The Story Behind WHY NOT Design: Blending Creativity with Commercial Purpose

Which elements of your profession do you enjoy the most?

The magic moment when a concept sketch becomes a space people actually inhabit. I love the process — the mess, the material samples, the midnight ideas that suddenly make everything click. Every project is a balancing act between imagination and reality, and I secretly enjoy the chaos. Also, that client smile when they walk in and say, “This feels like us.” Can’t beat that.

What has been your most memorable career highlight from the past year?

Without a doubt — launching WHY NOT Design. Watching the brand grow from a scribble in my notebook to a real studio with real clients has been wild. Getting SBID Accredited in our first year was the cherry on top — a reminder that being bold doesn’t mean being reckless. You can colour outside the lines and still do it properly.

What are your favourite types of projects to work on and why?

Marketing suites, show flats and workplaces — anything that blends creativity with commercial purpose. I love designing spaces that sell a story. They have to grab attention, make an impression, and whisper, “You belong here.” Those projects let me push creativity while still driving results, which is basically the WHY NOT sweet spot.

What are the most challenging aspects of working in interior design?

Keeping the vision intact while reality throws curveballs — budgets, deadlines, deliveries, the occasional “we lost your tiles.” Design is 20% creative genius and 80% controlled chaos. The challenge (and the fun) is staying calm while the storm swirls — and still producing something beautiful. It’s equal parts artist, therapist, and crisis manager.

What do you wish you knew before working in the field?

That interior design is a full-contact sport. You’ll need stamina, patience, and a sense of humour. It’s not just fabrics and floorplans — it’s negotiations, logistics, psychology, and a lot of problem-solving. I wish someone had told me that resilience is as valuable as creativity. Oh, and comfortable shoes. Always comfortable shoes.

If you could give one tip to aspiring designers, what would it be?

Don’t water yourself down. The world doesn’t need another copy of what’s already been done. Find your thing — your signature — and lean into it. Not everyone will get it, and that’s fine. The right clients will. Consistency and confidence build a brand faster than any trend ever could.

How do you see the interior design industry evolving in the year ahead?

We’re entering the era of meaningful design. Clients are craving authenticity — spaces with purpose, not perfection. Sustainability is finally more than a buzzword, and storytelling is front and centre. Technology will keep shaping how we visualise and communicate ideas, but personality will be the real differentiator. The future belongs to designers who dare to be different — and mean it.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features a neutral and warm office design by 2025 SBID Awards Finalist, Paola Leon Design.

PLD have delivered a detailed and considered refurbishment, revitalising the co-working spaces to Capital Tower, Waterloo. Building elements have been carefully selected, repurposing and recycling where possible to minimise renewal. Existing and new are combined to create a cohesive look and feel. All spaces are unified with neutral warm hues, feature lighting, natural eco-friendly materials and accents of colour. Dynamic and flexible workspaces encourage movement and interaction. Amenities, social spaces, group, solo or quiet work settings all combine to deliver a space that is inviting and delightful to clients, colleagues and collaborators, encouraging personal inventiveness and creativity.

What was the client's brief?

The client brief was to create a sustainable, dynamic and flexible workspace that encouraged movement and interaction. The space needed to be inviting and delightful to clients, colleagues and collaborators, memorable, practical and future proof.

What inspired the design of the project?

A recent visit to Japan provided the opportunity to re-experience elegant traditional design and sleek modern interiors. Minimalism, functionality and natural materials seemed the perfect combination to create a welcoming and sophisticated space.

We combined this with feature lighting, a bright warm palette, tactile materials and familiar furnishing to complete the design.

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

To meet sustainability targets we aimed to retain as much of the existing fit-out as we could. This involved assessing the existing elements, reviewing their condition and working to incorporate them into the design where possible.

This was time consuming, however, extremely rewarding as we were able to retain an intricate bespoke metal ceiling to the office spaces and revealed previously covered slot windows along the façade.

What was your team’s highlight of the project?

The highlight was the attention to detail we were able to go to on the joinery items. The construction and materiality really bring a high-quality feel to the space. A highlight was the timber coffered ceiling. This is a real statement piece, and when combined with the feature pendant lighting it gives a memorable first impression.

