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.
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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.
Katherine Jane Channell, Founder of Katherine Jane Design Studio, has given her insights into the industry.
My journey into interior design began with a Bachelor of Arts in Fashion Design from Nottingham Trent University, which gave me an incredible understanding of how different materials work together. This background has been invaluable in interior design - knowing how fabrics drape, which textures complement each other, and how to select upholstery that's both beautiful and practical for real life.
After completing my Diploma in Interior Design from the British College of Interior Design, I discovered my true passion for creating transformative living spaces. I founded Katherine Jane Design Studio here in Berkshire, and now I work with clients throughout the South of England, as well as internationally through my virtual design services. Whether I'm working hands-on with my UK clients or collaborating remotely with international clients, I bring that same attention to detail to every project.
Throughout my development years I loved designing and creating emotion through art, whether this is a bold garment or redesigning my own bedroom, so it felt calming and serene. When I left university, it was 2020 and I ended up in an upside-down world, I nearly went to do an internship at Thurstan Interior Design Studio but due to the world shutting down I ended up not knowing which direction to take. Listening to my peers I realised that fashion was not what made me tick. I went and did a few jobs here and there and then studied interior design which I then realised that this was where my heart lay. I am a homebody, and I appreciate the feeling of coming home and spending time with loved ones in a comforting and personal space. I also realised I cared more about what my home looked like than my clothes ever did!
I love connecting with a wide variety of people and being able to throw myself into projects that I love. Being able to take a tired worn-out space or empty canvas and be able to transform this into a functionally timeless space makes me genuinely excited to do my job. I love helping people create a space they never even thought was possible as well as also having fun and pushing people outside of their boundaries to create exceptionally beautiful spaces.
A significant highlight is my successful transition from being a solo operation to building a team - moving from working alone to now having freelancers on board and using "we" instead of "I" when talking about my business. I also have loved transitioning into the commercial space, I really enjoy building my knowledge in all areas of design and my recent project with Dr Memee has been amazing in implementing this from the design into the install.
I love working with amazing clients who are willing to be bold and be open to new innovative ideas. I enjoy both commercial and residential projects however, whole-home renovations are also incredibly fulfilling because you get to see the complete transformation and really understand how a family lives. Working through multiple rooms allows me to create a cohesive flow throughout the space while still giving each room its own personality.
What really makes any project special for me is when clients are collaborative and trust the process. The best projects happen when there's that perfect balance of client input and creative freedom.
Personally, I love a challenge! I enjoy making the impossible possible and working with contractors to make this happen. I will say what I am currently struggling with is as a growing business I have taken someone on a freelance basis but the transition from being a one-man band to growing a successful business where we can take on many more projects with more people working for us is a new challenge for me.
Interior design isn't just about creating beautiful spaces - it's about understanding people's emotional connections to their homes. I've learned that listening to what clients don't say is often as important as what they do say. Their lifestyle, family dynamics, and even their insecurities all play into design decisions.
So much of this business runs on relationships - with suppliers, contractors, other designers, and of course clients. I would recommend building a network around you, visiting as many suppliers and events as possible to immerse yourself in the design world and don’t forget to have fun! Sometimes the everyday can cause you to get stuck in a routine but remember why you are doing this. Experiment and gain inspiration whenever you can!
This year has snowballed for myself, and I think the world is waking up to how important the quality of an interior is and how it can affect your mood, for example in commercial design this is so important to connect with customers/clients. I feel like this is leaking more into the residential world, clients want spaces that tell their unique story, but they also want efficiency.
We're also seeing a major push toward sustainable materials and circular design principles. Clients are increasingly asking about eco-friendly and longer lasting options, and I expect this to become the standard rather than the exception.
Virtual design services are also becoming more sophisticated and widely accepted, allowing clients who may not have been able to access certain designers before are able to do so with remote collaboration. I see this segment growing significantly, especially for international projects.
Being an SBID Accredited Interior Designer has allowed me to communicate to my clients a mark of quality and professionalism that can help them feel at ease from the beginning. I want Katherine Jane Design Studio to be known for creating amazing, beautiful interiors that withstand the test of time and communicate the highest standard while also offering the best service to our clients so the whole process is enjoyable and exciting and this accreditation communicated this from the get go.
