Deirdre Hayes, Founder of Studio Hayes, has given her insights into the industry.
My route into interior design began with a fine art background, where my focus was painting and drawing. Beginning a degree in Interior Architecture was a significant shift, and adapting to technical drawing and structured design principles took time. However, it opened a new way of thinking about creativity within the built environment.
A defining moment came when I spent a summer as a student living and working in London. Coming from Ireland, the scale, pace and cultural diversity of the city was eye-opening, and exposure to other design disciplines broadened my understanding of design as a wider profession.
I spent much of my free time exploring London’s museums and galleries and was struck by how strongly buildings and interiors could influence how you feel, from the quiet, cathedral-like galleries of the V&A to the industrial drama of the Turbine Hall at Tate Modern. That experience confirmed that I wanted to design the spaces people move through and experience every day.
I enjoy the moment when a concept truly clicks, when brand, operational needs and user experience align in a clear design direction. I am particularly drawn to the strategic side: understanding how a space must perform commercially as well as emotionally, and translating that into layouts, details and atmosphere.
Collaboration is also a major highlight. There is nothing better than problem-solving live on site with a contractor or builder, navigating constraints and finding smart, buildable outcomes together. A strong collaborative team or lack of one can make or break a project, and when collaboration works well, it is one of the most motivating parts of the process.
The standout highlight this year has been launching my own practice while continuing to work at a senior level on hospitality and experiential projects. After many years leading an in-house design team and delivering projects for international brands, stepping into my own studio has been a major milestone.
A particular highlight has been the positive response from clients and peers to a more hands-on, director-led approach, with senior expertise embedded throughout each project. Reconnecting with past collaborators, building new relationships and shaping my own way of working has made this year feel like a real turning point. While starting a business is not always the easiest path, investing my time and energy into something of my own has proved to be the most rewarding aspect of my career.
I am especially drawn to hospitality and social spaces such as bars, restaurants, leisure venues and hotels. These projects are centred around connection; they are where people come together, celebrate, relax and create memories. I enjoy the complexity that sits behind the atmosphere, from circulation and operational efficiency to layouts that support a strong commercial return, paired with the challenge of making the final experience feel effortless, welcoming and atmospheric.
I also enjoy working with heritage and older buildings. Their construction, detailing and layers of history bring a depth of character, and part of the design challenge is respecting that while adapting the space for contemporary use. Through recent residential work, including renovating my own Victorian terraced house in North London, I have developed a deeper appreciation for how these buildings are put together, with each layer revealing a different story. Balancing old and new adds a richness that cannot be replicated.
Balancing ambition with reality is always a challenge. Budgets, programmes and existing buildings do not always cooperate with the initial vision, so you need to be resourceful and solutions focused. Managing expectations and communication across large teams, including clients, operators, contractors and stakeholders, can be demanding, especially when things change late in the process. However, those challenges are also what make the successful moments so satisfying.
I wish I had fully appreciated how much time is spent on coordination, communication and detail rather than purely on design. A strong concept can fall flat if the technical information, drawings and site coordination are not robust. I would also tell my younger self that understanding how projects are financed, procured, built and operated is just as valuable as a good eye; commercial awareness and curiosity about the wider process make you a far stronger designer.
I have also learned the importance of understanding different perspectives. Clients, designers and contractors often approach a project from different standpoints, and acknowledging those differences early on makes collaboration more productive and outcomes more successful.
Spend as much time as possible in real spaces, rather than relying solely on mood boards and digital references. Visit sites and new venue openings, observe how people use them, speak to staff, and take note of bottlenecks, quiet corners and missed opportunities. Form your own design opinions and let those observations guide your thinking.
Seek out a mentor for support, whether within the industry or someone with strong leadership experience. Build strong relationships with your peers, and do not be afraid to ask for what you want or to articulate the direction you want to grow in. Enjoy the wins and learn from the setbacks.
I expect a continued move toward spaces that support fluid, real-world use: places that can transition naturally from day to night, from work to socialising, and from private focus to shared experience. Clients are looking for environments that feel authentic and uplifting, not formulaic. Sustainability will also move further into the mainstream, with increased focus on longevity, reuse and responsible specification.
In hospitality, people are craving connection and shared experience in a world that feels slightly unsettled. This is evident in the rise of concepts rooted in familiar traditions and nostalgic social rituals, from competitive socialising to modern reinterpretations of the corner shop, pub or clubhouse. There is a renewed appreciation for places with heritage, soul and a sense of belonging, which may prompt a return to more timeless design, craft and spatial storytelling, even within larger brands.
AI will become more integrated into the design process, supporting research, visualisation and efficiency. Its value lies in enhancing human creativity and informed decision-making, rather than replacing the designer.
Being an SBID Accredited Interior Designer represents professional credibility, accountability and a commitment to best practice. Accreditation by the Society of British & International Interior Design provides reassurance to clients and collaborators that my experience, training and approach meet recognised industry standards.
It reflects the importance I place on integrity, ethics and continued professional development. Interior design balances creativity with technical knowledge and responsibility, and accreditation reinforces the need to uphold all three consistently.
On a personal level, SBID accreditation acknowledges the breadth of my career to date, from leading in-house design teams to establishing my own practice. It also connects me to a wider professional community and supports my commitment to delivering thoughtful, well-considered design that responds to people, place and context.
About Studio Hayes
Studio Hayes is a London-based, director-led interior design consultancy specialising in commercial interiors, including hospitality, leisure, and retail environments. With over eighteen years of experience across Ireland, the UK, USA, and Australia, the studio delivers distinctive interiors that balance creativity with commercial insight. Every project is overseen at director level from concept through to completion, ensuring consistency, quality, and a deep understanding of each client’s vision. Studio Hayes partners with brands and individuals to create spaces that are purposeful, beautifully crafted, and designed to connect people, from small refurbishments to large-scale hospitality rollouts and unique one-off projects.
