SBID Icon Insights: Goddard Littlefair Dives Deep into Brand DNA, Sense of Place, and Local Culture

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

One project that perfectly captures our approach is the spa and wellness spaces at Raffles London at The OWO. We honoured the building’s history and Grade II listed status, while making it work for guests seeking modern, restorative and luxurious experiences. We introduced rich, layered interiors that reflect its legacy but feel contemporary, inviting, and rooted in the Raffles brand DNA. The result is a deeply transformative experience in the heart of the capital.

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

Staying ahead means always being open to change—whether that’s through travel, research, or immersing ourselves in new materials and technologies. We’re constantly looking at how different cultures and industries approach design, taking inspiration from everything from historic restoration techniques to cutting-edge innovations in sustainability.

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

Clients want spaces that feel thoughtful, enduring, and environmentally responsible, but they also want storytelling and authenticity. The challenge is bringing those elements together in a way that feels seamless and natural.

Do you have a signature style or hallmark design approach?

We don’t believe in a rigid ‘house style.’ Instead, we design spaces that respond to their surroundings, their history, and their purpose. Whether it’s a heritage restoration or a brand-new development, every project is unique—but always underpinned by craftsmanship, materiality, and attention to detail.

How do technology and innovation influence your work?

Technology allows us to push boundaries in both design and execution. It’s about enhancing the experience of a space, not just making it look good. We always want to retain a personal, human touch as this is what makes our designs feel layered and unique, but technology that improves our experience and enhances our productivity is no bad thing.

What sets your work apart in the industry?

Our ability to breathe new life into historic spaces while making them feel contemporary and relevant. Whether it’s a heritage-listed hotel or a new-build concept, we create spaces that feel timeless, not trend-led.

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

Beyond Raffles London, another project we’re incredibly proud of is the Imperial Riding School in Vienna. Transforming a 19th-century military equestrian school and former cinema into a luxury hotel was a unique challenge. We preserved its historic identity and infused it with the spirit of Vienna, creating a total immersive experience for guests.

The biggest challenge with historic buildings is how to bring them into the present without losing their essence. Whether it’s structural limitations, conservation restrictions, or navigating modern expectations, it’s about thoughtful intervention—using lighting, materiality, and spatial planning to enhance rather than alter.

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

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

This week’s instalment of the Project of the Week series features an intricate and creative residential design by 2025 SBID Awards Finalist, Angel O'Donnell.

Angel O'Donnell took the bones of a Grade II* listed building and elevated them with new interior architectural details. Every archway, wall panel, coffered ceiling, decorative moulding and wall-to-wall joinery unit they designed was a celebration of their fun, global and style-conscious client.

What was the client's brief?

Our clients – a Floridian couple and their 16-year-old daughter – wanted a home from home with elevated details that wouldn’t look out of place in a five-star hotel. For the parents, this meant two things:

1. Creating something worthy of Architectural Digest, their all-time favourite interiors and architecture magazine
2. Curating new museum-level queer art they could add to their beloved collection.

For their daughter, however, elevated details meant something a little more whimsical – a dream bedroom inspired by the romanticism of a French Château.

What inspired the design of the project?

We were keen to take the bones of the building – which is an Edwardian, neo-baroque, Grade II* listed masterpiece – and refine them even further with new architectural details. Really, we just wanted to knock our clients’ socks off. That’s why every archway, wall panel, coffered ceiling, decorative plaster moulding and wall-to-wall joinery unit we designed and installed was a celebration of our clients who are a fun, global, and fantastically style-conscious family.

The artwork too – from the David Hockney photo collage to the Keith Vaughan oil on canvas – was essential in the shaping the look and feel of our scheme.

And we can’t forget the daughter’s design ambitions, without which we wouldn’t have necessarily thought to lavish her bedroom with intricate plaster garlands, a rococo-esque bed, and a bespoke dressing unit finished in 22k gold verre églomisé.

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

As the parents were super keen to have the apartment ready before their daughter went back to the States, timings didn’t always allow us to stagger the trades and craftspeople as we would have liked. So, our toughest hurdle was co-ordinating everybody. At one point, a huge number of people were all on-site together, including:

- Various construction and decorative workers – installers, plasterers (both carved and venetian), French polishers, ceiling contractors, joiners, curtain makers, scaffolders, and electricians
- Our core team – three lead designers and a project manager
- Art professionals – two curators, a gallerist, a fine art insurance broker, a muralist, and even a sculptor who flew in from Madrid to oversee the hanging of his six-foot-long mobile.

