Alena Bulataya, Founder of AB DESIGN BURO, has given her insights into the industry.
I chose interior design because it combines creativity, psychology, and craftsmanship in a tangible way. Since childhood, I’ve been drawn to art — painting, music, choreography — all forms of creative expression that taught me harmony, rhythm, and composition.
At the same time, I’ve always been deeply interested in psychology — in observing people, their reactions, and how surroundings influence their emotions and state of mind. One day I realized that all of this is connected: the environment we live in directly shapes how we feel, think, and interact with the world.
That understanding naturally led me to interior design, where I could merge these interests into one creative profession. I love the process of turning abstract ideas into spaces that influence how people feel, think, and behave. Balancing light, materials, and proportion — creating a dialogue between texture and form — allows me to build environments that evoke emotion and meaning. The most fulfilling moment is when a concept finally comes to life: when marble meets wood, when fabric softens geometry, when light reveals the soul of the space, and I see people respond to it emotionally.
The highlight of the past year was my collaboration with the world-renowned Swiss luxury watch brand Franck Muller, developing design concepts for two signature restaurant formats to be launched in the Middle East, with plans for global franchise expansion. Working with such an iconic brand was both an honor and a responsibility — every detail had to reflect its precision, heritage, and exclusivity.
This year also marked the launch of my own modular soft furniture collection, INCLINE, presented at two international design exhibitions. Soon after, I completed the design of a luxury aesthetic clinic and beauty salon in The Dubai Mall, the largest shopping destination in the world — a project that demanded refined detailing, innovation, and brand sensitivity.
Additionally, I created the concept for a restaurant in Qatar within one of the region’s most ambitious new lifestyle destinations and developed designs for public spaces and private apartments for Layan Verde, one of the largest luxury developments in Phuket, Thailand.
I especially enjoy working on hospitality and residential projects. Hospitality allows me to create immersive experiences for many people, while private residences are deeply personal and emotional. Both require sensitivity, innovation, and attention to detail, which make the creative process both challenging and rewarding.
The most challenging aspect is aligning all stakeholders — clients, contractors, suppliers — while maintaining design integrity. Interior design requires constant negotiation between vision, budget, and technical constraints. Balancing creativity with practicality is demanding, but it ultimately defines the success of a project.
I wish I had known how much of interior design is about people — communication, coordination, and trust — not just creativity. Early in my career, I believed a designer should do everything alone to maintain control and quality. Over time, I realized that true mastery lies in collaboration. Building a strong team of like-minded professionals, each an expert in their field, allows you to focus on the essence of design — the concept, the atmosphere, the emotional message.
Delegation, communication, and leadership are as important as artistic vision. The ability to unite talented people around one idea and guide them toward a common goal is what truly defines a successful designer.
Stay curious and never stop learning. Interior design is a constantly evolving profession influenced by technology, sustainability, and cultural shifts. Embrace change, refine your personal style, but always remain flexible to the needs of each project and client.
Design is rapidly moving toward sustainability and technology. Artificial intelligence will handle routine tasks, giving designers more space for creativity. The focus is on sustainability, digital integration, and human well-being.
Being accredited by SBID is a recognition of my professional achievements and an opportunity to be part of an inspiring global community of designers. It strengthens my credibility with international clients and motivates me to contribute to the advancement of our profession — across different cultures and continents.
About AB Design BURO
Alena Bulataya is the founder and creative director of AB Design BURO, an internationally recognized interior designer celebrated for her bold, authorial style and innovative approach to luxury spaces. With over 15 years of experience, Alena has completed more than 350 projects across Belarus, the UAE, Qatar, the USA, and Europe, earning prestigious awards and features in leading publications such as AD, SALON Interior, Harper’s Bazaar Interiors, Elle Decoration, American Daily Post, and many others. Beyond interiors, Alena is also an accomplished product designer, creating unique furniture and lifestyle collections that reflect her vision and influence on the global design industry.
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The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network.
This week’s instalment of the SBID Icon Insights series features LXA Projects. They offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors.
Design trends are always shifting, and we make sure to stick to our client brief and objectives. Rather than sticking to a single "house style," we tailor each project to our client’s brand and audience. A great example is our work on V and BYRD. For both, we created striking, contemporary spaces that captured market trends while staying true to the brands’ core values. The goal is always to deliver something unique yet commercially relevant.
We’re always out there — whether it’s networking at industry events, engaging on social platforms, or entering award submissions. Networking is key for us—it helps us stay connected and informed about what’s happening in the design world, so we’re always in tune with the latest trends and opportunities. We also host regular CPD sessions in-house to keep our team sharp, updated, and inspired.
Sustainability isn’t just a buzzword for us – it’s a responsibility!
