Brooke Collins, Founder of Brooke Harmony Design, has given her insights into the industry.
I have always been passionate about interior design. I decided to study it at Southampton Solent University, where I built a strong foundation in both the creative and technical aspects of design. After graduating, I couldn't wait to get started in the industry. I spent my first three years at a design studio in Chelsea, working under some amazing designers and gaining invaluable experience across a range of residential and commercial projects. In 2020, I took a leap and became self-employed, which allowed me to work with multiple studios and build direct client and supplier relationships. Through my freelance work, I built the foundation for my own studio, Brooke Harmony Design, which became a full limited business in 2024. Now, with Brooke Harmony Design, I have the privilege of helping private and commercial clients across London and the New Forest enhance their surroundings through design.
Since I can remember, I have always enjoyed being creative and interacting with people, and interior design offered the perfect blend of the two! As I learned more about interior design and architecture, I also began to see how different environments can affect the people in them. I wanted my career to give me the chance to create amazing, unique spaces that would make people happy.
Without a doubt, it’s the people-focused nature of what we do. No two projects are ever the same, which keeps things interesting. Every client, brief, and space brings a new perspective, pushing us to think differently and refine our approach each time. Every day presents a new challenge and gives us a chance to be better designers. I love how the team and I are constantly evolving, not just with our skill set but also by incorporating new materials and suppliers, like those focusing on sustainability.
The past year has been a huge milestone for Brooke Harmony Design, marking our first year as a limited company, along with a complete re-brand. It’s been incredibly rewarding to see the studio grow, work on some amazing projects, and build strong relationships with wonderful clients along the way. We also became SBID accredited, which is a moment I’m especially proud of. It feels like a meaningful recognition of the quality, professionalism, and values we bring to our work.
I genuinely love the mix of projects we work on, as both residential and commercial design bring something different to the table. With residential projects, there is nothing better than seeing a family enjoying their new home and knowing that the space you created has improved their everyday life and wellbeing. On the other hand, commercial projects are often more fast-paced and dynamic. They bring a different energy into the studio that allows us to push the design boundaries a bit more, which is always fun.
Definitely the implementation of a design, especially if you are working within a larger project framework, coordinating between different suppliers, architects, contractors, and joiners etc. It is critical to make sure that everyone involved is moving in the same direction whilst also managing timelines, budgets, and expectations. Clear communication and organisation are essential. I think sometimes clients can be surprised by just how involved a design studio is throughout the project. We can start pre-planning permission and work with the client all the way through to placing the final cushion on site.
How important mindset is in this industry. Challenges are unavoidable, but staying calm and composed under stress leads to better decisions and stronger design solutions. No matter the problem, there is always a solution, so it’s important to keep a clear head. You must be able to have clear, concise communication and be open to feedback and learning from others.
Trust in yourself. No matter how good a designer you are, problems will always arise. Don’t dwell on the issues. Just remember that, however difficult a situation is, it will pass. Design is all about dealing with the highs and the lows. Be flexible and open-minded. Unexpected constraints often spark the most creative solutions, so approach problems as opportunities. Respect the expertise of others, and learn from them. Don’t fear criticism, use it to grow.
I think we are seeing a shift towards more thoughtful, people-led design. Clients tend to be more focused on wellbeing, sustainability, and adaptability. Flexibility is key; multifunctional rooms, adaptable layouts, and design that evolves with changing needs are becoming essential, in both homes and commercial settings. I’m a huge fan of saunas and steam rooms, so I’m hoping they are a big trend for next year, too!
It represents professionalism, credibility, and a commitment to best practice. It reassures clients that we know what we are doing and motivates us to continue growing and delivering high-quality design.
About Brooke Harmony Design
We are a passionate and dedicated interior architecture and design studio committed to creating incredible, meaningful spaces that truly work for our clients. Our approach blends creativity, technical expertise, and a deep understanding of how people live and interact with their environments. We listen closely to each client’s needs, translating their ideas into thoughtful design solutions that balance striking design with functionality, and comfort. From concept to final styling (and everything in between!) we focus on delivering interiors time and time again that feel personal, inspiring, and timeless.