About Katherine Jane Design Studio
Katherine Jane Design Studio curates exceptional interiors that feel authentically personal to each client. The refined approach transcends fleeting trends—crafting spaces that remain timeless for years to come. Meticulous attention to understanding not just how clients envision their space, but how they truly inhabit it. Through careful consultation and thoughtful planning, every precisely considered detail reflects the client's unique lifestyle and elevates their daily experience to new heights of comfort and sophistication. Devoted to enduring design and creating spaces with lasting sophistication that won't require constant reinvention. When partnering with Katherine Jane Design Studio, you’re investing in a home that truly enhances your everyday living.
Kate Lovejoy, Founder & Creative Director of Kate Lovejoy Interiors, has given her insights into the industry.
I started in film, designing sets for major productions after an MA in Film Production Design at the Royal College of Art. It was always about story and atmosphere, how a space holds a person’s world. After ten years of working on screen, I set up my interior design studio in 2009. Since then, I’ve worked with over 200 clients across homes of every shape and size. What’s stayed constant is the way I design: through collaboration, colour and calm practicality. I help people create homes that feel like theirs.
It was always about the story. In film, I worked with directors to shape characters’ worlds through detail and mood. Interior design felt like the natural next step. Same storytelling, but with real people, real homes, and a lot more lasting impact. Helping someone feel at home in their space still feels like the best part.
That early design phase, where things are still forming, is always energising. Helping someone get clear on what they really want and seeing the relief when it starts taking shape is a good feeling. I also love problem-solving around layout and flow. When we get that right, everything else comes together more easily.
There’s a home we completed last year, a 1920s house in the Berkshire countryside. The clients had lived there for years but wanted to adapt it for how they live now. The result is layered, grounded and warm. Not flashy. Just a home that finally reflects who they are.
I really enjoy projects where I’m brought in early. Full renovations or new builds where we can look at layout and mood from the start. That’s where we can create something cohesive, not just decorative. And I have a soft spot for returning clients. Picking up where we left off and continuing the story always feels good.
There’s a lot that happens behind the scenes. Timelines, budgets, constant decision-making. Clients often underestimate just how many moving parts are involved. My job is to hold that for them so they don’t have to. It’s part logistics, part design, part calm in the chaos.
That design is only half the job. The rest is communication. Listening properly. Explaining the process clearly. Creating a structure so clients feel supported as they make decisions. You can have a brilliant concept, but without trust and clarity, it doesn’t land.
Ask better questions. And listen longer than you think you need to. The best designs come from understanding how someone lives and what really matters to them, not from assumptions or trends.
People are craving simplicity. Not in the minimalist sense, but in how they make decisions. They want support. They want calm. I think we’ll see more homes designed with longevity and feeling in mind, not for show but for life.
It’s a marker of professionalism. It shows there’s a process behind the creativity and a code of conduct that guides the work. Clients know they’re in safe hands, and that matters, especially on complex or longer-term projects.
About Kate Lovejoy Interiors
At Kate Lovejoy Interiors, design begins with how you want to live and how you want to feel while doing it. With roots in film, where story is told through light, colour and frame, we bring that same creative intelligence into the way we shape homes. Since 2009, we’ve helped clients translate their lives into spaces that feel personal, intentional and beautifully lived-in.
Farhan Rehman, Interior Designer, has given his insights into the industry.
Half a decade of experience within the interior design sector, I specialise in high-end residential projects, hospitality design and bespoke commercial spaces. Basically, anywhere that requires a space to be designed whether it be set down on soil or 6000ft in the air, everything is designable. Portfolio includes intimate villas, residential compounds, boutique hotels and co-working spaces. I’m known to execute on a project creating uniquely sophisticated spaces that blend aesthetics with exhilarating aspects.