What was your team’s highlight of the project?

There are several standout finishes that both enliven and pull together the other handcrafted elements in the scheme:
- In the living room, for instance, artisans covered our joinery wall in gesso, gold leaf, and a hand-blended mixture of bronze and navy-blue paint. They then stone buffed it into a starry cosmos of tonal variations – an arresting feature that also houses a TV behind a remote-operated door.
- While on the opposite wall, a panel of inky-blue polished plaster frames the fireplace we installed. When the sun hits its faceted surface, the wall appears to flicker.

Details like these far exceeded our expectations.

Why did you enter the SBID Awards?

We have a soft spot for the SBID. They gave us our first major award – Best CGI & Visualisation – when we were a fledgling studio. Such recognition fortified us in many ways – convinced us that we weren’t mad, that we could forge ahead and build a design studio with substance. It said, ‘we belonged’, which means the world when you’re starting out. The SBID is a non-profiting, sector-championing, love-sharing ally in a scarily unregulated and largely unprotected field. They’ll always have our loyalty – and we’ll always enter their awards for as long we’re creating work we feel meets their exacting standards.

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

This shortlist – ‘The OWO Private Residence’ – is especially meaningful as it’s our studio’s first project that shares design credits. Historically, Co-Founder Ed O’Donnell led the design vision solo. Now we have a small team of designers, two of which – Tatiana Pietrangeli and Prima Patel – share this achievement for their rigor, creativity and dedication to the project. It's a big nod for them – and a wonderful symbol of growth for our studio.

Questions answered by the team at Angel O'Donnell.

How does your team collaborate on major projects?

The Lawson Robb team is currently growing, bringing fresh energy and expertise to our projects. Our integration within the Allect Family fosters positive collaboration between our design studios, allowing us to share knowledge, creativity, and resources. This dynamic collaboration enables us to push design boundaries while maintaining the highest standards of execution, resulting in truly exceptional spaces for our clients.

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

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

How do you incorporate sustainability into your designs?

Lawson Robb has been awarded the Positive Luxury Butterfly Mark, recognizing our commitment to ESG principles and the integration of sustainable practices across our company, projects, and team.

Do you have a signature style or hallmark design approach?

At Lawson Robb, our design philosophy blends refined contemporary details with a harmonious balance of boldness and serenity. We seamlessly integrate heritage and innovation, drawing inspiration from local materials and cultural contexts to craft interiors that are both contextually relevant and aesthetically timeless. Our approach ensures that every space is not only sophisticated and functional but also deeply connected to its surroundings.

How do technology and innovation influence your work?

At Lawson Robb, technology and innovation are integral to both our design process and the final execution of our projects. We utilize advanced digital tools, including BIM and real-time rendering, to enhance efficiency and visualization. Incorporating smart home technology, sustainable materials, and cutting-edge construction techniques allows us to create spaces that are not only visually sophisticated but also intelligent, functional, and future-ready.

What advice would you give to emerging designers?

For emerging designers, my biggest advice is to stay curious and never stop learning. Interior design is constantly evolving, so keeping up with new materials, technologies, and trends is essential. Creativity alone isn’t enough—strong technical knowledge and execution skills are just as important.

Build relationships within the industry, as collaboration is key to delivering exceptional projects. At Lawson Robb, we push creative boundaries while maintaining meticulous attention to detail. Stay adaptable, be open to feedback, and most importantly, trust your instincts while refining your unique design voice.

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

Achieving a repeat client rate of 72% over the years is one of our proudest achievements, reflecting the outstanding trust and satisfaction our clients have in our work. Beyond that, the trust our clients place in us has taken us across the world, expanding from a London-based design firm to delivering projects in 22 countries.

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

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

This week’s instalment of the Project of the Week series features a striking and glamorous restaurant design by 2025 SBID Awards Finalist, TNN Studio.

This project transforms a Grade II-listed building in Bishop’s Stortford, UK, into a bold, multi-level Asian fusion restaurant that blends historic character with contemporary glamour. The interior concept draws inspiration from Art Deco and Bauhaus design—celebrating the building’s heritage while creating a striking new destination for dining and nightlife.