We prioritise locally sourced materials, ensure our designs are built for longevity and make conscious choices that reduce waste. It’s about creating spaces that stand the test of time, both aesthetically and environmentally.
Technology is reshaping the industry, and we embrace it – AI tools, CAD modelling, and enhanced visualisation software all help to refine our process. But all our designs start with pen and paper or pen and an iPad. There is something irreplaceable about hand-sketching ideas before digitalising them, and we believe in the power of a hand-sketched 3D visual to present early ideas. Full rendered visuals sometimes hinder the design process rather than supporting it and they’ll never fully replace the hands-on creativity that’s at the core of our work.
Forget about your style—it’s not about you. Something I learned early in my career is that design isn’t about your personal preferences—it’s about the client. They’ll likely change their mind several times during the process, and that can be frustrating.
But you must remember that their satisfaction is the priority. Stay adaptable, patient, and always focus on meeting their needs, even when things shift. The best designers are adaptable, patient, and responsive to their clients' needs.
Our reputation. Building a name in this industry isn’t easy, but we’ve carved out a space where creativity meets practicality. We've established a strong name for ourselves, and the ability to work across a wide range of services that cater to varied client needs, sets us apart. Being able to adapt and deliver on diverse projects has been key to our success and is something we are incredibly proud of.
Yes! One of our associate designers, Sammy Bikoulis, is particularly passionate about mentorship. He’s involved in a phone mentoring program where he connects with up-and-coming designers a few times a year, offering advice and sharing what he’s learned along the way. He has also guided students in design competitions, helping them fine-tune their concepts and offering guidance to make sure their designs stand out. On top of that he frequently speaks at events like the London Design Fair. He’s even led online CPD sessions on topics like "Designing Inclusive Spaces." Sharing knowledge is something we value deeply.
About LXA Projects LTD
We offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors. Our expertise isn’t just about aesthetics — we bring together interior design, project management, and cost consultancy to deliver a seamless, end-to-end service.
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.
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.
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.
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.
About Interaction
Powered by principles. We’ve been designing and building some of the UK’s best workplaces since 1992. Throughout the years Interaction has worked to create workspaces which bring out the best in people and their business. We advocate for the types of workspace that are people-centric, sustainable and flexible; spaces designed to build communities and facilitate collaboration. With a design studio in Bath and a central London base, our creative crew work on a range of commercial projects, from bespoke office fit-outs to multi-million pound building refurbishments.
This week’s instalment of the SBID Icon Insights series features Fusion by Design. Through our passion for design and eye for detail, Fusion by Design know the true beauty of any project is in its commercial success.
The design and creative direction of the business is overseen by myself (Paula Jepmond) by working collaboratively with the team. It is important that all creatives continually shine, and we understand each other’s qualities, strengths and weaknesses, focusing on the positives makes for a cohesive project scheme.
I am unsure if we have a ‘Design Style’ as many of our projects are completely different whether that be a high street bar or a traditional pub. A comprehensive brief is the key to a great project, unfortunately a quality brief is very rare, so it is important to ask the right questions from the outset. Leaving a briefing meeting unclear of what the client wants is no good for anybody. Asking the right questions usually throws even more questions than achieves answers but this can save a lot of unnecessary wasted design time. If you still don’t get the answers you need, asking for a reference house is always a good start.
It is important we stay informed of what is happening in the design world. I still love a good design book, and Pinterest is great if used correctly. Our sample library is our pride and joy, and we are grateful to the many reps who travel to see us from all over the UK, quite often we will be given a sneak peak of new collections before they are launched. We tend to alternate the trade design shows, going to them bi-annually but the World Wide Web has been fantastic in opening to suppliers and design further afield. I am very excited about how AI will work in our industry. We have already started introducing AI into our schemes, this opens a whole new world of opportunity.
For many of our clients, sustainability is at the forefront of their company ethos and more recently their ESG policy, therefore this is reflected in our schemes. Sustainability has been discussed in our briefings for the last 20+ years, the student unions were the first to really push this. I’m saddened to think of all the wonderful quality furniture and light fittings that have been skipped and more often replaced by lesser quality items simply because the design was no longer relevant. More and more we are re-using, re-furbishing, re-upholstering, re-lamping, refinishing in order to reduce waste. You can see a shift in design styles too, there is so much more stained and polished timberwork in our schemes now replacing low quality painted MDF with stained and polished sustainable woods that will stand the test of time far longer than cheaper materials.
It is important for a company to be proud of all their projects both large and small. New concepts are really exciting for a design company, seeing new finishes and details come together is very rewarding. Seeing that concept then roll out as a brand is also a great achievement. What is important is to ensure you have delivered the clients brief, more often than not the client doesn’t brief that they want to win an award, they want something that has longevity, sustainability and is operationally functional if they get an award too that is an added bonus for everybody involved.