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Alice Louisa Hawkins, Head of Creative at Woldon, has given her insights into the industry.
I began my career in design as soon as I finished University, ready to work with beautiful furnishings and exciting clients. Working in some of the most influential British design studios gave me an education in the real world of running large-scale luxury projects. I wanted my experience to be multifaceted, creating a career which felt comprehensive in both knowledge and creativity. I have worked in luxury sales, procurement, business development and FF&E design. I’ve always had a thirst for knowledge and enjoy growing businesses both behind the scenes and within the industry, working with some of the most inspiring clients and breathtaking projects.
Growing up in a house full of antiques and spending weekends and holidays sourcing incredible furnishings gave me such appreciation for timeless items, which tell a story throughout a home. Creating homes for my clients which feel both tranquil & characterful, taking their vision and bringing it to life will forever be my driving force to work in this industry.
Working with my clients, creating the brief for each project through insightful conversation, really sets the tone for creativity to thrive. One of my favourite parts of any project is the sourcing and working with some of the most incredible craftsmen across the world, whose dedication to creating timeless pieces is such a joy to specify.
I am currently working on a wonderful project, a 10,000sqft new build family home, where we are also delivering the architecture. Designs for both elements have run in parallel and this year I was instructed to deliver the full landscape design, which has brought such fulfilment to create all three designs together, delivering my first turnkey project.
I love classical design, within both interiors and architecture. This could be working with period properties and designing new build homes which feel like they’ve had a previous life. Working with classical principles feels like a natural process for me and one I am very much drawn to. I find the beauty in natural materials and balancing a predominantly neutral palette with texture, shape and form. I enjoy working closely with my clients, which lends my skill sets towards private client residential projects, where there is more emotion and connection for the end client.
The area where I find the most challenges would be during the procurement stage, where there are many variables to handle. This is the moment where third parties are heavily involved and we closely monitor all of our suppliers, manufacturing and quality control. By implementing stringent procedures, we can undertake the procurement and delivery process carefully & efficiently.
Great design takes time. It’s important to work with clients who appreciate and understand this sentiment. It can be a tricky working relationship if you have a client who doesn’t want to pay your fee or understand the programme. Always have conviction in your proposal, as long as it aligns with the client's brief and explain the deliverables carefully so everyone remains on the same page & enjoys the process.
Really hone your personable & presentation skills. Design projects take a long time and it’s crucial that you and your client have a strong relationship. Most often, clients will choose you if they feel they can trust you & be inspired by you.
I see the industry moving away from trends and leaning more towards the everlasting timeless designs which endure.
Being an SBID Accredited Interior Designer gives me confidence, being alongside an incredible group of contemporaries.
About Woldon Architects & Interiors
Woldon is a British Architectural & Interior Design company, delivering award winning projects world-wide. We turn inspired thinking into extraordinary design, existing to enrich lives and landscapes through thought-provoking, timeless design conceived with humanity at its heart.
The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network.
This week’s instalment of the SBID Icon Insights series features Jestico + Whiles. Jestico + Whiles is an architecture and interior design practice with a proud heritage, driven by curiosity and focused on how design can transform people’s lives.
Our studio of specialist interior designers, architects and FF&E specialists, drawn from all backgrounds and from across the world, is led by James Dilley, Jennifer de Vere Hopkins and Joanna Grotowska-Hall, who have been working closely together for a long time. We are inspired by each other’s differing approach to design – and life in general – and united in a passion for design that ‘goes beyond’.
Every member of our team contributes to the creative direction of our work, and we encourage contributions at every level, informed by the open spirit of the studio and its staff.
We don’t have a recognisable design style, because our approach is always in response to the specific context of each project. While the outcomes may be disparate and diverse, our common process means there are recognisable red threads running through them all. This has helped us to attract a wide range of projects and clients, and to respond to each with freshness and authenticity.
Collaboration is not only enjoyable, but it produces the best results and challenges us to learn in real time. We are open and encouraging to every member of the team, both internal and external, to make meaningful contributions based on their experiences and background. Internally, we have practice-wide design reviews to unlock the widest range of perspectives.
