Poppy Peace, Founder and Creative Director at House of Red has given her insights into the industry.
My career journey in interior design was shaped by a fortuitous opportunity 16 years ago as a Design Consultant for a bespoke furniture company in Knightsbridge, working in furniture design. I then moved into Interiors, and over the years, through various roles and experiences, I eventually became the Managing Director and Group Creative Director of a well-established interior design studio. I managed the design departments for numerous design services from high end residential, BTR, home staging, Student accommodation/HMO and later living.
Ever since I can remember, I have always been intrigued by textures, colour and form. I loved being creative and had a fascination with interior design where I used to immerse myself with continually redesigning rooms in our family home!
I went on to study furniture and product design before delving deeper into the world of interior design. I found Interiors allowed me to be continuously creative whilst remaining on an ever-evolving journey, combining numerous business elements which gives the profession greater depth in my mind.
The interaction with such a varied range of people. Learning about new and old clients, and liaising with supply chain and contractors who share a wealth of knowledge, experience and who have amazing stories!
Alongside learning about people and their background, imparting my own knowledge on how we can improve their dwellings in a positive way, not only through aesthetics and function, but the improved mental health through designing a supportive environment to the individual, it is very satisfying.
My most memorable career highlight from the past year was launching my own business at the start of this year.
I am grateful for all the opportunities and experiences I had as a director at my previous studio, yet craved the autonomy of my own business. It is the greatest most enjoyable challenge I’ve set myself yet.
At House of Red we cover a wide number of services, so most projects are varied which keeps things interesting. However, it is always great fun when you have a client who is quite adventurous with their style and open to new ideas. This allows you to become really creative within the design process, pushing your innovation which feeds into continuous learning for new techniques and materials.
The best and also the most challenging, can be the clients! Ensuring it does not affect your confidence or dampen your passion. Every path has its puddle, so it is important to learn how to navigate through a project with them in a positive manner using effective communication.
Success is never a straight line! You will find your own stumbling blocks and decide what areas you genuinely enjoy in the industry yourself rather than coming with preconceived ideas.
Say yes to as many opportunities as possible. Be proactive in placing yourself outside your comfort zone on a regular basis to provide continued growth, learning within great new experiences which keep your passion for design and creativity ignited.
Creatives are very entrepreneurial so I believe we will see a couple of areas evolving. Firstly, great collaborations between known designers and supply chain that support a positive impact on sustainable products to influence the design world and clients at greater speed. Helping to bring more design desired pieces to the table whilst ensure aesthetic is not compromised. Hopefully these collaborations will also help to drive price point down if greater demand on volume is seen.
Secondly, an increase in the number of AI tools that we use as designers. We are slowly becoming more open minded and changing our practices by integrating AI tools into our daily tasks to increase work flow, especially when covering mundane tasks. I believe it to be an area we will need to start to embrace more to help support our clients within the design process.
It provides our business with professional recognition which in turn supports the credibility of the company, and helps to cement a feeling of trust for new and existing clients. It is also a great platform which helps to champion continued learning in the industry whilst proving a support network for the industry. We are proud to be SBID accredited.
About House of Red
Welcome to House of Red Interior Design studio. We create unique and original interior design for your property whilst also providing practical design solutions. Our team has built great relationships within the industry from supply chain, contractors and agents. Our valued knowledge and experience mean with approach each job with a unique and personal service to you, ensuring a smooth and enjoyable experience with us. Specialising in residential design we offer services from design consultancy, FF&E Interior Design, through to Luxury home staging and show homes.
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Claire Totman, Director at Claire Totman Designs Ltd has given her insights into the industry.
Interior design and architecture have been my passion for as long as I can remember. My mum said I was born drawing! From a young age design was a huge passion of mine, my only passion. I was always very creative rather than academic and my mum and I would spend our weekends visiting local show homes, furniture shops and trade shows. I collected hundreds of interiors magazines and I had a beautiful wooden dolls house that I spent hours re-arranging and re-decorating the little rooms. All my pocket money was spent on my dolls house. It was my pride and joy. When I finished school, I knew I wanted to study Interior Architecture at university, which I did at Oxford Brookes. My professional career started in 2009 and I worked my way up the ladder working for various design firms in London before starting up my own practice in 2016.
The aspect I enjoy the most of my profession is seeing our projects complete and how happy our clients are. Each project is years in the making, at least two by time we get to project handover. There is a huge amount of work that goes into every single project. The architectural side, the interior design side and the project coordination side. The late nights, the endless emails, it’s all worth it when you see the finished article. Knowing we have created a beautiful home for our clients to enjoy and create memories in is a wonderful feeling. It’s an honour to work with our clients on such an intimate part of their life, their home.
The most memorable career highlight from the past year has been appearing in four very well known interiors magazines and being nominated for three international design and architecture awards.
My favourite type of project to work on are period properties. You just cannot beat those high ceilings and original features. I live in an Edwardian property myself and I just love the character and scale period properties offer. So many have had their original features removed over the years so it’s very exciting to bring a property back to its former glory, yet fit for 21st century living.
I would say the most challenging aspects of working in this industry is dealing with difficult trades and delays from suppliers as this can have such a knock on effect on the whole project programme.
I wouldn’t say there’s anything I wish I knew before working in this field as this has always been my goal and there is no other industry I’ve wanted to be in since a child but if I had to say something I’d say the sheer amount of admin. A lot of people think interior design is a very glamorous job, but 80% of it is sitting at your computer designing and managing the sheer amount of admin per project.
My number one tip to an aspiring designer is go for it. Work hard, work late, work for free if you have to, to get a foot in the door and start building your portfolio. It’s a very competitive industry and you need to stand out from your competition. Start at the bottom and work your way up. Hard work will always pay off if your mind is set on achieving your goal.
I have seen a huge shift in online design. This is E-design and remote services. I would say most established design practices now offer this as an option. It means you can work with clients that a more further a-field and allows clients to work with a designer that they couldn’t necessarily afford if an e-design wasn’t an option.
