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 Johnny Grey. Johnny Grey Studios specializes in crafting bespoke kitchens that seamlessly blend architecture and interior design with comfortable living.
My design style evolves and rotates between many polarities. I’m inspired by Medieval and Georgian periods in our culture, early Chinese furniture, also Arts and Crafts and Modernist architecture, as well as Japanese movements such as the Metabolists. I am always on the lookout to connect with artists and craftspeople, including through the paint and patterns of domestic artefacts, fabrics and wood carving. My new Unfitted Kitchen shows off this approach with aesthetics that incorporate many of the design references I have mentioned.
Unfitted kitchens are increasingly popular as they offer a range of furniture items to give clients freedom in creating their own personal environments. Furnishing a room, as opposed to having cabinetry built in, allows clients more flexibility and self-expression. Kitchens are no longer just for cooking. The functions of other downstairs room are often folded into them these days. With home working, hobbies and sociability increasingly taking place in the kitchen, the room can now be designated a ‘House Place’, an idea articulated by the poet William Wordsworth. This fits with a process that involves functions of rooms becoming less specific and more diverse. Interestingly the trend applies to both small and large homes. The hybrid nature of this new kitchen, ‘broken plan’ rather open plan, suggests that we need activity areas as well as nooks for privacy or security, plus a personal sense of belonging expressed through its decor.
We have a section on the Johnny Grey Studio website called Full Circle where we resell kitchens that have been taken out of their original homes. This is a very effective way of reducing waste and the problem of disposal of building materials. Our kitchens are always well crafted, very durable and fit to be repurposed. We make conscious efforts to use natural and recycled materials when possible and to avoid plastic finishes on our furniture when this can be done in line with durability, which it often can.
Our designs use multiple style references, allowing them to stand out from fashion trends and obsolescence. Because of this, a thirty-year-old Johnny Grey kitchen still looks modern. Three essential design ideas of mine are in evidence in most, if not all, of my kitchens. Number one is to make eye contact possible as this promotes sociable use of space so that people can have conversations while cooking and preparing food. Number two is ‘soft geometry’ – that is, the avoidance of sharp corners, particularly on furniture like central islands in the middle of a room. Walking around the kitchen feels safe and natural and it means the passageways can actually be narrower. The third principle is the use of dedicated work surfaces instead of indiscriminately long countertop work surfaces. This allows both small and large kitchens to function efficiently, often with reduced distances between key activities. It frees up space for sociable furniture.
Spend time in a workshop to learn how things are made. Take your education and learning processes across design boundaries. Learn skills from product design, architecture and interior design as well as project management. Observe how people use space, follow research into behavioural psychology and neuroscience, visit historic buildings and enjoy books on the history of design. Remain self-critical of your work, seek a broad spectrum of style and constantly explore new ways of approaching your work.
It is not fashion focused. It connects history and my personal vision of using colour, pattern, shape with a sense of fun and quirkiness. I attempt to make people feel comfortable and happy in their surroundings through sociable design philosophy. The quality of the individual pieces of furniture should last for generations.
Many if not all my projects represent the core aspects of my approach. Narrowed down, I would say the Unfitted Kitchen for the reasons mentioned above. It’s the distillation of years of work honing furniture that is practical, stylish and flexible, has an easy appeal and represents good value for money. After successfully offering this to the public in 1986-9 through Smallbone of Devizes, I have now revived the concept as part of my legacy. I’m hoping it will change the industry by becoming a popular alternative to fitted kitchens.
The Guildford kitchen is a classic JG Studio collaboration between clients, furniture makers and the design team. The design is functional and innovative – three working tables distribute the activity of the kitchen, all linked together and with different heights and materials. Surfaces are warm to the touch, including the ceramic wall with its innovative unglazed hammered finish that is soft and eye catching in a fun way. The Dolphin shaped legs make a hinged bar that is ideal for leaning against and serving food is a classic example of one of my custom designs. For interior projects, the Treasure Island House for Felix Dennis stands out. This was a themed fun house based on the writings of Robert Louis Stevenson. It centred around a swimming pool with palm trees distributing heat, a seventeenth century opium ketch kitchen and panelled dining room, a four poster bed decorated with carved statues of Long John Silver and the Spanish Lady with a secret staircase to the stars, a shell filled bathroom and a double-sided aquarium through which the viewer enters the building on arrival.
About Johnny Grey Studios
I trained as an architect at the Architectural Association School of Architecture. Afterwards I enjoyed a brief time running an antique furniture business before setting up a workshop making furniture. When it became clear that design was my strength, I set up a design studio in 1977. My aunt, the food writer Elizabeth David, then asked me to design her a kitchen based on a book chapter on her dream kitchen that she wrote for Terence Conran in The Kitchen Book (1977). It became clear to me around this time how poorly functioning and uncomfortable most kitchens were and what a difference you can make to people’s lives if you get the design of this crucial room right. The need for a new template for kitchens was the spur that got my career up and running as well as an interest in writing design books. I have written four on kitchen and home design. I have a life-long interest in education, which is why helped set up The Kitchen Education Trust. I also provided impetus for the first kitchen design foundation degree, at Bucks New University. This is now closed but am currently devising an apprenticeship called Living Spaces Design. I speak at events worldwide on design innovation in the kitchen that include smart tech, sustainable design, neuroscience and history of design. I have helped set up the South Downs Food Festival held at Stansted Park in Hampshire each summer.