My passion for interior design stems from the profound impact that thoughtfully designed spaces have on people's daily lives and wellbeing. I've always been fascinated by how each element of design and spatial arrangement can transform not just how a room looks but how it breathes and the flow of that segment. Witnessed how good design can solve real world problems, whether it's creating a calming sanctuary for a stressed executive, designing an accessible home for minimalistic everyday needs or creating an opulent luxury retreat within the hospitality sector. There's something deeply rewarding about combining creativity with practicality to enhance how people interact with their environments and invoke each of their sense. Every project presents a unique puzzle to solve and I do love a “unsolvable” puzzle!
Simply being able to create. Each project begins with intimate conversations where clients share their dreams and frustrations. I love translating their vision into tangible spaces while introducing elements they never imagined. The problem-solving component is equally exhilarating, finding creative solutions often leads to the most innovative designs. I'm also passionate about the sourcing process where I can discover unique pieces from local artisans or global finds that add soul to a space. Conclusively, the transformation moment when clients first see their completed space is pure magic. The emotional response of client and I reminds me why this work matters. It's incredibly fulfilling to know I've created something that will create a positive impact along with having a finished product that will resonate throughout generations to come.
A couple years ago while being an undergraduate student, I had the extraordinary opportunity to help handle the interior design of a private residential compound that included both living quarters and a boutique hotel component. The project required creating two distinct yet harmonious interior atmospheres, personalised family spaces alongside sophisticated hospitality interiors that would rival other hotels. The challenge was creating a cohesive design language along with a colour palette that would feel like home for the residents while providing guests of the hotel a luxury retreat. I sourced bespoke furniture, curated art collections and designed custom schemes that adapted from cosy residential warmth to elegant hospitality sophistication. We incorporated personal collections and travel memories into the hotel lobby while creating simple indulgence in guest suites, common areas and dining spaces. The compound featured around 120 villas, apartments, communal entertainment areas, the hotel and hotel-standard amenities including a recreation and restaurant. The most rewarding moment came when we hosted the first guests and witnessed how effortlessly the spaces transitioned from private residence to welcoming hospitality venue. This project pushed every boundary of residential design while incorporating commercial-grade functionality and luxury standards.
I’m particularly drawn to empty spaces and the abundance of space along with residential renovations with strong architectural character. These projects offer the perfect balance of preserving historical integrity while incorporating my own design style into a space. There's detective work involved from uncovering original mouldings, playing with an empty space or being the one to create hidden architectural gems which will be there for decades to come. I see myself as a curator helping create stories and allowing those stories to continue with each interior curated. These projects align with my values while often producing the most unique and characterful results, I call myself the painter that sparks creative solutions.
Managing client expectations while staying within budget constraints is perpetually challenging. Clients often have Pinterest board visions without understanding the associated costs or timeline realities. Educating them about quality investment pieces versus budget alternatives while maintaining their enthusiasm requires delicate communication skills. Project timelines are another constant challenge whether it be contractor scheduling conflicts or unexpected structural issues that can derail even the most meticulously planned projects. The emotional aspect can be draining too but you learning to maintain your personal health and wellbeing helps quite a bit as it reflects on the interiors you create. The feast-or-famine nature of client work means financial planning is crucial.
I wish I'd understood the critical importance of detailed contracts and clear communication protocols from day one. Many early challenges stemmed from assumptions about timeline expectations or budget inclusions that weren't explicitly documented. Learning to have difficult conversations upfront about realistic budgets and timelines would have saved countless headaches. I also underestimated how much of the job involves project management, vendor coordination and problem-solving rather than pure creative work. I wish I'd known to build stronger financial reserves for the irregular income patterns typical in this industry. Finally, developing a thick skin for criticism is essential as design is subjective and not every client will love every choice. Learning to separate professional feedback from personal validation was a crucial but difficult lesson.
While I’m still on my learning journey and far from perfect it’s hard to give tips to aspiring designers and I’d rather aspiring designers give me their tips! But develop exceptional listening skills, really listen. And have genuine curiosity about how people live. Technical design knowledge and aesthetic sensibility can be taught but the ability to truly interpret a client's unspoken desires is what separates good designers from great ones. Spend time observing how individuals use their spaces, what causes daily frustrations and what brings them joy in their abodes. Never stop learning. from construction techniques to emerging materials to cultural design traditions. I read that the most successful designers are those who remain as curious students constantly expanding their knowledge and challenging their assumptions about what makes a space truly exceptional.
