom in the UK, and a luxurious newly opened office near the DIFC in Dubai. With a global reach, Hill House Interiors works on high-end projects in the residential, yacht and hospitality sectors, in locations as diverse as London, New York, Lake Como, Antibes, the Bahamas, Ibiza and L.A. Projects can range from exclusive penthouse apartments to palatial homes, lakeside villa retreats, luxury boutique hotels or beautifully engineered yachts.
This week’s instalment of the Project of the Week series features an immersive hospitality design by 2025 SBID Awards Finalist, External Reference.
Plaza Mahou is a 1,100 m² experiential space inside Madrid’s Santiago Bernabéu Stadium, designed by External Reference for Mahou San Miguel. Combining a working microbrewery, bar, and terrace, the project connects beer, football, and Madrid’s social culture through the concept of the plaza. The design blends digital innovation, artisanal craft, and sustainable materials to create an immersive and functional environment. Featuring 3D-printed textures, recycled keg furniture, and hand-painted ceramics, Plaza Mahou transforms a hospitality venue into a cultural destination that celebrates identity, community, and experience.
Category: Club & Bar Design
Design Practice: External Reference
Project Title: Plaza Mahou
Project Location: Madrid, Spain
Design Practice Location: Barcelona, Spain
The brief was to celebrate the bond between beer and football through Mahou’s century-long partnership with Real Madrid, both rooted in Madrid. The project had to unite Mahou’s brewing culture with the club’s legacy at the Santiago Bernabéu, reflecting shared values of commitment, excellence, passion, and the spirit of Madrid as a city of encounters.
Plaza Mahou was inspired by the ambition to transform space into an immersive narrative that unites the brand’s three universes: beer, the city, and football. This vision takes shape through the archetype of the Madrid plaza, a timeless place of gathering and conviviality.
The toughest challenge was turning those ideas into tangible elements, reinterpreting them in a way that conveyed the essence of beer, the city, and football.
The most meaningful moment came when each element took shape within the real space, and the environment itself transformed into the living expression of a plaza.
We entered the SBID Awards because it represents a benchmark of excellence in interior and experiential design. Your platform recognizes projects that go beyond aesthetics to deliver meaning and innovation. For us, it is a clear opportunity to share how design can translate culture, identity, and shared values into a space that people can experience, remember, and enjoy.
Being an Award Finalist has validated our approach of merging storytelling with design to create immersive environments. It has strengthened our visibility within the international design community and confirmed the relevance of our work in shaping how brands and audiences connect through space. And of course, it feels like a great honour for our whole team.
Questions answered by Carmelo Zappulla, CEO of External Reference.
We hope you feel inspired by this week's design!
If you missed the last instalment of Project of the Week, featuring an elegant fusion of studio and showroom, click here to read it.
This week’s instalment of the SBID Icon Insights series features Katharine Pooley. Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world.
Our recent interior design and interior architecture project, Château de la Croix des Gardes, has been called ‘a contemporary reimagining of an historical masterpiece’. The largest remaining estate on the Cote D’Azur, this legendary Belle Époque Château is unparalleled in the beauty of its architecture, its sublime Mediterranean views, the scale of its surrounding gardens and its magical history. It has been an honour and a pleasure for Katharine to lead a formidable team of creatives in the complete redesign of this majestic home (as featured in Architectural Digest France). Inspired by classic French design delicately blended with a touch of English eclecticism it is a good example of Katharine’s design aesthetic, married with her passion for craftsmanship, as it included: - Over 150 hand-crafted bespoke furniture pieces and custom joinery pieces with intricate marquetry, inlays and specialist timber finishes which have been made by England’s traditional, small-scale, fine cabinetry workshops. - Over 40 diqerent hand embroidered textiles from 5 British ateliers. - 30 diqerent pieces of art from British painters and ceramicists. - 13 hand-painted frescos, silk wallpapers and panels painted by 8 diqerent studios and artists – the work of a London based artist features throughout and 2 British handpainted wallpaper companies
We collaborate exceptionally well both internally and externally and that is a cornerstone of the design studio: It takes a village! Internally we have built a studio of experienced and award-winning designers and architects who seamlessly work together to create flawless, fully immersive designs for our clients where every detail is considered, designed, installed and styled. We also work alongside – and often lead – an established network of the highest quality contractors, agents, specialists and suppliers to ensure a luxurious level of workmanship is achieved across every facet of a client’s project.
