Pia Design Showcases the Transformative Power of Bold, Joyful Residential Design

This week’s instalment of the Project of the Week series features a vibrant apartment design by 2025 SBID Awards Finalist, Pia Design.

Pia Design was commissioned to add personality and fun to a blank canvas apartment, a recently converted former post-office sorting building. The client was keen to think sustainably and not rip out any fixtures or fittings unnecessarily, and to mix and match new and vintage pieces. Through thoughtful design choices and a commitment to the client's vision, the Garden House project radiates colour and personality, turning a white box apartment into a vibrant and welcoming home.

What was the client's brief?

Our client wanted to transform a blank-slate, newly converted apartment in Islington into a vibrant home that truly reflects their personality. The brief called for warm, joyful colours - particularly pink and yellow - and challenged us to weave those playful tones throughout the space to create a cohesive, spirited sanctuary in the heart of London.

What inspired the design of the project?

The project was inspired by the client’s passion for colour - especially bold, cheerful hues - and our desire to craft a lively, creative atmosphere. We embraced floral wallpapers and expressive prints to wrap each room in joyful energy. Custom details - like a scallop-edged wall to wall headboard in boucle with pink velvet piping, vibrant bespoke vanity units and a playful trolley island with a scallop edge trim and brass castor wheels - brought personality and flair to the home. These pieces, combined with vintage finds and thoughtful layering, transformed the newly built ‘white box’ into a warm, lived-in haven.

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

I am pleased to say this was quite a smooth-sailing project! However, one of the challenges was around the architecture of the space - with the many tall / narrow windows, there was not a lot of wall space, so the layout was tricky to resolve - particularly where to place the TV so that it didn’t produce glare. We resolved this with custom pink velvet curtains that could be drawn behind the TV when the light was too bright.

What was your team’s highlight of the project?

Our favourite moments were around the bespoke elements - the scallop-edged, upholstered headboard against the vibrant pink Woodchip and Magnolia wallpaper, and the impact of the bespoke kitchen island trolley on castors, the pink scallop trim contrasting against the monochrome of the existing kitchen. It was a joy to see so much colour injected into what was such a blank canvas apartment to begin with.

Why did you enter the SBID Awards?

We decided to enter the SBID Awards to showcase the transformative power of bold, joyful residential design - and to celebrate how contemporary, sustainable interiors can be both fresh and expressive. Garden House exemplifies our believe in spaces that are authentic, personal and enduring, that come together through respect for the existing architecture and fittings, and how creative ingenuity can breathe new life into the old - and save landfill waste in the process.

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

This is our third-year running being named a finalist so we are very proud to be shortlisted again! Being named a finalist affirms our commitment to creating interiors with personality and purpose. It’s a wonderful validation of our design philosophy and for our team, it’s both an honour and a boost of confidence, reinforcing our direction and inspiring us to continue to create sustainable design projects.

Questions answered by Pia Pelkonen, Creative Director at Pia Design.

This week’s instalment of the Project of the Week series features a modern Scandinavian styled house design by 2024 SBID Awards Finalist, Pia Design.

Pia Design were commissioned to design and specify the interior architecture and full interior fit out and furnishings for Pond Place, a 5 bedroom family home in St Albans designed in a clean, minimal Scandinavian style. The striking features of the property are the use of Dinesen flooring throughout, minimal, floating staircase by Smet, and bespoke, custom built in joinery by End Grain and bathrooms in microcement and recycled glass tiles. The colours of the design are inspired by the striking garden landscaping by Rosemary Coldstream.

What was the client's brief?

The brief for Pond Place was to create a tranquil yet functional environment that reflected the client’s love for nature while accommodating their lifestyle needs and kept clutter to a minimum. We aimed to design a space that fosters connection and well-being, integrating natural elements with luxurious details. Our focus was on creating a sense of calm and serenity, blending modern Scandinavian design with the beauty of the surrounding landscape.

What inspired the design of the project?

The design was inspired by the surrounding environment—particularly the pond and natural greenery. We worked closely with Rosemary Coldstream, the landscape designer, to ensure our designs worked cohesively together. We wanted to seamlessly integrate the indoors with the outdoors, drawing from organic forms, soft textures, and earthy tones. The concept was to evoke a sense of calm and relaxation, using nature as a guiding principle to design a sophisticated, timeless space.