We understand that in this fast-moving environment we must never stop learning, and we enjoy that process. While the main influence on our work is our own work, we are constantly visiting buildings of all types, across the world. While our background is in hospitality, we are increasingly seeing our expertise and approach being sought for work on buildings of all types, including mixed-use projects – an exciting evolution.
We think it’s essential to balance the analogue and digital worlds. Sophisticated digitally produced imagery is now an expected part of the presentation process. However, a watercolour, a pencil sketch or a handmade model remain intimate and personal ways of communicating our ideas.
We are excited by the opportunities of AI, which has a place both in sparking inspiration and expressing ideas. However, we know it will never replace human input in design which is grounded in empathy.
As early pioneers of environmentally conscious design, sustainability is intrinsic to everything we do – creating great design while caring for each other and the world around us is a core value of ours. We operate an ISO14001 environmental management system to monitor our environmental impact, and have published a Carbon Reduction Plan since 2022, reviewed annually to reduce our carbon emissions. Our B Corp certification, achieved in 2024, underlines our continued commitment to high standards of social and environmental performance, transparency, and accountability.
Our in-house sustainability team, plusZero, comprises architects and interior designers from various sectors within the practice, including three Passivhaus Designers. Our projects include those with LEED, BREEAM, NABERS, WELL and other recognised sustainability certifications.
We are driven by a commitment to beautiful design that emphasises wellbeing, sense of place and emotional and physical connection. We endeavour to prioritise material selection with high recycled content, low VOCs, and FSC-certified timber, working with the highest quality furniture suppliers and manufacturers to specify locally sourced and quality crafted products.
The world of design is too vast to comprehend, and it is rare that anyone might see their future path with any clarity. Embrace your own journey of uncertainty and accept that there is not, most likely, a firm destination – and this is only positive. Use your early years to immerse yourself in a range of opportunities. That means, above all, to get as much exposure as possible to inspiring people as possible; seek out your mentors and keep in touch with them, as frequent sense checks are invaluable. It will be the unexpected, disruptive, challenging or curio project, or person, that may be uncomfortable but will push you into a new orbit. Don’t dismiss a prospect without careful consideration.
About Jestico + Whiles
Jestico + Whiles is an architecture and interior design practice with a proud heritage, driven by curiosity and focused on how design can transform people’s lives. We have a global reputation for excellence, working around the world from Zanzibar to Luzern. Delivering projects at every scale, from a four-seat café to a 2,500-cabin cruise ship, we work with clients ranging from independents to global operators. Working across sectors and typologies, we’re increasingly applying our experience in hospitality design to the fields of retail, workplace and residential, as well as innovative blended-use schemes. We actively pursue unusual projects, from a Victorian textile factory and a Swiss Belle Epoque palace to the grade-I listed country house of Sir John Soane. We are proud to have won five international design awards in 2024 alone, including Hotel Designs’ Brit List Awards, and the Restaurant & Bar Design Awards.
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.
This week’s instalment of the SBID Icon Insights series features Hill House Interiors. Their creative collaboration is built on a shared belief that beautiful surroundings can transform people’s lives.
We maintain an open-plan office layout, which we find enables seamless and efficient communication between ourselves and our interior architecture team, FF&E designers, and support team. This constant collaboration helps us stay on top of every detail, keeping every project on track, highlight each individual’s strengths, and build trust. The result is a cohesive process from concept to completion.
We’re always exploring what’s next, whether it’s innovative finishes, forward-thinking concepts, or emerging technologies like AI. We don’t chase trends for the sake of it; instead, we stay curious and selective. Attending international design fairs, such as Salone in Milan, is a major source of inspiration for us. We love spotting prototypes and conceptual pieces that might not be released for several years, as they help us anticipate what’s on the horizon. Our process is equally informed by the synergy between fashion and interiors—tracking colour palettes, materials, and silhouettes to keep our work current yet enduring.
Wellness is an absolute standout right now—think home spas, ice baths, salt rooms, and hot yoga studios, all designed to recreate a five-star hotel experience right at home. We’re also finding new ways to work with innovative finishes and clever ways of incorporating classic materials, giving them a fresh twist that feels interesting and ahead of the curve.