What was the client's brief?

The client wanted a high-concept Asian fusion restaurant that felt like a true destination — a place that could rival a night out in London while remaining rooted in the community. The brief included multiple layers of experience: refined fine dining, lively cocktail lounges, and a private wine room for intimate gatherings.

What inspired the design of the project?

The Roaring ’20s and the glamour of the Art Deco era were central inspirations. We wanted to capture that sense of celebration, sociability, and timeless style, while translating it into a contemporary setting. Our aim was to create a layered journey, where guests could move through different moods and atmospheres as the evening unfolded.

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

Working within a Grade II listed building always brings challenges, particularly balancing modern services and multiple functions within a heritage shell. Coordinating distinct experiential zones across the levels — each with its own identity, yet all tied together with a cohesive design language — required careful planning and collaboration with contractors and conservation teams.

What was your team’s highlight of the project?

Seeing the space come alive and witnessing the community embrace it has been incredibly rewarding. From intimate dinners to lively nights upstairs, No.14 has quickly become a new local landmark. The positive feedback and the way people are using the venue exactly as we envisioned — gathering, celebrating, returning — has been the highlight for us.

Why did you enter the SBID Awards?

The SBID Awards are internationally respected and celebrate design excellence across disciplines. Their unique balance of expert judging and public voting offered us a way to showcase No.14 both within the design industry and to a broader audience. It felt like the right platform to share a project that is ambitious, vibrant, and rooted in community.

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

It’s been a significant milestone for us. As a boutique studio, being shortlisted affirms that our approach — where craftsmanship, architectural expertise, and storytelling are central — resonates within the wider design industry. It has given us greater visibility, strengthened client trust, and motivated us to keep pushing creative boundaries.

Questions answered by Tulin Naltekin, Founder and Creative Director of TNN Studio.

How does your team collaborate on major projects?

This varies from project to project, but one constant is our commitment to being part of the early design team. Early involvement allows us to add value by collaborating with the architectural and client teams to explore layouts, test ideas, and uncover new possibilities. We believe in the power of early sketches, often holding multiple informal sessions to explore concepts and preliminary designs before refining them into more developed solutions.

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

The future of luxury hospitality is rooted in creating meaningful, lasting experiences that resonate with guests on a personal level, rather than simply following transient design trends.

As we move through 2025, the focus is on crafting immersive, transformative experiences that blend sustainability, cross-industry collaborations, and an authentic connection to the locale. These trends underscore a shift from fleeting fashion trends to a deeper understanding of the evolving desires of modern travellers.

How do you incorporate sustainability into your designs?

Sustainability is a driving factor in our design philosophy. We always prioritise sourcing materials and furniture locally to the project’s location. This approach not only reduces carbon emissions but also supports local artisans and craftspeople, ensuring that each design is deeply rooted in its cultural and geographical context. By integrating sustainable materials and responsible practices, we create spaces that are both environmentally conscious and authentically connected to their surroundings. A great example of this is 1 Hotel Mayfair, where sustainability and thoughtful design work in harmony.

Do you have a signature style or hallmark design approach?

While our design outcomes may differ, our approach remains consistent.

At G.A Group, the guest experience is at the heart of everything we do, guiding our design process from concept to completion. We challenge conventions through dynamic spatial planning, pushing boundaries to discover unexpected solutions. Grounded in deep research and a respect for place, we craft spaces that feel intuitive, refined, and uniquely connected to their surroundings.

How do technology and innovation influence your work?

At G.A Group, we see technology as a powerful tool to enhance creativity, not replace it. Innovation allows us to push boundaries, refine our design processes, and unlock new possibilities, but our work remains fundamentally human-centric. We integrate cutting-edge tools, such as advanced visualisation and sustainable material innovations, to bring ideas to life with greater precision and efficiency. However, true creativity stems from curiosity, craftsmanship, and storytelling, which no technology can replicate. By balancing innovation with intuition, we create spaces that feel both forward-thinking and deeply personal.

What advice would you give to emerging designers?

I would encourage them to remember Pinterest is just a tool. To foster their own creativity instead, believe in it and make design decisions based on the demands of the individual project, no based on the dictates of trends. Build your own identity. - Terry McGinnity

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

Yes, we are committed to fostering the next generation of talent through our internship program. By providing hands-on experience and mentorship, we offer emerging designers the opportunity to develop their skills, gain industry insight, and contribute to real projects within our studio.