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This week’s instalment of the Project of the Week series features a contemporary boutique design by 2025 SBID Awards Finalist, LADO.
Portugal Jewels commissioned a sensitive architectural intervention to transform the former Barbearia Campos, located within a historic 18th-century Pombaline building in Lisbon’s Largo do Chiado, into a contemporary boutique celebrating Portuguese jewellery and traditional filigree craftsmanship. The design preserved key original elements of the barbershop, blending heritage with modern details. A focused, purposeful renovation introduced Klein blue cabinetry and blue accents that harmonize with the space’s aged character, creating an intimate retail environment that honors cultural legacy while reflecting the brand’s refined, contemporary identity.
Category: Retail Design
Design Practice: LADO
Project Title: Portugal Jewels
Project Location: Lisbon, Portugal
Design Practice Location: Lisbon, Portugal
With the barbershop long closed, the brief was to transform it into a boutique dedicated to Portuguese jewellery and goldsmithery, with a special emphasis on traditional filigree craftsmanship.
The project draws inspiration from the work of Brazilian artist Marcius Galan, while also using Yves Klein signature blue colour.
The design of a custom design counter, half an old piece of furniture, half contemporary metal. Very much customised to accommodate all things needed for sales, packaging, etc.
We are particularly enthusiastic about the effect of reflection of the new part of the shop reflected on the old mirrors in the opposite wall.
We believe it is an award with high reputation.
It is both a pleasure and an honour.
Questions answered by João Regal, Co-Founder of LADO.
We hope you feel inspired by this week's design!
If you missed the last instalment of Project of the Week, featuring an immersive hospitality design, click here to read it.
This week’s instalment of the SBID Icon Insights series features Helen Green Design. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences.
A standout project that embodies our design ethos is Harcourt House Apartments Grade II listed residences in the heart of Marylebone. This project beautifully reflects our ability to balance heritage architecture with contemporary living. We introduced layered lighting solutions to enhance the ornate period details while ensuring the space felt modern and inviting. The use of refined materials, bespoke furnishings, and carefully curated finishes created an interior that feels luxurious yet understated—something that is central to our approach.
The future of interior design is being shaped by a renewed focus on timeless craftsmanship, sustainability, and the fusion of tradition with modernity. Clients are increasingly seeking personalized, curated interiors that reflect their lifestyle while standing the test of time. The demand for bespoke, artisan-made pieces continues to grow, as does an appreciation for historic architectural details reinterpreted in a contemporary way. Additionally, there is a shift towards holistic well-being in design, incorporating biophilic elements, natural materials, and intelligent spatial planning to enhance quality of life.
Sustainability is integrated into our design philosophy through responsible sourcing, longevity, and craftsmanship. We prioritize high-quality, durable materials that age beautifully, reducing the need for frequent replacements. We work with artisans and suppliers who share our commitment to ethical production, favoring locally crafted furniture and finishes where possible. Additionally, we emphasize adaptive reuse, preserving and repurposing existing architectural elements rather than replacing them. Energy-efficient lighting, natural ventilation strategies, and sustainable fabrics are also key considerations in our projects.
Helen Green Design is known for its timeless British luxury with a contemporary edge. Our interiors are defined by layered textures, refined detailing, and an elegant yet understated aesthetic. While each project is tailored to the client’s personal vision, our hallmark approach emphasizes proportion, craftsmanship, and a balance between classic and modern influences. We create spaces that feel sophisticated yet inviting, always prioritizing comfort and function alongside beauty.
One of Helen Green Design’s greatest achievements has been maintaining the brand’s identity, reputation, and recognition following the absence of its founder, ensuring that the studio continues to thrive while staying true to its original vision of timeless British luxury. Through a commitment to excellence, craftsmanship, and innovation, we have successfully upheld the studio’s legacy while evolving to meet the needs of a modern, discerning clientele.
Additionally, we take pride in being pioneers in integrating sustainability within the luxury interior design sector. In an industry often driven by excess, we have actively worked to promote responsible sourcing, longevity, and ethical craftsmanship. By prioritizing high quality, enduring materials, collaborating with sustainable artisans, and advocating for adaptive reuse where possible, we are reshaping the perception of luxury to be not only beautiful but also conscious and future-focused.
Helen Green Design distinguishes itself through its ability to blend heritage with modernity while maintaining an unwavering commitment to quality, detail, and client experience. Our interiors are carefully curated to feel both elegant and deeply personal, ensuring that every project reflects the lifestyle and aspirations of our clients.
We also stand apart in our pioneering approach to sustainability in high-end design, proving that luxury and environmental responsibility can coexist. By championing artisanal craftsmanship, responsible material sourcing, and timeless rather than trend-driven design, we create spaces that are not only exquisite but also built to last.
Furthermore, our collaborative, client-first approach ensures that every project benefits from the expertise of a multidisciplinary team, delivering a seamless experience from concept to completion. This, combined with our reputation for discretion, excellence, and innovation, continues to set Helen Green Design apart as a leader in the luxury interior design industry.