I believe one of our proudest moments was when we started working for Pizza Express when our company was in its infancy. Again, this work came through a client moving companies and taking us with them. For us, a small, unknown business in Leeds to be working for such a well established, iconic brand was very rewarding and I was very proud of that. Around the same time we undertook the refurbishment of the main hotel bar in the historic Landmark Hotel in London another pinch me moment.
About Fusion by Design
Established in December 1998 we are very proud to still be working with the same heartfelt enthusiasm and creativity into our 27th year of Business. From Conception to Completion, we work across all aspects of Commercial & Hospitality Design. Through our passion for design and eye for detail we know the true beauty of any project is in its commercial success.
Award-winning interior design studio Kai Interiors is proud to announce the completion of its latest project, Guillam Coffee, located within the newly redeveloped and iconic London building, The Whiteley. Completed on 22 July 2025, this coffee space pays homage to the site’s historic past through a rich tapestry of textures, curves, and considered materiality.
At the heart of the design concept lies the influence of The Whiteley’s legacy in textiles. The soft, wave-like forms throughout the space, from the microcement curved wall to the sweeping counter and bespoke tables, reflect the flowing movement of fabric. This visual narrative celebrates the craftsmanship once associated with the building while aligning with Guillam Coffee’s brand identity.
Daniela Canas, Interior Designer of Kai Interiors, says: "The brief was to create a warm, inviting space that subtly referenced the Whiteley’s past while representing the Guillam brand. A key element in our design was the integration of branding colours with luxurious walnut panelling, establishing an elegant balance between modern hospitality and historical homage. Bespoke furniture, custom lighting, and tactile finishes elevate the guest experience while remaining timeless and functional."
· A custom microcement curved wall crafted to mimic the flow of textiles · A bespoke curved counter and branch feature to anchor the bar area · Use of sustainable materials and handcrafted finishes throughout · Brand-led colour palette tied into an elegant walnut woodwork scheme
Guillam Coffee at The Whiteley is more than a café, it’s a thoughtfully designed destination that honours history while embracing the future of hospitality.
About KAI Interiors
KAI Interiors is an award-winning, female-led London and Sydney design company specialising in exceptional hospitality, residential, wellbeing, and workspace projects. Our innovative, open-minded approach fosters trusted relationships, enabling us to deeply understand clients’ needs. We craft unique, human-centric concepts that deliver beautiful, functional designs. We partner globally with hotels, restaurants, bars, and high-net-worth individuals seeking impressive, bespoke lifestyle experiences. Our seamless four-step process guides clients through concept, design, build, and styling. Founded over a decade ago by Michaela Reysenn, an F&B veteran, KAI consistently balances practicality and aesthetic beauty in award-winning projects under her leadership. Our Mission is designing inspiring spaces that cultivate authentic engagement and collective wellbeing, for a more socially connected world.
This week’s instalment of the SBID Icon Insights series features MKV Design. MKV Design is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work.
Our 10-year re-creation of Bürgenstock Resort overlooking Lake Lucerne in Switzerland exemplifies the diversity of our work because it is a collection of so many different parts, each a one-off project in itself - a new hotel in a modern vernacular, a heritage hotel refurbished in a grand fin-de-siècle manner, ultra luxury residences in a new property built behind an original 19th Century façade, a huge Zen-like spa, restaurants and so on, each with their own distinctive character. However, we planned and designed all these places to “click” together and create a homogenous destination.
In the hospitality sector, design is becoming much more human centric. The industry is now looking at a lot more than aesthetics – the changing demographics of guests for example, the growth in private groups of family and friends travelling together and, as business travel returns, the more nuanced expectations of many guests for a work/leisure experience. It is interesting to note the influence of residential design. Over recent years, hospitality design trends have led the way and had impact on residential design, but the barometer has swung and now it is now aspects of residential design, especially the notion of highly personalised environments, that are shaping hospitality design.
In the world of hospitality, many of the most treasured establishments are housed in old buildings and, as designers, we restore, refurbish and repurpose these legacy buildings. We also repurpose and restore antique pieces. Both buildings and their contents have a key role to play in telling the unique story that guests are eager to find. For much the same reason, we like to incorporate local materials, colour palette, crafts and artwork and, of course, buying locally and supporting neighbouring communities are inherently more sustainable than sourcing from far afield. The great thing now is that the luxury experience and sustainability are recognised as totally compatible, and increasingly guests are prepared to pay a premium to stay in a hotel that achieves both goals.