Another shift is the rise of “couture interiors,” where carefully curated, one-off pieces take centre stage, rather than relying solely on big-name brands. This approach really elevates the ultra-high-net-worth design portfolio, ensuring every project feels entirely unique.
We’re also delighted to see more sustainable innovations, like a new outdoor rug collection made from recycled ocean waste. These rugs emulate the look and feel of indoor styles, helping us create sophisticated, eco-friendly spaces that are as kind to the planet as they are pleasing to the eye.
Technology is a delightful layer in our designs—subtle but undeniably impactful. Whether it’s discreetly integrated climate control or customisable lighting scenes that set just the right ambience, we love how modern innovations can elevate everyday living without ever compromising aesthetics. It’s remarkable how far tech has come; we can now design seamless, invisible solutions that blend beautifully with our interior schemes.
For us, the best technology is the kind you barely notice—it simply works in the background, ensuring complete comfort and convenience. It’s this effortless sophistication that resonates with our ethos of understated luxury. When done right, innovation becomes a natural extension of the design rather than a distraction, allowing our clients to enjoy a space that’s as practical as it is elegant.
Helen: Never be afraid to ask questions. Hands-on experience is invaluable, even if it means starting out in a junior position or offering your time for free. It’s all part of the process. Keep yourself organised, stay curious, and don’t be put off by the long hours—when you see how far you’ve come, it’ll be well worth it. One of the best feelings in this industry is looking back and realising how much you’ve grown by embracing every opportunity to learn.
Jenny: Seek inspiration wherever you go—from major design exhibitions, to a stroll around your local market or your favourite holiday destination. You never know which unexpected detail might spark a brilliant idea. The more experiences you gather, the richer your creative palette becomes. Above all, keep an open mind and a sense of wonder—design is a continuous journey of learning, exploration, and collaboration.
Mentorship has always been close to our hearts. We’ve been in the industry for almost three decades, and we feel strongly about supporting the next generation of designers who share our passion for creativity and craftsmanship. Each year, we attend the Inchbald Graduate Exhibition and we offer internships, many of which have blossomed into full-time roles for talented individuals who truly shine.
We also love taking part in panel discussions—there’s something wonderfully fulfilling about passing on knowledge we’ve gained over the years, hearing fresh perspectives from newcomers, and sparking that sense of excitement in the field. Judging on the SBID panel is another enriching way for us to give back, as it connects us with peers and provides a platform for constructive feedback that helps raise the bar for everyone.
Collaboration is part of our everyday fabric. We believe there’s a specialist for every aspect of a project—from architects and engineers to artisans who craft bespoke finishes. Over the years, we’ve joined forces with iconic names like Lalique, Ralph Lauren, and Benjamin Raymond to create inspiring, one-of-a-kind environments. We also love teaming up for events and showroom exhibitions with brands such as Gladee and Bella Figura, where we can collectively showcase design at its finest.
A recent highlight was our collaboration with Glancy Fawcett, Sylka Carpets, and Parkway England at the Dubai International Boat Show, presenting a “Best of Luxury British Brands” experience. Bringing together a diverse group of experts in one space allowed us to truly celebrate the richness and depth of British design on a global stage.
We’re also working on lots of new ideas in the background so watch this space!
About Hill House Interiors
Hill House Interiors is the fruit of a 25-year friendship between its founding partners, Jenny Weiss and Helen Bygraves. Their creative collaboration is built on a shared belief that beautiful surroundings can transform people’s lives. Their client-centred approach has garnered a multitude of awards while their business has grown over the years into one of Britain’s leading interior design practices, with a 30-strong team of designers and architects. Hill House Interiors operates out of a creative studio and lifestyle showroom in the UK, and a luxurious newly opened office near the DIFC in Dubai. With a global reach, Hill House Interiors works on high-end projects in the residential, yacht and hospitality sectors, in locations as diverse as London, New York, Lake Como, Antibes, the Bahamas, Ibiza and L.A. Projects can range from exclusive penthouse apartments to palatial homes, lakeside villa retreats, luxury boutique hotels or beautifully engineered yachts.
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.
