SBID Icon Insights: Harrods Interior Design Exceeds Expectations with Inspiring Spaces

Can you share a project that best represents your design style?

At Harrods Interior Design, sustainability underpins our design philosophy, and our designs incorporate natural features that enhance the built environment allowing our clients to experience the lasting value of thoughtful, sustainable choices. As we evolve our sustainability approach, we place significant emphasis on working with suppliers and contractors who share our values. We prioritize partnerships with those who actively demonstrate commitment to circularity, regeneration, climate impact reduction, and community wellbeing, while also upholding worker rights and safety standards.

What trends do you see shaping the future of interior design?

With the always on, access-anything-anytime culture we now live in, the need for flexible Living spaces will continue to grow and designing for emotional ease and playful inspiration will be just as important as function. Focus will concentrate on sustainability with architectural resilience and low-tox living the priorities. Integrated tech, particularly the introduction of AI agents will soon become part of everyday life, the key to success will be designing smart interiors that still feel simple.

How do you incorporate sustainability into your designs?

At Harrods Interior Design, sustainability underpins our design philosophy, and our designs incorporate natural features that enhance the built environment allowing our clients to experience the lasting value of thoughtful, sustainable choices. As we evolve our sustainability approach, we place significant emphasis on working with suppliers and contractors who share our values. We prioritize partnerships with those who actively demonstrate commitment to circularity, regeneration, climate impact reduction, and community wellbeing, while also upholding worker rights and safety standards.

What sets your work apart in the industry?

Most importantly, we have a sense of belonging to Harrods and its values - the dedication to its customers and its legacy for curating the finest in luxury living. This unique position allows us to deliver interiors that are not only beautifully designed but also infused with storytelling which is perfectly tailored for the people it is designed for.

We listen - to our clients, to the spaces we design, and to the ever-evolving relationship between form and function. We also adopt a co-authoring design journey with our clients, where we champion their engagement and take much pride in how this part of our process contributes to the success of our projects.

Can you highlight one or two of your most iconic projects?

We have worked on a wide range of exceptional projects within the UK and abroad and are proud of the experiences they fostered.

One example of an iconic project we completed recently was a private residential home for a young couple. This was an international project which went through a 2-year design process to remodel an existing 80s-built shell and transform it into a Parisian-inspired sanctuary from the Empire design era of the early 1800s. It was a masterclass in meticulous research, design and execution and a jewel in our repertoire.

One of the main challenges when working on an international project, more specifically, is the collaborative and management piece with other consultants and disciplines, few of whom may not be familiar with the specifics of that territory. To overcome this, we not only reported weekly and comprehensively as the main conduit between all disciplines but were also based abroad for the duration of site operations and finishing. This adaptability to a project’s needs and pulling in the appropriate resources was key to the project’s journey.

How do you collaborate with other professionals, such as architects and engineers?

For major projects, we collaborate with a team of exceptional consultants, with architects as our first and foremost partners in shaping the design vision. This design-led approach extends to specialists in lighting, acoustics, smart home systems, and landscape design (to name a few) —ensuring that every element is seamlessly integrated from the outset.

Crucially, our dedicated project management team plays a vital role in facilitating communication and coordinating requirements across this wider network of professionals. Their expertise ensures a structured workflow, maintaining efficiency throughout the project.

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

Absolutely. Our access to a network of suppliers, manufacturers, and brands is highly valued and we champion opportunities to collaborate to achieve something special together. As an example, we celebrated Harrods’ 175th anniversary last year and joined forced with another British institution to create a capsule collection of stunning wallpapers with Cole & Son. These partnerships allow us to create limited editions that elevate our designs beyond the ordinary or expected.

For our projects, we value our curated network which also enables us to provide a truly bespoke experience, offering our clients access to pieces and finishes not available anywhere else, ensuring that every interior we design is truly unique and refined.

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 rich and relaxing residential design by 2025 SBID Awards Finalist, Georgina Robertson Interiors.