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Codi Rodrigues, Founder of The Code Design Studio, has given her insights into the industry.
Interior design is such an incredible expression of life, love, and joy. I’ve always (as an insufferable rule breaker) loved that there literally are no rules. That design is perspective. That it is often the very soul of both designer and Client combined to create something totally unique and unlike any other. For as long as I can remember, I’ve enjoyed and dabbled in interior design, so taking the leap into the industry was honestly the easiest leap.
It’s so cool having a different set of eyes for each project/client. I notice things on one project that don't notice on the one prior. No two days are ever the same, it’s fast paced and there’s an element of uncertainty that makes things really fun. My creativity is always being tested, and I’m constantly surprising myself.
The Basingfield project has been shortlisted for the 2026 Design et Al International Design Awards which I’m very proud of. This project was so fun for me because the Client just let me run wild. I had no clear brief, just a good idea for who she was as a person, and the design process just flowed. It was inexplicably beautiful, and it’s paid off being internationally recognised.
I love working on projects where creativity isn’t limited. There’s nothing better than a client placing their full trust in you to deliver. I work really hard to make sure that my designs are uniquely beautiful with lots of contrast in colour, pattern, texture and style. Mixing eras and styles is one of my favourite things to do to create real visual interest.
I’d say the most challenging aspect is working with unrealistic budget and timeline expectations. Being asked to deliver a £40k room on a £10k budget and to have it done yesterday happens too often, and it’s really difficult having those confronting conversations. Delays are also a completely inevitable factor in design and can strain the relationship with the client.
It’s going to take a while to build up a family of tradespeople you can count on to deliver quality projects for your business. Unfortunately, you’ll meet some along the way who do you wrong, but you keep going and you will get there. Resilience, a keen eye and work ethic are key.
Failure and knock backs happen as often as successes when you’re learning. Ensure that with each failure you learn a valuable lesson and apply it to your future projects so that you don’t make the same mistake twice. Be yourself, take note of the trends and what’s going on around you in the industry, but ultimately be yourself. Design from within so that you stand out in the monochrome world we live in.
With sustainability being an ever-growing market, new eco-friendly products are being introduced all the time that are both revolutionary and refreshingly beautiful. It’s fun to see what the industry is capable of in such an evolutionary time. We’re also really blending spaces to accommodate the ‘work from home’ movement and I don’t see that dying down.
It’s an honour to be recognised by The Society of British & International Interior Design. It’s an honour to be asked to feature in this editorial. Little me may not have believed this would all come to fruition, she’d be proud.
About The Code Design Studio
At The Code Design Studio, we're driven by a passion for creating spaces that tell stories and evoke emotion. Our design philosophy centres on balance between beauty and function, modernity and timelessness, creativity and comfort. We believe that great design doesn't just transform a space, it enhances the way people live within it. With a keen eye for detail and a love of texture, colour and form, we approach every project as a collaboration. The goal is to craft interiors that reflect each client's unique identity and lifestyle. Over the years, we've developed a signature style that is guided by authenticity, and the belief that thoughtful design can truly make everyday life more inspiring. In a monochrome world, it's imperative to push the boundaries and be unique. That means something different to each of our clients, and it's a gift to be able to decipher that and deliver something wonderful.
Charlotte Säve, Founder of Charlotte Säve Design Studio, has given her insights into the industry.
I’m a London-based interior designer specialising in high-end residential projects. Before founding my studio, I built a successful career in beauty marketing, working for global brands including L’Oréal, Estée Lauder and Walgreens Boots Alliance.
I completed my formal training at the Inchbald School of Design in London, graduating with a BA (Hons) in Architectural Interior Design. Originally from Sweden, I bring a distinctly international perspective to my work shaped by a lifetime living in various places including Sweden, Belgium, USA, France and now the UK. For me, the most successful spaces are those that tell a story. I approach each home not as a blank canvas but as an unfolding narrative that reflects the identify, lifestyle and aspirations of the people who inhabit it creating spaces with a unique identity.
I’ve always been drawn to interiors, from wallpapering my doll’s house as a child to finding ways to make every space I lived in feel like home. Having moved frequently throughout my life, I learned early on how powerfully our surroundings shape our comfort, identity and well-being and I became fascinated by the idea of creating environments that feel deeply personal.
After a long and fulfilling career in the beauty industry, I reached a natural crossroads as I hit 40 and realised it was the right moment to turn a lifelong passion into a profession. Retraining in interior design allowed me to bring together my creativity, problem-solving skills and my passion for understanding how people experience spaces, and it has been the most rewarding decision I’ve made.
I love getting to know my clients and understanding how they truly live. In my previous career, I loved working on beauty brands that anticipated what customers needed before they realised it themselves and that is something that translates directly into my work now.
I’m passionate about creating homes that feel genuinely personal and lived-in where beauty and functionality sit comfortably together. There is something incredibly rewarding about transforming a space so that it feels as though it has always belonged to the people who live there, somewhere that brings ease, comfort and joy the moment they walk through the door.
It must be finishing the large summer house project on Nantucket, MA (USA) I have been working on for 2 years. Having the opportunity to work on such a significant and prestigious property so early in my career felt like a real milestone. The most rewarding part has been the client’s response, they were thrilled with the outcome and the project has already led to a second home with the same client. It was a real ‘pinch-me’ moment and has given me both confidence and momentum to move forward.
My favourite projects are those rooted in a strong sense of place, whether they are period properties or new builds within a traditional landscape. Having moved around so much in my life, I’m really drawn to houses that already have a story or a clear identity. I love the challenge of honouring that character while shaping it for modern living, creating spaces that feel timeless and ready for their next chapter.