Yes, mentorship and education are integral to Helen Green Design’s ethos. We believe in nurturing the next generation of designers, sharing knowledge, and fostering creativity within the industry. Through in-house training programs, internships, and mentorship opportunities, we guide emerging talent in understanding the intricacies of luxury interior design, craftsmanship, and project execution.
Additionally, members of our team participate in industry panels, guest lectures, and design forums, offering insights into evolving trends, sustainability in luxury design, and the business of interior design. We take pride in supporting young designers and fostering a collaborative learning environment within the studio.
About Helen Green Design
Helen Green Design is a distinguished British interior design studio, founded in 2002 by the late Helen Green. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences. With an unwavering commitment to quality and sustainability, Helen Green Design crafts refined, liveable spaces that transcend passing trends. At the heart of the studio’s philosophy lies a dedication to exceptional craftsmanship and highly personalised service, ensuring each project reflects the unique lifestyle and aspirations of its clients.
This week’s instalment of the Project of the Week series features an immersive hospitality design by 2025 SBID Awards Finalist, External Reference.
Plaza Mahou is a 1,100 m² experiential space inside Madrid’s Santiago Bernabéu Stadium, designed by External Reference for Mahou San Miguel. Combining a working microbrewery, bar, and terrace, the project connects beer, football, and Madrid’s social culture through the concept of the plaza. The design blends digital innovation, artisanal craft, and sustainable materials to create an immersive and functional environment. Featuring 3D-printed textures, recycled keg furniture, and hand-painted ceramics, Plaza Mahou transforms a hospitality venue into a cultural destination that celebrates identity, community, and experience.
Category: Club & Bar Design
Design Practice: External Reference
Project Title: Plaza Mahou
Project Location: Madrid, Spain
Design Practice Location: Barcelona, Spain
The brief was to celebrate the bond between beer and football through Mahou’s century-long partnership with Real Madrid, both rooted in Madrid. The project had to unite Mahou’s brewing culture with the club’s legacy at the Santiago Bernabéu, reflecting shared values of commitment, excellence, passion, and the spirit of Madrid as a city of encounters.
Plaza Mahou was inspired by the ambition to transform space into an immersive narrative that unites the brand’s three universes: beer, the city, and football. This vision takes shape through the archetype of the Madrid plaza, a timeless place of gathering and conviviality.
The toughest challenge was turning those ideas into tangible elements, reinterpreting them in a way that conveyed the essence of beer, the city, and football.
The most meaningful moment came when each element took shape within the real space, and the environment itself transformed into the living expression of a plaza.
We entered the SBID Awards because it represents a benchmark of excellence in interior and experiential design. Your platform recognizes projects that go beyond aesthetics to deliver meaning and innovation. For us, it is a clear opportunity to share how design can translate culture, identity, and shared values into a space that people can experience, remember, and enjoy.
Being an Award Finalist has validated our approach of merging storytelling with design to create immersive environments. It has strengthened our visibility within the international design community and confirmed the relevance of our work in shaping how brands and audiences connect through space. And of course, it feels like a great honour for our whole team.
Questions answered by Carmelo Zappulla, CEO of External Reference.
If you missed the last instalment of Project of the Week, featuring an elegant fusion of studio and showroom, click here to read it.
This week’s instalment of the SBID Icon Insights series features Katharine Pooley. Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world.
Our recent interior design and interior architecture project, Château de la Croix des Gardes, has been called ‘a contemporary reimagining of an historical masterpiece’. The largest remaining estate on the Cote D’Azur, this legendary Belle Époque Château is unparalleled in the beauty of its architecture, its sublime Mediterranean views, the scale of its surrounding gardens and its magical history. It has been an honour and a pleasure for Katharine to lead a formidable team of creatives in the complete redesign of this majestic home (as featured in Architectural Digest France). Inspired by classic French design delicately blended with a touch of English eclecticism it is a good example of Katharine’s design aesthetic, married with her passion for craftsmanship, as it included: - Over 150 hand-crafted bespoke furniture pieces and custom joinery pieces with intricate marquetry, inlays and specialist timber finishes which have been made by England’s traditional, small-scale, fine cabinetry workshops. - Over 40 diqerent hand embroidered textiles from 5 British ateliers. - 30 diqerent pieces of art from British painters and ceramicists. - 13 hand-painted frescos, silk wallpapers and panels painted by 8 diqerent studios and artists – the work of a London based artist features throughout and 2 British handpainted wallpaper companies
We collaborate exceptionally well both internally and externally and that is a cornerstone of the design studio: It takes a village! Internally we have built a studio of experienced and award-winning designers and architects who seamlessly work together to create flawless, fully immersive designs for our clients where every detail is considered, designed, installed and styled. We also work alongside – and often lead – an established network of the highest quality contractors, agents, specialists and suppliers to ensure a luxurious level of workmanship is achieved across every facet of a client’s project.
We like to design unhemmed by trends or fleeting fashions as Katharine strongly believes that true elegance and comfort is timeless. Wellness, fitness, comfort and personalisation are increasingly important to our clients. There is also a move towards more informal entertaining, a generational move away from traditional formal living room spaces to more fun and immersive games rooms, home cinemas, wine tasting rooms, music rooms. Spaces that reflect the unique individual passions of the client and showcase their niche interests are definitely growing in demand.