We like to design unhemmed by trends or fleeting fashions as Katharine strongly believes that true elegance and comfort is timeless. Wellness, fitness, comfort and personalisation are increasingly important to our clients. There is also a move towards more informal entertaining, a generational move away from traditional formal living room spaces to more fun and immersive games rooms, home cinemas, wine tasting rooms, music rooms. Spaces that reflect the unique individual passions of the client and showcase their niche interests are definitely growing in demand.
We make a conscious eqort to design with an eco-friendly approach and have a dedicated librarian who manages all of our supplier relationships and the library of architectural samples and decorative finishes and fabrics to ensure that specifications are made with sustainability in mind. We actively work to minimise waste across our projects and prioritise reuse, refurbishment, reclamation and antiques.
Katharine champions hundreds of the finest small to medium workshops, ateliers and makers in Britain. This ‘British-made’ approach minimises transportation for our domestic projects.
Wherever possible we aim to use natural fibres in our fabric specifications and Katharine’s role as an advocate for the Campaign for Wool reflects this passion for sustainable, natural fabrics. Wool, cotton, linen, jute, Cashmere, sisal, mohair and bamboo are all far more sustainable and better for our health than man-made fibres. Timber in our joinery and bespoke furniture is also sourced from FSC.
Our team of talented architects place sustainable MEP design solutions at the heart of our projects. For example we have completed a number of projects which have ‘air source’ heat pumps and solar photovoltaic solutions. Focusing on achieving the best U values so that the fabric of the building gives the system a head start.
Travel as much as you can, visit galleries, museums, beautiful cities, and individual artists and creators. Live life with your eyes and heart open, everything and anything can inspire you to create new and beautiful designs, but you have to get out in the world, don’t wait for it to come to you.
The Château de la Croix des Gardes has is probably our most iconic recent project, due to the final design and its captivating history. Situated high above Cannes on the lush Crois des Gardes hill, the property became infamous in 1955 as the set of Hitchcock’s film ‘To Catch a Thief’, starring Grace Kelly and Cary Grant. The scale of this project was quite spectacular, the Chateau’s square footage is 25,000 sq. ft set across four floors (extended from an original sq ft. of 13,000). Katharine Pooley also designed 42,000 sq. ft of living spaces spread across five additional beautiful secondary buildings and in total there are fifteen guest bedrooms and seven staq bedrooms across the estate. A majestic property set amongst 25 acres of sympathetically restored Italianate gardens, the design and renovation of this “heartstoppingly” beautiful French Riviera chateau embodies the luxury and glamour of its movie-star history.
In spring 2025 we complete a beautiful 50,000 sq ft coastal residence in Sardinia for a returning client. I feel this will be an iconic design for us. Set within two acres of gardens with classic Mediterranean style architecture housing a refined contemporary /rustic interior. We have taken inspiration from the curved architectural detailing that is the hallmark of Mediterranean design and designed joinery and furniture with rounded edges and circular elements to complement the flowing, intimate, nature of the space. The outdoor landscape overlooks a simply sublime Sardinian seascape which has inspired the interior design and infused it with vibrant Mediterranean hues like terracotta, deep blue, or olive green adds warmth.
This year we complete ten more projects that really are unlike anything we have created before. They will be in Paris, Aspen, Kuwait, Hong Kong, London, Bermuda, Mallorca and we currently are working on large scale iconic projects in Dallas, Doha, Dubai and Gibraltar.