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

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

This week’s instalment of the Project of the Week series features a calm and sleek kitchen design by 2025 SBID Awards Finalist, Daulby and Tickle.

Daulby and Tickle was commissioned to design, manufacture, and install a bespoke kitchen for the Devereux Road project, aiming to create a calm, sleek, and modern space that balances minimalist aesthetics with everyday functionality. The resulting kitchen showcases a refined palette of premium materials. Every element was meticulously planned and executed, with Daulby and Tickle’s in-house manufacturing. The final result is a harmonious, elegant kitchen that not only meets but exceeds the client’s expectations, delivering both visual sophistication and everyday usability in equal measure.

What was the client's brief?

The client asked us to design a calm, sleek, modern kitchen with a minimalist aesthetic. They wanted premium materials, handleless cabinetry for a seamless look, and advanced appliances that support both cooking and entertaining. The space needed to be highly functional, practical to maintain, and visually refined, blending style with everyday usability.

What inspired the design of the project?

The design was inspired by the client’s desire for balance, something understated yet sophisticated, where every detail contributes to a calm, considered atmosphere. Our use of textured walnut veneers, ultra-matte Fenix finishes, and the dramatic Neolith Calacatta Luxe framing created a refined contrast that feels both warm and contemporary. Further inspiration came from the client’s reference to European design studios, which guided the development of our bespoke solid-brass patinated handles, ultimately becoming a defining feature of the project.

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

Though originally intended as a fully handleless kitchen, the design changed just before installation when the client requested a bespoke handle solution inspired by images from a French design studio. Sourcing wasn’t possible, so we designed and developed our own version from scratch. Working with local specialists, we precision-milled solid brass handles and hand-finished them in-house to achieve a smooth bronze patina. What began as a sourcing challenge became a Daulby & Tickle solution, playing to our strengths both creatively and technically, and ultimately elevating the entire kitchen design.

What was your team’s highlight of the project?

Our highlight was seeing the completed space come together exactly as envisioned, a kitchen that feels balanced, calm, and effortlessly sophisticated. Every element, from the subtle lighting to the refined mix of walnut, Fenix, and Neolith, works in harmony to create an atmosphere that is both modern and timeless. The client’s reaction, and their continued enjoyment of cooking and entertaining in the space, confirmed for us that we had achieved the perfect blend of style, practicality, and equilibrium.

Why did you enter the SBID Awards?

We entered the SBID Awards to share our work with a wider audience and celebrate the craftsmanship, design precision, and ingenuity that define our projects. Although we have been in business for over 30 years, we have rarely shouted about our work, yet many of our projects are of an exceptional standard. The SBID Awards felt like the right platform to finally showcase what we do, benchmark ourselves against the best in the industry, and honour the creativity and dedication of our team.

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

Becoming an SBID Award Finalist has been hugely significant. It validates the dedication and skill of our team, giving both our clients and partners confidence in the quality we deliver. For our business, it has elevated visibility, opened conversations with new clients, and reinforced our reputation as a studio and manufacturer that blends exceptional design with outstanding craftsmanship.

Questions answered by Robin Evans, Lead Designer at Daulby and Tickle.

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

Design trends are always shifting, and we make sure to stick to our client brief and objectives. Rather than sticking to a single "house style," we tailor each project to our client’s brand and audience. A great example is our work on V and BYRD. For both, we created striking, contemporary spaces that captured market trends while staying true to the brands’ core values. The goal is always to deliver something unique yet commercially relevant.

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

We’re always out there — whether it’s networking at industry events, engaging on social platforms, or entering award submissions. Networking is key for us—it helps us stay connected and informed about what’s happening in the design world, so we’re always in tune with the latest trends and opportunities. We also host regular CPD sessions in-house to keep our team sharp, updated, and inspired.

How do you incorporate sustainability into your designs?

Sustainability isn’t just a buzzword for us – it’s a responsibility!

We prioritise locally sourced materials, ensure our designs are built for longevity and make conscious choices that reduce waste. It’s about creating spaces that stand the test of time, both aesthetically and environmentally.

How do technology and innovation influence your work?