Sustainability and wellness-focused design will continue dominating industry trends with clients increasingly prioritising eco-friendly material and biophilic design elements yet with a touch of luxury. Smart home technology integration is becoming standard rather than luxury, requiring designers to understand technical systems alongside aesthetic principles. Virtual reality and AI-assisted design tools are revolutionising the sector making design concepts more accessible and collaborative. The post-pandemic emphasis on multi-functional spaces that accommodate different aspects of life will persist, driving demand for adaptable interiors. I also see growing appreciation for local artisans and custom-made pieces. Economic uncertainties are pushing both designers and clients toward more thoughtful long-term investments in quality pieces rather than trend-driven purchases.
SBID accreditation represents a commitment to professional excellence and ethical practice that extends far beyond aesthetic capability. It demonstrates my dedication to continuous learning, adherence to industry standards and accountability to both clients and peers. The rigorous assessment process validated not just my design skills but my business practices, project management capabilities and professional conduct. Being part of the SBID community connects me with like-minded professionals who share high standards and collaborative spirit. The accreditation provides clients with confidence in my expertise and professionalism while the ongoing CPD requirements ensure I stay current with industry developments and best practices. It will open doors to prestigious projects and networking opportunities will advance my career. Most importantly, it's a badge of honour that carries real weight in establishing credibility and trust.
About Farhan Rehman
A visionary designer crafting spaces defined by refined sophistication and purposeful elegance. Each project is approached with a deep understanding of spatial flow and material expression, resulting in interiors that feel both elevated and intuitively designed. With a focus on creating environments that resonate emotionally and function effortlessly, the work transcends trend, offering timeless spaces tailored to modern living. Calm yet confident marked by subtle contrasts that quietly commands attention. Every detail is considered, every element intentional, creating interiors that are immersive in their appeal.
Yuliya Forrest, Founder and Lead Interior Designer at Yuliya Forrest Interior Design, has given her insights into the industry.
I am an interior designer with over 18 years of international experience, currently based in Scotland. My background combines fine arts and civil engineering, which allows me to approach design with both creative depth and technical precision. Over the years, I have worked on a wide variety of residential, commercial, and hospitality projects across different countries—including Russia, Belarus, Egypt, and the UK.
Since relocating to beautiful Scotland, I’ve been deeply inspired by the architecture and natural surroundings of the UK. However, I often notice a disconnect between the charming exteriors of buildings and their underwhelming interiors. My mission is to bridge that gap by bringing thoughtful, elegant, and emotionally resonant design into Scottish interiors—enhancing public spaces, hospitality venues, and homes to better reflect the beauty that surrounds them.
I recently launched my own design practice, Yuliya Forrest Interior Design LTD, and am actively growing my portfolio of projects across the UK.
Art has always been a part of my world. I come from a creative family—my ancestor, the Russian landscape painter Nikolai Petrovich Krymov, is someone I deeply admire. His works are exhibited in the Tretyakov Gallery, and his legacy has inspired me to pursue a life connected to art.
I studied fine art and spent much of my early life drawing, yet I eventually felt the need to express creativity on a larger, more spatial scale. I wanted to shape entire environments, not just images. For me, interior design is about more than aesthetics—it's about creating moods, evoking emotion, and supporting the inner lives of those who live or work within a space. I believe the spaces we occupy can help shape who we are.
Over the course of my 18-year career, my preferences have naturally evolved. I’ve always been a hands-on designer—capable of taking a project from initial measurements to final installation. I can create 3D visualisations, produce technical drawings, prepare budgets, and select materials. But today, what excites me most is the early conceptual phase—the creation of the design idea itself.
This is the part I now focus on most closely, while the technical development is handled by my team under my direction. What truly fascinates me is connecting with the client and uncovering what they really want—even when they’re not entirely sure themselves. There is nothing more rewarding than seeing a client’s eyes light up when the final result reflects exactly what they needed—sometimes even before they realised it.