They drive what we design. As far back as some 15 years ago, we created a concept installation that proposed the advent of flexible hotel guestrooms which, enabled by technology together with innovative design, could easily adapt through work, rest and play scenarios. More recently, when the man-made pollution of our oceans was just becoming headline news, we designed another installation that stripped back the concept of luxury on a paradise island to what really matters – seamless engagement with the environment in a landscape as nature intended. In the real world of our projects, we integrate technology, but are not victims to it, and like to utilise new materials and systems whenever they might benefit operations and the guest experience.
In addition to Bürgenstock, another resort project was and remains seminal – Costa Navarino in Greece. We began our work with the client not long after MKV was founded. The guiding spirit of the vision was to create a premium, sustainably driven destination in Messinia – a beautiful and historic part of the country – bringing opportunity and prosperity to the neighbouring communities. The first phase of work included the design of two luxury hotels, the Agora village, a large conference centre, a spa and a golf clubhouse. Since then, we have worked on additional facilities as the resort expanded, as well as occasional refurbishments. In 2023, we completed the W Costa Navarino, Greece’s first W hotel, and we have just delivered a five-bedroom Mandarin Oriental villa. Costa Navarino is a celebration of its natural location. It offers a contemporary experience but one rich in the stories and traditions of its region as well as engagement with the landscape.
Both Bürgenstock Resort and Costa Navarino feel like they belong in their location, as if they are growing out of the very land and legacy of their context.
Yes, I am one of the founding partners of Kindling, a biennial competition for students of architecture & design which launched in 2022. The inaugural edition aimed to highlight the work of Ukrainian students, inviting them to submit their concept for a new hotel in Ukraine when the war with Russia was over. More than 40 students participated, and we brought the winners to London to celebrate and enjoy a long weekend in the capital. The current edition, is open to students across Europe. Subtitled Sanctuary, it is inviting them to design places of hospitality which welcome, nurture and help break down barriers, as well as which cater for the practical needs of those who are displaced from home, whatever the cause.
In our opinion, collaboration with manufacturers, suppliers and artisans is paramount. What they contribute to projects is as equally important as the design itself. So, MKV has many long-term relationships with all three groups. However, this doesn’t mean we are not open to new project partnerships – far from it!
About MKV Design
Maria Vafiadis established MKV Design in London in 2000 after an early career which took her from Athens to Milan and Vienna and onto the UK. Since then, she has cultivated a business which has worked in Europe, the Middle East and Africa and is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work. Projects include a multitude of prestigious hotels and resorts, both new-build and heritage, spas, restaurants and golf clubs as well as residences. Celebrated as a practice of distinction, MKV has been garlanded with numerous design awards, most recently: AHEAD Europe Best Resort, Gold Key Best Hotel Luxury, World Best Spa Design and Hospitality Design Guestrooms Luxury.
This week’s instalment of the Project of the Week series features a mesmerising restaurant design by 2024 SBID Awards Finalist, Bishop Design.
Sereia, meaning 'Mermaid' in Portuguese, made it's debut on February 29th, 2024, in Miami's Coconut Grove. Chef Henrique Sá Pessoa and Sault Hospitality birthed this culinary gem, vowing excellence. Under Bishop Design's direction, the restaurant dazzles with bespoke interiors. Picture gracefully curved furniture and an ocean-inspired palette—blues, greens, and sandy hues merging seamlessly. The ambiance is mesmerising, both unique and welcoming, mirroring the culinary delights it serves. Among its charms, Sereia offers an intimate private room, accommodating up to twelve guests, ensuring every dining experience is as extraordinary as the Iberian Peninsula, from which it draws its inspiration.
Category: Restaurant Design
Design Practice: Bishop Design
Project Title: Sereia
Project Location: Miami, United States
Design Practice Location: Miami, United States
The client envisioned a sophisticated yet approachable dining destination that would celebrate the ocean and Iberian coastal culture, mirroring the culinary vision of two-Michelin-starred Chef Henrique Sá Pessoa. They wanted a space that would feel elegant yet inviting, with a natural flow between intimate indoor seating and a sun-dappled outdoor terrace. The goal was to craft an immersive environment that complements the refined simplicity of the menu while embracing the charm and warmth of Coconut Grove’s evolving dining scene.
The design of Sereia is a subtle love letter to the sea, capturing the movement, textures, and colours of the ocean without being overtly thematic. Inspired by the Iberian coastline, we integrated a soothing Atlantic palette of rich blues and greens, complemented by natural woods, curved furniture, and textured elements that create a sense of depth and warmth. Soft, ambient lighting beneath banquettes and the wave-like bar adds an ethereal, floating effect, reinforcing the fluidity of the design. The cobbled flooring, reminiscent of the charming streets of Portugal, brings an al fresco dining essence indoors, seamlessly connecting the space with its coastal inspiration.
