LXA Projects Redefines This Dining Experience Through Immersive and Dynamic Design

This week’s instalment of the Project of the Week series features a dynamic restaurant design by 2025 SBID Awards Finalist, LXA Projects.

Pirana is a visionary restaurant concept that redefines the dining experience through immersive and dynamic design. Thoughtfully crafted to enhance guest interaction, the space seamlessly blends luxury and entertainment, setting Pirana apart from its Mayfair competitors. Guests are invited to indulge in an exclusive restaurant with champagne room, destination bar, and intimate private dining room, all contributing to a one-of-a-kind experience. Pirana makes a bold statement transitioning effortlessly from an elegant and inviting daytime setting to a striking evening venue. The washrooms feature a striking six-meter water tank housing live piranhas.

What was the client's brief?

The client asked us to create an immersive destination restaurant that would draw in a highly networked crowd and establish itself as a go-to spot in Mayfair. The vision was to design a space that delivered a distinctive and elevated dining experience, while also becoming a social hub. The brief called for a bold blend of innovative design, exceptional service, and a sense of theatre, ensuring the restaurant would command attention and stand out as a premier venue in an already competitive market.

What inspired the design of the project?

The design had to embody the spirit of its name, drawing on the allure and intensity that comes to mind when people think of a piranha: sharp, bold, and impossible to ignore. This translated into a layered aesthetic that is luxurious yet provocative, with moments of drama carefully woven throughout the space.

A key part of the brief was for Pirana to function seamlessly across the day and into the night. By day, the venue needed to feel elegant, welcoming, and refined, a destination for sophisticated daytime dining. By night, it was to transform into a striking, high-energy hub, alive with music, theatre, and spectacle. This duality was achieved through spatial planning, materiality, and a dynamic lighting scheme that allows the atmosphere to shift effortlessly as the day progresses.

Entertainment is embedded into the very fabric of the design. A discreet ceiling track allows operators to deliver theatrical surprises, like champagne bottles arriving in dramatic fashion, ensuring that every visit feels distinctive and memorable. Elevated dining zones and private areas strike a balance between openness and intimacy, while bold focal points, from the sculptural front bar to the bespoke wave ceiling, pull guests deeper into the experience. A live DJ stage anchors the evolving atmosphere, reinforcing Pirana’s position as both restaurant and nightlife destination. The daring edge of the design culminates in one of Pirana’s most striking moments: a six-metre water tank in the washrooms, home to live piranhas. This unforgettable feature encapsulates the restaurant’s ethos, immersive, unexpected, and undeniably bold, securing its place as a standout venue in Mayfair’s competitive dining scene.

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

The toughest hurdles our team faced were bringing the drama of Pirana to life while ensuring it remained seamless, safe, and sensitive to its prestigious Mayfair setting. A defining challenge was the integration of the six-metre piranha tank, a striking focal point that required meticulous planning. Beyond its theatrical impact, the installation demanded complex engineering, specialist collaboration, and strict regulatory compliance to ensure safety and functionality without compromising the immersive experience.

Equally intricate was the integration of lighting and services. Pirana’s design relies on creating moments of surprise, features that shift the mood from day to night and appear as if from nowhere. Achieving this effect required careful coordination of lighting systems, mechanical services, and structure, ensuring the technology vanished into the architecture while still delivering drama.

Sound management posed another major challenge. With Pirana’s high-energy evening atmosphere, it was essential to prevent disruption to neighbouring properties. Situated in a conservation area near Buckingham Palace, the project demanded advanced acoustic solutions that contained the energy inside while respecting its surroundings. By overcoming these challenges, the team delivered a restaurant that pushes creative boundaries while remaining considered, immersive, and perfectly tuned to its Mayfair context.

What was your team’s highlight of the project?

The highlight of Pirana was seeing a daring concept come to life and transform into a fully immersive reality. For the team, watching the materials, textures, and finishes we had carefully curated come together so seamlessly was incredibly rewarding, everything felt effortless, as though it was always meant to be. The front bar and lounge emerged as a defining moment in the project. The bespoke wave ceiling and sculptural wall installation created an immediate sense of drama, guiding guests into the heart of the restaurant while setting the tone for the bold identity of the venue. Their integration into the back-bar setup showcased the strength of the detailing and the precision of the craftsmanship. Elsewhere in the restaurant, a commissioned artist travelled from overseas to hand-install a striking sculptural wall feature over the course of a week. This bespoke piece became a focal point in its own right, elevating the space with a unique layer of artistry and character. Beyond the design itself, the collaborative spirit across the consultant and contractor teams was a highlight in its own right. The journey of problem-solving together ensured Pirana became not just a project, but a collective achievement.

Why did you enter the SBID Awards?

Pirana is a project that’s very close to our hearts, and as a team we felt strongly that it deserved recognition. Entering it into the SBID Awards, specifically the Restaurant Design category, felt like the natural platform. The SBID represents the highest standard of interior design and reaches an audience in more than 85 countries, giving Pirana the opportunity to be celebrated on a truly international stage. To have our work placed alongside some of the industry’s most accomplished projects is not only an honour but also a chance to share our design story with a global community. Equally, entering the awards encourages reflection. It allows us to step back and look at the wider industry, how other designers are pushing boundaries, interpreting briefs, and crafting experiences in their own unique ways. That perspective is invaluable, sparking dialogue,
inspiration, and fresh ideas that feed back into our own practice. For us, the SBID Awards are about more than recognition; they are about being part of a collective celebration of design at its best. To see Pirana included within that context is an achievement in itself, and one we are immensely proud of.