Georgina Robertson Interiors was chosen to design and specify the layout, lighting design, finishes, furniture and soft furnishings for Bullfinch Way. Maximising storage and decluttering this multi-functional kitchen, dining, and living room extension were key to the success of the project to create a calm but bright space to relax and entertain in. As a compact space, custom joinery was crucial to the design as well as clever lighting design to enhance the ambience in the evenings. Layering textures and prioritising hard wearing materials such as LVT and quartz were essential in this highly utilised and functional space.

What was the client's brief?

The owner had hastily furnished the kitchen and extension when it was first built around 15 years ago, but it was never quite what she wanted, so she asked for my help. The client wanted to maximise storage and declutter the space entirely as well as having the perfect space to entertain and relax in the evening and at weekends.

She explained that she wanted the space to feel calm but bright even though she loved darker tones with minimal colour.

What inspired the design of the project?

The client was inspired by Scandinavian and Japandi styles which heavily influenced the design direction from the beginning. The space needed to work hard to incorporate everything the client wanted so I approached the design trying to maximise every inch of space without making it feel overwhelming.

The slatted panelling that now frames the kitchen was the starting point for the dark accents and it links the cabinetry on either side of the living space. There’s a dramatic bulkhead over the island and into the extension so instead of trying to hide it, I decided to make it into a feature. You can see how the rich, dark elements in the design are set amid off-whites, adding definition while keeping an airy feel.

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

The main design hurdle was how to incorporate all the storage the client needed without making it feel cluttered or too full again. When installing, we pulled the tiles off the wall in the kitchen, the whole wall came down. The existing flooring had also been laid on top of old floor tiles which were both big setbacks which we weren’t expecting but were easy to overcome. They did delay the project but not hugely.

What was your team’s highlight of the project?

The highlight was seeing how well we had maximised a relatively small space and given the client everything she needed and more - with it still being beautiful and functional. The client had a bad experience with the initial extension build so to transform the space into something she loved was incredibly rewarding.

As a standalone, the pantry was a fantastic design choice and use of space - especially with the wine rack incorporated!

Why did you enter the SBID Awards?

I felt this project was worthy of recognition on a wider scale. What we achieved with this size of budget is unheard of. We transformed a kitchen, snug, and dining space with all custom joinery, quartz worktops, new appliances, furniture, and lighting all for under £50,000 to an exceptionally high standard which we pride ourselves on.

The client was over the moon, so it only felt right to enter this project to the SBID awards.

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

We’ve had some amazing engagement on our social media from old and new followers, supporting the achievement in itself and also voting for us in the awards. Just to be recognised as a finalist in such a prestigious award is incredible and we feel privileged to be involved this year.

Questions answered by Georgina Robertson, Founder of Georgina Robertson Interiors.

Can you share a project that best represents your design style?

My style has evolved over time and is very much inspired by my travels. I have been fortunate to visit many countries and experience so many exciting cultures and ways of life. Since early 2024 I’m renovating a unique property in Holywood, County Down, a beautiful hidden gem dating back to 1838, it’s going to be stunning!

How does your team collaborate on major projects?

Everyone gets involved! We’ve a dynamic team of 22 people, each role and every person on the team is vital to the overall success of a project completion. We have weekly planning meetings to prepare for the week ahead, we brainstorm and look at each project from all the various disciplines and directions. We set goals and objectives and I encourage the team to work together seamlessly with empathy and patience, leveraging their collective skills and knowledge to overcome challenges and achieve a successful result.

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

Staying ahead in design isn’t about chasing every trend; it’s about staying aware and well informed whilst creating timeless designs that aligns with your clients. The creative team & I take trips throughout the year to visit our trusted suppliers, many of them who have become close friends. We always look forward to our visits to Chelsea Design Harbour, the annual design weeks in Paris and Milan and our supplier factory visits. I absolutely love visiting the extraordinary workshops of our manufacturers, it’s a privilege to be able to support and continue the centuries old craftsmanship of these ateliers and workshops.