One of the challenges was achieving a balance between intricacy and simplicity—creating a space that felt refined and luxurious while maintaining an inviting and effortless ambiance. Ensuring that the organic curves, textural contrasts, and layered lighting worked harmoniously required careful consideration and collaboration with craftsmen and contractors. Additionally, integrating the omakase-style crudo bar within the restaurant’s flow without disrupting the intimacy of the main dining space was another design challenge that we successfully navigated.
Seeing the vision come to life and witnessing the seamless interplay between the culinary artistry and the design was incredibly rewarding. The moment guests step into Sereia, they are enveloped in an ambiance that feels both transportive and welcoming. The integration of natural materials, soft lighting, and carefully curated details creates a space that doesn’t just serve as a backdrop but enhances the overall dining experience. The floating effect of the bar, in particular, stands out as a beautifully executed design element that elevates the space.
Bishop Design has always been dedicated to pushing boundaries and redefining the hospitality experience through design. The SBID Awards are an incredible platform that celebrates excellence and innovation in the industry, and we wanted to showcase how Sereia embodies these principles. Entering the awards allowed us to share our creative approach with the global design community and recognize the incredible collaboration that made this project possible.
Being an SBID Award Finalist is an honour that validates our commitment to design excellence and storytelling through space. It highlights the dedication of our team and the passion we bring to each project. This recognition has not only strengthened our industry presence but has also reinforced our mission to create inspiring, immersive spaces that leave a lasting impact.
Questions answered by Paul Bishop, Founder of Bishop Design.
We hope you feel inspired by this week's design!
If you missed the last instalment of Project of the Week, featuring a luxury rental building design by CHIL Interior Design, click here to read it.
Farhan Rehman, Interior Designer, has given his insights into the industry.
Half a decade of experience within the interior design sector, I specialise in high-end residential projects, hospitality design and bespoke commercial spaces. Basically, anywhere that requires a space to be designed whether it be set down on soil or 6000ft in the air, everything is designable. Portfolio includes intimate villas, residential compounds, boutique hotels and co-working spaces. I’m known to execute on a project creating uniquely sophisticated spaces that blend aesthetics with exhilarating aspects.
My passion for interior design stems from the profound impact that thoughtfully designed spaces have on people's daily lives and wellbeing. I've always been fascinated by how each element of design and spatial arrangement can transform not just how a room looks but how it breathes and the flow of that segment. Witnessed how good design can solve real world problems, whether it's creating a calming sanctuary for a stressed executive, designing an accessible home for minimalistic everyday needs or creating an opulent luxury retreat within the hospitality sector. There's something deeply rewarding about combining creativity with practicality to enhance how people interact with their environments and invoke each of their sense. Every project presents a unique puzzle to solve and I do love a “unsolvable” puzzle!
Simply being able to create. Each project begins with intimate conversations where clients share their dreams and frustrations. I love translating their vision into tangible spaces while introducing elements they never imagined. The problem-solving component is equally exhilarating, finding creative solutions often leads to the most innovative designs. I'm also passionate about the sourcing process where I can discover unique pieces from local artisans or global finds that add soul to a space. Conclusively, the transformation moment when clients first see their completed space is pure magic. The emotional response of client and I reminds me why this work matters. It's incredibly fulfilling to know I've created something that will create a positive impact along with having a finished product that will resonate throughout generations to come.
A couple years ago while being an undergraduate student, I had the extraordinary opportunity to help handle the interior design of a private residential compound that included both living quarters and a boutique hotel component. The project required creating two distinct yet harmonious interior atmospheres, personalised family spaces alongside sophisticated hospitality interiors that would rival other hotels. The challenge was creating a cohesive design language along with a colour palette that would feel like home for the residents while providing guests of the hotel a luxury retreat. I sourced bespoke furniture, curated art collections and designed custom schemes that adapted from cosy residential warmth to elegant hospitality sophistication. We incorporated personal collections and travel memories into the hotel lobby while creating simple indulgence in guest suites, common areas and dining spaces. The compound featured around 120 villas, apartments, communal entertainment areas, the hotel and hotel-standard amenities including a recreation and restaurant. The most rewarding moment came when we hosted the first guests and witnessed how effortlessly the spaces transitioned from private residence to welcoming hospitality venue. This project pushed every boundary of residential design while incorporating commercial-grade functionality and luxury standards.
I’m particularly drawn to empty spaces and the abundance of space along with residential renovations with strong architectural character. These projects offer the perfect balance of preserving historical integrity while incorporating my own design style into a space. There's detective work involved from uncovering original mouldings, playing with an empty space or being the one to create hidden architectural gems which will be there for decades to come. I see myself as a curator helping create stories and allowing those stories to continue with each interior curated. These projects align with my values while often producing the most unique and characterful results, I call myself the painter that sparks creative solutions.