We make a conscious eqort to design with an eco-friendly approach and have a dedicated librarian who manages all of our supplier relationships and the library of architectural samples and decorative finishes and fabrics to ensure that specifications are made with sustainability in mind. We actively work to minimise waste across our projects and prioritise reuse, refurbishment, reclamation and antiques.
Katharine champions hundreds of the finest small to medium workshops, ateliers and makers in Britain. This ‘British-made’ approach minimises transportation for our domestic projects.
Wherever possible we aim to use natural fibres in our fabric specifications and Katharine’s role as an advocate for the Campaign for Wool reflects this passion for sustainable, natural fabrics. Wool, cotton, linen, jute, Cashmere, sisal, mohair and bamboo are all far more sustainable and better for our health than man-made fibres. Timber in our joinery and bespoke furniture is also sourced from FSC.
Our team of talented architects place sustainable MEP design solutions at the heart of our projects. For example we have completed a number of projects which have ‘air source’ heat pumps and solar photovoltaic solutions. Focusing on achieving the best U values so that the fabric of the building gives the system a head start.
Travel as much as you can, visit galleries, museums, beautiful cities, and individual artists and creators. Live life with your eyes and heart open, everything and anything can inspire you to create new and beautiful designs, but you have to get out in the world, don’t wait for it to come to you.
The Château de la Croix des Gardes has is probably our most iconic recent project, due to the final design and its captivating history. Situated high above Cannes on the lush Crois des Gardes hill, the property became infamous in 1955 as the set of Hitchcock’s film ‘To Catch a Thief’, starring Grace Kelly and Cary Grant. The scale of this project was quite spectacular, the Chateau’s square footage is 25,000 sq. ft set across four floors (extended from an original sq ft. of 13,000). Katharine Pooley also designed 42,000 sq. ft of living spaces spread across five additional beautiful secondary buildings and in total there are fifteen guest bedrooms and seven staq bedrooms across the estate. A majestic property set amongst 25 acres of sympathetically restored Italianate gardens, the design and renovation of this “heartstoppingly” beautiful French Riviera chateau embodies the luxury and glamour of its movie-star history.
In spring 2025 we complete a beautiful 50,000 sq ft coastal residence in Sardinia for a returning client. I feel this will be an iconic design for us. Set within two acres of gardens with classic Mediterranean style architecture housing a refined contemporary /rustic interior. We have taken inspiration from the curved architectural detailing that is the hallmark of Mediterranean design and designed joinery and furniture with rounded edges and circular elements to complement the flowing, intimate, nature of the space. The outdoor landscape overlooks a simply sublime Sardinian seascape which has inspired the interior design and infused it with vibrant Mediterranean hues like terracotta, deep blue, or olive green adds warmth.
This year we complete ten more projects that really are unlike anything we have created before. They will be in Paris, Aspen, Kuwait, Hong Kong, London, Bermuda, Mallorca and we currently are working on large scale iconic projects in Dallas, Doha, Dubai and Gibraltar.
Yes, we have a strong internship program which accepts candidates and graduates every year from all the main design schools and from further afield. Katharine gives regular talks and takes part in panel discussions and has a strong relationship with the KLC School of Design.
About Katharine Pooley
Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world. Named as 'British Interior Designer of the Decade', Katharine leads an international team of 49 interior designers, architects and interior architects. Current projects range in scale and style, from traditional country estates to palaces, hotels, luxury spas, beach villas, traditional castles, ski chalets, private jets and super yachts. Katharine is currently working on several international projects for private clients in Bermuda, Majorca, Aspen, Dallas, Sardinia, Paris, New York, Hong Kong, London, Dubai, Kuwait, Doha and Great Britain. Born in Hertfordshire, schooled in Oxfordshire and France, Katharine hails from a family of adventurers and aeronautical enthusiasts and her passion for exploration has been a lifelong inspiration. An intrepid traveller, she has visited more than 150 countries and, along the way, has summited many of the world’s highest mountains; driven a team of dogs on a sled to the North Pole; and crossed the Sahara Desert on horseback, amongst other exciting adventures. Katharine's approach to interior and architectural design is equally fearless and her aesthetic is synonymous with unforgettable, beautifully crafted, art-like living spaces that exude timeless elegance and luxurious comfort. Her positivity and enthusiasm for the minuti of design are legendary. Driven and fearless she creates exuberant and memorably beautiful interiors across the world and is a truly global design icon.
This week’s instalment of the Project of the Week series features an elegant showroom design by 2025 SBID Awards Finalist, Grandiosa Design.
At Grandiosa, everything begins and ends with inspiration. It is a place that invites you to experience our passion and vision firsthand. Here, you imagine, dream, and get inspired. In our showroom, we want you to feel the warmth of meeting, the creativity, and the touch of grandeur we bring to every space with our signature. Our promise is simple: to turn your ideas into the magic of reality. We listen, understand, and create with exceptional care and dedication; all you need to do is allow us to earn your trust. “The beauty of existence waiting to be discovered.”