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

Being named an SBID Award Finalist is a genuine honour, and it carries real meaning for our team. While the recognition itself is significant, what matters most is what it represents: the value of design that goes beyond aesthetics to create spaces with impact. At LXA, we are deeply committed to designing environments that are not only visually bold but also immersive, functional, and socially engaging. To see Pirana recognised at this level reinforces that ethos, it validates the belief that design has the power to shape how people connect, celebrate, and experience a space. It has also given us the chance to pause and reflect. As designers, we are often absorbed in the detail and intensity of project delivery. Being a finalist encourages us to step back and appreciate the wider journey, the vision, the collaboration, and the trust that allowed us to push creative boundaries and bring Pirana to life. Above all, this recognition is a reminder of why we do what we do: to create meaningful spaces that leave a lasting impression. That perspective makes the achievement even more rewarding, both for our business and for the people who experience our work.

Questions answered by Sammy Bikoulis and Jo Aitken, Associate Designers at LXA Projects.

Which elements of your profession do you enjoy the most?

The part I enjoy the most is solving spatial problems and improving how a space works. Every project comes with its own challenges, and finding the right layout solution is always rewarding.

For example, we worked on a family home where the living and dining areas felt cramped despite having a generous floor area. Instead of adding more elements, we reconfigured the layout, adjusted door positions, and introduced bespoke joinery to create integrated storage. This instantly improved circulation and made the space feel much larger.

I also enjoy the detailing stage—working on lighting, materials, and finishes. Seeing everything come together through a turnkey interior design process is very satisfying because every detail has been carefully considered. It’s that transition from concept to a fully functioning space that makes the process enjoyable.

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

One of the most memorable highlights this year was delivering a full turnkey interior design project in London where we managed everything from concept to completion.

The project had several constraints, including structural limitations and a tight timeline. There were also coordination challenges between different contractors and suppliers. To manage this, we developed detailed technical drawings, planned procurement in phases, and maintained close communication with the site team.

Despite these challenges, the project was completed smoothly, and the client moved into a fully finished home without delays or stress. For me, the most rewarding part was seeing how a structured process can simplify what is usually a complex experience.

Moments like these reinforce the importance of combining design with execution. It’s not just about creating a beautiful space, but about delivering it efficiently and professionally.

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

I particularly enjoy projects where we are involved from the early stages, especially full renovations or layout reconfigurations. These projects allow us to apply space planning and interior architecture in London in a meaningful way.

In one project, the client wanted more storage and better functionality, but did not want to extend the property. By reworking internal layouts, integrating custom storage, and designing multi-functional furniture, we were able to completely transform how the home worked without increasing the footprint.

I also enjoy high-end residential projects because they require a balance between aesthetics and everyday usability. However, commercial projects are equally interesting as they involve a different scale and focus on user experience and brand identity.

The variety keeps the work dynamic, but ultimately, I enjoy projects where design can genuinely improve how people live or use a space.

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

One of the biggest challenges is managing expectations while working within real-world constraints. Clients often come with inspiration images, but every property has limitations—whether structural, regulatory, or budget-related.

For example, we worked on a project where the client wanted a floating staircase feature that wasn’t feasible due to structural restrictions. Instead of simply rejecting the idea, we developed an alternative design that achieved a similar visual effect while remaining safe and compliant.

In London, these challenges are quite common due to building regulations and property constraints. That’s why we focus heavily on technical drawings, planning, and coordination. Clear communication is also key—helping clients understand what is possible and how best to achieve their goals.

Balancing creativity with practicality is what makes the role challenging, but also very rewarding.

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

I wish I had understood earlier how important the technical and execution side of design is. Many people assume interior design is mainly about selecting finishes and furniture, but in reality, it involves much more.

Understanding construction, services, and how different elements come together on site is critical. For example, even small details like lighting placement or joinery dimensions can significantly impact the final outcome.

Over time, I realised that creating buildable designs and detailed technical drawings is what ensures a project runs smoothly. Without that clarity, even the best ideas can fail during execution.

This understanding has shaped our approach at Oraanj Interior Design, where we prioritise planning, coordination, and precision from the start of every project.

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

Focus on learning how things are built, not just how they look.

A strong understanding of space planning, technical drawings, and construction processes will set you apart in the industry. While creativity is important, the ability to translate ideas into real, buildable solutions is what defines a successful designer.

If you can design a space and clearly explain how it will be executed, you will add far more value to your clients and collaborators.

Interior design today requires both creativity and technical knowledge, and developing both skills early on will help you build a strong foundation for your career.

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

Being SBID accredited represents professionalism, credibility, and trust. It provides reassurance to clients that they are working with a qualified interior designer in London who follows recognised industry standards.

For us, it also reflects our commitment to delivering structured, high-quality projects. We place strong emphasis on process, detail, and execution, and this accreditation supports that approach.

It’s an important recognition that not only strengthens our brand but also builds confidence for clients who are investing in their homes or businesses.

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.

Who leads design and creative direction at your company?

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.

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

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.

How does your team collaborate on major projects?

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.

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

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.

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

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.

How do technology and innovation influence your work?

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.

What advice would you give to emerging designers?

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.

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?

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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?

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.

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

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.

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

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.

How do technology and innovation influence your work?

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.

What advice would you give to emerging designers?

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.

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

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.

How do you collaborate with other professionals, such as architects and engineers?

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!

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 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.

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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.

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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.

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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.

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