I think one the challenges is balancing the creative side of design with the practical realities of a project. There are a lot of moving parts and keeping timelines, budgets and people aligned, especially when working across not just different countries but continents can be complex. The organisational and communication skills I developed in my previous career have been incredibly helpful, but every project still poses a new challenge and allows me to learn something new.
I always expected the client side to be important but perhaps I didn’t quite appreciate just how much of the work comes down to listening and translating. Often clients can’t fully articulate what they want, and part of the job is gently interpreting what they mean beneath the words. I’ve also learned that many clients understandably romanticise how they imagine life in their new home so it’s my role to translate that vision into something that will truly support how they live day-to-day without them ever feeling like they’re compromising.
Design also involves a surprise amount of problem solving and gentle coordination which has taught me the importance of patience and clear communication. These skills have grown with experience and every project is an opportunity to further develop.
Stay curious and look beyond your screen. Pinterest or Instagram are great, but they are not the whole world. Inspiration shows up in the most unexpected places; a building you walk past every day, a pattern in a book even something you notice while out for a run. One of my ideas once came from how my childhood dolls’ house plugged in, proof that nothing is too small or too random to inspire. Keep your eyes open because design is everywhere if you let yourself notice it.
I think clients are moving away from wanting ‘trendy’ homes and towards a desire for their homes to feel authentic and enduring. Sustainability is becoming a genuine expectation rather than an option. And while technology will continue to evolve very quickly, the opportunity lies in using it as a tool to support creativity and communication rather than replacing them.
Being SBID accredited represents a commitment to high standards, continued learning and accountability within the industry.It’s an honour to be part of a wider community of designers that supports, elevates and celebrates the profession.
About Charlotte Säve Design Studio
Charlotte Säve is a London-based interior designer with a focus on creating spaces that feel both timeless and deeply personal. Her work is guided by a belief that the most successful interiors tell a story through light, texture and proportion. Drawing on Scandinavian principles of simplicity and restraint, she combines natural materials with crafted detail to create environments that are calm, expressive and enduring. Each project begins with an understanding of how people live and connect, resulting in spaces that balance beauty with purpose and evoke an effortless sense of harmony and authenticity.
Julia Brown, Founder of Room By Julia Brown, has given her insights into the industry.
I have worked in the residential design industry for over 20 years, after studying interior design for four years and beginning a career as a CAD draftsman to gain technical experience. I then spent a year in Singapore working with a luxury residential design team and knew instantly that this was the field I wished to remain in. Returning to England commenced a 20-year career in the high-end residential design industry and which is now reflected in Room’s overall ethos.
Creativity comes natural to me. Whether that is in curating your own wardrobe, the space you live in or even designing your lifestyle to suit your own requirements, creativity is at the forefront of everything we do. Studying interior / architecture for four years set me on a path to be an architect but I soon changed direction into interiors, whilst my husband progressed on to become an architect. We now complement each other perfectly and each have our different strengths in each of our fields.
The initial design stage for me is always the most exciting. Taking the brief and floorplan and coming up with an idea that perhaps hasn’t even been considered gives me a rush of adrenaline and I always can’t wait to share it with my clients. Then receiving feedback like “Yes! That’s exactly what we want” is pure joy and complete job satisfaction. A lot of hard work goes into bringing the designs to fruition, but nothing will dim that initial creativity process.
Even though I’ve been in the industry for over 20 years, Room is relatively new in the making, and I’ve really enjoyed creating it and nurturing its roots. Developing the brand, logo, tone of voice and tailoring the services we offer has been so rewarding in its process. Having people reach out and support me in these early stages is both humbling and encouraging and I am excited for where these first projects will take me.
Residential work is deeply personal. You’re invited into someone’s home, trusted with their vision, and part of their life for months at a time. Those relationships matter, and often, they become long-term connections and friendships.
I like to obsess over every little detail in the planning stages. Making things look “pretty” is one thing but ensuring the functionality works is also vital. It can be frustrating when contractors misinterpret a detail so regular site visits and checks are paramount to keep an eye on progress. Good communication with all involved is also crucial to bringing a project to completion.
To not take things too personally. Whilst the process is in fact very personal and friendships are often formed during a project, it can be challenging to service and support your clients’ emotions too throughout the process. A guiding hand and reminder of what the goal is can be helpful when they become overwhelmed by their overall budget or the main contractor running behind. Everyone is often working hard to achieve all that is required of them so maintaining a professional obligation whilst still the supporting emotional needs of all involved is a learned skill.
To be yourself, honest and hard working. Most people can see right through you if you are trying to convince them you are something that you are not. If you don’t know the answer, say so, but say you’re going to find out for them. And then standby that promise by putting the work in and returning with evidence. Good communication with your client and your trades is essential.
So many freelance designers are working from home rather than having large fancy expensive studios these days. This is of benefit to your clients as there are no unnecessary overheads and in fact, freelance designers can be entirely focused on the project in hand rather than running a showroom. It’s also common for designers to collaborate rather than compete against each other.
Receiving the SBID Accreditation was important for me to share with my clients. After all, they are the ones who are putting their faith in me and my services. The accreditation proves not only previous qualifications and applied experience but also the commitment to continued professional development which can only reinforce a designers capability.
About Room by Julia Brown
Room by Julia Brown is a high-end interior design studio that creates beautifully considered homes. Led by experienced interior designer and high-end cabinetry expert, Julia Brown, we bring together creative vision, technical precision, and a trusted network of skilled makers to design spaces that are both practical and deeply personal. Great design isn’t just about how something looks. It’s how well a space works for the way you live, and how it flows with the rest of your home. We help our clients make confident decisions, avoid costly mistakes, and create rooms that reflect who they are and how they actually live, with beautifully crafted cabinetry that’s built to last. From the flow of your floor plan to the feeling you want when you walk through the door, every detail is designed with intention, built around your lifestyle, not just the room plan.