Design Practice: Grandiosa Design
Project Title: Grandiosa Showroom
Project Location: Zagreb, Croatia
Design Practice Location: Zagreb, Croatia
The client envisioned a space that transcends function—an elegant fusion of showroom and studio, where creativity breathes through every detail. At its heart lies a dedicated stage for design: a showroom that not only displays concepts, materials, and brand identity, but also narrates a story of beauty, accessibility, and vision.
Alongside this, the client required a haven for its team—a place where ideas take shape, where meeting rooms foster dialogue, and working spaces nurture imagination and daily flow. Natural light was to be the guiding thread, a silent architectural element weaving through the interiors, illuminating pathways and creating effortless movement between the showroom and the studio. It becomes both atmosphere and structure, transforming the space into an experience. Flexibility, too, was vital: the design should adapt gracefully, shifting from cultural gatherings to intimate client conversations, from collaborative sessions to moments of reflection. This narrative forms the foundation of the accompanying diagram, a visual symphony of the client’s aspirations, harmoniously interwoven into the spatial composition.
The design of this interior seeks to weave a symphony of elegance, French chic, and warmth—an elevated expression of style that whispers of timelessness. In the historic heart of Zagreb, along the storied Gundulićeva Street, nearly 200 square meters are transformed into a living canvas, a celebration where design and art entwine. Every detail is composed with devotion, shaping a space where sophistication and beauty meet in perfect harmony, leaving an impression that lingers beyond time. Elegance here is not loud, but whispered—achieved through the careful choreography of materials and finishes, each chosen with intention. The aesthetic unfolds as a seamless composition, carrying the quiet allure of understated luxury.
At its core lies French chic, the heartbeat of the design, infusing every corner with the effortless charm of Paris. Warmth embraces the space like a gentle thread, ensuring it feels not only refined, but also deeply inviting—an interior where comfort and grace coexist, where utility meets the intimacy of home. Each room becomes a chapter, a narrative inspired by the timeless poetry of Parisian interiors. Together, they form a collection of stories—spaces that are both inspirational and aspirational, reflecting an unwavering devotion to beauty, craft, and design of the highest order.
One of the greatest challenges that our interior design studio faced during this project, was related to the execution part of the project: Finding the perfect contractors that would deliver meticulously the designed project.
When a contractor fails to execute with the same level of precision and excellence that the project was conceived with, the integrity of the entire vision is compromised. The struggle then becomes twofold: preserving the purity of the design intent while navigating the practical shortcomings of its delivery. Finding the right team—one that possesses not only technical expertise but also a shared respect for craftsmanship and detail—is often a long and demanding journey. Yet it is precisely this alignment between vision and execution that transforms a design from concept to timeless reality.
The interior design team’s highlight of the project was strongly related to these two subjects:
Seamless Concept-to-Reality Execution The ability to translate an abstract vision into a tangible space where every detail—from materials to lighting—aligns with the client’s aspirations.
Timeless Elegance & Identity Crafting a design that not only embodies sophistication and beauty but also reflects the brand’s or client’s unique personality, creating a signature identity.
We specifically decided to be part of SBID Awards, because first and foremost we strongly believe in your transparency, fairness, and exemplary operations.
Following this, we were assured that this step would give us international recognition, strengthen our brand, inspire our team, attract new clients, and open doors to greater opportunities within the global design industry.
As one of the most prestigious interior design awards globally, we are aware that SBID recognition would serve us as a hallmark of design excellence and professional accomplishment, specifically on: - Credibility & Prestige - Global Visibility - Marketing Tools - Networking - Inclusive Participation
In essence, for us SBID recognition isn’t just an accolade—it’s a strategic asset. It elevates our creative reputation, amplifies outreach, unlocks professional networks, and solidifies our position as a leader of design excellence.
Questions answered by Marina Srdjak, Creative Director of Grandiosa Design.
If you missed the last instalment of Project of the Week, featuring a contemporary and luxury residential design, click here to read it.
This week’s instalment of the SBID Icon Insights series features HBA. Their expertise covers every design stage, from conceptualization to execution, ensuring exceptional spaces that inspire and elevate experiences.
Although we take pride in not being confined to a single style, we strive to create spaces that foster harmony and balance for those who inhabit them. The example of Qasr Al Sarab by Anantara beautifully illustrates how an environment can evoke a sense of place and connection to nature through thoughtful design choices. Each project indeed presents a unique opportunity to narrate a story that resonates with the guests, enhancing their overall experience.
Staying at the forefront of the design industry requires a proactive and multifaceted approach. We prioritise continuous education and training, ensuring our team is equipped with the latest design trends, technologies, and methodologies through workshops, conferences, and online courses. Simultaneously, we embrace technology by integrating advanced design software and tools, enabling immersive client experiences and streamlining our design processes. Recognising the importance of sustainability practices, we actively incorporate eco-friendly solutions and materials into our designs, reflecting our commitment to environmental responsibility.
Our commitment extends beyond internal development. We foster global networking and partnerships by collaborating with design professionals, suppliers, and industry leaders worldwide, participating in global forums and exhibitions to expand our influence. Central to our approach is a client-centric approach, where we prioritise understanding and exceeding client needs through regular feedback and personalised solutions. We also conduct rigorous trend analysis and forecasting to anticipate market shifts, including cultural influences and emerging materials, ensuring our designs remain relevant and impactful.