What sets your work apart in the industry?

We act as a creative partner to craft our client’s vison for their project, creating unique and thoughtful concepts, sensitive to the property, its location and heritage rather than a standard house style. The whole team is passionate about design and provides a truly personal service to each and every client. The creative team fully develop every aspect of each individual project: from spatial planning, lighting design, furniture layouts, bespoke joinery, kitchen and bathroom designs to specifying the finest furniture, luxury fabrics and so much more to achieve an end result that works. This is what good design is all about, creating a home that functions as well as it looks.

What challenges did you face during your iconic projects, and how did you overcome them?

On reflection probably the biggest learn from working on projects is to ensure that the interior design team are engaged early enough in the project, something that often is out of our control. The bones of the building works are quite often well underway when we are appointed, when the contractor starts to request further details in relation the design intent and some of the key features of the home. The challenge for our team is trying to stay in front of the contractors, working under pressure to ensure we were a step ahead, this can in turn put the client under pressure to make decisions quickly. Encouraging our clients to start the process earlier has helped improve the flow of projects and the wider project team success.

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

Over the past number of years, I have been a guest lecturer at the Art College extending this to sponsorship of various awards to encourage students and the designers of the future. Annually the students attend the studio to meet the team and the various disciplines participating in the daily life of working in the design industry.

How do you collaborate with other professionals, such as architects and engineers?

Creative collaboration isn’t always easy. Mutual respect for each other’s professions, ideas and methods will go a long way to cultivating creative collaboration. We have developed a good strong network of trusted peers and this helps us all work as a successful project team. Each designer or architect will approach a project differently, that’s what makes our world so exciting; we respect this however always remember the client is the most important person in the process.

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.

Can you share a project that best represents your design style?

One project that perfectly captures our approach is the spa and wellness spaces at Raffles London at The OWO. We honoured the building’s history and Grade II listed status, while making it work for guests seeking modern, restorative and luxurious experiences. We introduced rich, layered interiors that reflect its legacy but feel contemporary, inviting, and rooted in the Raffles brand DNA. The result is a deeply transformative experience in the heart of the capital.

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

Staying ahead means always being open to change—whether that’s through travel, research, or immersing ourselves in new materials and technologies. We’re constantly looking at how different cultures and industries approach design, taking inspiration from everything from historic restoration techniques to cutting-edge innovations in sustainability.

What trends do you see shaping the future of interior design?

Clients want spaces that feel thoughtful, enduring, and environmentally responsible, but they also want storytelling and authenticity. The challenge is bringing those elements together in a way that feels seamless and natural.

Do you have a signature style or hallmark design approach?

We don’t believe in a rigid ‘house style.’ Instead, we design spaces that respond to their surroundings, their history, and their purpose. Whether it’s a heritage restoration or a brand-new development, every project is unique—but always underpinned by craftsmanship, materiality, and attention to detail.

How do technology and innovation influence your work?

Technology allows us to push boundaries in both design and execution. It’s about enhancing the experience of a space, not just making it look good. We always want to retain a personal, human touch as this is what makes our designs feel layered and unique, but technology that improves our experience and enhances our productivity is no bad thing.

What sets your work apart in the industry?

Our ability to breathe new life into historic spaces while making them feel contemporary and relevant. Whether it’s a heritage-listed hotel or a new-build concept, we create spaces that feel timeless, not trend-led.

Can you highlight one or two of your most iconic projects?

Beyond Raffles London, another project we’re incredibly proud of is the Imperial Riding School in Vienna. Transforming a 19th-century military equestrian school and former cinema into a luxury hotel was a unique challenge. We preserved its historic identity and infused it with the spirit of Vienna, creating a total immersive experience for guests.

The biggest challenge with historic buildings is how to bring them into the present without losing their essence. Whether it’s structural limitations, conservation restrictions, or navigating modern expectations, it’s about thoughtful intervention—using lighting, materiality, and spatial planning to enhance rather than alter.