This week’s instalment of the SBID Icon Insights series features Johnny Grey. Johnny Grey Studios specializes in crafting bespoke kitchens that seamlessly blend architecture and interior design with comfortable living.
My design style evolves and rotates between many polarities. I’m inspired by Medieval and Georgian periods in our culture, early Chinese furniture, also Arts and Crafts and Modernist architecture, as well as Japanese movements such as the Metabolists. I am always on the lookout to connect with artists and craftspeople, including through the paint and patterns of domestic artefacts, fabrics and wood carving. My new Unfitted Kitchen shows off this approach with aesthetics that incorporate many of the design references I have mentioned.
Unfitted kitchens are increasingly popular as they offer a range of furniture items to give clients freedom in creating their own personal environments. Furnishing a room, as opposed to having cabinetry built in, allows clients more flexibility and self-expression. Kitchens are no longer just for cooking. The functions of other downstairs room are often folded into them these days. With home working, hobbies and sociability increasingly taking place in the kitchen, the room can now be designated a ‘House Place’, an idea articulated by the poet William Wordsworth. This fits with a process that involves functions of rooms becoming less specific and more diverse. Interestingly the trend applies to both small and large homes. The hybrid nature of this new kitchen, ‘broken plan’ rather open plan, suggests that we need activity areas as well as nooks for privacy or security, plus a personal sense of belonging expressed through its decor.
We have a section on the Johnny Grey Studio website called Full Circle where we resell kitchens that have been taken out of their original homes. This is a very effective way of reducing waste and the problem of disposal of building materials. Our kitchens are always well crafted, very durable and fit to be repurposed. We make conscious efforts to use natural and recycled materials when possible and to avoid plastic finishes on our furniture when this can be done in line with durability, which it often can.
Our designs use multiple style references, allowing them to stand out from fashion trends and obsolescence. Because of this, a thirty-year-old Johnny Grey kitchen still looks modern. Three essential design ideas of mine are in evidence in most, if not all, of my kitchens. Number one is to make eye contact possible as this promotes sociable use of space so that people can have conversations while cooking and preparing food. Number two is ‘soft geometry’ – that is, the avoidance of sharp corners, particularly on furniture like central islands in the middle of a room. Walking around the kitchen feels safe and natural and it means the passageways can actually be narrower. The third principle is the use of dedicated work surfaces instead of indiscriminately long countertop work surfaces. This allows both small and large kitchens to function efficiently, often with reduced distances between key activities. It frees up space for sociable furniture.
Spend time in a workshop to learn how things are made. Take your education and learning processes across design boundaries. Learn skills from product design, architecture and interior design as well as project management. Observe how people use space, follow research into behavioural psychology and neuroscience, visit historic buildings and enjoy books on the history of design. Remain self-critical of your work, seek a broad spectrum of style and constantly explore new ways of approaching your work.
It is not fashion focused. It connects history and my personal vision of using colour, pattern, shape with a sense of fun and quirkiness. I attempt to make people feel comfortable and happy in their surroundings through sociable design philosophy. The quality of the individual pieces of furniture should last for generations.
Many if not all my projects represent the core aspects of my approach. Narrowed down, I would say the Unfitted Kitchen for the reasons mentioned above. It’s the distillation of years of work honing furniture that is practical, stylish and flexible, has an easy appeal and represents good value for money. After successfully offering this to the public in 1986-9 through Smallbone of Devizes, I have now revived the concept as part of my legacy. I’m hoping it will change the industry by becoming a popular alternative to fitted kitchens.
The Guildford kitchen is a classic JG Studio collaboration between clients, furniture makers and the design team. The design is functional and innovative – three working tables distribute the activity of the kitchen, all linked together and with different heights and materials. Surfaces are warm to the touch, including the ceramic wall with its innovative unglazed hammered finish that is soft and eye catching in a fun way. The Dolphin shaped legs make a hinged bar that is ideal for leaning against and serving food is a classic example of one of my custom designs. For interior projects, the Treasure Island House for Felix Dennis stands out. This was a themed fun house based on the writings of Robert Louis Stevenson. It centred around a swimming pool with palm trees distributing heat, a seventeenth century opium ketch kitchen and panelled dining room, a four poster bed decorated with carved statues of Long John Silver and the Spanish Lady with a secret staircase to the stars, a shell filled bathroom and a double-sided aquarium through which the viewer enters the building on arrival.