Why did you enter the SBID Awards?

As an organisation SBID represents interior designers at the highest level, championing quality and professionalism both in the UK and internationally.

With these credentials entering the awards allows us to showcase our best work and presents an opportunity (if shortlisted) to measure how we compare to others in our industry.

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

Being a finalist means a huge amount to the business, the associated media, social and PR platforms of SBID brings great exposure to our studio.

Being able to associate ourselves with the values, reputation and international recognition of SBID allows us to demonstrate the quality of our design work not just for this year but years to come.

Questions answered by Paola Leon, Founder & Lead Designer at Paola Leon Design.

When x+why first got the keys to the Arding & Hobbs building in central Clapham, it was clear this was going to be a project like no other. Originally constructed in 1910 as a drapery and fabric store, this Grade II listed building has been a beloved local landmark for over a century.

Interaction were honoured to collaborate with x+why to transform this building into x+why’s newest coworking site and private members’ club, after it had sat vacant for five years. We worked alongside x+why’s talented design team in a detail and build role, helping to bring the flex space operator’s vision to life. Our shared mission with x+why was clear: create a high-end, intricately-detailed workspace and private members’ club that would honour the building’s heritage while fostering a new, vibrant community in Clapham.

"Interaction have been brilliant to work with on this landmark project. From the start, they took the time to understand the building’s history and our design intent, and they’ve done an exceptional job bringing that vision to life. Their attention to detail and craftsmanship are second to none, and they’ve been a real joy to collaborate with throughout." - Phil Nevin, CCO, x+why.

A Workspace Like No Other: Two Distinct Sides

The finished space offers a blend of historic charm and modern functionality. On one side, a coworking area provides dedicated desks, 30 serviced offices, phone booths and podcast room, all designed to accommodate businesses of all sizes looking for flexible office space in one of London’s busiest neighbourhoods. Reflecting the demand for high-quality, characterful workspaces, the flex space was already 50% let before opening, surpassing projections and demonstrating the viability of investing in well-designed, heritage-led flexible spaces.

On the other, Clapham’s first private members’ club, The Arding Rooms, feels glamourous and luxurious. The space offers a restaurant, bar, bookable lounges and meeting rooms, as well as an events space including an auditorium and anteroom. Designed for a day-to-night transition, the club is bright and welcoming during the day, ready to transform into a moody, indulgent social space in the evenings – perfect for evening drinks.

Inspired By History: Faded Glamour

This entire project is a celebration of detail, quality and heritage. We worked to enhance and compliment the building’s historic features, including its vast domed roof light, intricate mouldings, exposed brickwork and the iconic cupola – soon to be repurposed as a rooftop bar with views over Clapham and Wandsworth.

The design inspiration was ‘Faded Glamour’ – a layered elegance that hints at a grand past while feeling relaxed and unpolished. Think patinas, velvets, tarnished metals and aged finishes. Every detail has been chosen to make the space feel as if it’s been part of Clapham for a century – conjuring all the atmosphere of a vintage cigar lounge, only without the smoky haze.

Design choices were inspired by the subtle colours from the dome, with soft yellows, deep purples, blues and greens echoed in upholstery and finishes. A star motif from the dome now runs subtly through the building, appearing in drawer pulls, vintage mirrors and the bespoke banquette seating.

References to the building’s history as a drapery are woven throughout, including a poetry quote above the bar – ‘until the fabric speaks & the textile is the text’, embossed in gold-leaf. The bespoke aged oak herringbone flooring, chosen for its durability, ties seamlessly with the historic surroundings, each plank having been tumbled with stones to create a timeworn finish.

Artisan details bring a further layer of richness: a handmade mirror in the bar was crafted using traditional silver nitrate techniques, while gold-leafed handwritten signs from Bath-based Newbigin Signs guides visitors through the space. Lighting was integral to the design, creating a space that feels moody and welcoming simultaneously, with period-inspired feature lighting sourced from Jim Lawrence and Felix Lighting adding warmth and character throughout.