Managing client expectations while staying within budget constraints is perpetually challenging. Clients often have Pinterest board visions without understanding the associated costs or timeline realities. Educating them about quality investment pieces versus budget alternatives while maintaining their enthusiasm requires delicate communication skills. Project timelines are another constant challenge whether it be contractor scheduling conflicts or unexpected structural issues that can derail even the most meticulously planned projects. The emotional aspect can be draining too but you learning to maintain your personal health and wellbeing helps quite a bit as it reflects on the interiors you create. The feast-or-famine nature of client work means financial planning is crucial.
I wish I'd understood the critical importance of detailed contracts and clear communication protocols from day one. Many early challenges stemmed from assumptions about timeline expectations or budget inclusions that weren't explicitly documented. Learning to have difficult conversations upfront about realistic budgets and timelines would have saved countless headaches. I also underestimated how much of the job involves project management, vendor coordination and problem-solving rather than pure creative work. I wish I'd known to build stronger financial reserves for the irregular income patterns typical in this industry. Finally, developing a thick skin for criticism is essential as design is subjective and not every client will love every choice. Learning to separate professional feedback from personal validation was a crucial but difficult lesson.
While I’m still on my learning journey and far from perfect it’s hard to give tips to aspiring designers and I’d rather aspiring designers give me their tips! But develop exceptional listening skills, really listen. And have genuine curiosity about how people live. Technical design knowledge and aesthetic sensibility can be taught but the ability to truly interpret a client's unspoken desires is what separates good designers from great ones. Spend time observing how individuals use their spaces, what causes daily frustrations and what brings them joy in their abodes. Never stop learning. from construction techniques to emerging materials to cultural design traditions. I read that the most successful designers are those who remain as curious students constantly expanding their knowledge and challenging their assumptions about what makes a space truly exceptional.
Sustainability and wellness-focused design will continue dominating industry trends with clients increasingly prioritising eco-friendly material and biophilic design elements yet with a touch of luxury. Smart home technology integration is becoming standard rather than luxury, requiring designers to understand technical systems alongside aesthetic principles. Virtual reality and AI-assisted design tools are revolutionising the sector making design concepts more accessible and collaborative. The post-pandemic emphasis on multi-functional spaces that accommodate different aspects of life will persist, driving demand for adaptable interiors. I also see growing appreciation for local artisans and custom-made pieces. Economic uncertainties are pushing both designers and clients toward more thoughtful long-term investments in quality pieces rather than trend-driven purchases.
SBID accreditation represents a commitment to professional excellence and ethical practice that extends far beyond aesthetic capability. It demonstrates my dedication to continuous learning, adherence to industry standards and accountability to both clients and peers. The rigorous assessment process validated not just my design skills but my business practices, project management capabilities and professional conduct. Being part of the SBID community connects me with like-minded professionals who share high standards and collaborative spirit. The accreditation provides clients with confidence in my expertise and professionalism while the ongoing CPD requirements ensure I stay current with industry developments and best practices. It will open doors to prestigious projects and networking opportunities will advance my career. Most importantly, it's a badge of honour that carries real weight in establishing credibility and trust.
About Farhan Rehman
A visionary designer crafting spaces defined by refined sophistication and purposeful elegance. Each project is approached with a deep understanding of spatial flow and material expression, resulting in interiors that feel both elevated and intuitively designed. With a focus on creating environments that resonate emotionally and function effortlessly, the work transcends trend, offering timeless spaces tailored to modern living. Calm yet confident marked by subtle contrasts that quietly commands attention. Every detail is considered, every element intentional, creating interiors that are immersive in their appeal.
Yuliya Forrest, Founder and Lead Interior Designer at Yuliya Forrest Interior Design, has given her insights into the industry.
I am an interior designer with over 18 years of international experience, currently based in Scotland. My background combines fine arts and civil engineering, which allows me to approach design with both creative depth and technical precision. Over the years, I have worked on a wide variety of residential, commercial, and hospitality projects across different countries—including Russia, Belarus, Egypt, and the UK.
Since relocating to beautiful Scotland, I’ve been deeply inspired by the architecture and natural surroundings of the UK. However, I often notice a disconnect between the charming exteriors of buildings and their underwhelming interiors. My mission is to bridge that gap by bringing thoughtful, elegant, and emotionally resonant design into Scottish interiors—enhancing public spaces, hospitality venues, and homes to better reflect the beauty that surrounds them.
I recently launched my own design practice, Yuliya Forrest Interior Design LTD, and am actively growing my portfolio of projects across the UK.