Being an SBID accredited Interior Designer is a huge honour. It gives our clients, both existing and future, the reassurance that they are working with an accredited designer that is part of the UK’s leading industry bodies. It also means we are always up to date with current industry standards and innovations as well as the huge amount of training that we undertake to keep our membership.
About Claire Totman Designs Ltd
Established in 2016, Claire Totman Designs is an award winning Architecture and Interior Design studio specialising in high-end design for private residential clients ranging from design focussed extensions, major renovations and new build homes. Claire Totman Designs offers a range of different services from architectural design and planning permissions to interior fit out and project coordination.
Natalie Du Bois, Founder of Du Bois Design, has given her insights into the industry.
From a young age, I had a strong inclination towards pursuing a creative career. After leaving high school, I initially started as a trainee chef but soon realised that interior design was a better fit for me. I studied interior design full-time in Cape Town, South Africa and obtained my diploma. However, I faced difficulties finding an interior design role, so I ended up working in sales, specifically selling furniture, lighting, and soft furnishings. After working and saving for a couple of years, I moved to the United Kingdom to gain more experience in the field I loved. Initially, I continued working in a sales assistant role at Harrods, selling furniture. Eventually, I landed my first interior design job as a kitchen designer also in Knightsbridge. I worked for two different kitchen design companies in London before immigrating to New Zealand in 2000. Since then, I have won over 50 design awards, and gained valuable experience working for various companies and eventually started my own business in 2007.
I realised early on that our interior environments have a significant impact on us, shaping our moods and influencing our overall well-being. Being part of creating enjoyable environments for people felt like the right path for me. Interior design is a challenging and rewarding profession that allows for endless creativity.
One of the most wonderful aspects of my job is the meaningful relationships I establish with clients, suppliers, and tradespeople. A highlight for me is receiving positive feedback from clients at the end of a project, expressing how much their homes have improved. Knowing that my team and I have made a significant difference to their overall enjoyment of their homes is extremely satisfying.
Last year in New Zealand, I won all three top design awards – Supreme Kitchen Design, Supreme Bathroom Design, and Designer of the Year – at the National Kitchens and Bathrooms Association Design in Excellence Awards. Winning these awards validated the hard work I’ve put in over the past 23 years and made me feel that it was all worth it. Growing from my very first design award was whilst living in the UK when I received my very first design award for best young kitchen designer in 2000.
I particularly enjoy working on full home renovations as witnessing the transformation of spaces gives me a great sense of accomplishment. It’s also incredibly fulfilling when clients are amazed by how much better their homes function after the renovation. Knowing that I’ve truly benefited them brings me joy.
While challenging, these aspects also provide rewarding experiences. Problem-solving skills are crucial as there are always areas where things don’t go as planned. Finding unique solutions can be stressful, but once the problems are resolved, there’s a sense of fulfillment. It’s especially rewarding when clients recognise the efforts made to make the best out of any given situation.
I wish I had known that being an interior designer isn’t always as glamorous or as profitable as it may seem. It’s also difficult to switch off from work; design becomes a constant part of your life, with no strict 9-5 schedule. This can sometimes be challenging for loved ones to comprehend but I still wouldn’t change it for anything – I love what I do.
Perseverance is key. Many people aspire to be designers or are attracted to the idea of being one, but not everyone will make it. Success in this field requires immense hard work and perseverance. Don’t expect instant success; learn from mistakes and let competition motivate you to work harder. The learning process never ends, with new solutions, products, and materials continuously emerging. As a designer, be prepared to invest time and effort into continued education. Balancing multiple responsibilities is essential, as technical knowledge, creativity, and excellent time-management skills are all necessary for success in this field.
In the coming year, we anticipate that the interior design industry will continue to be shaped by global trends, particularly due to the influence of social media. People now have access to knowledge from all over the world, allowing for remote designers to offer their clients exceptional service.
As designers, we are also increasingly focused on sustainability. We strive to incorporate more sustainable products and materials into our designs, aiming to provide longevity to our homes. This includes using more efficient bathroom fixtures and fittings to conserve water, as well as energy-efficient appliances and LED lighting to lower electricity bills. We are also becoming more creative with lighting, offering both mood lighting and task lighting options. Plus, we prioritise non-toxic and renewable materials that can be recycled.
In terms of design concepts, we are seeing a shift towards purposeful spaces with less wastage. This involves creating smaller areas that optimise space usage. Additionally, we are designing calmer spaces to encourage a stress-free environment at home, including the integration of music throughout to appeal to all of ones. Increasing natural light is another focus, with larger windows and skylights being utilised to maximise exposure to natural light.
In terms of material selections, we are incorporating more pops of bold colours into our designs while moving away from solely neutral interiors. There is also a growing interest in sculptural elements and artisan furniture pieces that are handmade, contributing to the creation of real spaces for real people. Additionally, bold graphic patterns and statement prints are being used to add interest and depth to designs.
Being an SBID Accredited Interior Designer holds significant meaning to me. It serves as proof to the public of the high level of design that myself and my business, Du Bois Design, offer. It showcases that I have received education in the field and continue to upskill, positioning me as an expert in my profession. Clients can trust that the designs they receive from me are of the highest calibre. Additionally, being part of SBID provides me with access to global interior influences, innovative ideas, educational events, and a wide network of suppliers and expert designers. This constant learning and growth sets me apart from companies that do not put the same amount of effort into their development.
About Du Bois Design
Original, innovative and award winning kitchen, bathroom & interior design.
Agnieszka Majewska, Chief Designer at AMDesign Solutions Ltd has given her insights into the industry.
I graduated from the Faculty of Design at the University of Warmia and Masury in Poland and I did MBA at Cracow University of Economics. My passion for detail originates from numerous artistic passions and additional education in the field of artistic handicraft, drawing and painting in Paris where I had a painting exhibition. A job as interior designer and project manager at FG Design turned out to be a milestone in my career. FG Design is the interior design and building process company, in Port-Grimaud, in the Gulf of Saint-Tropez with extensive experience in the design and management of refurbishment, renovation, extension and building projects of beautiful Provençal villas and hotels with breathtaking panoramic view of the Saint-Tropez bay.
