External Reference Transforms a Hospitality Venue into a Cultural Destination

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.

What was the client's brief?

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.

What inspired the design of the project?

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.

What was the toughest hurdle your team overcame during the project?

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.

What was your team’s highlight of the project?

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.

Why did you enter the SBID Awards?

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.

What has being an Award Finalist meant to you and your business?

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.

Can you share a project that best represents your design style?

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

How does your team collaborate on major projects?

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.

What trends do you see shaping the future of interior design?

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.

How do you incorporate sustainability into your designs?

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.

What advice would you give to emerging designers?

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.

Can you highlight one or two of your most iconic projects?

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.

Are you involved in mentoring or education within the interior design industry?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

Can you share a project that best represents your design style?

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.

What steps do you take to stay at the forefront of the design industry?

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.

What trends do you see shaping the future of interior design?

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.

How do you incorporate sustainability into your designs?

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.

What has been your company’s proudest achievement so far?

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.

What sets your work apart in the industry?

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.

Are you involved in mentoring or education within the interior design industry?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

Can you share a project that best represents your design style?

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.

What steps do you take to stay at the forefront of the design industry?

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.

What trends do you see shaping the future of interior design?

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.

Do you have a signature style or hallmark design approach?

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.

How do technology and innovation influence your work?

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.

What sets your work apart in the industry?

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.

Can you highlight one or two of your most iconic projects?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

How does your team collaborate on major projects?

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.

What steps do you take to stay at the forefront of the design industry?

We blend research and theory into every project, always seeking out new technologies, products, and materials to challenge and expand the possibilities of design.

How do you incorporate sustainability into your designs?

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.

Do you have a signature style or hallmark design approach?

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.

How do technology and innovation influence your work?

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.

What advice would you give to emerging designers?

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.

What has been your company’s proudest achievement so far?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

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.

What was the client's brief?

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.

What inspired the design of the project?

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.

What was the toughest hurdle your team overcame during the project?

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.

What was your team’s highlight of the project?

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.

Why did you enter the SBID Awards?

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.

What has being an Award Finalist meant to you and your business?

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.

How does your team collaborate on major projects?

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.

What trends do you see shaping the future of interior design?

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.

How do you incorporate sustainability into your designs?

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.

Do you have a signature style or hallmark design approach?

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.

How do technology and innovation influence your work?

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.

What advice would you give to emerging designers?

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

Are you involved in mentoring or education within the interior design industry?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

Which elements of your profession do you enjoy the most?

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.

What has been your most memorable career highlight from the past year?

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.

What are your favourite types of projects to work on and why?

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.

What are the most challenging aspects of working in interior design?

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.

What do you wish you knew before working in the field?

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.

If you could give one tip to aspiring designers, what would it be?

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.

How do you see the interior design industry evolving in the year ahead?

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.

What does being an SBID Accredited Interior Designer mean to you?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

Can you share a project that best represents your design style?

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.

What steps do you take to stay at the forefront of the design industry?

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.

How do you incorporate sustainability into your designs?

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.

How do technology and innovation influence your work?

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.

What advice would you give to emerging designers?

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.

What has been your company’s proudest achievement so far?

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.

Are you involved in mentoring or education within the interior design industry?

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.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

When x+why first got the keys to the Arding & Hobbs building in central Clapham, it was clear this was going to be a project like no other. Originally constructed in 1910 as a drapery and fabric store, this Grade II listed building has been a beloved local landmark for over a century.

Interaction were honoured to collaborate with x+why to transform this building into x+why’s newest coworking site and private members’ club, after it had sat vacant for five years. We worked alongside x+why’s talented design team in a detail and build role, helping to bring the flex space operator’s vision to life. Our shared mission with x+why was clear: create a high-end, intricately-detailed workspace and private members’ club that would honour the building’s heritage while fostering a new, vibrant community in Clapham.

"Interaction have been brilliant to work with on this landmark project. From the start, they took the time to understand the building’s history and our design intent, and they’ve done an exceptional job bringing that vision to life. Their attention to detail and craftsmanship are second to none, and they’ve been a real joy to collaborate with throughout." - Phil Nevin, CCO, x+why.

A Workspace Like No Other: Two Distinct Sides

The finished space offers a blend of historic charm and modern functionality. On one side, a coworking area provides dedicated desks, 30 serviced offices, phone booths and podcast room, all designed to accommodate businesses of all sizes looking for flexible office space in one of London’s busiest neighbourhoods. Reflecting the demand for high-quality, characterful workspaces, the flex space was already 50% let before opening, surpassing projections and demonstrating the viability of investing in well-designed, heritage-led flexible spaces.

On the other, Clapham’s first private members’ club, The Arding Rooms, feels glamourous and luxurious. The space offers a restaurant, bar, bookable lounges and meeting rooms, as well as an events space including an auditorium and anteroom. Designed for a day-to-night transition, the club is bright and welcoming during the day, ready to transform into a moody, indulgent social space in the evenings – perfect for evening drinks.

Inspired By History: Faded Glamour

This entire project is a celebration of detail, quality and heritage. We worked to enhance and compliment the building’s historic features, including its vast domed roof light, intricate mouldings, exposed brickwork and the iconic cupola – soon to be repurposed as a rooftop bar with views over Clapham and Wandsworth.

The design inspiration was ‘Faded Glamour’ – a layered elegance that hints at a grand past while feeling relaxed and unpolished. Think patinas, velvets, tarnished metals and aged finishes. Every detail has been chosen to make the space feel as if it’s been part of Clapham for a century – conjuring all the atmosphere of a vintage cigar lounge, only without the smoky haze.

Design choices were inspired by the subtle colours from the dome, with soft yellows, deep purples, blues and greens echoed in upholstery and finishes. A star motif from the dome now runs subtly through the building, appearing in drawer pulls, vintage mirrors and the bespoke banquette seating.

References to the building’s history as a drapery are woven throughout, including a poetry quote above the bar – ‘until the fabric speaks & the textile is the text’, embossed in gold-leaf. The bespoke aged oak herringbone flooring, chosen for its durability, ties seamlessly with the historic surroundings, each plank having been tumbled with stones to create a timeworn finish.

Artisan details bring a further layer of richness: a handmade mirror in the bar was crafted using traditional silver nitrate techniques, while gold-leafed handwritten signs from Bath-based Newbigin Signs guides visitors through the space. Lighting was integral to the design, creating a space that feels moody and welcoming simultaneously, with period-inspired feature lighting sourced from Jim Lawrence and Felix Lighting adding warmth and character throughout.

"Working precisely to x+why’s innovative design, the aim was to preserve the building’s rich heritage. It’s rare to work on a site with so much character, and we’ve taken great care to preserve those special architectural features while introducing a premium design that will inspire the community for years to come. It’s truly a unique workspace!" - Martha Gray, Creative Lead, Interaction.

Design Features: Details That Matter

In celebration of the building’s history, the meeting rooms are named after haberdashery terms. Styling pieces sourced from local markets and vintage stores echo the soft colours and star motif of the domed roof light, with the motif also appearing in bespoke joinery crafted by Berdalout. A traditionally-made, handcrafted mirror adorns the bar. Even the toilets carry a sense of indulgence, designed to capture the feel of glamorous days gone by.

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