"Working precisely to x+why’s innovative design, the aim was to preserve the building’s rich heritage. It’s rare to work on a site with so much character, and we’ve taken great care to preserve those special architectural features while introducing a premium design that will inspire the community for years to come. It’s truly a unique workspace!" - Martha Gray, Creative Lead, Interaction.

Design Features: Details That Matter

In celebration of the building’s history, the meeting rooms are named after haberdashery terms. Styling pieces sourced from local markets and vintage stores echo the soft colours and star motif of the domed roof light, with the motif also appearing in bespoke joinery crafted by Berdalout. A traditionally-made, handcrafted mirror adorns the bar. Even the toilets carry a sense of indulgence, designed to capture the feel of glamorous days gone by.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features a dynamic and collaborative design by 2024 SBID Awards Finalist, Woodalls Design.

WeTransfer HQ in Amsterdam is a collaboration hub of inspiration and togetherness, marrying functionality with technology while capturing the brand’s values of championing ideas and connecting the world with creativity. For a young, dynamic workforce, the new central location in the heart of Amsterdam was integral, with the neighbourhood instilling an atmosphere of vitality before even stepping foot into the office. Here, the remote-first team comes together, forges meaningful connections, and cultivates a sense of community and purpose. We curated a multi-functional space that catered to their workforce’s needs while championing their values of supporting artists and the creative world.

What was the client's brief?

As part of the strategic relocation to central Amsterdam, WeTransfer appointed Woodalls to create a workplace that would act as a collaborative hub. The multi-functional space needed to meet the diverse requirements of different departments and clients to unite them with a primary goal of fostering a cohesive culture. It would become a space that would reflect and enhance WeTransfer’s brand, values, and commitment to supporting the creative community through its WePresent platform.

As a proud B Corp, the new workplace also needed to align to WeTransfer’s sustainability standards and its commitment to balancing people, planet, and profit; sustainable design practices were deployed with the space designed to achieve the ‘in use’ BREEAM certification.

Overall, the new environment aims to engage employees and clients, promoting culture, collaboration and social interaction and while reflecting the brand's sense of purpose beyond file transfer.

What inspired the design of the project?

WeTransfer HQ is a focal hub of inspiration and togetherness, marrying functionality, brand purpose and seamless technology; capturing WeTransfer’s values of championing ideas and connecting the world with creativity.

The design pays homage to its central location and aims to foster vitality and create a vibrant and communal environment for its dynamic workforce. Using vivid colors, vintage furniture, recycled pieces, ambient lighting, and personalised elements, the space exudes warmth and purpose.

One of the main objectives in the design was to emphasise the brand's larger purpose, which extends beyond file transfer. WeTransfer's mission includes supporting the creative community through its WePresent platform, with the company donating up to 30% of its advertising space to support artists and social causes. A notable design feature in the new workplace is the custom "gallery," a flexible exhibition space highlighting the brand’s commitment to creativity.

The workplace also incorporates innovative design elements that align with its identity as a tech company with a creative core. A central display screen at the entrance showcases brand advertisements and art installations, providing an engaging and dynamic welcome for visitors. The seamless integration of branding and art throughout the office creates an immersive experience for all, capturing the essence of the WeTransfer brand.

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

The layout, being composed of five Amsterdam townhouses with identical floor plans, presented a unique challenge for the team to navigate.

We took time to meticulously plan the floor layout and circulation of the space to ensure we could make the floorplate work for the diverse teams and their needs. We positioned a central, multi-functional café space, equipped with tiered seating, as a focal point for communal activities and events to emphasise the sense of community within the workspace and bring the spaces together.

The adaptable cafe space serves as a communal area for workshops, artist exhibitions, presentations, staff lunches, and socialising; reflecting the company’s culture. Brand graphics are incorporated into the design through glass manifestations, flooring, signage, and way-finding elements.

In addition to this, we conducted multiple engagement sessions to identify nuances and preferences of each team to offer flexible and multi-functional spaces across the floorplate to accommodate various working styles, from collaborative huddle spaces for creative teams to quiet areas for tech-focused employees.