Technology is reshaping the industry, and we embrace it – AI tools, CAD modelling, and enhanced visualisation software all help to refine our process. But all our designs start with pen and paper or pen and an iPad. There is something irreplaceable about hand-sketching ideas before digitalising them, and we believe in the power of a hand-sketched 3D visual to present early ideas. Full rendered visuals sometimes hinder the design process rather than supporting it and they’ll never fully replace the hands-on creativity that’s at the core of our work.

What advice would you give to emerging designers?

Forget about your style—it’s not about you. Something I learned early in my career is that design isn’t about your personal preferences—it’s about the client. They’ll likely change their mind several times during the process, and that can be frustrating.

But you must remember that their satisfaction is the priority. Stay adaptable, patient, and always focus on meeting their needs, even when things shift. The best designers are adaptable, patient, and responsive to their clients' needs.

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

Our reputation. Building a name in this industry isn’t easy, but we’ve carved out a space where creativity meets practicality. We've established a strong name for ourselves, and the ability to work across a wide range of services that cater to varied client needs, sets us apart. Being able to adapt and deliver on diverse projects has been key to our success and is something we are incredibly proud of.

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

Yes! One of our associate designers, Sammy Bikoulis, is particularly passionate about mentorship. He’s involved in a phone mentoring program where he connects with up-and-coming designers a few times a year, offering advice and sharing what he’s learned along the way. He has also guided students in design competitions, helping them fine-tune their concepts and offering guidance to make sure their designs stand out. On top of that he frequently speaks at events like the London Design Fair. He’s even led online CPD sessions on topics like "Designing Inclusive Spaces." Sharing knowledge is something we value deeply.

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

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

This week’s instalment of the Project of the Week series features a playful and luxurious residential design by 2025 SBID Awards Finalist, Studio Ogee.

Studio Ogee was commissioned to put some heart and soul back into this former London Victorian vicarage. Through a considered and layered interior scheme, full of character and interest reflecting the client's personality and love of art, fashion, sport and travel, this handsome family home was reimagined. A timeless and luxurious palette of natural materials and finishes balances the traditional with the contemporary and eclectic mix of bespoke joinery and furnishings. It provides both a quiet haven away from a busy urban lifestyle, as well as a welcoming entertainment space that energises through playfulness and a relaxed casual elegance.

What was the client's brief?

Studio Ogee was commissioned to design and manage the complete renovation of a converted former South London vicarage. The property had previously been repurposed by a property developer, but it was no longer meeting the needs of our Client, a family with teenage children, and it lacked heart and soul. A basement spanning the entire footprint of the property was added to the five-bedroom home, its impressive scale devoted entirely to play. Studio Ogee was asked to design a family home that both met the need for a functional and quiet sanctuary away from busy work schedules and the buzz of the city outside, as well as a fun space in which the family could come together and entertain friends. The interiors needed to reflect the Client’s personality and interest in culture, fashion, sports and travel through an eclectic and playful mix of bespoke joinery and furniture, antiques, soft furnishings and art. The Client was looking for a timeless and luxurious palette of furnishings and materials that would stand the test of time but also provide impact and a hint of the unexpected.

What inspired the design of the project?

Our starting point is always the architecture of the building and the Client. We spend a lot of time getting to know who we are working for to be able to tell their story through the interiors. Studio Ogee’s working ethos is to design spaces that tell stories, and so we set out to interweave the history of this former Victorian vicarage with the Client’s personality and lifestyle. ‘A home to soothe the soul and lift the spirits’ was the working conceptual proposition throughout the design process. It was important to create a space that functions both as a quiet haven, providing ease of living and respite from a busy urban lifestyle, as well as a welcoming entertainment space that energises through playfulness and a relaxed casual elegance.

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

We were lucky in that our Client was very engaged in the process and truly enjoyed being taken on a creative journey, despite the inevitable stresses that comes with a project like this. The contracted team they had chosen was also highly skilled and professional and we worked with trusted suppliers, so all in all it was a project without too many serious challenges and very good collaboration between all parties involved. That said, it is always difficult to ensure everyone’s synchronised to work seamlessly and there were of course some mistakes made along the way. For example, there was a load of carefully selected marble slabs for the kitchen that was crashed into by a lorry and therefore had to be replaced, and one of the statement light fittings did not agree with the Lutron system that was introduced. But, because everyone involved really cared and strived for perfection, we could quickly rectify mistakes and find solutions together.