My name is Alena Bulataya, and I am the founder and creative director of AB Interior Design Buro (by Alena Bulataya) — an international design bureau that merges psychological precision with visual storytelling. Over the years, one truth has become absolutely clear: Design is not neutral. It is a silent manipulator.
As designers, we build more than walls or moods — we create emotional environments, psychological landscapes that expand or compress the human experience. The deeper I worked, the clearer it became: Design is not merely a visual expression. It is a system of influence. It shapes behavior, guides purchasing decisions, promotes healing, builds identity, evokes pleasure — or, at times, deliberately provokes discomfort. Designers are trained as artists, but must think as psychologists.
Through this lens, design transcends surface aesthetics and becomes a tool of regulation, stimulation, healing, storytelling, and — above all — emotional programming. I want to show how interior design influences the human mind — not through force, but through atmosphere. How materials, lines, rhythms, shadows, and light speak directly to the subconscious. And above all, it is about our ethical responsibility — to understand this power and to use it with intention, awareness, and compassion.
We don’t just see space — we feel it with the body. The brain instantly reads proportion, light, texture, and sound, triggering emotional reactions long before awareness. This is the biology of design.
- Form and Harmony: When lines and proportions are balanced, the brain releases dopamine — a sense of pleasure and safety. Chaos and imbalance, on the other hand, activate anxiety. - Light and Mood: Light controls emotion, rhythm, and focus. Cool light activates; warm light soothes. - Material and Memory: The skin remembers as vividly as the eyes see. Stone conveys stability, fabric — softness, wood — life. - Scale and Control: High ceilings evoke freedom, low ones — protection. - Silence and Sound: Noise heightens stress; soft acoustics calm the mind.
Interior design directly affects the nervous system. Design is not a visual act — it is a neuropsychological program of emotion.
Every surface, every proportion, every pause within an interior is not a tool of decoration, but of emotional control. Here, design moves beyond aesthetics and becomes emotional engineering. And it is here that true influence occurs — not on the eyes, but on the nervous system.
When I design a clinic, I ask: how can I make a person feel calm? safe? cared for? When I create a restaurant or café: how can I shape the perception of the product, the rhythm of experience, the business intent? Should I stimulate — or slow them down?
Through a range of wellness and aesthetic projects created by my Design Buro, one can see how spaces with the same function can differ drastically in style — and therefore in their emotional influence on the client. Three environments serve the same purpose — care for the body. Yet each creates a distinct emotional state: confidence, serenity, or the desire to be seen.
Let’s explore vivid, emotionally charged interiors through two contrasting projects — a French bistro and a flagship restaurant for the Swiss watch brand Franck Muller. The Bistro project has received multiple international design awards for its bold color palette and its ability to create an immediate sense of celebration. Here, design speaks in the language of joy — expressive, vibrant, and alive. The atmosphere is built on contrasts and tactile richness: deep velvet tones of moss green and rose coral, shimmering brass and gold leaf, ornamental mosaics, and curved, sculptural furniture that invites comfort. Soft sofas, warm textures, and an unconventional bar counter turn the space into a continuous visual and emotional festivity — a place where design, flavor, and feeling become one experience.
In contrast, the Franck Muller Island Café reinterprets energy through refinement. While the brand’s boutiques are known for their colorful aesthetics, the restaurant translates luxury into subtle harmony — muted tones, soft reflections, and tactile precision. If Bistro is about vitality and openness, Franck Muller embodies control and sophistication — two emotional rhythms within one design philosophy.
In a private villa in Phuket, I created a seamless transition between zones of intimacy and social interaction through subtle tonal shifts in stone and wood, and the interplay of warm and cool shadows — forming an emotional gradient within the home.
Most people cannot explain why they feel good in a particular space — but their body knows. “Good design speaks to the eyes. Great design speaks to the nervous system.” This is the principle I pursue — and teach my team at AB Interior Design Buro.
An interior doesn’t just reflect culture — it creates it, directs it, and at times, subtly manipulates it. This becomes especially evident in commercial environments: people go where we lead them, sit where we anticipate, and feel what we embed in the architecture.
In retail and hospitality, layout is the language of control. Even within the same function, public spaces can unfold entirely different spatial narratives. The plan itself becomes an emotional architecture. In the Dubai Mall Beauty Salon, I built a visual route alternating between intimacy and openness. Every layout reflects a different client vision, defined by how space separates or connects, how it involves or distances — and therefore, how it makes people feel.
Every line, material, and color carries an emotional instruction that the human mind interprets instantly, even before reason intervenes. Two cafés can serve the same purpose, yet narrate entirely different emotional stories. One — playful, fragrant, and full of French charm — celebrates spontaneity and sensory pleasure. Its energy invites curiosity, laughter, and connection. The other — calm, sculptural, and restrained — speaks in the language of quiet confidence, exclusivity, and control. Design influences not only perception but also conduct.
Across all environments — restaurants, retail, clinics, or offices — design operates as strategy.
- In dining: acoustic texture = longer stays - In retail: flow control = deeper engagement - In clinics: transparency and softness = greater trust - In offices: natural zoning = less burnout
People may never notice it consciously — yet space always guides behavior.
In design, the priming effect operates on an even more subtle level. A curved corridor reduces aggression. A framed, limited view enhances mindfulness. High ceilings stimulate abstract thinking.
Today, the industry is undergoing a quiet revolution: a shift from spectacle to care, from stimulation to regulation, from aesthetics that impress to aesthetics that support. I believe that interior design should not only shape lifestyle, but also influence emotional state — and increasingly, facilitate healing.
In a world of sensory overload, interior design becomes more than space — it becomes a regulator of the nervous system. People no longer seek only luxury. That’s why in my recent projects — from a private villa in Abu Dhabi to a relaxation zone in a Bangkok residence — I integrate “soft permission zones”: no phones, no direct light, no visual noise.