We complimented the flow of the space and created cohesion across the floor plate by incorporating WeTransfer's brand graphics throughout the design elements and seamlessly integrating technology. Despite this obstacle, we successfully worked around a challenging floorplate to foster a vibrant, cohesive and collaborative environment that meets the diverse functional needs of WeTransfer's team and reflects its values and culture.

What was your team’s highlight of the project?

A highlight of the project was being able to reinforce the brand’s sense of creative purpose, which is to support emerging artists through its WePresent platform. Realising this vision through the bespoke "gallery" space enabled us to reflect WeTransfer’s continued commitment to this cause in a physical way. Adaptable gallery walls allow the brand to interchange artwork seamlessly and bring the space to life.

Additionally, our commitment to sustainable design has resulted in a workspace that not only echoes WeTransfer's values but also aligns with the company’s sustainability standards. Being a proud B Corp company, WeTransfer takes responsibility for balancing people, the planet, and profit. Woodalls ensured that the office aligned with their sustainability standards to achieve the “In-Use” BREEAM certification, which assesses the environmental performance of the building.

Our team implemented design practices to ensure BREEAM compliance including reusing 60% of the furniture to promote circularity and minimising waste and using locally sourced materials and fixtures like bespoke acoustic panels and light fixtures sourced from local Amsterdam manufacturers such as DeVorm and Refelt, as well as locally sourced vibrant tiles. These all help to minimise emissions as well as contribute to the local economy, fostering an atmosphere of responsibility and balance.

Why did you enter the SBID Awards?

We chose to enter the SBID Awards to highlight the exceptional work we had done for the WeTransfer office project. Our goal was to acknowledge our team's dedication and to present this outstanding project to our industry peers. The SBID Awards are highly esteemed and recognised in the industry, making it a prestigious platform for showcasing and celebrating our achievements. We are incredibly proud to have been appointed to create such a dynamic, cutting-edge and functional workspace for a leading-edge and well-rounded company like WeTransfer. We wanted to celebrate our talented team and project success with our colleagues, clients and peers and use the SBID awards as an opportunity to network with the wider industry. This project is one to be truly celebrated and SBID provides a leading platform to do this.

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

As a finalist in the SBID International Design Awards, it has been an incredibly meaningful and rewarding achievement for us at Woodalls Design. This recognition serves as a validation of our dedication to exceptional design and innovation in the industry. Being a finalist not only cements our reputation in the design community but also highlights our commitment to design and delivery excellence, producing outstanding and creative projects for our partners globally, such as the Kantar and WeTransfer projects, both of which were nominated for the SBID International Design Awards.

This acknowledgment reaffirms our position as global leaders in workplace design. We are proud of the hard work and ingenuity that went into the projects that earned us this recognition and are truly honoured to be recognised among our peers.

Questions answered by Irene Acevedo, Associate Designer at Woodalls Design.

This week’s instalment of the Project of the Week series features a sophisticated and functional office design by 2024 SBID Awards Finalist, Antrepo by Ozge Caglayan Studio.

Located in the heart of central London, the JS office project artfully blends contemporary design with the city’s rich historical character. At the core of the approach is the careful selection of high-quality wood, a material that embodies both tradition and innovation. This choice is not merely a nod to the past; it serves as the foundation for the entire space, linking the city’s heritage with a modern aesthetic. Through this focus on wood, the design team has created an office environment that not only reflects the client’s vision but also pays tribute to London’s enduring spirit.

What was the client's brief?

The client’s vision for their London office was to move away from the typical corporate setting and create a workspace that felt both personal and refined. They wanted an environment that reflected their company ethos while seamlessly blending sophistication, comfort, and functionality. A key request was the integration of high-quality, original materials such as wood, aged brass, marble, and leather to establish a sense of timeless elegance. Additionally, the design needed to prioritise usability, ergonomics, and efficiency while maintaining a unique and welcoming atmosphere.