What was your team’s highlight of the project?

It is always nerve racking to see your designs that have so far only existed on paper and as samples in a mood board tray materialise in front of your eyes. You hope and pray it is going to turn out exactly as you had intended and hoped for. It is therefore also some of the most thrilling moments when bespoke joinery and furniture comes to life and makes that space truly unique and special. It is always rewarding to see your Client excited about their new home and pleased about the job you have done for them.

Why did you enter the SBID Awards?

We are proud of the project and were keen to see how it would be received by both industry experts and the public, and so SBID was the natural place to seek meaningful industry recognition.

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

We are truly honoured to be an Award Finalist! As a young and growing studio, an SBID nomination not only adds credibility to what we do, it also gives us confidence and, we hope, gives future Clients the same confidence in choosing to work with us.

Questions answered by Nicoline Sandwith, Founder of Studio Ogee.

Design Process

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.

Vision & Trends

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.

Achievements and Challenges

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.

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

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

This week’s instalment of the Project of the Week series features a whimsical and vintage style residential design by 2025 SBID Awards Finalist, Atelier NM and Chatelaine Interiors.

Tucked away on a storybook street in the heart of Notting Hill, this Victorian mews house was artfully reimagined for a client with a passion for vintage interiors and expressive design. Embodying a fearless "more is more" philosophy, the home unfolds in layers of rich colour, intricate patterns, and evocative textures. Every item was meticulously sourced from Britain’s most discerning dealers. Renowned textile houses infuse the rooms with vibrant energy, while bespoke upholstery and handcrafted furnishings weave a narrative thread. With its dramatic ceilings, luxurious textiles, and whimsical moments throughout, the home strikes a perfect balance of theatre and soul.

What was the client's brief?

The clients wanted a home that felt deeply personal and layered with character. They loved the eclectic nature of Victorian interiors and encouraged us to blend patterns, textures, and motifs without fear of excess. But they wanted that sense of history balanced with comfort. Each room needed to have its own distinct mood while still belonging to a coherent whole, reflecting their love of art, vintage finds, and tactile finishes.

What inspired the design of the project?

The inspiration came from a blend of Victorian eclecticism and the client’s personality. Antique textiles, period-style wallpaper, and moody paint colours served as anchors, while playful injections—such as decorative objects, statement lamps, tapestry cushions, and whimsical wall art—kept the scheme from feeling too formal.

A major consideration was balancing the client’s desire for maximalist layering with the need for harmony and flow across the spaces.

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

The biggest challenge was creating spaces that felt as though they had evolved organically over time rather than being designed in one sweep. Careful curation—deciding which pieces should take centre stage and which should provide quiet backdrops—was essential.

With bold wallpapers, patterned textiles, and gallery walls in nearly every room, the risk of visual overload was high, so thoughtful editing and placement were crucial.

We scoured antique markets and worked with specialist dealers across the UK to source rare finds that would enrich the scheme. Many 4 a.m. wake-ups were involved in the hunt, but the process of piecing everything together became one of the most fun and rewarding experiences of my career.

What was your team’s highlight of the project?

Seeing the house come alive with antiques and vintage finds was the most rewarding part. The gallery walls, in particular, became a collaborative exercise—arranging tiny gilded frames, antique prints, and whimsical mirrors into striking compositions that now feel like the soul of the home.

Another highlight was the atmospheric living room, where a wallpapered ceiling and sculptural busts transformed a conventional sitting area into something truly transportive.

Why did you enter the SBID Awards?

The SBID Awards represent excellence and innovation in interior design globally, and this project felt like the perfect candidate because of its daring mix of old and new. It is undeniably unique, and thinking outside the box is what design is all about.

Entering the awards provided an opportunity to showcase how interiors can embrace nostalgia, intimacy, and theatricality while remaining highly liveable.

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

Becoming a finalist has been both rewarding and inspiring. It affirms our belief that interiors can tell meaningful stories without sacrificing comfort or practicality.

For the business, it has elevated visibility, opened conversations with clients who share a passion for character-driven spaces, and reinforced Atelier NM’s positioning as a studio that seamlessly blends heritage with modern expression. We have been fortunate to win once before, and we would love to win it again.

Questions answered by Najwa Mroue, Founder of Atelier NM.