After returning to London I worked for investors in residential and hotel sector. In 2015 I set up my own design practice. I service commissions from both residential and commercial. I have worked on hotels, houses, apartments, and public utility buildings in Europe and Australia. I managed projects from concept to completion paying great attention to the quality of materials and tailored solutions. I ensure that they are functional and beautiful, and clients feel comfortable in their interiors.
Having a creative and vivid mind even as a child I wanted to become an artist or designer and my parents encouraged me to prepare for exams to a fine arts school. I have always had a passion for creativity and aesthetics, and interior design allows me to combine these interests in a meaningful way. I am fascinated by the power of design to transform spaces and create environments that evoke emotions and enhance the quality of life for individuals. Additionally, I enjoy the collaborative nature of the profession, working closely with clients to understand their needs and preferences, and then translating then into functional and visually appealing designs. Interior design offers endless opportunities for learning and growth, as each project presents unique challenges and requires innovative solutions.
What I enjoy the most is the creative process. I love the initial stages of a project, when I have to brainstorm ideas, gather inspiration, and develop concepts and discus them with my team. It is incredibly fulfilling to see these ideas come to life as I work on creating mood boards, sketches, and 3D renderings. Another aspect that I find enjoyable is the opportunity to collaborate with clients and other professionals in the industry, I love visiting building sites. I value the input and perspectives of others, and I believe that collaboration leads to the best outcomes. Working closely with clients allows me to understand their vision and preferences, and it is rewarding to see their excitement as we bring their ideas to fruition. I also find great satisfaction in the problem-solving aspect of interior design. Each project presents unique challenges, whether it’s maximising space in a small apartment or finding creative solutions for a limited budget of boutique hotel. I enjoy the process of analysing the space, identifying potential issues, and coming up with innovative solutions that meet both functional and aesthetic requirements.
I designed a new home for clients in Poland, who lived permanently in Germany, so they rarely visited the investment. It was incredibly rewarding to listen to a recorded message from my clients who expressed their impressions from the first day after entering the house delight with every detail and very grateful.
I also have to mention the satisfaction I get from cooperation with the Soroptomist International charity for which I design and complete flats for orphans, given them by the city council. Flats are in bad condition and required refurbishment. Seeing their joy and gratitude when they can start their adult life in a nice comfortable homes encouraged me to use my professional resources and finance from the charity in more projects of this kind.
I enjoy working on residential projects as they offer more space for creativity and personalisation. Witnessing the positive impact it has on the people who use the space, is truly fulfilling. It reminds me of why I chose this profession in the first place – to create environments that enhance the quality of life for individuals. Commercial spaces such as boutique hotels, or medical clinics as involve creating functional and aesthetically pleasing spaces that cater to specific target audiences or brand identities. Renovation projects can be challenging but rewarding I’m fond of working on building under preservation. They often involve transforming existing spaces, updating outdated designs, and maximising the potential of a given area. Renovations allow to work with existing structures and reimagine them in innovative way with respect to the past. I had a pleasure to work on the successful project of boutique hotel in a building from XV century despite difficulties and challenges.
One of the most challenging aspects of working as an interior designer is managing client expectations. Each client has their own unique vision and preferences, and it can be a challenge to balance their desires with practical considerations and budget constraints. It requires effective communication, active listening, and the ability to guide clients towards realistic expectations while still delivering a design that meets their needs and exceeds their expectations. Additionally, working within project timelines and budgets can be challenging. Projects often have strict deadlines and financial limitations. This requires careful planning, organisation, and the ability to adapt and problem-solve when unexpected issues arise. Another challenge is managing multiple projects simultaneously and in different locations as I work now with clients from US, UK, Germany and Poland so effective time management, prioritisation, and delegation are essential skills to ensure that each project receives the attention and care it deserves.
To deliver a successful interior design project as much as creativity several business skills are essential such Project Management, Communication, Budgeting and Financial Management, Negotiation and Vendor Management, Time Management, Problem-Solving, Customer Service. It was a moment in my career I realised by possessing these business skills, I can effectively manage projects, meet client expectations, and deliver successful interior design projects and still focus on creativity. Another thing is that I decided to study Corporate Management to gain knowledge that helps save a lot of time avoid stress.
Find inspiration in design, nature, materials, travel and fashion, be a careful observer. Travel as often as possible to develop creativity and be inspired by different cultures.
As remote work and flexible lifestyles become more prevalent, interior designers will focus on creating adaptable and multi-functional spaces. Design solutions that allow for seamless transitions between work, relaxation, and socialising will be in high demand. With a growing focus on environmental consciousness, sustainable design practices will continue to gain prominence in the interior design industry. Designers will prioritize the use of eco-friendly materials, energy-efficient systems, and sustainable construction techniques to create environmentally responsible spaces. The use of virtual reality (VR) and augmented reality (AR) technologies will continue to grow. These tools will enable designers to provide clients with immersive experiences, allowing them to visualise and experience their designs before implementation and from my experience clients tend to like it but still want to see and touch textures, materials and and colours in real.
I am very honored to be a member of this organisation. It obliges me to adopt a reliable and creative approach to each projected and to make sure they are carried out with attention to detail as well as in accordance with construction regulations and guidelines in individual countries. Accreditation gives the opportunity to participate in training, conferences, follow the latest global trends or the latest technological solutions. I love to attend designers breakfasts, always well organised and inspiring.
About AMDesign Solutions Ltd
Designer Agnieszka Majewska specialises in high end interiors and residential developments across the UK and Europe. An international design practice which provides a comprehensive service to private clients, residential developments and boutique hotels. To date we have worked on 5 hotels, yachts, medical clinics and private estates in the UK and Europe. Current projects include homes in Belgravia, Chelsea, Iceland and Gdansk. Clients’ have included ambassadors, peers, property developers and private high net worth individuals.
Emily Parry, Interior Designer at CMS Group has given her insights into the industry. With 16 years’ experience as an interior designer, Emily has worked on a wide range of projects including home interior redesign, healthcare design, interior design for education, and styling for show homes. Particular highlights have been the £500k re-design of a Malverns country manor and complete project management and design of an 18th Century chapel conversion. A talented designer with an artistic eye and great attention to detail, Emily has the creativity to find unique solutions to client briefs and is committed to ensuring smooth progress from start to finish. Emily now specialises in designing and sourcing for residential clients.