Our design approach carefully balanced these aspirations by incorporating bespoke elements tailored to the client’s preferences. Through meticulous material selection and an emphasis on craftsmanship, we created a space that not only met but exceeded the client’s expectations, resulting in a workplace that fosters productivity, collaboration, and creativity.

What inspired the design of the project?

The design was primarily inspired by London’s architectural heritage and the desire to create a workspace that embodies both tradition and modernity. Our vision was to craft an office that reflects the city's rich history while seamlessly integrating contemporary aesthetics and functionality. The fusion of timber, aged brass, and leather played a crucial role in establishing a cohesive and sophisticated atmosphere, ensuring a warm and inviting ambiance throughout the space.

A significant design inspiration was the idea of continuity—creating seamless transitions between different areas of the office to maintain a harmonious flow. We achieved this through the thoughtful integration of wooden panels that extended across walls and ceilings, connecting spaces in a visually and structurally cohesive way. Additionally, bespoke handcrafted elements, such as intricately carved brass details and a custom wood-topped coffee table, paid homage to traditional craftsmanship while reinforcing the uniqueness of the design.

Functionality was another key driver of the project. The use of curved corners encouraged movement and interaction between different functions, while the incorporation of a central wood cabinet served as both a visual anchor and a practical storage solution, optimising space without compromising aesthetics. The result was a space that not only met the client’s practical needs but also provided a sanctuary of productivity and inspiration.

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

One of the most challenging aspects of the project was ensuring the seamless alignment and continuity of the wooden panels that connected different areas, including the meeting room, lobby, and CEO office. Maintaining precise visual consistency across these elements required exceptional attention to detail and coordination between design and construction teams. The challenge was further amplified by the integration of storage solutions within the central wood cabinet, which needed to serve multiple functions without disrupting the overall aesthetic.

Additionally, working within the constraints of space meant that every design decision had to be both efficient and purposeful. We tackled this by integrating storage solutions into a single multifunctional furniture piece—the central wood cabinet—allowing us to maximize usability without sacrificing visual harmony.

Another significant hurdle was balancing sustainability goals with the high-end material selections required for the project. We addressed this by prioritising environmentally friendly materials and implementing energy-efficient strategies. For instance, we carefully selected wood for its sustainable properties and long-term environmental benefits, ensuring that the project aligned with responsible design principles. The use of Smart Building Technologies and energy-efficient lighting further reinforced our commitment to minimising environmental impact.

What was your team’s highlight of the project?

One of the proudest achievements of the project was the successful execution of the intricate brass detailing, particularly the custom-carved brass logos that greeted visitors in the reception area. These bespoke elements not only added a distinctive touch but also reinforced the company’s identity, enhancing the overall brand experience. The integration of brass details throughout the office demonstrated our team’s dedication to precision and craftsmanship.

Another highlight was the multifunctional central wood cabinet, which played a pivotal role in shaping the layout and functionality of the office. By seamlessly integrating storage solutions and spatial divisions within a single design element, we created a visually striking and highly practical feature that set this project apart. The elegant transition of wooden panels across walls and ceilings further emphasized the sense of continuity and cohesion that defined the space.

Beyond the design itself, one of the most rewarding moments for our team was receiving positive feedback from the client. Their recognition of our ability to transform their vision into a reality reinforced the success of the project and highlighted the impact of thoughtful, detail-oriented design. Seeing the office become a space that truly resonated with its users was a testament to our team's dedication and creativity.

Why did you enter the SBID Awards?

I entered the SBID Awards to showcase my work on a prestigious international platform that celebrates excellence in design. The competition provides an opportunity to gain industry recognition, connect with leading professionals, and receive valuable feedback. Winning or being shortlisted would be an incredible honour, helping to elevate my brand and inspire future projects.

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

Being an SBID Award Finalist with not just one, but two projects has been an incredible honor and a defining moment for my business. Having my work recognised on an international stage, one project in the UK category and the other in the Europe category in Zurich, has reinforced my commitment to excellence in design. This recognition has elevated my credibility, expanded my network, and opened doors to exciting new opportunities. It has also been a great source of motivation, inspiring me to continue pushing creative boundaries and delivering outstanding projects.

