SBID Icon Insights: How MAWD Blends Architecture, Craftsmanship, and Storytelling

Who leads design and creative direction at your company?

We have a global approach to design, typically Elliot leads the US team with studio directors located in our Los Angeles and New York studios while James typically works across our European, Middle East and Asia projects with studio directors located in our London studio and in the coming months Dubai. We do however take a one studio approach which enriches our projects with global knowledge and understanding, while allowing us to respond to client demands quickly.

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

At MAWD, staying at the forefront of the design industry is about constant evolution. Design is never static, and neither are we. We immerse ourselves in global trends, cultural shifts, and technological advancements, ensuring our work remains both innovative and relevant.

Collaboration and Innovation is key—we partner with leading architects, artisans, and material specialists worldwide, allowing us to push creative boundaries while maintaining a deep respect for craftsmanship. Our teams work across four studios—London, New York, Los Angeles and Dubai—giving us a global perspective and local expertise. This international presence enables us to understand regional nuances and seamlessly integrate them into our designs.

We also believe in continuous innovation. Whether it’s exploring new sustainable materials, learning about the latest materials and products or leveraging AI-driven conceptual design tools, we are always refining our approach. Every project is an opportunity to challenge conventions, elevate experiences, and redefine what interior design can be.

How do you incorporate sustainability into your designs?

Sustainability is embedded in our process, from concept to completion. We prioritize responsibly sourced materials, collaborate with local artisans to reduce carbon footprints, and design with longevity in mind. Our MAWDmade furniture collection, certified Red List Free, reflects our commitment to conscious luxury.

What sets your work apart in the industry?

At MAWD, we don’t just design interiors - our work is defined by a deep understanding of how people interact with space, ensuring that every project is not only visually compelling but also functional, emotionally resonant, and timeless.

What truly differentiates us is our ability to blend architectural discipline with interior storytelling. We approach each project with a meticulous eye for detail, crafting bespoke environments that feel both curated and effortless. By working closely with leading architects, developers, and artisans, we seamlessly integrate interiors with their architectural context, creating spaces that feel authentic and meaningful.

Our global reach also sets us apart. With studios in London, New York, Los Angeles, and Dubai, we bring international insights while maintaining a keen sensitivity to local culture, materials, and craftsmanship. Whether designing a private residence, a hospitality concept, or a branded development, we ensure that every space has a distinct identity and lasting impact.

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

Elliot March based in the US is involved in many panel discussions, thought leadership events, some of the latest are the ICFF Fair, alongside AD Editor Melissa Studach, Elliot also joined leaders from Marriott, US Green Building Council and Electric Bowery to discuss, “Healthy Design: Where Wellness and Sustainability Meet.” The thoughtful conversation illuminated how sustainable design and wellness innovation are coming together to reshape the hospitality industry.

James White based between the UK and Middle East is involved in various educational activations including podcasts that highlight learnings within the industry alongside understanding geographic and cultural nuances across the Middle East and more broadly across Europe in reference to commercial and hospitality projects. James is also on the panel of various judging panels for industry leading awards.

Do you have key partnerships with suppliers, manufacturers, or brands?

We have recently launched an activation with Artemest in our Greenwich project in New York, Showcasing a harmonious blend of contemporary Italian craftsmanship and timeless design, the collection features bespoke furniture, lighting, and décor from Artemest's finest artisans. Each piece was thoughtfully chosen to elevate the penthouse's architectural brilliance, offering a refined yet inviting atmosphere that reflects the perfect balance between luxury and liveability.

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This week’s instalment of the Project of the Week series features a contemporary and sustainable office design by 2023 SBID Awards Finalist, MAWD.

March and White Design (MAWD) were commissioned to help refurbish No.1 Knightsbridge, an office building that brings together six floors of multi-tenanted space with sustainable functionality at its core.

What was the client's brief? 

The client's brief for the No.1 Knightsbridge emphasised the importance of an exceptional arrival experience, encouraging social interaction, and providing functional spaces for both formal and informal gatherings. Furthermore, sustainability and well-being were key considerations, with a focus on achieving WELL certification through conscious design and material selection.

What inspired the design of the project?

The design of No.1 Knightsbridge was inspired through MAWD’s knowledge and research into the surrounding area and the audience we envisioned as tenants and guests for project. The central inspiration was the prestigious Knightsbridge location itself, where the convergence of Knightsbridge, Mayfair, and Belgravia creates an unparalleled address. The opulence of this locale, characterised by London's finest hotels, members' clubs, and upscale retail, set the tone for the project's luxurious aesthetic. The design was also influenced by the evolving trends in workspace design, particularly the merging of living and working spaces. The concept of experiential spaces that foster social interaction and flexibility was inspired by the dynamic nature of modern work.

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

When designing No.1 Knightsbridge, the biggest hurdle was to create a workspace where luxury and forward-thinking design converge. This was achieved through blending our experience of interiors at the highest level with the research and thought we have been undertaking as a company to incorporate conscious design principles into all of our projects.

What was your team’s highlight of the project?

A standout highlight for our team throughout the project was the creation of the vibrant atrium space with an F&B element. This central hub epitomised our design philosophy, seamlessly blending luxury, innovation, and functionality. The suspended greenery installation and the integration of green elements not only added a touch of biophilia but also contributed to the project's commitment to well-being. Witnessing this space come to life and become a focal point for social interaction and community-building was a gratifying achievement for our team, reflecting our dedication to creating transformative and harmonious environments.

Why did you enter the SBID Awards?

Our submission of the No.1 Knightsbridge project for the SBID Awards is driven by its exceptional qualities that epitomise our design philosophy. No.1 Knightsbridge occupies a prestigious London address, it blends the sophistication of the area with the warmth of hospitality, ensuring privacy, focus and impeccable quality. No.1 Knightsbridge is a testament to our commitment to conscious design. It weaves form and function harmoniously, creating an impressive, transformative space that lingers in memory. This project's essence captures the heart of our expertise and vision. For us as designers the SBID Awards symbolises the sharing of designer’s abilities to set new standards and make a lasting impact on the industry. It's an invitation to join an elite community of design visionaries, amplifying our voice and influence on a global platform.

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

Being an SBID Award Finalist helps showcase our commitment to high quality design and innovation, leading to enhanced visibility and recognition within the design community. It's a validation of our expertise and a testament to the quality of our work, paving the way for exciting new opportunities and collaborations.

Questions answered by James White, Co-Founder of MAWD.