My Dad was a furniture designer, Mum a soft furnishings designer and one of my brothers an architect, so a career within the design industry was almost inevitable. I grew up surrounded by fabric samples and paints, watching my Dad work in his workshop, attending showrooms and trade shows, and helping Mum cut fabrics for curtains. I spent school holidays in Dad’s furniture factory (now one of the UK’s leading upholsterers) – as a child roaming around and chatting with the upholsterers (mostly causing mischief) and as a teen watching and learning the design process from concept through to completion.
Whilst completing my A-Levels in Art & Design I worked alongside Mum for a period which gave me more experience in interiors. As a soft furnishings professional, her work was centred around upholstery, curtain making and styling and I would often help her to hang her beautiful curtains and add the finishing touches to a scheme. I took on my first paid project at the age of 17, completing a show home for a high-end development of apartments in Sutton Coldfield – I loved every second of the design process and knew this was the career for me.
Above all, I love the staging side of design, being creative and making things look beautiful. I’m a bit of a maximalist with a love for having lots of things around that look visually aesthetic. I really enjoy working with textures, textiles, patterns and colours, and have a keen eye and love for fabrics which is definitely influenced by my Mum.
Another part of the profession I enjoy is, of course, meeting people! I love to chat to clients, work out what they like and don’t like, and understand their vision. With every client and space being different, some projects take me out of my comfort zone, but this is something I love about my work. For instance, working with a client who’s looking for something minimalist is not what I might go for myself, but what a wonderful opportunity for learning, innovating, and broadening my design portfolio. Every project offers its own unique challenge!
The most rewarding thing I’ve worked on recently was a manor house in the Malvern Hills. I completed the interiors for a handful of rooms within the main house and post-completion the owner decided they were going to convert a barn into an annex. I oversaw the whole whole project, converting the barn into a modern country cottage and whilst it took me out of my comfort zone in terms of style it provided the perfect opportunity to merge my creativity together with the client’s vision to create something truly wonderful. We were both thrilled with the result, and it is one of my favourite projects of all time.
I love working on residential projects the most, where you have a brief and end up producing something completely different to what you first imagined. My favourite projects are not necessarily high-end residential. I really enjoy designing where there’s a conservative budget and you have to supply items and furnishings in creative ways and make them look beautiful. You can find some real treasures in places like Etsy, eBay, and Facebook Marketplace!
I’ve also loved working on some projects at schools. I recently designed a school library, which was a thoroughly enjoyable and rewarding process. It’s nice to do something that you know is improving children’s educational experience and surroundings and will be enjoyed by many for many years to come.
Since working as an interior designer within an Architects practice the most challenging aspect has been getting to grips with the specialist CAD side of design. As someone who was trained in, and enjoys, drawing freehand I really enjoy getting out my drawing board and rainbow assortment of pens and paints, transitioning into working digitally has been a journey!
As a designer I believe it is really important to see schemes in the flesh, see the colours and feel the textures, and whilst I don’t believe it is the end of the ‘mood board’, working digitally is becoming much more relevant in the world of interiors. There are however so many benefits to working with CAD including higher degrees of accuracy, reduced timescales and easier channels of distribution, to name but a few.
I was incredibly fortunate as I had an insight as to what it was like to work in this industry long before I began my career, as I grew up surrounded by it. I entered the world of design with my eyes very wide open.
Growing up with parents always out and about, I saw first-hand that being self-employed can mean working long hours, often meeting with clients in the evenings and at weekends. Though whilst this didn’t come as a surprise, I still had to develop my ability to be malleable and able to work around other people’s availability and schedules.
My top tip would be to be adaptable to your clients. Sometimes a client won’t want a little piece of you – they’ll want you to deliver a little piece of them into the scheme. So having the ability to listen to them, understand their vision, and adapt your design approach to fit the brief is essential.
I think there’s going to be a lot more environmentally friendly design and biophilic design. Largely stemming from the COVID-19 pandemic, we’re seeing a renewed desire across populations to improve their health and wellbeing at home, work and leisure which interior design can contribute to in many ways. We are also seeing much more ‘flexible living’ incorporated within design; people are working from home more often and are generally spending more time within the home environment and we are seeing a rise in multi-generational living. These changes within our social world reflect on the world of design and we are seeing more and more products related to this such as eco-friendly and low carbon footprint lighting and suites to multi-functional storage solutions.
People are becoming increasingly conscious of the environment, upcycling, reusing, and making more sustainable in all areas of their lives. Second hand selling websites such as eBay and Vinted are soaring, and the interior design industry has great potential to evolve in line with these developments.
I’m really proud to have become an SBID Accredited Interior Designer. Although I have years of experience and a wealth of knowledge, I have spent many years being a mother to my three children and it has been great to finally return to my career and my passion.
About CMS Group: Emily Parry
With a long background in the design industry Emily Parry has an exceptionally diverse portfolio of work from her previous roles, both as a freelance and employed interior designer. These have included complete home interior redesign, specialist healthcare design, Interior design for Education and styling for show homes. With a history in kitchen & bathroom design and hailing from a family of renowned furniture designers, and having more recently diversified her experience as a project manager, she currently specialises in designing and sourcing for residential clients, regardless of the size or complexity of the project.
The company’s founder, Reghina Ivanco, shares more details with us: “The story of Art Focus Studio and my business, which eventually led me to set up my own company, started when I was still in college. The graduation took place under the patronage of the President of the Republic of Moldova, Vladimir Voronin at that time. The topic of my diploma thesis was the reconstruction of the Luceafărul Theatre. I was awarded first place and a prize of 30,000 lei for the best diploma thesis. Thanks to this, I got a job at a big architectural firm, ARD, whose director was the famous architect Gheorghe D. Telpiz. He became my mentor and teacher, who taught me not only how to draw, but also how to run a business. All in all, working at ARD was a great experience for me. Gradually, I expanded my clientele. Then, at some point, I realized I was ready to work for myself and started my own company, Art Focus Studio based in Chisinau.”