So much has happened in the past year—it hasn't even been twelve months since I launched my interior design business in the UK. But without a doubt, the most memorable milestone for me was securing my very first project in this country.
It was a commercial commission that included the design of a bar, a restaurant, and an event hall—all in one multifunctional venue. I started from scratch, from the earliest concept sketches and zoning, and led the project through to its final realisation. This project will always hold a special place in my heart as the one that marked the beginning of my UK journey. Commercial spaces energise me—I truly enjoy shaping environments where people gather, celebrate, and connect.
For me, the most fulfilling projects are the ones where clients trust the design process and are open to creating something truly expressive. Whether it’s a residential or commercial space, what matters most is that creative dialogue and mutual respect.
That said, I personally find the greatest satisfaction in designing commercial interiors. There’s something incredibly energising about developing spaces that serve a broader audience—whether it’s a hotel, a restaurant, or a public venue. One of the most fascinating projects I’ve worked on was the Hawaii Resort Hotel, which I developed over several years. Projects like that allow me to blend strategic planning with storytelling and emotional atmosphere.
As someone who is naturally meticulous and highly responsible, I always strive for perfection in my work. I want every detail to be executed with precision. But interior design, especially during implementation, often brings unexpected challenges—whether it's on-site complications or last-minute changes from clients.
One of the biggest challenges for me has been learning to remain flexible in situations that are constantly shifting. You have to adapt quickly and calmly—while still delivering quality. Balancing my perfectionist nature with the need to stay agile and responsive has definitely been one of the most demanding (and character-building) aspects of the profession.
In the early stages of my career, I focused heavily on the artistic side of design—on aesthetics, atmosphere, and visual impact. But over time, I’ve come to understand just how essential it is to also master the technical and constructional aspects of the work.
I wish I had realised sooner how important it is to deeply understand how things are actually built: the materials, the methods, and the hidden details behind the finished surfaces. Today, I have that experience, but I encourage every aspiring designer to take an active interest in the 'invisible' side of design: the structure behind the beauty.
Always stay focused on the final result—not just the design stage. A beautiful concept on paper means nothing if it isn’t brought to life as intended. A project should be seen through to completion. That means being involved during the implementation phase, supporting the client, and guiding the execution.
In my early years, I worked on several projects where the clients chose not to proceed with author supervision—often due to budget concerns. Sadly, many of those interiors were never realised as planned. The vision was lost in translation, and the end result didn’t reflect the original design.
We’re already seeing the trends that are likely to shape the next few years, and many of them were clearly reflected at this year’s Milan Design Week. That event always sets the tone for what’s to come in the industry—and this year, it was all about natural materials, bold forms, and deep, earthy colours.
I believe the interior design industry will continue to grow, both creatively and commercially. As people place more value on the aesthetics of their surroundings—whether at home or in business environments—design becomes not just a luxury, but a necessity.
Becoming part of such a respected design community has been incredibly meaningful for me—especially as someone who is new to the UK. I see SBID as not just a professional network, but as a source of support, inspiration, and growth. It gives me the opportunity to learn from established British designers whose work I truly admire, and to better understand how the industry operates in this country.
As I plan to live and grow my business here long term, I believe SBID will play an important role in shaping my future as a designer in the UK. I’m excited to be part of this community and look forward to contributing to it in the years ahead.
About Yuliya Forrest Interior Design
Yuliya Forrest Interior Design is a studio based in Scotland, UK. Since 2006, Yuliya has been creating thoughtful and well-resolved interiors that combine functionality, comfort, and visual identity. While her portfolio spans residential, hospitality, and commercial projects, Yuliya is especially passionate about shaping distinctive spaces for businesses. Her work is rooted in a refined European sensibility, brought to life through a clear technical understanding and a strong artistic vision. The studio currently focuses on projects throughout the UK, while also maintaining a track record of international work across Europe and the Middle East. Clients value the studio’s flexible, hands-on approach and ability to translate brand and lifestyle into authentic, engaging interiors.
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