About Johnny Grey Studios
I trained as an architect at the Architectural Association School of Architecture. Afterwards I enjoyed a brief time running an antique furniture business before setting up a workshop making furniture. When it became clear that design was my strength, I set up a design studio in 1977. My aunt, the food writer Elizabeth David, then asked me to design her a kitchen based on a book chapter on her dream kitchen that she wrote for Terence Conran in The Kitchen Book (1977). It became clear to me around this time how poorly functioning and uncomfortable most kitchens were and what a difference you can make to people’s lives if you get the design of this crucial room right. The need for a new template for kitchens was the spur that got my career up and running as well as an interest in writing design books. I have written four on kitchen and home design. I have a life-long interest in education, which is why helped set up The Kitchen Education Trust. I also provided impetus for the first kitchen design foundation degree, at Bucks New University. This is now closed but am currently devising an apprenticeship called Living Spaces Design. I speak at events worldwide on design innovation in the kitchen that include smart tech, sustainable design, neuroscience and history of design. I have helped set up the South Downs Food Festival held at Stansted Park in Hampshire each summer.
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.
This week’s instalment of the SBID Icon Insights series features Helen Green Design. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences.
A standout project that embodies our design ethos is Harcourt House Apartments Grade II listed residences in the heart of Marylebone. This project beautifully reflects our ability to balance heritage architecture with contemporary living. We introduced layered lighting solutions to enhance the ornate period details while ensuring the space felt modern and inviting. The use of refined materials, bespoke furnishings, and carefully curated finishes created an interior that feels luxurious yet understated—something that is central to our approach.
The future of interior design is being shaped by a renewed focus on timeless craftsmanship, sustainability, and the fusion of tradition with modernity. Clients are increasingly seeking personalized, curated interiors that reflect their lifestyle while standing the test of time. The demand for bespoke, artisan-made pieces continues to grow, as does an appreciation for historic architectural details reinterpreted in a contemporary way. Additionally, there is a shift towards holistic well-being in design, incorporating biophilic elements, natural materials, and intelligent spatial planning to enhance quality of life.
Sustainability is integrated into our design philosophy through responsible sourcing, longevity, and craftsmanship. We prioritize high-quality, durable materials that age beautifully, reducing the need for frequent replacements. We work with artisans and suppliers who share our commitment to ethical production, favoring locally crafted furniture and finishes where possible. Additionally, we emphasize adaptive reuse, preserving and repurposing existing architectural elements rather than replacing them. Energy-efficient lighting, natural ventilation strategies, and sustainable fabrics are also key considerations in our projects.
Helen Green Design is known for its timeless British luxury with a contemporary edge. Our interiors are defined by layered textures, refined detailing, and an elegant yet understated aesthetic. While each project is tailored to the client’s personal vision, our hallmark approach emphasizes proportion, craftsmanship, and a balance between classic and modern influences. We create spaces that feel sophisticated yet inviting, always prioritizing comfort and function alongside beauty.
One of Helen Green Design’s greatest achievements has been maintaining the brand’s identity, reputation, and recognition following the absence of its founder, ensuring that the studio continues to thrive while staying true to its original vision of timeless British luxury. Through a commitment to excellence, craftsmanship, and innovation, we have successfully upheld the studio’s legacy while evolving to meet the needs of a modern, discerning clientele.
Additionally, we take pride in being pioneers in integrating sustainability within the luxury interior design sector. In an industry often driven by excess, we have actively worked to promote responsible sourcing, longevity, and ethical craftsmanship. By prioritizing high quality, enduring materials, collaborating with sustainable artisans, and advocating for adaptive reuse where possible, we are reshaping the perception of luxury to be not only beautiful but also conscious and future-focused.
Helen Green Design distinguishes itself through its ability to blend heritage with modernity while maintaining an unwavering commitment to quality, detail, and client experience. Our interiors are carefully curated to feel both elegant and deeply personal, ensuring that every project reflects the lifestyle and aspirations of our clients.