Yes, we have a strong internship program which accepts candidates and graduates every year from all the main design schools and from further afield. Katharine gives regular talks and takes part in panel discussions and has a strong relationship with the KLC School of Design.
About Katharine Pooley
Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world. Named as 'British Interior Designer of the Decade', Katharine leads an international team of 49 interior designers, architects and interior architects. Current projects range in scale and style, from traditional country estates to palaces, hotels, luxury spas, beach villas, traditional castles, ski chalets, private jets and super yachts. Katharine is currently working on several international projects for private clients in Bermuda, Majorca, Aspen, Dallas, Sardinia, Paris, New York, Hong Kong, London, Dubai, Kuwait, Doha and Great Britain. Born in Hertfordshire, schooled in Oxfordshire and France, Katharine hails from a family of adventurers and aeronautical enthusiasts and her passion for exploration has been a lifelong inspiration. An intrepid traveller, she has visited more than 150 countries and, along the way, has summited many of the world’s highest mountains; driven a team of dogs on a sled to the North Pole; and crossed the Sahara Desert on horseback, amongst other exciting adventures. Katharine's approach to interior and architectural design is equally fearless and her aesthetic is synonymous with unforgettable, beautifully crafted, art-like living spaces that exude timeless elegance and luxurious comfort. Her positivity and enthusiasm for the minuti of design are legendary. Driven and fearless she creates exuberant and memorably beautiful interiors across the world and is a truly global design icon.
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 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.
This week’s instalment of the Project of the Week series features a striking and glamorous restaurant design by 2025 SBID Awards Finalist, TNN Studio.
This project transforms a Grade II-listed building in Bishop’s Stortford, UK, into a bold, multi-level Asian fusion restaurant that blends historic character with contemporary glamour. The interior concept draws inspiration from Art Deco and Bauhaus design—celebrating the building’s heritage while creating a striking new destination for dining and nightlife.
Category: Restaurant Design
Design Practice: TNN Studio
Project Title: No.14
Project Location: Bishop's Stortford, United Kingdom
Design Practice Location: London, United Kingdom
The client wanted a high-concept Asian fusion restaurant that felt like a true destination — a place that could rival a night out in London while remaining rooted in the community. The brief included multiple layers of experience: refined fine dining, lively cocktail lounges, and a private wine room for intimate gatherings.
The Roaring ’20s and the glamour of the Art Deco era were central inspirations. We wanted to capture that sense of celebration, sociability, and timeless style, while translating it into a contemporary setting. Our aim was to create a layered journey, where guests could move through different moods and atmospheres as the evening unfolded.
Working within a Grade II listed building always brings challenges, particularly balancing modern services and multiple functions within a heritage shell. Coordinating distinct experiential zones across the levels — each with its own identity, yet all tied together with a cohesive design language — required careful planning and collaboration with contractors and conservation teams.
Seeing the space come alive and witnessing the community embrace it has been incredibly rewarding. From intimate dinners to lively nights upstairs, No.14 has quickly become a new local landmark. The positive feedback and the way people are using the venue exactly as we envisioned — gathering, celebrating, returning — has been the highlight for us.
The SBID Awards are internationally respected and celebrate design excellence across disciplines. Their unique balance of expert judging and public voting offered us a way to showcase No.14 both within the design industry and to a broader audience. It felt like the right platform to share a project that is ambitious, vibrant, and rooted in community.
It’s been a significant milestone for us. As a boutique studio, being shortlisted affirms that our approach — where craftsmanship, architectural expertise, and storytelling are central — resonates within the wider design industry. It has given us greater visibility, strengthened client trust, and motivated us to keep pushing creative boundaries.
Questions answered by Tulin Naltekin, Founder and Creative Director of TNN Studio.
If you missed the last instalment of Project of the Week, featuring a calm and sleek kitchen design, click here to read it.
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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