Currently, the company specializes in interior design. We also help the client with the choice of materials. Apart from design, we also carry out turnkey projects. The main types of services we offer are the design of residential, commercial, and industrial buildings; 3D development and visualization, as well as project supervision.
The Art Focus Studio team consists of responsible and creative people, designers, or architects. In total, the team comprises six highly qualified professionals. Each of them is involved in the realization of individual projects. I carry out the functions of a project manager, generating new ideas, managing the project, and supervising the construction site.
Our work is based on several fundamental principles. First of all, we follow the rule “Less Talk, More Action”. Secondly, trust and empathy between the designer and the client are very important to us. We also value the ability to solve problems quickly and work on results. And, of course, the aesthetic side is essential for all of us.
We have a number of successful projects in our portfolio, both in Moldova and abroad. Basically, we deal with interior design and design in residential and commercial projects. Among the large-scale projects implemented in Moldova are Zity Mall and Oasis Mall. Both projects have been very interesting for us. For example, Oasis Mall is a luxury project. There will be stores of premium brands in the mall, i.e. the interior of the mall had to be representative and direct the visitor to a certain standard. We designed the interior in an Art Deco style and completed it with brass and bronze elements. As for the Oasis Mall project, it is still in the realization stage.
Successful projects include the Aquaterra Resort Holercani clubhouse on the banks of the Dniester River. On the site of a destroyed nine-story building, we designed the interior design of the apartments, restaurant, and swimming pool. We also did the interior design for the TREND chain of stores. As for projects abroad, our team designed a two-story residential house in St. Petersburg. Another project, no less interesting, is in Shanghai. We designed a showroom for the Italian furniture factory DV Homecollection.
For the second year in a row, our company was ranked in the top three in the category “Best Residential Interior Design of the Year” at the DAS Interiors Awards.
We are targeting the international market. I can definitely say that Art Focus Studio will assert itself on the international market more.
The uniqueness of Oasis Shopping Mall lies in the monumental character of the project. The interior of the mall has been designed in the Art Deco style. The construction was started in 2018 and the completion date is scheduled for the end of 2021.
A 170-square-meter apartment in the HIGH PARK clubhouse. The interior is designed in a modern style, close to luxury minimalism. The decor of the bedrooms is enriched by geometric textile panels, while colourful mirrors create a visual effect of infinite space. The LED lights, installed across the apartment, lead the eye from the central scene to the background, creating a wave-like effect. A pleasant haze of soft light envelops the space.
A 165 sqm duplex penthouse for a young couple in minimalist style. The main decoration of the living room is the luxurious fibre concrete cupola, which creates an unusual light show that also delimits the space and creates a special atmosphere. The conceptual interior fulfils the basic objective of minimalism – conciseness.
About Art Focus Studio
Reghina Ivanco’s dedication to her craft and her team’s impressive achievements make Art Focus Studio a true standout in the world of art and design. In addition to their numerous accolades and achievements, Art Focus Studio also offers a wide range of high-end design services. From space planning to construction administration, their team provides the full scope of design services necessary to bring their clients’ visions to life. They specialize in design concept development, presentation, construction drawings, specification, purchasing, and installation of materials. Art Focus Studio’s commitment to providing exceptional design services is evident in their attention to detail and dedication to delivering exceptional results.
Lydia Robinson, Creative Director at Design Storey has given her insights into the industry.
I’m a qualified architect and between my first two architectural degrees spent a period working in London where I worked on the conversion of a Grade I listed Wren church tower into a private home. This was a pivotal project and inspired a love of historic buildings. After completing my architectural education I moved to Vancouver, Canada. It was just supposed to be a working holiday but myself and my partner ended up staying there 7 years! I worked at a medium sized practice which had a large variety of projects from airports to homes but with a focus on interiors.
On returning to the UK I had a short spell working at the Bristol office of a large commercial architectural practice, Allford Hall Monaghan Morris, where I was involved in some high profile London projects including the fitout of the new google headquarters in St Pancras and the reception area of the White Collar Factory in Old Street. I was also the project lead for the interiors of the new ward for the Teenage Cancer Trust in the Bristol Haemotology centre.
However, my passion for historic buildings still burnt strong, and setting up my own architectural practice, Design Storey, with my partner Lawrence enabled me to get back to smaller-scale domestic work and historic buildings. Our first project was the Miner’s Cottages, our own project and home, where we reinstated several “lost” historic features. Despite not being listed, our sensitive approach was recognised by the Royal Institute of British Architects, and the project was the recipient of two awards, including the special award for Building Conservation. This enabled the launch of Design Storey
I’m a qualified architect and worked for several years in Vancouver, Canada in an architectural practice which also specialised in interior design. One of the directors was an interior designer and even the architectural projects also had a strong interiors focus. When I returned to the UK and started Design Storey, I always felt it was important to ensure the interiors worked with the architectural design and I try to ensure that the two work seamlessly together. For example, our first project as a practice was the extension and refurbishment of a c18th miners cottage. It was probably more of an interiors project than an architectural one and being the recipient of two RIBA awards, gave me the confidence to promote that we can also work on interiors.
Meeting a wide variety of clients in their homes and getting to know them personally. We have worked with a diverse range of clients from ones in media and sport, through to those that are at the top of their profession. We feel privileged that they entrust us with the design of their homes and be part of their team. I also enjoy the fact that due to the range of building types and projects that we work on, from houses to gyms, contemporary to historic buildings, every day presents a new challenge and opportunity for learning. We really enjoy working with the suppliers to understand how we can get the most out of their products and push the boundaries, for example, working out how to backlight the polycarbonate walls at the most recent LUXE fitness site. We had to make mock-ups and work closely with the lighting designer to demonstrate to the client that the design would work and provide the desired effect.
Going to the client’s birthday party in the barn at the cotswolds retreat and seeing the bar used by a professional barman as well as the owners looking so relaxed and enjoying the space. It was a long and complex project as the design and construction work was done in lockdown so it felt such a relief to come out of the pandemic and be able to socialise again of course the project getting short listed for an SBID award was the icing on the cake!