In the wellness area of a spa complex, I combined matte travertine, diffused light, the sound of water, and tactile fabrics. The client later said, “This space feels like an exhale.” No dominant colors, no logos — just empathy expressed through space. Visitors felt calm even before the treatment began.
Empathic design is not only gentle — it is inclusive. It acknowledges that everyone perceives space differently.
True wellness is about emotional coherence. A space that demands nothing, sells nothing, and speaks softly — it simply allows. Sometimes the most powerful act a designer can take is to remove, not add. “A healing space doesn’t speak loudly. It listens.”
Interior design is also an ethical practice. We create spaces that influence emotion, decision-making, and identity. That means we carry responsibility for the invisible forces we set in motion. “Design is not what we add — it’s what we allow people to feel.”
Every aesthetic decision is a psychological cue. When we choose form, we choose impact.That’s why I’ve gradually removed everything unnecessary from my projects — not because minimalism is fashionable, but because silence is a luxury, and the space between things gives people room to breathe.
There is ethics in form. Responsibility in rhythm. Empathy in proportion. Design is never neutral — it either serves or disturbs the human psyche. This doesn’t mean it must always be calm, but it must always be conscious. “We don’t decorate buildings. We design the emotional future of their inhabitants.”
The next evolution of design is not about technology or trends. It is about meaning, regulation, healing, and identity. We must stop treating interiors as surface work — they are psychological architecture. A designer must be as emotionally intelligent as visually creative.
After more than 15 years of designing spaces across continents, I’ve come to one realization:
People may forget the color of the walls — but they never forget how they felt in a space.
Interior design is neither merely an industry nor a craft. Design is not neutral — it is emotional architecture — a tool that shapes perception, identity, and the invisible dialogue between people and their surroundings. It’s a silent manipulator.
About AB Design BURO
Alena Bulataya is the founder and creative director of AB Design BURO, an internationally recognized interior designer celebrated for her bold, authorial style and innovative approach to luxury spaces. With over 15 years of experience, Alena has completed more than 350 projects across Belarus, the UAE, Qatar, the USA, and Europe, earning prestigious awards and features in leading publications such as AD, SALON Interior, Harper’s Bazaar Interiors, Elle Decoration, American Daily Post, and many others. Beyond interiors, Alena is also an accomplished product designer, creating unique furniture and lifestyle collections that reflect her vision and influence on the global design industry.
Natalia Ratajczak, Founder & Creative Director of WHY NOT Design, has given her insights into the industry.
After graduating from KLC School of Design, I dived into the London design scene working on high-end residential and commercial spaces — the kind where everything looks effortless, but only after hundreds of caffeine-fuelled hours behind the scenes. Eventually, I realised I wanted to create something less “polite” and more alive. So, I launched WHY NOT Design — a studio built on the belief that safe is boring and bold means yours. We design marketing suites, show flats and workplaces that don’t just look good — they perform.
Because I’ve never been able to walk into a room without mentally redesigning it. Design has always been my language — a mix of problem-solving, storytelling, and a bit of rebellion. I wanted a career where I could blend creativity with impact; not just pick cushions, but build experiences that make people feel something. Interior design lets me turn ideas into atmosphere — and that’s addictive.
The magic moment when a concept sketch becomes a space people actually inhabit. I love the process — the mess, the material samples, the midnight ideas that suddenly make everything click. Every project is a balancing act between imagination and reality, and I secretly enjoy the chaos. Also, that client smile when they walk in and say, “This feels like us.” Can’t beat that.
Without a doubt — launching WHY NOT Design. Watching the brand grow from a scribble in my notebook to a real studio with real clients has been wild. Getting SBID Accredited in our first year was the cherry on top — a reminder that being bold doesn’t mean being reckless. You can colour outside the lines and still do it properly.
Marketing suites, show flats and workplaces — anything that blends creativity with commercial purpose. I love designing spaces that sell a story. They have to grab attention, make an impression, and whisper, “You belong here.” Those projects let me push creativity while still driving results, which is basically the WHY NOT sweet spot.
Keeping the vision intact while reality throws curveballs — budgets, deadlines, deliveries, the occasional “we lost your tiles.” Design is 20% creative genius and 80% controlled chaos. The challenge (and the fun) is staying calm while the storm swirls — and still producing something beautiful. It’s equal parts artist, therapist, and crisis manager.
That interior design is a full-contact sport. You’ll need stamina, patience, and a sense of humour. It’s not just fabrics and floorplans — it’s negotiations, logistics, psychology, and a lot of problem-solving. I wish someone had told me that resilience is as valuable as creativity. Oh, and comfortable shoes. Always comfortable shoes.
Don’t water yourself down. The world doesn’t need another copy of what’s already been done. Find your thing — your signature — and lean into it. Not everyone will get it, and that’s fine. The right clients will. Consistency and confidence build a brand faster than any trend ever could.
We’re entering the era of meaningful design. Clients are craving authenticity — spaces with purpose, not perfection. Sustainability is finally more than a buzzword, and storytelling is front and centre. Technology will keep shaping how we visualise and communicate ideas, but personality will be the real differentiator. The future belongs to designers who dare to be different — and mean it.
It’s proof that being bold and being professional aren’t opposites. SBID accreditation gives credibility to creativity — it says, “Yes, we’ve got the vision and the structure.” For me, it’s both recognition and motivation. It keeps me grounded while I keep pushing boundaries. In short — it means we can rebel responsibly.
About WHY NOT Design
WHY NOT Design is a London-based interior design studio creating bold, story-driven spaces that stand out and sell. We specialise in marketing suites, show flats, workplaces, and residential interiors across London and Essex, delivering designs that connect emotionally and commercially. With over nine years of industry experience, we combine creativity with strategic thinking to craft interiors that are original, functional, and memorable. From concept and space planning to 3D visuals, technical packs, and installation, we handle every stage of the process — because we believe safe is boring, and bold means yours. Rebellious by design, unapologetically original.