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 an intricate and creative residential design by 2025 SBID Awards Finalist, Angel O'Donnell.

Angel O'Donnell took the bones of a Grade II* listed building and elevated them with new interior architectural details. Every archway, wall panel, coffered ceiling, decorative moulding and wall-to-wall joinery unit they designed was a celebration of their fun, global and style-conscious client.

What was the client's brief?

Our clients – a Floridian couple and their 16-year-old daughter – wanted a home from home with elevated details that wouldn’t look out of place in a five-star hotel. For the parents, this meant two things:

1. Creating something worthy of Architectural Digest, their all-time favourite interiors and architecture magazine
2. Curating new museum-level queer art they could add to their beloved collection.

For their daughter, however, elevated details meant something a little more whimsical – a dream bedroom inspired by the romanticism of a French Château.

What inspired the design of the project?

We were keen to take the bones of the building – which is an Edwardian, neo-baroque, Grade II* listed masterpiece – and refine them even further with new architectural details. Really, we just wanted to knock our clients’ socks off. That’s why every archway, wall panel, coffered ceiling, decorative plaster moulding and wall-to-wall joinery unit we designed and installed was a celebration of our clients who are a fun, global, and fantastically style-conscious family.

The artwork too – from the David Hockney photo collage to the Keith Vaughan oil on canvas – was essential in the shaping the look and feel of our scheme.

And we can’t forget the daughter’s design ambitions, without which we wouldn’t have necessarily thought to lavish her bedroom with intricate plaster garlands, a rococo-esque bed, and a bespoke dressing unit finished in 22k gold verre églomisé.

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

As the parents were super keen to have the apartment ready before their daughter went back to the States, timings didn’t always allow us to stagger the trades and craftspeople as we would have liked. So, our toughest hurdle was co-ordinating everybody. At one point, a huge number of people were all on-site together, including:

- Various construction and decorative workers – installers, plasterers (both carved and venetian), French polishers, ceiling contractors, joiners, curtain makers, scaffolders, and electricians
- Our core team – three lead designers and a project manager
- Art professionals – two curators, a gallerist, a fine art insurance broker, a muralist, and even a sculptor who flew in from Madrid to oversee the hanging of his six-foot-long mobile.

What was your team’s highlight of the project?

There are several standout finishes that both enliven and pull together the other handcrafted elements in the scheme:
- In the living room, for instance, artisans covered our joinery wall in gesso, gold leaf, and a hand-blended mixture of bronze and navy-blue paint. They then stone buffed it into a starry cosmos of tonal variations – an arresting feature that also houses a TV behind a remote-operated door.
- While on the opposite wall, a panel of inky-blue polished plaster frames the fireplace we installed. When the sun hits its faceted surface, the wall appears to flicker.

Details like these far exceeded our expectations.

Why did you enter the SBID Awards?

We have a soft spot for the SBID. They gave us our first major award – Best CGI & Visualisation – when we were a fledgling studio. Such recognition fortified us in many ways – convinced us that we weren’t mad, that we could forge ahead and build a design studio with substance. It said, ‘we belonged’, which means the world when you’re starting out. The SBID is a non-profiting, sector-championing, love-sharing ally in a scarily unregulated and largely unprotected field. They’ll always have our loyalty – and we’ll always enter their awards for as long we’re creating work we feel meets their exacting standards.

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

This shortlist – ‘The OWO Private Residence’ – is especially meaningful as it’s our studio’s first project that shares design credits. Historically, Co-Founder Ed O’Donnell led the design vision solo. Now we have a small team of designers, two of which – Tatiana Pietrangeli and Prima Patel – share this achievement for their rigor, creativity and dedication to the project. It's a big nod for them – and a wonderful symbol of growth for our studio.

Questions answered by the team at Angel O'Donnell.

How does your team collaborate on major projects?