I have been fortunate to work on quite a large variety of interiors projects from an airport, to a university bookstore as well as private houses in my career. Since we founded design storey the focus has been private residential and it is always humbling to be chosen to work on someone’s own inseparable space as each one is unique and personal to the individual. It is always lovely to be invited back to a house you have worked on for dinner or drinks and see people using the space or just visit a family that have settled into the building and the owner and home become fused together.
As a counterpoint to the houses we have also worked on a number of gyms – these are rewarding as the projects are accessible to a greater number of people not just a single individual. The concept for the interiors also has to be strong and appeal to a variety of people so it is a good design challenge.
I think one of the biggest challenges is helping clients to narrow their focus and prioritise their requirements. There are so many options out there from cover plates to kitchens that it can be quite overwhelming for clients, and there is so much visual stimulus online and the media that people can easily lose focus. Interior designers are providing a service and part of that service is talking through the brief with the client and finding out what makes them tick, you can then create a space that is bespoke to their requirements.
The fact that you can expect a fresh challenge everyday and every client and project is unique so be prepared to be challenged on a daily basis. Having a good design portfolio from your studies does not necessarily translate to being a good designer in practice; emotional intelligence and empathy can take you a long way and ultimately win you work or sell your ideas to the client. The world is not fair and don’t take things personally; when clients or planners don’t feel you have got the best design be prepared to work through it and justify your design better or recognise that the concept isn’t right. Its cliche but getting knocked back does make you stronger and if you are not prepared for that then working in subjective design-led profession might not be the right environment. I wish I had also understood the difference between being good at running a business vs being a good designer; my design education didn’t prepare me for understanding balance sheets, HR, marketing and selling your services which are all important part of being a design professional.
Projects can take quite a while to come to fruition, sometimes several years. When a project finishes, take time to revisit it and celebrate the successes and learn from your failures. Returning to a finished project multiple times after completion can provide valuable insights as to whether the design performed as you were hoping and you can learn valuable lessons from the aspects that didn’t.
AI is going to become more prevalent as well as an increasing need to be sustainable in terms of the way we design buildings, the material choices we are making and the long term vision for the building. I’m a big believer in “repairing, reusing and recycling” and working with the fabric of a building. I think the consumerism we have seen in recent years is going to slow down and people are going to make more considered choices and not treat interiors as disposable. A lot can be done with recovering furniture, refinishing flooring, refreshing rather than throwing away into landfill.
To be accepted by a prestigious organisation is always an honour and a validation of the work you have done to date. As I trained as an architect, being registered as an interior designer enables us as a practice to champion the interiors elements of a project and demonstrates to clients that we have expertise and capability in that field.
About Design Storey
Design Storey are an award winning architectural and interiors practice known for high-end homes, heritage and lifestyle projects. They design beautiful homes by repurposing old buildings, or creating new ones, to enhance their client’s everyday lives. Based in elegant Oxford, their designs are inspired by experiences working in both London and Vancouver, as well as the beautiful surroundings of the Cotswolds. They are selective about the projects they work on, offering a high level of personal service, so the directors remain directly involved in projects, to ensure that each design is individually tailored to the client and its context.
Chris Holwell, Owner and Designer at Domus Design and Build has given his insights into the industry. Domus, is a small company that specialises in home interior design and remodelling internal spaces.
While studying for a potential career in architecture after leaving school, I found myself drawn to the sculpture department at my local college. The creative freedom I discovered in the fine arts had a profound effect on me, and it wasn’t long before I found myself studying for a degree in the discipline. After graduating, I relocated to London, where I pursued my role as an artist and also took on a number of part-time jobs in theatre design. I was becoming more interested in “created environments”, my art had taken on more of an installation feel and, as we know, the theatre is all about a designed environment. In the early 2000s, I was lucky enough to meet clients who were interested in what I could create in their own domestic space, and it was at this juncture that I became what I would call a creative builder. At this early stage, it never occurred to me that I could call myself an interior designer. After completing a number of successful contracts, I took up a position as a construction project manager for a development company. While I found this role very rewarding, I felt frustrated at having to put my creativity on the back burner. However, the Covid pandemic and lockdowns gave me an opportunity to reassess my career, and I took the decision to set up Domus as a dedicated home interior design and build company.
What I enjoy above all in this profession is the challenge of coming across an unloved or misused space, and creating a scheme that exceeds my client’s expectations. Suggesting elements that were not thought possible while sticking to a set budget is truly rewarding.
I recently had a project to remodel a large Edwardian reception room, which had been divided into separate zones in the 70s, and where a significant proportion of the original ornate plaster moulded ceiling had been destroyed. Not only was the room remodelled to create a self-contained studio flat, but the ceiling was totally restored and left exposed above the different modular living spaces, ensuring it could once again be admired and enjoyed.
Every project presents its own challenges, and finding the solutions to these challenges is a very positive process. I particularly enjoy working on period properties, restoring and enhancing original features, often introducing modern themes to add to the overall success of the desired look and feel of the space.
I believe that interior design is an artform, and I would therefore expect designers to exercise their discipline with passion and determination. However, aligning this determination with the client’s own aspirations and enthusiasm can sometimes be challenging. In my experience, the end result is always better when a good deal of effort has been made upstream to avoid unnecessary compromise – and that is where the expert guidance of a professional designer comes into play.
Entering a new field of work can be very intimidating and the thought of not knowing enough can feel overwhelming. However, I believe that we all should start a profession with an uncluttered mind, and that holding onto this candour is essential, so that every project can be approached with an open mind. One never stops learning, especially in this field.
Time and time again, I have come to realise that one needs to be totally comfortable with one’s own abilities. So my advice to an aspiring designer would be to be confident in your own abilities, to accept good advice, and to approach every project with an open mind, so as to let the building “do the talking”.
Personal space is becoming increasingly valuable and moving house is not always a viable option, so designing spaces around these parameters has never been more important, and achieving maximum creativity within limited spaces is an absolute must. The industry also needs to continue to embrace the current challenges faced by the planet, through careful selection of materials, through recycling and restoration, and by minimising transportation when sourcing materials. I also believe that it’s important, whenever and wherever possible, to work within the local community, developing strong links with local trades, suppliers and makers.