We also understand the value of a diverse and inclusive environment. Promoting diversity and inclusion within our team brings a wealth of perspectives and ideas, fostering a more innovative and creative design process. By combining these strategies, we ensure that HBA remains a leader in the design industry, consistently delivering cutting-edge and impactful solutions that resonate with our clients and the evolving market.
Looking ahead, the landscape of interior design is being redefined by a natural blend of sustainability, technology, and deeply personal expression. Sustainability has moved from a trend to a foundational aspect of design, influencing everything from material selection to energy efficiency and the incorporation of biophilic elements. Simultaneously, smart technology is weaving its way into our spaces, creating seamless experiences that enhance both comfort and functionality. These advancements aren't just about innovation; they reflect a growing consciousness about our impact on the environment and a desire for spaces that intuitively serve our needs.
Beyond the technical, we're witnessing a powerful shift towards personalisation and adaptability. Clients are no longer seeking generic luxury; they want spaces that truly resonate with their unique identities and lifestyles. This demand for bespoke, boutique experiences is mirrored by the rise of multifunctional spaces, driven by the growing prevalence of remote work. Interiors must now be fluid and adaptable, seamlessly transitioning from home offices to social hubs. In essence, the future of interior design is about creating environments that are not only beautiful and functional but also deeply personal, responsible, and responsive to the evolving needs of our lives.
Sustainability is woven into the very fabric of our design process. We prioritise eco-friendly materials, choosing options like reclaimed wood, bamboo, and recycled metals, alongside low-VOC paints and finishes, to minimise environmental impact and enhance indoor air quality. We actively pursue local sourcing to support regional economies and reduce transportation emissions. Biophilic design is integral to our spaces, as we incorporate natural elements like plants and green spaces through green roofs, living walls, and indoor gardens, enhancing both aesthetics and well-being. Furthermore, we believe in fostering community engagement, involving local communities in our design and operational decisions to promote cultural sustainability and create authentic experiences that reflect the unique character of each destination.
While we celebrate numerous milestones and accolades, our proudest achievement is consistently evolving and adapting to meet the ever-changing needs of the hospitality industry over our 60-year history. This includes our remarkable growth from a single office to 24 locations across the globe, and our sustained position as the world’s leading hospitality design firm, evidenced by our ranking first on the 2025 Interior Design Top 100 Giants Hospitality List for over nineteen years.
In addition to HBA's global achievements, HBA London is particularly proud of the firm's overall legacy of excellence. HBA London's exceptional work has garnered widespread acclaim, including Gold Key Awards, SBID International Design Awards, World Travel Awards, Hospitality Design Awards (HD), and Condé Nast Traveller Reader’s Choice Awards.
We're proud of our ability to embrace innovation, integrate cutting-edge technologies, and champion sustainability, all while maintaining a deep respect for the unique cultural context of each project. Ultimately, our proudest achievement is the enduring impact we've had on creating exceptional guest experiences and contributing to the success of our clients globally.
As passionate and responsible interior designers, we view every project as a unique and boutique experience tailored to the specific needs and desires of our clients. What sets our work apart in the industry is our unwavering commitment to personalisation and attention to detail. We believe that every space should tell a story, reflecting the distinct character of its inhabitants while also considering the functional aspects of design.
We prioritise collaboration with our clients, engaging them throughout the entire design process to ensure their vision is translated into reality. This collaborative spirit allows for a deeper understanding of their preferences, resulting in spaces that not only align with their aesthetic but also enhance their daily lives.
In essence, our work stands out due to its bespoke approach, commitment to collaboration, and dedication to sustainability, culminating in designs that are as unique as the individuals and businesses we serve.
Yes, each year we welcome university students for internships, providing them with valuable practical experience, and we are proud to have hired several of them following their graduation. I also find it incredibly rewarding to give lectures at various universities when I have the time, as it is important to invest in the next generation of designers.
About HBA
Since our founding in 1965, HBA has been a leader in hospitality interior design. Our expertise covers every design stage, from conceptualization to execution, ensuring exceptional spaces that inspire and elevate experiences. Today, we are a dynamic and multidisciplinary creative collective, bringing decades of experience to bear across design specialisms, markets and industries. From hotels to homes, art to architecture, landscaping to lighting, HBA delivers design solutions that transcend function, creating environments that inspire and evoke emotion. With over 1,500 professionals in 24 offices across four regions, each year HBA partners with clients in over 80 countries. HBA, honoured with multiple awards, has been consistently recognised as the industry leader in hospitality design, ranking first on the renowned Interior Design 2025 Hospitality 100 Giants of Design List for over 19 years. Other prestigious awards include Hospitality Design Awards, Interior Design’s Best of Year Awards, Boutique Design's Gold Key Awards, AHEAD Awards, DNA Paris Design Awards, SBID International Design Awards and International Property Awards.
Set within one of Shrewsbury’s most distinguished streets, Edge Hill is an exceptional new build spanning over 14,000 square feet of refined contemporary living. Designed to unite elegance and practicality, this landmark residence will establish a new benchmark for luxury homes in the area.