Kate Fryer, Founder of Khaya Studio, has given her insights into the industry.
I graduated with a BA (Hons) in Interior Design and have since spent over 15 years immersed in the world of interiors - designing and managing projects across residential, retail, and hospitality spaces around the globe. Each project, whether a boutique store in London or a serene family home by the coast, has shaped my approach and deepened my understanding of how thoughtfully designed spaces can enhance the way we live.
Today, my focus lies primarily in residential interior design - and it’s where I feel most at home. I’m passionate about creating interiors with warmth, character, and quiet elegance, spaces that tell the story of the people who live within them. Forming close, collaborative relationships with my clients is at the heart of what I do, ensuring every home we create together feels deeply personal and effortlessly inviting.
I’ve always been fascinated by the way our surroundings influence how we feel and behave. From a young age, I found joy in rearranging spaces and noticing how light, texture, and colour could completely transform a room’s mood. Over time, that fascination evolved into a desire to help others feel truly at home in their environments - creating spaces that are not only beautiful but also deeply nurturing and personal. Interior design felt like the perfect combination of creativity, psychology, and practicality.
For me, the most rewarding part of the process is the transformation - not just of the physical space, but of how my clients feel in their homes. Seeing someone walk into a finished project for the first time and witnessing that moment of joy and connection is incredibly fulfilling. I also love the storytelling aspect of design - uncovering what inspires each client and translating that into a cohesive, timeless interior.
This year has been particularly special as one of my recent projects, The Preserve Cottage, was featured in Good Homes Magazine. It’s always such an honour to see my work recognised in a publication, especially when it celebrates the warmth and individuality that my clients and I created together. Becoming an Associate of the SBID has also been a highlight - it’s a real milestone to be recognised by such a respected professional body.
I have a deep love for period and heritage homes. They hold so much character, and I find great satisfaction in honouring that history while adapting the spaces for modern living. I enjoy creating interiors that feel timeless - layering natural materials, craftsmanship, and thoughtful details so that each project tells a story and stands the test of time.
Balancing creativity with logistics can be one of the biggest challenges. Design is only part of the process - managing timelines, budgets, and the many moving parts of a renovation requires constant communication and flexibility. Unexpected issues will always arise, but experience has taught me that how you handle them makes all the difference.
That interior design is as much about people as it is about spaces. You need to be a good listener, a problem solver, and sometimes even a mediator! The ability to understand and interpret your clients’ needs, often before they can fully articulate them themselves, is such an important skill - and one that develops with experience.
Stay curious and be authentic. Don’t chase trends - instead, take time to understand proportion, light, and materiality, and develop your own design language. The best interiors come from confidence in your vision and a genuine understanding of how people live.
I think we’ll continue to see a shift toward more sustainable and “healthy” interiors - using natural materials, eco-conscious manufacturing, and timeless design that lasts. Clients are increasingly aware of how their homes affect their wellbeing, and designers have a real opportunity to lead the way in creating spaces that feel good for both people and the planet.
It’s a great honour and a mark of professional recognition. The SBID sets a benchmark for excellence in design practice, ethics, and education, and being an Associate member represents a commitment to upholding those standards. For me, it’s also about being part of a wider community that supports and celebrates the profession - something that feels both grounding and inspiring.
About Khaya Studio
Kate Fryer is a qualified interior designer with over 15 years of experience creating elegant, timeless interiors across Bristol, Bath and the wider Somerset region. Kate brings a professional yet personal approach to every project. Through her studio, Khaya Studio, Kate specialises in the transformation of period and heritage properties, blending classic architecture with contemporary comfort. Her work is defined by warmth, balance, and a deep respect for craftsmanship - creating homes that feel both sophisticated and lived in. Khaya Studio offers a range of tailored services, from colour consultancy to full turnkey renovation and project management. Every detail is carefully handled, ensuring a seamless process and a truly enjoyable design experience for each client.
Alena Bulataya, Founder of AB DESIGN BURO, has given her insights into the industry.
I chose interior design because it combines creativity, psychology, and craftsmanship in a tangible way. Since childhood, I’ve been drawn to art — painting, music, choreography — all forms of creative expression that taught me harmony, rhythm, and composition.
At the same time, I’ve always been deeply interested in psychology — in observing people, their reactions, and how surroundings influence their emotions and state of mind. One day I realized that all of this is connected: the environment we live in directly shapes how we feel, think, and interact with the world.
That understanding naturally led me to interior design, where I could merge these interests into one creative profession. I love the process of turning abstract ideas into spaces that influence how people feel, think, and behave. Balancing light, materials, and proportion — creating a dialogue between texture and form — allows me to build environments that evoke emotion and meaning. The most fulfilling moment is when a concept finally comes to life: when marble meets wood, when fabric softens geometry, when light reveals the soul of the space, and I see people respond to it emotionally.
The highlight of the past year was my collaboration with the world-renowned Swiss luxury watch brand Franck Muller, developing design concepts for two signature restaurant formats to be launched in the Middle East, with plans for global franchise expansion. Working with such an iconic brand was both an honor and a responsibility — every detail had to reflect its precision, heritage, and exclusivity.
This year also marked the launch of my own modular soft furniture collection, INCLINE, presented at two international design exhibitions. Soon after, I completed the design of a luxury aesthetic clinic and beauty salon in The Dubai Mall, the largest shopping destination in the world — a project that demanded refined detailing, innovation, and brand sensitivity.
Additionally, I created the concept for a restaurant in Qatar within one of the region’s most ambitious new lifestyle destinations and developed designs for public spaces and private apartments for Layan Verde, one of the largest luxury developments in Phuket, Thailand.
I especially enjoy working on hospitality and residential projects. Hospitality allows me to create immersive experiences for many people, while private residences are deeply personal and emotional. Both require sensitivity, innovation, and attention to detail, which make the creative process both challenging and rewarding.