Being an SBID Accredited Interior Designer is important in a number of ways. It provides independent professional recognition and credibility, which clients can trust. It improves my understanding of the industry through professional development, information and advice, and enables me to keep in touch with my peers.
About Domus
Domus specialises in remodelling, restoring or simply redecorating internal spaces to ensure they reach their full potential. Embarking on a project to enhance any room in your home can be daunting. And while you may have an overall idea of what you want, bringing these ideas to fruition, with the multitude of practicalities that need to be put in motion, is a skilled operation. We work with you to bring your vision to life, offering ideas and CAD to complement your own proposals, with a fully project-managed service from design to completion.
Nayerra Maher, Co-Founder and Interior Designer of NayeRRa Novelty has given her insight into the industry.
I believe that I have a creative, futuristic, imaginative, and artistic approach to the things around me, I can definitely think of interior design as a career path. Interior design offers a unique opportunity to combine creativity, functionality, art, and personal taste to create beautiful, comfortable, and inspiring living spaces. A profession in interior design can turn out to be extremely lucrative, entertaining, and secure. Creating something that makes others feel comfortable and serene is a very enjoyable thing to me, and it makes me happy about what I do. I found my passion in the interior design profession, and all the time I want to learn more skills about it, gain more information, learn tips and tricks, etc. It’s a Cool Profession, the fact that you can create something from scratch and bring out a unique look in someone’s house and their life is art in itself. Plus, you can start building your interior design career even after completing a bachelor’s degree because there is much to learn once you are in the field.
I enjoy the form, colours, light, artistic lines, textures, and impactful patterns. That the form in interior design is an element of art. Form is the backbone of any interior design, which is the prime element in any design project. It helps to create an external impact on things like patterns, colours, and textures. Lighting is the ‘secret weapon’ of a stunning and practical space. It helps to create depth, height, and style while drawing attention to the areas that are most impressive. Especially natural light gives very good vibes and plays an important role in a human’s serenity. Also, enjoy using texture to create a specific feel in a room. Rough and coarser textures like reclaimed wood or terracotta have more ‘visual weight’ and create a cosy, rustic aesthetic, while smooth or shiny textures, including metals like chrome, reflect more light and create a more contemporary finish.
Completing a high-profile project: We successfully completed a high-profile project. These projects often come with unique challenges and opportunities to showcase creativity, innovation, and attention to detail. Successfully completing such projects can elevate the designer’s reputation and open doors to further exciting opportunities.
Positive client feedback and satisfaction: we strive to create spaces that meet our clients’ needs and vision. Receiving positive feedback and testimonials from satisfied clients can be incredibly rewarding. It not only affirms the designer’s ability to translate clients’ desires into reality but also strengthens the professional relationship and can lead to referrals and future projects.
Residential projects: Designing homes, apartments, or condominiums allows me to create personalised and intimate spaces that reflect the lifestyles and preferences of the homeowners. Residential projects often offer the opportunity for creativity and customization to create a unique space for everyone.
Sustainable projects: Designing spaces with a strong focus on sustainability and ecoconsciousness can be fulfilling for me because I’m passionate about environmental issues. These projects involve incorporating sustainable materials, energy-efficient solutions, and environmentally friendly practises.
Commercial projects: Designing commercial spaces such as offices, retail stores, restaurants, or hotels can be exciting due to the potential for creating unique and engaging environments that cater to specific needs and target audiences. Commercial projects often involve considerations of functionality, branding, and customer experience.
Cost management and time management are some of the challenging things to deal with as an interior designer – especially when clients have massive expectations! There may be times when designers come across clients that want luxurious designs at affordable costs. For interior design firms, time management skills are a must. There are only so many hours in a day and dozens of things need to get done. Organizing your time allows you to budget your hours effectively, prioritize projects, and stay on schedule to meet your forever looming deadlines. One of the hardest roles of interior designers is introducing the latest trends while maintaining a sense of timeless style. You don’t want your client to feel frustrated when a space is outdated after a few months. Staying on top of trends and knowing how to tastefully introduce them is one of the greatest creative skills for designers to master.
I wish I knew about the history of design, the structural integrity of buildings, local codes, regulations, and standards, anthropometry, ergonomics, spatial concepts, psychology, and the execution of everything from the construction to the turnkey space. Interior designers, like architects, are supposed to be jacks of all trades. They need to have interpersonal skills because they need to interact with other interior designers, homeowners, builders, architects, government agents, etc. To become a good interior designer, one needs to be well-rounded.
Make your own design sketches to be sure that your design is unique. Hone Your craft. The only way to improve your design skills and refine your aesthetic is through hands-on experience. Offer design assistance to family and friends; work on projects in your home, anything that will build your portfolio. Don’t be afraid to put yourself out there. Become familiar with your local furniture and lighting stores: go inside, ask questions about where the pieces are manufactured, who is their target audience, what are the types of fabrics, etc. In the real world, these are the questions your clients will ask you. Learn about the cost of items. Once you begin working at a design firm, the first thing you will need to know is how to establish and follow a budget. Start learning now, so the selection process will be much easier.
Sustainability and eco-consciousness: The focus on sustainability and eco-friendly design is expected to continue growing. Consumers are increasingly demanding environmentally responsible materials, energy-efficient solutions, and sustainable practises in interior design.
Biophilic design: Biophilic design, which incorporates natural elements and a connection to nature, is expected to gain more popularity. Introducing elements such as indoor plants, natural light, and organic materials can enhance well-being and create a calming environment.
Technology integration: Technology will continue to play a significant role in interior design. Smart home systems, Internet of Things (IoT) devices, and home automation are becoming more prevalent, allowing homeowners to control various aspects of their interior spaces.
Minimalism with warm accents: Clean lines, simplicity, and minimalism have been popular in recent years. However, there is a growing trend towards adding warm and inviting elements to balance the minimalist aesthetic. This can include the use of natural textures, warm colour palettes, and cozy textiles.