Art has always been a part of my world. I come from a creative family—my ancestor, the Russian landscape painter Nikolai Petrovich Krymov, is someone I deeply admire. His works are exhibited in the Tretyakov Gallery, and his legacy has inspired me to pursue a life connected to art.
I studied fine art and spent much of my early life drawing, yet I eventually felt the need to express creativity on a larger, more spatial scale. I wanted to shape entire environments, not just images. For me, interior design is about more than aesthetics—it's about creating moods, evoking emotion, and supporting the inner lives of those who live or work within a space. I believe the spaces we occupy can help shape who we are.
Over the course of my 18-year career, my preferences have naturally evolved. I’ve always been a hands-on designer—capable of taking a project from initial measurements to final installation. I can create 3D visualisations, produce technical drawings, prepare budgets, and select materials. But today, what excites me most is the early conceptual phase—the creation of the design idea itself.
This is the part I now focus on most closely, while the technical development is handled by my team under my direction. What truly fascinates me is connecting with the client and uncovering what they really want—even when they’re not entirely sure themselves. There is nothing more rewarding than seeing a client’s eyes light up when the final result reflects exactly what they needed—sometimes even before they realised it.
So much has happened in the past year—it hasn't even been twelve months since I launched my interior design business in the UK. But without a doubt, the most memorable milestone for me was securing my very first project in this country.
It was a commercial commission that included the design of a bar, a restaurant, and an event hall—all in one multifunctional venue. I started from scratch, from the earliest concept sketches and zoning, and led the project through to its final realisation. This project will always hold a special place in my heart as the one that marked the beginning of my UK journey. Commercial spaces energise me—I truly enjoy shaping environments where people gather, celebrate, and connect.
For me, the most fulfilling projects are the ones where clients trust the design process and are open to creating something truly expressive. Whether it’s a residential or commercial space, what matters most is that creative dialogue and mutual respect.
That said, I personally find the greatest satisfaction in designing commercial interiors. There’s something incredibly energising about developing spaces that serve a broader audience—whether it’s a hotel, a restaurant, or a public venue. One of the most fascinating projects I’ve worked on was the Hawaii Resort Hotel, which I developed over several years. Projects like that allow me to blend strategic planning with storytelling and emotional atmosphere.
As someone who is naturally meticulous and highly responsible, I always strive for perfection in my work. I want every detail to be executed with precision. But interior design, especially during implementation, often brings unexpected challenges—whether it's on-site complications or last-minute changes from clients.
One of the biggest challenges for me has been learning to remain flexible in situations that are constantly shifting. You have to adapt quickly and calmly—while still delivering quality. Balancing my perfectionist nature with the need to stay agile and responsive has definitely been one of the most demanding (and character-building) aspects of the profession.
In the early stages of my career, I focused heavily on the artistic side of design—on aesthetics, atmosphere, and visual impact. But over time, I’ve come to understand just how essential it is to also master the technical and constructional aspects of the work.
I wish I had realised sooner how important it is to deeply understand how things are actually built: the materials, the methods, and the hidden details behind the finished surfaces. Today, I have that experience, but I encourage every aspiring designer to take an active interest in the 'invisible' side of design: the structure behind the beauty.
Always stay focused on the final result—not just the design stage. A beautiful concept on paper means nothing if it isn’t brought to life as intended. A project should be seen through to completion. That means being involved during the implementation phase, supporting the client, and guiding the execution.
In my early years, I worked on several projects where the clients chose not to proceed with author supervision—often due to budget concerns. Sadly, many of those interiors were never realised as planned. The vision was lost in translation, and the end result didn’t reflect the original design.
We’re already seeing the trends that are likely to shape the next few years, and many of them were clearly reflected at this year’s Milan Design Week. That event always sets the tone for what’s to come in the industry—and this year, it was all about natural materials, bold forms, and deep, earthy colours.
I believe the interior design industry will continue to grow, both creatively and commercially. As people place more value on the aesthetics of their surroundings—whether at home or in business environments—design becomes not just a luxury, but a necessity.
Becoming part of such a respected design community has been incredibly meaningful for me—especially as someone who is new to the UK. I see SBID as not just a professional network, but as a source of support, inspiration, and growth. It gives me the opportunity to learn from established British designers whose work I truly admire, and to better understand how the industry operates in this country.
As I plan to live and grow my business here long term, I believe SBID will play an important role in shaping my future as a designer in the UK. I’m excited to be part of this community and look forward to contributing to it in the years ahead.