Questions answered by Ozge Caglayan, Founder of Antrepo by Ozge Caglayan Studio.

Which elements of your profession do you enjoy the most?

The versatility of the projects I get introduced to. Every project, every space and its parameters, every client, every place is so uniquely different that make my job so intriguingly expressive. The fact that I take on projects internationally, as well as the fact that I collaborate with international clients all over Greece, provides an exquisite variety of options to learn new things and apply my expertise on an ever-evolving landscape. I have the chance to interact with inspiring people, get accustomed to their life, their habits and their cultures and consequently I must stay constantly initiative taking to explore all aspects of a project and be creative.

What has been your most memorable career highlight from the past year?

Actually, there are two memorable career highlights from the past year. One of the most recent projects I designed and built, the Garage Transformation into a Micro-Residence, received a Gold Award at the Greek Interiors 2024. And a few months later, the same project received a Big See Architecture Award 2025, the South-East Europe Awards. I feel extremely honoured for both awards. I am very proud of the work produced by my building collaborators on this project and on every project. I constantly push them (and myself) to stay motivated and step a little bit further each time, to produce an impeccable result with the highest attention to details. And of course, I am very thankful to my client, who has been a recurring client and consequently, a good friend, for introducing to me this idea at first, that evolved in such a wonderfully creatively rewarding experience.

What are your favourite types of projects to work on and why?

I absolutely enjoy all projects I work on, as all of them are different and this is a remarkably high motive to research, explore, design, create and build so many different environments for so many unique people. However, I do enjoy most the projects that I coordinate with all aspects from the very beginning to the very end. That is, produce an overall bespoke design on a particular brief and build the creative outcome ready to be used by the owners. The whole creative process brings in so many experiences and highlights in its own way, new paths to my professional and personal journey.

What are the most challenging aspects of working in interior design?

The set of challenges of working in interior design can assess both technical and people skills. You must balance creativity and functionality, as you come to create spaces that are visually appealing while remaining functional and liveable. This balance often requires innovative solutions to merge artistic vision with everyday usability.

Furthermore, managing client expectations is very important and a whole new challenge, as clients may have an initial vague vision, but it is up to the designer to comprehend this vision and translate it into a coherent design plan that involves active listening, clear communication, and sometimes negotiation.

In this equation one must add the budget constraints, as well as the time management and the project coordination aspects that are especially important so that the original creative solution is applied seamlessly. And of course, you must be educated on current technical elements that enhance and most of the times, complex the design, yet provide a whole new level of facilitation to the users of your designed space.

What do you wish you knew before working in the field?

I wish I knew how to run a business. In no way do you know everything right after your studies. Yet, you have a good foundation on which you continuously work on, shaping and structuring your creative aspects, while working with so many kinds of people. However, at the same time, you are running a business and this is a world you just dive into. And, among other things, you are expected to find ways to balance your creativity within a rigid, impersonal and unknown environment.

If you could give one tip to aspiring designers, what would it be?

To embrace a mindset of continuous learning. The design world is ever-evolving, so never stop exploring contemporary trends, techniques, and technologies. Staying curious not only helps you develop your unique style but also keeps you adaptable in a dynamic industry. In this way, I believe that a designer sets the foundations to produce uniquely created environments that correspond effectively to the needs and requirements of their clients or the end user of these environments.

How do you see the interior design industry evolving in the year ahead?

The interior design industry is evolving rapidly, influenced by sustainability, technology, and changing lifestyle needs. In the year ahead, I believe we will see even more sustainable and eco-friendly design, emphasising further on biophilic design and using natural materials. Also, in terms of technology, planning and visualisation will be easier thanks to AI powered interior design tools in conjunction with smart-designed furniture, AR and VR.

The transitional style is getting more popular, mixing old and modern style to create a distinctive touch and bled vintage aesthetics with modern design elements. Layered textures, bold patterns and unique art pieces are on the frontline, while moving away from neutral tones, rich, moody hues like deep blues, terracotta and forest greens are here to stay.