The Lawson Robb team is currently growing, bringing fresh energy and expertise to our projects. Our integration within the Allect Family fosters positive collaboration between our design studios, allowing us to share knowledge, creativity, and resources. This dynamic collaboration enables us to push design boundaries while maintaining the highest standards of execution, resulting in truly exceptional spaces for our clients.

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

We blend research and theory into every project, always seeking out new technologies, products, and materials to challenge and expand the possibilities of design.

How do you incorporate sustainability into your designs?

Lawson Robb has been awarded the Positive Luxury Butterfly Mark, recognizing our commitment to ESG principles and the integration of sustainable practices across our company, projects, and team.

Do you have a signature style or hallmark design approach?

At Lawson Robb, our design philosophy blends refined contemporary details with a harmonious balance of boldness and serenity. We seamlessly integrate heritage and innovation, drawing inspiration from local materials and cultural contexts to craft interiors that are both contextually relevant and aesthetically timeless. Our approach ensures that every space is not only sophisticated and functional but also deeply connected to its surroundings.

How do technology and innovation influence your work?

At Lawson Robb, technology and innovation are integral to both our design process and the final execution of our projects. We utilize advanced digital tools, including BIM and real-time rendering, to enhance efficiency and visualization. Incorporating smart home technology, sustainable materials, and cutting-edge construction techniques allows us to create spaces that are not only visually sophisticated but also intelligent, functional, and future-ready.

What advice would you give to emerging designers?

For emerging designers, my biggest advice is to stay curious and never stop learning. Interior design is constantly evolving, so keeping up with new materials, technologies, and trends is essential. Creativity alone isn’t enough—strong technical knowledge and execution skills are just as important.

Build relationships within the industry, as collaboration is key to delivering exceptional projects. At Lawson Robb, we push creative boundaries while maintaining meticulous attention to detail. Stay adaptable, be open to feedback, and most importantly, trust your instincts while refining your unique design voice.

What has been your company’s proudest achievement so far?

Achieving a repeat client rate of 72% over the years is one of our proudest achievements, reflecting the outstanding trust and satisfaction our clients have in our work. Beyond that, the trust our clients place in us has taken us across the world, expanding from a London-based design firm to delivering projects in 22 countries.

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.

Can you share a project that best represents your design style?

Design trends are always shifting, and we make sure to stick to our client brief and objectives. Rather than sticking to a single "house style," we tailor each project to our client’s brand and audience. A great example is our work on V and BYRD. For both, we created striking, contemporary spaces that captured market trends while staying true to the brands’ core values. The goal is always to deliver something unique yet commercially relevant.

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

We’re always out there — whether it’s networking at industry events, engaging on social platforms, or entering award submissions. Networking is key for us—it helps us stay connected and informed about what’s happening in the design world, so we’re always in tune with the latest trends and opportunities. We also host regular CPD sessions in-house to keep our team sharp, updated, and inspired.

How do you incorporate sustainability into your designs?

Sustainability isn’t just a buzzword for us – it’s a responsibility!

We prioritise locally sourced materials, ensure our designs are built for longevity and make conscious choices that reduce waste. It’s about creating spaces that stand the test of time, both aesthetically and environmentally.

How do technology and innovation influence your work?

Technology is reshaping the industry, and we embrace it – AI tools, CAD modelling, and enhanced visualisation software all help to refine our process. But all our designs start with pen and paper or pen and an iPad. There is something irreplaceable about hand-sketching ideas before digitalising them, and we believe in the power of a hand-sketched 3D visual to present early ideas. Full rendered visuals sometimes hinder the design process rather than supporting it and they’ll never fully replace the hands-on creativity that’s at the core of our work.

What advice would you give to emerging designers?

Forget about your style—it’s not about you. Something I learned early in my career is that design isn’t about your personal preferences—it’s about the client. They’ll likely change their mind several times during the process, and that can be frustrating.