We also stand apart in our pioneering approach to sustainability in high-end design, proving that luxury and environmental responsibility can coexist. By championing artisanal craftsmanship, responsible material sourcing, and timeless rather than trend-driven design, we create spaces that are not only exquisite but also built to last.
Furthermore, our collaborative, client-first approach ensures that every project benefits from the expertise of a multidisciplinary team, delivering a seamless experience from concept to completion. This, combined with our reputation for discretion, excellence, and innovation, continues to set Helen Green Design apart as a leader in the luxury interior design industry.
Yes, mentorship and education are integral to Helen Green Design’s ethos. We believe in nurturing the next generation of designers, sharing knowledge, and fostering creativity within the industry. Through in-house training programs, internships, and mentorship opportunities, we guide emerging talent in understanding the intricacies of luxury interior design, craftsmanship, and project execution.
Additionally, members of our team participate in industry panels, guest lectures, and design forums, offering insights into evolving trends, sustainability in luxury design, and the business of interior design. We take pride in supporting young designers and fostering a collaborative learning environment within the studio.
About Helen Green Design
Helen Green Design is a distinguished British interior design studio, founded in 2002 by the late Helen Green. Renowned for creating timeless, luxurious, and tailored interiors, the studio seamlessly blends classic elegance with contemporary influences. With an unwavering commitment to quality and sustainability, Helen Green Design crafts refined, liveable spaces that transcend passing trends. At the heart of the studio’s philosophy lies a dedication to exceptional craftsmanship and highly personalised service, ensuring each project reflects the unique lifestyle and aspirations of its clients.
This week’s instalment of the SBID Icon Insights series features Katharine Pooley. Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world.
Our recent interior design and interior architecture project, Château de la Croix des Gardes, has been called ‘a contemporary reimagining of an historical masterpiece’. The largest remaining estate on the Cote D’Azur, this legendary Belle Époque Château is unparalleled in the beauty of its architecture, its sublime Mediterranean views, the scale of its surrounding gardens and its magical history. It has been an honour and a pleasure for Katharine to lead a formidable team of creatives in the complete redesign of this majestic home (as featured in Architectural Digest France). Inspired by classic French design delicately blended with a touch of English eclecticism it is a good example of Katharine’s design aesthetic, married with her passion for craftsmanship, as it included: - Over 150 hand-crafted bespoke furniture pieces and custom joinery pieces with intricate marquetry, inlays and specialist timber finishes which have been made by England’s traditional, small-scale, fine cabinetry workshops. - Over 40 diqerent hand embroidered textiles from 5 British ateliers. - 30 diqerent pieces of art from British painters and ceramicists. - 13 hand-painted frescos, silk wallpapers and panels painted by 8 diqerent studios and artists – the work of a London based artist features throughout and 2 British handpainted wallpaper companies
We collaborate exceptionally well both internally and externally and that is a cornerstone of the design studio: It takes a village! Internally we have built a studio of experienced and award-winning designers and architects who seamlessly work together to create flawless, fully immersive designs for our clients where every detail is considered, designed, installed and styled. We also work alongside – and often lead – an established network of the highest quality contractors, agents, specialists and suppliers to ensure a luxurious level of workmanship is achieved across every facet of a client’s project.
We like to design unhemmed by trends or fleeting fashions as Katharine strongly believes that true elegance and comfort is timeless. Wellness, fitness, comfort and personalisation are increasingly important to our clients. There is also a move towards more informal entertaining, a generational move away from traditional formal living room spaces to more fun and immersive games rooms, home cinemas, wine tasting rooms, music rooms. Spaces that reflect the unique individual passions of the client and showcase their niche interests are definitely growing in demand.
We make a conscious eqort to design with an eco-friendly approach and have a dedicated librarian who manages all of our supplier relationships and the library of architectural samples and decorative finishes and fabrics to ensure that specifications are made with sustainability in mind. We actively work to minimise waste across our projects and prioritise reuse, refurbishment, reclamation and antiques.