The project began with the expertise of renowned architects Anderson Orr, who secured full architectural and planning permissions. Their ambition was to design a home that feels both timeless and modern, combining classical architectural forms with a contemporary sensibility that reflects the surrounding context. The design is rooted in principles of symmetry, proportion and balance, all while maximising the property’s unique position and sweeping views of the landscape.
A defining aspect of the design is the seamless relationship between the interior and exterior. This is where Lewis Knox was brought on board to develop the interior vision. The home is conceived not merely as a place to live but as a space to experience, offering a sanctuary that feels naturally connected to its setting. Expansive glazing and open-plan living areas allow light to pour through the interiors, creating a sense of calm and openness that enhances the feeling of space throughout.
The property’s design is a reflection of its picturesque Shrewsbury surroundings. Classical forms and traditional details blend effortlessly with the local architecture, ensuring the home feels rooted and enduring. Inside, a muted palette of natural tones and tactile materials enriches the tranquil atmosphere and reinforces its sense of place.
Spacious, open-plan living areas form the social heart of the home. Designed for adaptability, these spaces accommodate family gatherings as easily as moments of quiet reflection. A fully equipped gym, indoor pool, bespoke bar and games room create opportunities for relaxation, wellness and entertainment within the comfort of home.
The principal suite occupies the entire second floor and serves as a private retreat. It includes a generous bedroom, personal study, walk-in wardrobes and a luxurious en suite, all arranged to offer serenity, privacy and ease of use.
Every aspect of the interior has been designed to complement the home’s architectural grandeur. A soft, textural colour palette brings warmth and cohesion to the spaces, while refined materials and bespoke finishes enhance the overall sense of craftsmanship.
With its harmonious blend of classic architecture and modern living, Edge Hill embodies understated luxury. As the project progresses, it continues to reveal the balance of form, function and feeling that defines the Lewis Knox approach.
About Lewis Knox
A dynamic interior design studio providing bespoke architectural and interior design services. More than 30 years experience in the luxury residential sector.
This week’s instalment of the Project of the Week series features a contemporary and luxury residential design by 2025 SBID Awards Finalist, LWE Interiors.
This striking transformation breathes new life into an old church, reimagined as a grand family residence. Seamlessly blending heritage architecture with contemporary living, the project delivers 13 beautifully designed bedrooms, expansive entertainment spaces, and a luxury private pool - all wrapped within the soaring volumes of the original ecclesiastical structure. A standout feature of the conversion is the former Sunday school hall, transformed into a show-stopping indoor wellness retreat. This serene space houses a fully equipped wellness centre complete with a jacuzzi, gym, sauna, and relaxation zone, offering an indulgent sanctuary that reflects the home's commitment to luxury and wellbeing.
Category: Residential House Under £1M
Design Practice: LWE Interiors
Project Title: Rhos Sea Manor
Project Location: Colwyn Bay, United Kingdom
Design Practice Location: Manchester, United Kingdom
The client entrusted LWE Interiors with complete creative freedom to define the interior style and design direction of the project. The only key criteria were: - The conversion must deliver a 13-bedroom luxury home with extensive leisure and entertaining facilities. - Spaces should feel luxurious, comfortable for family living, and appealing as a high-end holiday rental, bathrooms & bedrooms all needed to be different with different styles & moods, to help create an individual experience in every room. - The old Sunday School hall was to be reimagined as a private spa and wellness area. - Provision for large-scale entertaining was essential, with a bar, games/entertainment lounge, and a banqueting dining room capable of hosting all 34 guests together. - Most importantly, the project had to be delivered on or under budget.
The building itself provided the creative spark for the design direction. The soaring volume and height of the main hall inspired the introduction of a mezzanine level overlooking the lounge, adding drama while maximising space and flow.
I was drawn to the original stonework and architectural details of the church and made it a priority to retain and rework as many features as possible. These were carefully integrated into the interiors in a modern and contemporary way, ensuring the building’s character was celebrated rather than concealed.
The coastal setting also played a key role in the design ethos. With the church situated close to the beach, the interiors were layered in beach-inspired neutrals and boho textures, creating a soft, relaxed aesthetic. This was elevated with a quiet luxury vibe throughout — calm, refined, and timeless, yet warm and welcoming for family life and entertaining.
The budget was the toughest hurdle on this project. The brief demanded a stunning, luxury aesthetic, which meant we had to carefully balance design ambition with cost control. In several cases, alternatives were sourced for original feature lighting and furniture to achieve the desired look without compromising on style or quality.
Beyond this, the project progressed smoothly and to plan. All design concepts and detailed drawings were completed within the agreed timeline, enabling contractors to quote accurately and work efficiently.
Once the building was stripped back to its true structure, a few areas required adjustment. However, these changes had minimal impact and did not escalate costs from the interiors side — ensuring the project was delivered on time, on budget, and true to the design vision.
One of the most rewarding aspects of this project was watching the interiors take shape almost exactly as envisioned in the concept designs. It’s always a special moment seeing drawings and moodboards evolve into real spaces that people can live in and enjoy.
The double-height lounge and mezzanine became a true showpiece, capturing the building’s volume and character while creating a stunning, memorable interior that leaves a lasting impression.
Perhaps the most fulfilling transformation, however, was the conversion of the old Sunday School hall into a swimming pool and spa. Working closely with contractors, who followed the detailed drawings and specifications I developed, brought this vision to life beautifully. The result was a space that embodies both luxury and tranquillity — a highlight of the project for everyone involved.