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

One of the toughest hurdles was the short design period as we were brought onto the project team late in the process - therefore, we had only 4 weeks to pull together the design visuals for the whole house, in order to make the tender deadline. Further down the line there were some significant delays with the project once the building works started - in total, from the date we started the concept designs, to the date the project was completed and installed, it took around 6 years!

What was your team’s highlight of the project?

The highlight of the project was the final reveal to the client, who was thrilled with how the space transformed into a seamless extension of the natural surroundings. Our client had known their house as a building site for nearly 5 years, and wasn’t there for the final install, so it was such a rewarding experience to be there when the client saw their finished home for the first time, and to see the harmony between the interior and the landscape come to life. The project itself was a true testament to collaboration and vision - especially with it being such a long time in the making!

Why did you enter the SBID Awards?

We entered the SBID Awards to celebrate the success of Pond Place and share it with the wider design community. It’s an opportunity to showcase our passion for blending design with nature, and it’s an honour to be recognised by the SBID among so many talented designers from around the globe. The awards also provide us with a platform to connect with like-minded professionals, continue pushing creative boundaries and to showcase sustainable interior design.

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

Being named an Award Finalist has been a huge honour and a moment of pride for our team. It reinforces the hard work and dedication that went into Pond Place, and the recognition has been invaluable in helping us grow as a business and reaffirming our commitment to creating exceptional, sustainable design experiences.

Questions answered by Pia Pelkonen, Founder of Pia Design.

This week’s instalment of the Project of the Week series features a nature-inspired, family home design by 2023 SBID Awards Finalist, Pia Design.

Pia Design was commissioned for the sensitive refresh and redecoration of this dated but loved Georgian country family house. The clients wanted to keep as many of their existing furniture pieces as possible, opting to reupholster much loved heirloom items rather than buying new. Inspired by the stunning hilltop views of the North Downs surrounding the house, the concept was directly inspired by the natural surroundings and referenced the panoramic views of nature and invited the landscape in.

What was the client's brief? 

This project was an exemplary case study for us in sustainable design. Our client had collected good quality furniture pieces of the years, some of which were handed down throughout the generations and had a lot of personal meaning to the homeowners. They wanted to keep as much of their existing furniture as possible, whilst being conscious that they want to modernise the look of their home. We successfully reused every single item of furniture, only filling in gaps with new pieces where necessary. Their existing furniture was lovingly restored and reupholstered and the new pieces carefully selected or made bespoke to fit in cohesively with the existing.

What inspired the design of the project?

The entire design of the house from concept to design development was inspired by nature. Firstly, we considered the panoramic views of the South Downs visible from this hilltop house and how the colours would change throughout the seasons - this was reflected in the colours schemes, patterns and textures we selected for the house - from nature murals to a soft, seasonal palette of blues and greens, always offset with pops of warming accent colours. Secondly, the materials we chose were primarily natural, sustainable materials, such as Carrara marble, wooden flooring, and fabrics which were at least 75% natural fibres.

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

I would say that working with the client’s existing furniture and focusing so rigorously on not sending anything to landfill unnecessarily did come with its own challenges - we spent a long time playing around with what furniture could be reused in what room and how to refurbish existing pieces - often reupholstering can be more expensive than buying new furniture, so we had to consider carefully how to sensitively and cost effectively breathe new life into existing furniture that didn’t always feel like the best fit for some design schemes. For example, the client’s existing main bedroom bed was a very heavy, ornate wooden sleigh bed which felt overwhelming against the soft blue colour palette we recommended. We overcame this by opting for a custom, handpainted mural by De Gournay behind the bed, as well as large, bright coloured cushions, to draw the eye to these details as opposed to the heavy bed.

What was your team’s highlight of the project?

The highlight was undoubtedly when the client saw her home finished for the first time after the re-upholstered furniture arrived back from the workshop. When she reacted to her grandmother’s chaise longue brought back to life, I don’t think there was a dry eye in the room. It was very emotional and hugely satisfying to see the hard work we had put into the project be so appreciated and to see just how personal and meaningful everything in their home was to them, and to hear their feedback on how well they felt we had interpreted their brief and understood just how important retaining these heirloom pieces was to them. Of course seeing our project featured in Homes & Gardens was also a moment of great pride!

Why did you enter the SBID Awards?

Sustainability is at the heart and soul of everything Pia Design does, and this project has been such a perfect showcase of our commitment to our ethos and a testament to the fact that it is possible to design around what the client already owns without compromising the design aesthetic significantly. I think it would be a great achievement and even further testament to this if the project was deemed award-worthy.