The most challenging aspect is aligning all stakeholders — clients, contractors, suppliers — while maintaining design integrity. Interior design requires constant negotiation between vision, budget, and technical constraints. Balancing creativity with practicality is demanding, but it ultimately defines the success of a project.
I wish I had known how much of interior design is about people — communication, coordination, and trust — not just creativity. Early in my career, I believed a designer should do everything alone to maintain control and quality. Over time, I realized that true mastery lies in collaboration. Building a strong team of like-minded professionals, each an expert in their field, allows you to focus on the essence of design — the concept, the atmosphere, the emotional message.
Delegation, communication, and leadership are as important as artistic vision. The ability to unite talented people around one idea and guide them toward a common goal is what truly defines a successful designer.
Stay curious and never stop learning. Interior design is a constantly evolving profession influenced by technology, sustainability, and cultural shifts. Embrace change, refine your personal style, but always remain flexible to the needs of each project and client.
Design is rapidly moving toward sustainability and technology. Artificial intelligence will handle routine tasks, giving designers more space for creativity. The focus is on sustainability, digital integration, and human well-being.
Being accredited by SBID is a recognition of my professional achievements and an opportunity to be part of an inspiring global community of designers. It strengthens my credibility with international clients and motivates me to contribute to the advancement of our profession — across different cultures and continents.
Emily Dreelan, Director of Emily Day Interiors, has given her insights into the industry.
I’ve spent the past twenty years working in the interior design industry, but my love for design began much earlier. My dad was a furniture designer, and I grew up surrounded by upholsterers and makers, which sparked a lifelong passion for interiors.
I started out styling show homes while studying for my A-levels, then moved into kitchen and bathroom design. After completing a degree in Sociology, where I explored the impact of urban regeneration on communities, I went on to achieve an HND in Interior Design, blending my understanding of people and places with technical skills.
Over the years I’ve worked in project management and as an interior designer for other companies, before opening Emily Day Interiors, my own studio born from a successful and fulfilling career. As a certified colour expert, I specialise in maximalist, modern design; creating spaces rich with colour, pattern, and emotion, always finding the right balance between vibrancy and harmony.
From a young age I was immersed in the world of design, my dad was a furniture designer, and I spent much of my childhood surrounded by upholsterers and makers. That experience gave me a deep appreciation for craftsmanship and how our surroundings shape the way we live. As I grew, I realised I wanted to create spaces that don’t just look beautiful but truly connect with people and enhance their everyday lives. Studying sociology further reinforced my belief that environments influence how we feel and interact. Interior design became the perfect career path: a way to blend creativity, colour, and pattern with empathy and purpose, transforming houses into homes and spaces into experiences filled with personality and emotion.
I love the challenge of balancing colour, pattern, and texture to craft interiors that feel both vibrant and harmonious. Seeing a space transform from concept to reality never gets old; the moment a room comes together perfectly is incredibly rewarding. I also enjoy the human side of design: understanding how people live, how spaces influence their moods, and tailoring environments that reflect their individuality. For me, interior design is about storytelling through space, colour, and creativity.
A real highlight of my career over the past year was taking the plunge and opening my own studio. It was a brave step, turning years of experience into a space where I could fully express my creative vision. Even more exciting, my very first solo commercial project earned recognition as a finalist in the SBID Awards. It was incredibly rewarding to see my work celebrated on such a prestigious platform and a real validation of following my passion.
My favourite projects are always those where the client has a clear vision, and I get to bring it to life in my own colourful, emotive way. I love the challenge of working within a budget, finding creative solutions that make every pound count, and incorporating existing pieces of furniture to give them a fresh lease of life. There’s something incredibly satisfying about creating spaces that feel new and vibrant yet still hold echoes of memory and personal history. For me, the best designs balance innovation, colour, and pattern with a sense of continuity and meaning.
One of the most challenging aspects of working in interior design is balancing the creative demands and tight deadlines of projects with family life. Every project requires focus, attention to detail, and often long hours to bring a client’s vision to life, which can make finding time for loved ones tricky. Learning to manage schedules, set boundaries, and stay organised has been essential. Despite the challenges, the rewards (seeing a space transform and knowing it will be enjoyed for years) make the effort worthwhile and keep the passion for design alive.
I feel very fortunate to have had an insight into the design industry from a young age, that early exposure gave me a strong foundation, but if I’m honest, I wish I’d known just how fast-moving the industry would become, especially with technology. Tools, software, and design trends evolve constantly, and staying ahead requires continuous learning. While the creative principles remain the same, adapting to new processes, virtual presentations, and digital workflows is a challenge I didn’t fully anticipate when I first started twenty years ago.
Technology and a strong foundation are both essential in interior design. Social media exposes us to trends and influencers whose styles change quickly, but the key isn’t chasing fast fashion, it’s creating spaces that last. Listen to your clients, understand the fundamentals of design, and combine creativity with practicality. A well-designed space balances personality, function, and longevity, so you can create interiors that remain beautiful and meaningful for years, not just for a season.
I believe that over the next year, interior design will evolve to focus on well-being, connection with nature, and thoughtful technology integration. Wellness-centric spaces that promote relaxation and mental health, alongside natural materials, plants, and light-filled interiors, are becoming central to modern homes. At the same time, technology is playing a dual role—enhancing the design process with advanced tools and smart home features that improve functionality in the finished space.
Being an SBID member is incredibly rewarding. It provides a supportive platform, valuable opportunities for continued learning, and a community that encourages growth and collaboration. Membership represents reaching a level in my career where my experience and achievements are recognised as meeting an industry-leading standard. It’s inspiring to be part of an organisation that not only celebrates excellence in interior design but also offers ongoing support, guidance, and connection with fellow professionals who share the same passion for creating outstanding spaces.