But you must remember that their satisfaction is the priority. Stay adaptable, patient, and always focus on meeting their needs, even when things shift. The best designers are adaptable, patient, and responsive to their clients' needs.

What has been your company’s proudest achievement so far?

Our reputation. Building a name in this industry isn’t easy, but we’ve carved out a space where creativity meets practicality. We've established a strong name for ourselves, and the ability to work across a wide range of services that cater to varied client needs, sets us apart. Being able to adapt and deliver on diverse projects has been key to our success and is something we are incredibly proud of.

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

Yes! One of our associate designers, Sammy Bikoulis, is particularly passionate about mentorship. He’s involved in a phone mentoring program where he connects with up-and-coming designers a few times a year, offering advice and sharing what he’s learned along the way. He has also guided students in design competitions, helping them fine-tune their concepts and offering guidance to make sure their designs stand out. On top of that he frequently speaks at events like the London Design Fair. He’s even led online CPD sessions on topics like "Designing Inclusive Spaces." Sharing knowledge is something we value deeply.

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 playful and luxurious residential design by 2025 SBID Awards Finalist, Studio Ogee.

Studio Ogee was commissioned to put some heart and soul back into this former London Victorian vicarage. Through a considered and layered interior scheme, full of character and interest reflecting the client's personality and love of art, fashion, sport and travel, this handsome family home was reimagined. A timeless and luxurious palette of natural materials and finishes balances the traditional with the contemporary and eclectic mix of bespoke joinery and furnishings. It provides both a quiet haven away from a busy urban lifestyle, as well as a welcoming entertainment space that energises through playfulness and a relaxed casual elegance.

What was the client's brief?

Studio Ogee was commissioned to design and manage the complete renovation of a converted former South London vicarage. The property had previously been repurposed by a property developer, but it was no longer meeting the needs of our Client, a family with teenage children, and it lacked heart and soul. A basement spanning the entire footprint of the property was added to the five-bedroom home, its impressive scale devoted entirely to play. Studio Ogee was asked to design a family home that both met the need for a functional and quiet sanctuary away from busy work schedules and the buzz of the city outside, as well as a fun space in which the family could come together and entertain friends. The interiors needed to reflect the Client’s personality and interest in culture, fashion, sports and travel through an eclectic and playful mix of bespoke joinery and furniture, antiques, soft furnishings and art. The Client was looking for a timeless and luxurious palette of furnishings and materials that would stand the test of time but also provide impact and a hint of the unexpected.

What inspired the design of the project?

Our starting point is always the architecture of the building and the Client. We spend a lot of time getting to know who we are working for to be able to tell their story through the interiors. Studio Ogee’s working ethos is to design spaces that tell stories, and so we set out to interweave the history of this former Victorian vicarage with the Client’s personality and lifestyle. ‘A home to soothe the soul and lift the spirits’ was the working conceptual proposition throughout the design process. It was important to create a space that functions both as a quiet haven, providing ease of living and respite from a busy urban lifestyle, as well as a welcoming entertainment space that energises through playfulness and a relaxed casual elegance.

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

We were lucky in that our Client was very engaged in the process and truly enjoyed being taken on a creative journey, despite the inevitable stresses that comes with a project like this. The contracted team they had chosen was also highly skilled and professional and we worked with trusted suppliers, so all in all it was a project without too many serious challenges and very good collaboration between all parties involved. That said, it is always difficult to ensure everyone’s synchronised to work seamlessly and there were of course some mistakes made along the way. For example, there was a load of carefully selected marble slabs for the kitchen that was crashed into by a lorry and therefore had to be replaced, and one of the statement light fittings did not agree with the Lutron system that was introduced. But, because everyone involved really cared and strived for perfection, we could quickly rectify mistakes and find solutions together.

What was your team’s highlight of the project?

It is always nerve racking to see your designs that have so far only existed on paper and as samples in a mood board tray materialise in front of your eyes. You hope and pray it is going to turn out exactly as you had intended and hoped for. It is therefore also some of the most thrilling moments when bespoke joinery and furniture comes to life and makes that space truly unique and special. It is always rewarding to see your Client excited about their new home and pleased about the job you have done for them.