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

Having been an SBID member for a few years now, to have been selected as a finalist, particularly with our sustainable project, has been a huge honour. We are still a young and growing business as well, so to be a finalist has given our team an enormous boost of confidence. I’m sure our clients will be excited to hear about our nomination as well!

Questions answered by Pia Pelkonen, Creative Director at Pia Design.

Can you describe your current job?

My current job is Creative Director at Pia Design - my own design studio. Our studio is currently myself and two full time interior designers. I oversee all the projects and present designs to our clients and set the creative direction of each project - my team are super talented at creating 3D visuals and detailed specification documents to deliver our ideas to the client.

What is your background and how did you get into interior design?

I had quite an academic start to my education and career - I completed the International Baccalaureate and then did a Foundation course in Art & Design and then a degree in Interior Architecture at Kingston University. I knew from my teens that I wanted to be an interior designer - my family moved country every two years throughout my childhood so I quickly learnt the importance of 'making a house a home’. I was also interested in psychology, and interior design allows me to combine my creative passion with my interest in understanding people. One of my favourite parts of the project is interpreting the brief and developing a design tailored to the client’s taste.

Describe an average day in your job role.

My days can be varied but typically I start the day with a team call to review project progress and our to-do lists for the day. I’ll then catch up on my emails and urgent payments / invoices before heading out to site visits - sometimes I have two or even three site visits in a row. Then it’s back to the studio to review the work of my design team from the day, catching up on more emails, and occasionally I’ll have evening calls with my clients who are in different time zones or too busy to speak during the day time. After dinner, I’ll usually sit down with my iPad and browse Instagram or Pinterest or read magazines for an hour or two, saving inspiration ideas for our current projects.

Which elements of your profession do you enjoy the most and/or find the most rewarding?

I love the conceptual part of the project the most - working out who our client is and what they like, often reading between the lines or drawing inspiration from what they already own or from their artwork. It’s great to see their reactions to the initial concepts and then build the designs up from there - the most rewarding part is of course seeing the finished result of our designs and a happy client!

Is there anything new you are excited to be working on?

What do you find the most challenging aspects of your job?

Keeping all the plates spinning! We typically have between 10-15 projects at any one time, all at various stages, and we take on project coordination for many of our projects as well… so a lot of what we do is organising and keeping on top of timelines to make sure projects run efficiently and on time. There can be a lot of unknowns during the building works stage so often we have to be quick to rethink ideas and find solutions on the spot if things don’t pan out how we intended on site.

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

What would you tell your younger self if you had the chance?

Trust your intuition and knowledge, don’t be discouraged by disagreements and stand up for yourself! There are a lot of big egos in this industry and it’s important to believe in your vision and sometimes you have to stand your ground to see your vision through.

What has been your favourite project to work on?

We recently worked on the redecoration of a large country manor in the North Downs which was in dire need of updating. The client owned a lot of heirloom furniture pieces that they wanted to bring back to life and was excited to work with us from a sustainability perspective. We were careful not to rip out anything that was still in good condition, choosing instead to repair, reupholster and rejuvenate everything from existing joinery to the furniture. The client was so happy when she saw her home of many years and inherited furniture pieces lovingly restored that she cried tears of joy.

What do you think is the biggest problem the interior design industry faces?

Construction is one of the most polluting industries in the world and interior design is unfortunately a guilty party to the waste created. I think the industry needs to adapt and change quickly to focus on more sustainable ways to refurbish and I believe that designers are not only responsible for implementing this change but that we have the power to set the direction of change by helping our clients make more planet-friendly decisions during their renovation project.

Which people do you admire the most in the industry and why?

I am a huge admirer of the Finnish Architect / Designer Joanna Laajisto - I love the way her designs are a contemporary take on classic Scandinavian design and her focus on sustainability in her material selection. I am also in awe of Sophie Asbhy and how she has built a successful brand and business, as well as her involvement in setting up the United in Design initiative.

Why did you decide to join the SBID?

I decided to join the SBID to feel a sense of community within the interiors world and to be involved and connected with new suppliers and trade events. It’s also really important for the types of clients that we work with that we can demonstrate a high level of professionalism, which being a member of the SBID’s international community provides.

Questions answered by Pia Pelkonen, Founder and Creative Director, Pia Design.

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