Katharine champions hundreds of the finest small to medium workshops, ateliers and makers in Britain. This ‘British-made’ approach minimises transportation for our domestic projects.
Wherever possible we aim to use natural fibres in our fabric specifications and Katharine’s role as an advocate for the Campaign for Wool reflects this passion for sustainable, natural fabrics. Wool, cotton, linen, jute, Cashmere, sisal, mohair and bamboo are all far more sustainable and better for our health than man-made fibres. Timber in our joinery and bespoke furniture is also sourced from FSC.
Our team of talented architects place sustainable MEP design solutions at the heart of our projects. For example we have completed a number of projects which have ‘air source’ heat pumps and solar photovoltaic solutions. Focusing on achieving the best U values so that the fabric of the building gives the system a head start.
Travel as much as you can, visit galleries, museums, beautiful cities, and individual artists and creators. Live life with your eyes and heart open, everything and anything can inspire you to create new and beautiful designs, but you have to get out in the world, don’t wait for it to come to you.
The Château de la Croix des Gardes has is probably our most iconic recent project, due to the final design and its captivating history. Situated high above Cannes on the lush Crois des Gardes hill, the property became infamous in 1955 as the set of Hitchcock’s film ‘To Catch a Thief’, starring Grace Kelly and Cary Grant. The scale of this project was quite spectacular, the Chateau’s square footage is 25,000 sq. ft set across four floors (extended from an original sq ft. of 13,000). Katharine Pooley also designed 42,000 sq. ft of living spaces spread across five additional beautiful secondary buildings and in total there are fifteen guest bedrooms and seven staq bedrooms across the estate. A majestic property set amongst 25 acres of sympathetically restored Italianate gardens, the design and renovation of this “heartstoppingly” beautiful French Riviera chateau embodies the luxury and glamour of its movie-star history.
In spring 2025 we complete a beautiful 50,000 sq ft coastal residence in Sardinia for a returning client. I feel this will be an iconic design for us. Set within two acres of gardens with classic Mediterranean style architecture housing a refined contemporary /rustic interior. We have taken inspiration from the curved architectural detailing that is the hallmark of Mediterranean design and designed joinery and furniture with rounded edges and circular elements to complement the flowing, intimate, nature of the space. The outdoor landscape overlooks a simply sublime Sardinian seascape which has inspired the interior design and infused it with vibrant Mediterranean hues like terracotta, deep blue, or olive green adds warmth.
This year we complete ten more projects that really are unlike anything we have created before. They will be in Paris, Aspen, Kuwait, Hong Kong, London, Bermuda, Mallorca and we currently are working on large scale iconic projects in Dallas, Doha, Dubai and Gibraltar.
Yes, we have a strong internship program which accepts candidates and graduates every year from all the main design schools and from further afield. Katharine gives regular talks and takes part in panel discussions and has a strong relationship with the KLC School of Design.
About Katharine Pooley
Established over 20 years ago, Katharine’s London-based design studio creates exquisite designs around the world. Named as 'British Interior Designer of the Decade', Katharine leads an international team of 49 interior designers, architects and interior architects. Current projects range in scale and style, from traditional country estates to palaces, hotels, luxury spas, beach villas, traditional castles, ski chalets, private jets and super yachts. Katharine is currently working on several international projects for private clients in Bermuda, Majorca, Aspen, Dallas, Sardinia, Paris, New York, Hong Kong, London, Dubai, Kuwait, Doha and Great Britain. Born in Hertfordshire, schooled in Oxfordshire and France, Katharine hails from a family of adventurers and aeronautical enthusiasts and her passion for exploration has been a lifelong inspiration. An intrepid traveller, she has visited more than 150 countries and, along the way, has summited many of the world’s highest mountains; driven a team of dogs on a sled to the North Pole; and crossed the Sahara Desert on horseback, amongst other exciting adventures. Katharine's approach to interior and architectural design is equally fearless and her aesthetic is synonymous with unforgettable, beautifully crafted, art-like living spaces that exude timeless elegance and luxurious comfort. Her positivity and enthusiasm for the minuti of design are legendary. Driven and fearless she creates exuberant and memorably beautiful interiors across the world and is a truly global design icon.
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