Why did you enter the SBID Awards?

We are proud of the project and were keen to see how it would be received by both industry experts and the public, and so SBID was the natural place to seek meaningful industry recognition.

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

We are truly honoured to be an Award Finalist! As a young and growing studio, an SBID nomination not only adds credibility to what we do, it also gives us confidence and, we hope, gives future Clients the same confidence in choosing to work with us.

Questions answered by Nicoline Sandwith, Founder of Studio Ogee.

This week’s instalment of the Project of the Week series features a whimsical and vintage style residential design by 2025 SBID Awards Finalist, Atelier NM and Chatelaine Interiors.

Tucked away on a storybook street in the heart of Notting Hill, this Victorian mews house was artfully reimagined for a client with a passion for vintage interiors and expressive design. Embodying a fearless "more is more" philosophy, the home unfolds in layers of rich colour, intricate patterns, and evocative textures. Every item was meticulously sourced from Britain’s most discerning dealers. Renowned textile houses infuse the rooms with vibrant energy, while bespoke upholstery and handcrafted furnishings weave a narrative thread. With its dramatic ceilings, luxurious textiles, and whimsical moments throughout, the home strikes a perfect balance of theatre and soul.

What was the client's brief?

The clients wanted a home that felt deeply personal and layered with character. They loved the eclectic nature of Victorian interiors and encouraged us to blend patterns, textures, and motifs without fear of excess. But they wanted that sense of history balanced with comfort. Each room needed to have its own distinct mood while still belonging to a coherent whole, reflecting their love of art, vintage finds, and tactile finishes.

What inspired the design of the project?

The inspiration came from a blend of Victorian eclecticism and the client’s personality. Antique textiles, period-style wallpaper, and moody paint colours served as anchors, while playful injections—such as decorative objects, statement lamps, tapestry cushions, and whimsical wall art—kept the scheme from feeling too formal.

A major consideration was balancing the client’s desire for maximalist layering with the need for harmony and flow across the spaces.

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

The biggest challenge was creating spaces that felt as though they had evolved organically over time rather than being designed in one sweep. Careful curation—deciding which pieces should take centre stage and which should provide quiet backdrops—was essential.

With bold wallpapers, patterned textiles, and gallery walls in nearly every room, the risk of visual overload was high, so thoughtful editing and placement were crucial.

We scoured antique markets and worked with specialist dealers across the UK to source rare finds that would enrich the scheme. Many 4 a.m. wake-ups were involved in the hunt, but the process of piecing everything together became one of the most fun and rewarding experiences of my career.

What was your team’s highlight of the project?

Seeing the house come alive with antiques and vintage finds was the most rewarding part. The gallery walls, in particular, became a collaborative exercise—arranging tiny gilded frames, antique prints, and whimsical mirrors into striking compositions that now feel like the soul of the home.

Another highlight was the atmospheric living room, where a wallpapered ceiling and sculptural busts transformed a conventional sitting area into something truly transportive.

Why did you enter the SBID Awards?

The SBID Awards represent excellence and innovation in interior design globally, and this project felt like the perfect candidate because of its daring mix of old and new. It is undeniably unique, and thinking outside the box is what design is all about.

Entering the awards provided an opportunity to showcase how interiors can embrace nostalgia, intimacy, and theatricality while remaining highly liveable.

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

Becoming a finalist has been both rewarding and inspiring. It affirms our belief that interiors can tell meaningful stories without sacrificing comfort or practicality.

For the business, it has elevated visibility, opened conversations with clients who share a passion for character-driven spaces, and reinforced Atelier NM’s positioning as a studio that seamlessly blends heritage with modern expression. We have been fortunate to win once before, and we would love to win it again.

Questions answered by Najwa Mroue, Founder of Atelier NM.

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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