About Yuliya Forrest Interior Design
Yuliya Forrest Interior Design is a studio based in Scotland, UK. Since 2006, Yuliya has been creating thoughtful and well-resolved interiors that combine functionality, comfort, and visual identity. While her portfolio spans residential, hospitality, and commercial projects, Yuliya is especially passionate about shaping distinctive spaces for businesses. Her work is rooted in a refined European sensibility, brought to life through a clear technical understanding and a strong artistic vision. The studio currently focuses on projects throughout the UK, while also maintaining a track record of international work across Europe and the Middle East. Clients value the studio’s flexible, hands-on approach and ability to translate brand and lifestyle into authentic, engaging interiors.
Manuela Hamilford, Creative Director at Hamilford Design, has given her insights into the industry.
My journey into interior design was shaped by my early experiences growing up in Italy and then working for Italian interior brands in New York, they instilled in me a deep appreciation for craftsmanship and the way a beautifully designed space can enhance everyday life. Growing up in Vicenza, surrounded by classical Italian architecture, I developed an understanding of proportion, materials, and timeless elegance. When I moved to New York to begin my career, I was exposed to a more contemporary, dynamic approach to interiors, as well as the importance of bespoke home furnishings in creating spaces that feel personal and refined.
Founding Hamilford Design in 2005, in London was a natural progression—allowing me to use my experience and create warm interiors that are sophisticated, with a sense of individuality. My studio strives to bring to life spaces that enhance our clients’ lives and tells their own unique stories. My business grew organically through word of mouth, with people recommending us to friends and acquaintances. My clients drive my passion.
There are so many aspects of interior design that I find rewarding, but mainly it's the variety - curating bespoke spaces, rather than copy and pasting a strict studio style. I love sourcing exceptional pieces, whether it’s unique antiques from dealers that I’ve met in London or custom-made furniture designed specifically for a client’s home. Every project is an opportunity to create something special, and I find immense satisfaction in working closely with trusted artisans, craftsmen, and suppliers who share my passion for quality and attention to detail. On that point - I also love the collaborative nature of this industry—each project involves working closely with tradespeople and the clients themselves.
Over the past year, we have worked on some incredible projects, but one that stands out was the completion of a beautifully restored listed townhouse in Barnes. The project was particularly special as it required a delicate balance between preserving the building’s historic charm and introducing modern luxuries. We carefully reinstated period details such as a mosaic tiled floor, sourced exquisite antique pieces and layered in contemporary design elements.
Another highlight has been expanding our work in the Cotswolds, where we have had the opportunity to design a number of countryside retreats. There’s something very rewarding about creating a sanctuary away from city life—spaces that embrace nature and craftsmanship. Each home has its own unique stye, which is important to me.
We have recently been asked to design more commercial projects over the last year or so, this is an exciting challenge for the studio and winning a Restaurant and Bar Design Award shows that we’re on the right track!
I also enjoy designing residential projects that allow for a high level of personalisation. Luxury is not just about grandeur—it’s about comfort, warmth, and creating an environment that feels truly personal.
One of the biggest challenges in interior design is managing expectations while ensuring that every detail is executed to the highest standard. This means working with meticulous attention to detail, coordinating with multiple suppliers, and ensuring that craftsmanship and finishes are impeccable, whilst a timeline is adhered to.
Timelines and logistics can be complex, particularly when working on international projects or listed buildings with strict regulations. We handle a lot in house, such as planning permissions, so are able to control these timelines to an extent. However, overcoming these challenges is part of what makes the process so rewarding.
I am always learning! Although, I wish I had known just how much of interior design is about project management. Creativity and strong vision are important of course and sit at the heart of what we do, but delivering a high-end project requires exceptional organisation. From working with builders and suppliers to managing budgets and timelines, a successful designer needs to be a great project manager too.
Develop your eye and your taste, then trust in them. Interior design is about refining your sense of style. I’m inspired by my travels, trade shows, galleries and even books. Immerse yourself in design!
The industry is shifting towards a more conscious, considered approach to luxury. Sustainability and biophilic design, which integrates nature into interiors through materials, lighting, and greenery, will continue to gain momentum, as people seek homes that promote wellness and tranquillity.
Being an SBID Accredited Interior Designer is such an honour. The SBID provides a platform for connecting with like-minded industry professionals and staying at the forefront of industry innovations.
I am excited to be involved in panels and taking part in peer discussions. Being involved with an organisation that champions quality, expertise, and ethical design is something I am incredibly proud of!
About Hamilford Design
Founded in 2005, Hamilford Design offers a range of services from all aspects of creative interior design through to new builds and renovations with an expert team of contractors and architects. Creating elegant, luxurious and warm interiors is what reflects the essence of Hamilford Design. With projects globally, ranging from listed residences in London, to townhouses in New York and from large country estates to commercial projects across Europe, Hamilford Design has a wide portfolio. With no strict ’studio style’ all of our spaces are totally unique, we keep the client at the heart of all our projects.
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