In addition to the above, I believe there will be greater appreciation for handcrafted and locally made furniture and décor, as well as a rise in cultural and traditional influences, incorporating global design elements into modern homes, thus, supporting small designers and craftsmen.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

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.

This week’s instalment of the Project of the Week series features a colour coordinated office design by 2023 SBID Awards Finalist, Katja Kessler Kreation.

A former 17-storey high-rise signature office building which was abandoned for years and only populated by an army of pigeons is currently subjected to a complete makeover. The first task Katja Kessler Kreation is assigned with by the client: creating a unique interior design handwriting for various functionalities within the building (such as the entrance lobby, the spacious day bar, the boarding homes, the coworking settings and the panorama conference floor). Second task: These highly elaborated fancy floors should effortlessly blend into the building’s all-over-design (created by Katja Kessler creation, too) which is targeting a more classy design.

What was the client's brief? 

A former 17-storey high-rise signature office building in the heart of Germany which was abandoned for years and only populated by an army of pigeons is currently subjected to a complete makeover. The client wants the interior to serve a vast variety of different functionalities and purposes including a day bar, boarding rooms, co-working settings, offices and conference floors. He asked us to give every single area an individual touch that would provide a high recognition value within the building while blending into the all-over design.

What inspired the design of the project?

We were primarily inspired by the monotonous grey and cold concrete shell of the building. Therefore to set a contrast, we decided to give each floor a distinctive feature by attributing individual vivid colour-codes.

The history of the building - a former Telecom headquarter from the seventies – had a big impact on our design philosophy of this project, too. An old phone booth was reinvented, its windows replaced by screens, and now serves as a guide post for visitors entering the building. The pages of an old telephone book were digitally obtained, replicated, and printed as a wallpaper and now cover the walls of the entrance area. All these are examples of how attention to small details can have a significant impact on the over-all appearance. Redefining old and meaningful components to incorporate them into the building has been a major key to the all-over interior concept of this project.

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

The sheer size of the project, the number of people involved, and the range of functionalities and purposes – all these aspects accumulated into one big challenge: Not to lose track of the core ideas and principles of this project – to create an inviting modern interior which doesn’t need a manual to be understood but provides an iPad moment, because it is self-explaining.

What was your team’s highlight of the project?

Amidst the messy construction site full of dirt, dust and junk piles we staged a fully equipped pop-up hotel room made up only of four drywalls and a door. Passing through this door was like glimpsing into the future: Sunlight was flooding through cosy velvet curtains, a bed with fluffed pillows dared you to take a spontaneous nap, and a toothbrush on the stylish looking vanity awaited your late-night routine. This was a moment of wow, accompanied by a breath-taking view over the city skyline.

Why did you enter the SBID Awards?

I've been following the SBID Awards for a long time and have repeatedly been inspired and impressed by the submitted projects. This year, I thought now or never and submitted my own application.

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

So many people congratulated us for the nomination via social media. It feels like participating in a kind of interior Oscar. That alone has been a great compliment for me and the rest of my team.

Questions answered by Katja Kessler, Founder of Katja Kessler Kreation.

This week’s instalment of the Project of the Week series features a feminine and serene office design by 2023 SBID Awards Finalist, Shalini Misra.

On a thriving street in London’s Mayfair, Shalini Misra has designed the interiors to a feminine, modern office space with a curated mix of materials from marble and timber with metal accents to fluted glass. Artwork is hung in the entrance, main office and board room giving a high-end residential feel. The main office is separated from the other areas with a glass fluted wall to allow light to flow throughout the space, with motorised blinds installed for privacy. Plants are placed throughout to bring in the essential presence of nature and the terrace provides a private outdoor space.

What was the client's brief? 

The client aspired for an office space that radiates a homely, feminine, modern, and serene ambiance, enriched by an abundance of green elements. With a harmonious combination of materials like timber, marble, glass, and elegant metal accents, the bespoke shelves incorporate captivating accessories, creating a striking backdrop for the client. Meticulously crafted custom furniture, rugs, and the addition of exquisite Hermes and silk wallpapers catered to individual needs, elevating each space with an extra layer of elegance and charm. Additionally, the use of burgundy and navy upholstery infuses a vibrant and colourful rhythm throughout all areas.