About Emily Day Interiors
Emily Day Interiors specialises in creating bespoke, inspiring and personalised spaces based on the individual requirements of every client. We offer a range of services to include home styling, interior staging, procurement and full Interior Design Serives. With almost two decades working in the Interior Design industry and specialising in bespoke window treatments, as well as kitchen, bathroom and joinery design, Emily Day Interiors can bring a unique insight into every project. We work closely with our clients as well as our trusted suppliers and partners to create tailor made spaces that fulfill our client's requirements.
Victoria Moshchynska, Founder of Victoria Moshchynska Interior Design & Styling, has given her insights into the industry.
I have been working as an interior designer since 2008, starting my career in Kyiv as a co-founder and partner at ID4U Studio. Since 2022, I’ve been based in London, working independently under my own name — Victoria Moshchynska Interior Design & Styling.
I’ve been drawn to beautiful interiors since my university years. Even as a student, I found myself deeply interested in how space can be organised—not just visually, but functionally. It started at my parents’ home, then in my first apartment, and soon I was helping friends with their spaces too. I had a natural ability to make small apartments feel more spacious, well-planned, and harmonious.
After graduating with a degree in analytics, I decided to study interior design—not with the intention to change careers, but purely out of passion. But within a year, I was already creating projects for friends and family. I quickly realised that interior design brought me much more energy and inspiration than my original profession. That’s when I made the decision to fully commit to this path—and I’ve never looked back.
What I enjoy most is the transformation process—how even the smallest changes can make a big impact. Sometimes, shifting a wall by just 15 centimetres can completely improve how a space functions. Or a previously unused corner becomes a much-needed and highly practical storage area. This kind of spatial planning and zoning is one of my favourite parts of the job. A well-thought-out storage layout, for example, can bring real relief to people’s everyday lives.
I also love the creative challenge of finding the perfect balance between aesthetics and functionality. Each project is like solving a unique puzzle: understanding the client’s lifestyle, their habits, their emotional connection to space—and then translating that into a design that reflects who they are.
It’s incredibly fulfilling to create homes that not only look beautiful but also feel effortless to live in.
One of the most memorable highlights in my career was receiving the SBID International Design Award in 2022. Being recognised by such a respected global institution was a true honour and a powerful confirmation of the design values I’ve built my practice on.
What made this moment even more meaningful was the timing—it happened shortly after I was forced to relocate to London with my family due to the war in Ukraine. It was a very challenging period, having to start everything from scratch in a new country. This award became an incredible source of motivation and strength. It reminded me that even in the most uncertain times, creativity and passion can still lead to recognition and new opportunities.
While I’ve had experience working with office spaces and hospitality projects, my true passion lies in designing residential interiors—homes and apartments. There is something deeply personal and fulfilling about shaping the spaces where people live, rest, grow, and create memories.
I enjoy going deeper into people’s everyday lives—understanding their routines, habits, dreams—and then tailoring the environment to truly support and reflect their lifestyle. For me, it’s not just about beautiful design; it’s about creating spaces that feel like home in every sense of the word.
One of the most challenging aspects of interior design is managing all the moving parts—design, timelines, budgets, suppliers, contractors—while ensuring the client’s vision is not only preserved but elevated. Many people think interior design is purely creative, but in reality, it requires a great deal of structure and organisation. My analytical mindset and background really help me manage the process efficiently and make logical decisions under pressure.
And let’s not forget the “human” side of the job—sometimes, being an interior designer means also being a part-time therapist. Especially when two people are involved in the decision-making process! Navigating different tastes, opinions, and the occasional “I can’t live with that wallpaper” moment takes diplomacy, empathy, and a good sense of humour. But when it all comes together and both clients are happy—it’s pure magic.
I wish I had known how much of interior design is actually about communication, negotiation, and project management—not just creativity. You come into the field full of inspiration, ready to create beautiful spaces, and quickly realise that ideas are only quarter of the story. Bringing them to life means dealing with budgets, delays, technical limitations, and lots of different personalities.
I also didn’t fully realise how emotionally invested clients can be in the process. You're not just designing a space—you’re helping shape how people live. That level of responsibility is huge, but also incredibly meaningful once you learn how to handle it with care and confidence.
Travel as much as you can, see as much as possible, and train your eye constantly. Inspiration is everywhere—in architecture, in nature, in cultures, in everyday details. The more you see, the sharper your design instinct becomes.
And one more thing—take a course on client communication! Trust me, it’ll be more useful than half the design software out there. Being able to understand, guide, and sometimes gently negotiate with clients is a skill that will save you a lot of stress (and revisions).
With the growing integration of AI and digital tools, basic interior planning is becoming more accessible to everyone. More people will be able to create simple design concepts themselves, which will inevitably reduce the demand for designers at the entry level. Only those professionals who bring real depth—strategic thinking, emotional intelligence, strong spatial planning, and a highly personalised approach—will remain in high demand.
In a way, the role of the designer is shifting from just “making things look good” to being a creative strategist and experience curator.
As a designer originally from Ukraine, becoming an SBID Accredited Interior Designer represents an important step in receiving recognition on an international level. It reflects the standards I hold myself to in my work and aligns with my commitment to professionalism and quality in every project.
For me, it’s also a way to show clients—especially in a new market like the UK—that I bring both experience and accountability to the design process.
About Victoria Moshchynska Interior Design & Styling
Victoria Moshchynska is an award-winning interior designer with a refined contemporary approach and over 15 years of experience in the field. Since 2008, she has been creating stylish, functional, and personalized interiors for clients across various lifestyles. As an SBID Award winner, her work is recognized for its balance of elegance, comfort, and practicality. Victoria offers a full range of services, including full-cycle interior design projects, furnishing, decorating, renovation, and consulting. Her thoughtful use of materials, lighting, color, and layout transforms both empty homes and existing spaces into harmonious, curated environments tailored to the people who live in them.
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