Being accredited as an interior designer by a recognised international organisation can provide a certain level of recognition and credibility within the industry. It signifies that the designer has met specific standards of education, experience, and professionalism, which can enhance our reputation and instill confidence in clients. Accreditation typically requires adherence to a code of ethics and professional standards set by the accrediting organisation. This can include principles such as maintaining client confidentiality, practicing sustainable design, and conducting business with integrity.
Being an accredited designer demonstrates a commitment to upholding these standards and aligning with professional best practices. Accredited interior designers may have access to a range of resources and support services provided by the accrediting organisation. This can include access to industry research, design tools and software, legal and business guidance, and networking events. These resources can contribute to the designer’s professional development and assist in delivering high-quality design services.
About Nayerra Novelty
Experienced in creative designing, we are architects, interior designers, product designers and artists who simultaneously believe in tradition and in breaking it. Our aim is design excellence, space planning, interior design, visual merchandising and a dash of art to create cosy environments with functional practicality. All our achievements are credited to hard work, concerted efforts, and exceptional vision, going above & beyond everyday into the foreseeable future.
Nick Taylor, Head of Residential at Zip Water UK, and Daniel Heath, National Residential Sales Manager at Zip Water UK has given their insights into the industry. Zip is the drinking water pioneer. For 75 years, it’s poured passion, expertise and innovation into all its drinking water solutions to create quality products that people trust. Zip doesn’t just redesign, it revolutionises. It constantly strives for the best, developing world-class technology that supports health and wellbeing, enhances the everyday experience and commits to a greener future.
The Zip HydroTap is the ultimate in luxury home appliances. Designed to upgrade your lifestyle, it’s a health-boosting, time-saving, space-saving and planet-saving marvel, transforming ordinary tap water into something extraordinary.
Here at Zip Water, we are the creator of innovative drinking water systems that deliver water at its best. Founded in Australia in 1947, we initially specialised in water heaters for sinks and baths before expanding into drinking water. In 1975, we launched the world’s first on-wall boiler and over the following decades saw fast and unrivalled product innovation. Zip established a base in the UK in 1991 and in 2012 brought another world-first to the market; a never-seen before boiling, chilled and sparkling instant drinking water tap. Today in the UK, we have remained steadfast as a leading innovator and the luxury brand for homes where quality and design are a must. Our flagship product, the Zip HydroTap, is also considered the world’s most advanced drinking water system for the workplace, and can be found in countless office buildings throughout the world.
Beautiful kitchens require beautiful products, and with our premium HydroTaps you can have both style and functionality. With a range of styles to choose from, including the elegant Arc or contemporary Cube, the interior designer can choose the design that perfectly complements any kitchen interior. Plus, with a choice of seven finishes, the HydroTap will effortlessly match the personality of the home they’re working on. Interior Designers can be rest assured that with Zip systems, they’re not just recommending the most stylish filtered drinking water product, but the very best in terms of functionality too. Their customers will love the advanced filtration, intuitive command centre and safety functions.
At the heart of our brand are three important values: We are committed to delivering the best quality drinking water – at home, at work, or on the go – thanks to our advanced filtration system. We are committed to continuous innovation, constantly developing and improving our energy efficient, user-friendly and user-safe technologies. We are committed to creating sustainable solutions, helping customers to eradicate their reliance on single-use plastic water bottles. Our range of drinking water systems and hot water solutions also support a variety of sustainable building accreditations and standards.
The team here at Zip Water are true consultants, and we are fully equipped with the tools, resources and knowledge to allow us to support designers closely. We have a range of accredited CPDs that can help designers demonstrate their commitment to the ongoing learning and professional practice of interior design. We also have a showroom in Clerkenwell and encourage designers to visit or bring their clients to experience the products. We have developed a ‘Specifier Portal’ which enables designers to log on and download product, installation and technical information, as well as BIM files and spec sheets. We have a hands-on team who are available for in-person, virtual or phone consultations.
Zip products are tested to the highest standard. We have recently been awarded with WRAS approval on our HydroTap G5 range. The Water Regulations Approval Scheme, WRAS for short, is a certification body for plumbing products and fittings that aims to demonstrate which materials are compliant with regulations and bylaws throughout the UK. As a market leading brand it is important to us that we maintain extremely high standards and ensure our products are compliant with regulations. WRAS approval means that the customer can have complete faith and peace of mind in every system we produce.
In recent years we have seen the design of a kitchen develop from a practical space to a highly personalised, multi-use space. The kitchen is the ‘heart’ of the home and now more than ever we are seeing zonal areas within kitchens, such as areas for storage, cooking, preparation, cleaning, dining, entertaining and innovative spaces for family life. Zip has a range of HydroTaps that don’t have to be installed over the sink. By installing with an integrated or stand alone font, the HydroTap can be installed in other parts of the kitchen. The HydroTap has been installed in a dedicated drinks zone and bars, next to hobs as part of a cooking set up, to breakfast bars and vast kitchen islands. We have even seen HydroTaps installed in home cinema rooms, games rooms and bedrooms.
Due to economic and cultural shifts in recent years I think we are going to see more multi-generational homes, where two or even three generations live together under one roof. Or similarly in apartment blocks, there will be more multi-use communal areas. This will definitely impact interior design trends, as the interactions with – and uses of – spaces will need deeper considerations.
Zip is now on its 5th Generation of HydroTap and we continue to design, develop and innovate new products. For example, we have recently added Steritouch antimicrobial material to the water path of our systems to enhance the hygiene credentials of the range and have added new aerators to create an improved flow of chilled and sparkling water.
For us here at Zip, SBID is the perfect partner. As the manufacturer of an industry leading product, we need to work with other industry leading bodies who align with our values. A Zip HydroTap is the aspirational product of choice, designed and perfected for truly incredible homes. Outstanding design in the residential market is something we know the SBID network of interior designers are truly spearheading, so we are match made in heaven!
About Zip Water
Experience water at its best with the ultimate in luxury home appliances. Zip Water are manufacturers of the iconic Zip HydroTap – a revolutionary drinking water appliance offering the very best in filtered boiling, chilled and sparkling water; designed to upgrade your lifestyle. A health-boosting, time-saving, space-saving and planet-saving marvel, the HydroTap transforms ordinary tap water into something extraordinary.
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