What inspired the design of the project?

Our design approach was guided by the client's love for nature, greenery, and abundant natural light, along with her impressive art collection. The design layout seamlessly integrates a cleverly crafted glass-fluted wall that delineates the main office space, allowing for the uninterrupted flow of natural light while ensuring privacy through the inclusion of motorized blinds. Carefully positioned plants breathe a vital sense of nature into the setting, while the terrace offers a secluded outdoor sanctuary.

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

Although we faced challenges posed by joinery-related delays, achieving timely project completion was effectively overcome through swift on-the-spot solutions, ensuring the smooth progression of the project.

What was your team’s highlight of the project?

When we handed over the project to the client, she was thrilled. Over the years, every time we see her or hear from the team, they fondly recall the office's inception and express ongoing enjoyment of their work environment.

Why did you enter the SBID Awards?

I entered the SBID Awards to showcase my recent interior projects, gain recognition within the industry, and connect with fellow professionals. The awards provide an excellent platform to highlight my studios creative abilities and contribute to the broader design community.

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

Being a finalist in the awards has been an incredibly rewarding experience for me and my design studio. It signifies that our hard work, dedication, and innovative approach to interior design are being acknowledged and celebrated by our peers and the industry. This recognition not only boosts our team's morale and motivation but also enhances our credibility and reputation. It inspires me to continue pushing the boundaries of creativity in our projects.

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

Global family business, Metdist, required their new UK base to become their home-from-home, and it was up to Anomaly to make this their reality, creating a stylish space that brought together the multiple functions of the business all in one open plan space. The 5,806 sq ft space includes an art studio, private offices, and a breakout space, all within a neutral palette.

What was the client's brief? 

The client, Metdist - a global family run business - was driven to create a space fit for their London office HQ in the established Regent’s Park surroundings. The design directive was underpinned by Metrist’s belief that they, their staff, and their clients should connect emotionally with the spaces they work in. The existing building was a unique modernist warehouse and to be retrofitted from its industrial past into a sustainably lead office, layered with colour, materiality, and a wonderfully ferocious eye for detail from the client.

What inspired the design of the project?

The client held the belief of fine craftsmanship to bond the old and contemporary architecture, a focus of bespoke joinery and working with the existing industrial structure was a key source of inspiration. The brief required an intertwining of functional spaces that were fit for use, but also adaptive to their growing team. The joy of working closely with a family-owned business was the exploration of each family member and what this space meant to them, and their full engagement across the process to push us as a practice. We developed and designed spaces that reflected their individual personalities but also their family as an identity which has been going for three generations.

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

Balancing the rigid geometry of the sawtooth structure against the client’s appetite to deliver more open and softer spaces. Curved walls don’t go into pitched roofs without a headache or two. In addition, the proximity of the site to the London Underground was a curious hurdle that logic would ordinarily dictate as unnecessary. The removal of a single, non-load bearing column took 9 months to be approved which was a thrilling experience.

What was your team’s highlight of the project?

The client's enthusiasm for bold and daring ideas was definitely the highlight, it made the collaboration extra exciting and appealing, and reaffirms that a great scheme isn’t born from indifference, but through being challenged, through debate, testing the ludicrous and playing with the salacious to get create something worthwhile, not meanwhile. Working with a non-profit charitable institution added another a-typical dimension to the scheme, providing philanthropic assistance through the promotion and assistance of arts, history, culture, education, and relief work – so what’s not to love!

Why did you enter the SBID Awards?

We entered the SBID Awards because they acknowledge excellence in design, and we think this scheme is excellent... at least that is what Metdist told us. Anomaly is not a practice of the individual, but collection of others producing work of note. To have this seen, to have this recognised is validation of what the team strive for and own on each project.

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

Getting to tell the team that designed this that it isn’t just us that think you’re a class act, but your peers do to. That what we’re doing has reach beyond the studio, and beyond the relationships we have with our clients.

Questions answered by Nina Greenwood, Lead Designer at Anomaly.