I chose to enter the SBID Awards because they are a prestigious, internationally accredited platform that recognises excellence in interior design and architecture. Attracting entries from a diverse global community of designers, manufacturers, and contractors.
For me, entering the SBID Awards was about positioning this project among the highest calibre of international design work, while also celebrating the creativity, vision, and collaboration that brought it to life.
Becoming an SBID Award Finalist has been both a professional milestone and a personal honour. On a professional level, it provides a respected international platform to showcase my work and validates that the design achieved the highest standards of creativity, technical execution, and innovation.
On a personal level, the recognition has been deeply rewarding. As a small interior design practice, every project is incredibly hands-on — from the first sketches to the final details. To see that dedication acknowledged by such a prestigious award body reinforces not only my vision as a designer, but also the belief that passion, persistence, and creativity can stand proudly alongside the best in the industry worldwide.
Questions answered by Lorraine Warwick-Ellis, Interiors Director of LWE Interiors.
If you missed the last instalment of Project of the Week, featuring a rich and relaxing residential design, click here to read it.
This week’s instalment of the SBID Icon Insights series features Harrods Interior Design. Harrods Interior Design is a quintessentially British interior design studio dedicated to the highest level of creative expression.
At Harrods Interior Design, sustainability underpins our design philosophy, and our designs incorporate natural features that enhance the built environment allowing our clients to experience the lasting value of thoughtful, sustainable choices. As we evolve our sustainability approach, we place significant emphasis on working with suppliers and contractors who share our values. We prioritize partnerships with those who actively demonstrate commitment to circularity, regeneration, climate impact reduction, and community wellbeing, while also upholding worker rights and safety standards.
With the always on, access-anything-anytime culture we now live in, the need for flexible Living spaces will continue to grow and designing for emotional ease and playful inspiration will be just as important as function. Focus will concentrate on sustainability with architectural resilience and low-tox living the priorities. Integrated tech, particularly the introduction of AI agents will soon become part of everyday life, the key to success will be designing smart interiors that still feel simple.
Most importantly, we have a sense of belonging to Harrods and its values - the dedication to its customers and its legacy for curating the finest in luxury living. This unique position allows us to deliver interiors that are not only beautifully designed but also infused with storytelling which is perfectly tailored for the people it is designed for.
We listen - to our clients, to the spaces we design, and to the ever-evolving relationship between form and function. We also adopt a co-authoring design journey with our clients, where we champion their engagement and take much pride in how this part of our process contributes to the success of our projects.
We have worked on a wide range of exceptional projects within the UK and abroad and are proud of the experiences they fostered.
One example of an iconic project we completed recently was a private residential home for a young couple. This was an international project which went through a 2-year design process to remodel an existing 80s-built shell and transform it into a Parisian-inspired sanctuary from the Empire design era of the early 1800s. It was a masterclass in meticulous research, design and execution and a jewel in our repertoire.
One of the main challenges when working on an international project, more specifically, is the collaborative and management piece with other consultants and disciplines, few of whom may not be familiar with the specifics of that territory. To overcome this, we not only reported weekly and comprehensively as the main conduit between all disciplines but were also based abroad for the duration of site operations and finishing. This adaptability to a project’s needs and pulling in the appropriate resources was key to the project’s journey.
For major projects, we collaborate with a team of exceptional consultants, with architects as our first and foremost partners in shaping the design vision. This design-led approach extends to specialists in lighting, acoustics, smart home systems, and landscape design (to name a few) —ensuring that every element is seamlessly integrated from the outset.
Crucially, our dedicated project management team plays a vital role in facilitating communication and coordinating requirements across this wider network of professionals. Their expertise ensures a structured workflow, maintaining efficiency throughout the project.
Absolutely. Our access to a network of suppliers, manufacturers, and brands is highly valued and we champion opportunities to collaborate to achieve something special together. As an example, we celebrated Harrods’ 175th anniversary last year and joined forced with another British institution to create a capsule collection of stunning wallpapers with Cole & Son. These partnerships allow us to create limited editions that elevate our designs beyond the ordinary or expected.
For our projects, we value our curated network which also enables us to provide a truly bespoke experience, offering our clients access to pieces and finishes not available anywhere else, ensuring that every interior we design is truly unique and refined.
About Harrods Interior Design
Harrods Interior Design is a quintessentially British interior design studio dedicated to the highest level of creative expression. A multidisciplinary practice of designers, interior architects and stylists, we are passionate about design and committed to delivering exceptional interiors. With respect for the past and an eye to the future, we work closely with our clients to design spaces with elegance and character, understanding that our role is to envision carefully considered, functional spaces that seamlessly integrate and reflect the client’s lifestyle. One of our greatest skills lies in bringing new ideas to challenging renovations and our mission is to create inspiring spaces that not only deliver the brief but exceed expectations. Harrods Interior Design are an international practice working with clients across the EMEA region. With a multitude of prestigious brands at our fingertips as well as relationships with a curated selection of specialist suppliers and craftsmen, our diverse and highly skilled design team embodies the store’s long-standing reputation for exceptional quality, expertise and excellence.
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