In this week’s interview with SBID Awards Product Design judge and Founding Partner of Oliver Burns, Sharon Lillywhite shares her approach to creating unique design narratives, enhancing user experience through design, and talks about finding the balance between beauty and functionality.
When we are designing a space, I spend time getting to understand what environment and atmosphere the client wants to create. As Coco Channel once said, ‘An interior is the natural projection of the soul’. To achieve this, our design studio always uses a multi-sensory approach to enhance any surroundings. A powerful design tool to achieve this is colour, which plays a central role in influencing our moods and the atmosphere within a space. In one of my projects for ‘Veterans Aid’ I used colour psychology to transform the existing space into a warm and inviting home for 55 former members of the British military who were in crisis. The result was a warm, welcoming space with elements of discreet luxury that inspires confidence in the residents.
Our designs are born out of a story that either the property or the client wants to tell, making it a space with a unique narrative. This concept drives the requirement for bespoke pieces with the highest level of craftsmanship and design. Our clientele are seeking exclusivity and exceptional quality, and this is where we enlist the skill of artisans and craftsmen to create something extraordinary. From hand-painted wallpapers to embroidered linens, we feel very proud to work alongside these specialists to deliver something truly outstanding.
At Oliver Burns, our ethos is ‘Thoughtful Luxury’, where design goes much deeper than just the aesthetic to reflect deeper values and meaning. The concept of Thoughtful Luxury underpins everything we do. It is reflected in our designs, from the concepts we develop, and is demonstrated in the unique understanding we have of our discerning clients and translated in our vision of client care. From concept to completion, this approach ensures that all of our projects are thoughtfully designed, thoughtfully built and thoughtfully finished.
A space is to be enjoyed and lived in and I don’t believe that there should be a compromise when it comes to beauty and function. If there is a piece that I know will work well aesthetically but may not be the most functional, then I will always try to work with designers to create something bespoke that I know will deliver on both elements.
Make sure that your project stands out and has a unique element to it. It needs to be inspiring and innovative, presenting something that we have not seen before. I am always looking for attention to detail, so make sure that every product and finish counts.
Questions answered by Sharon Lillywhite, Founding Partner, Oliver Burns.
Sharon Lillywhite is Founding Partner of Oliver Burns, a multi-award-winning architectural interior design studio that thoughtfully designs the world’s finest homes. Working across an exclusive portfolio of international turnkey projects, the team has a world- class reputation for bespoke commissions, super-prime developments and elegant spaces that are synonymous with a luxury lifestyle. Their exceptional architectural, creative, and development credentials together with the highest levels of personal service, enable them to act as trusted advisors to discerning private clients, developers and luxury brands.
In this week’s interview with SBID Awards Product Design judge and Creative Director at Casa Forma, Carolina Sandri defines contemporary luxury, and shares how approaches to design differs around the world to compliment client lifestyles.
All nationalities have their own culture that shapes their lifestyle preferences, while in university to get my architecture degree I enjoyed reading about people’s history and their cultures, how they lived and worked.
In my studio in Brazil, I learned that Interior Design and Architecture is about much more than designing for aesthetic appearance. It has to consider communication and the key user experience – from how people move around space and interact with objects or people, to how the spaces work according their cultural choices.
When I moved to London, which has been home for me for the past 17 years, I was very proud to be working in the centre point where international design and vision comes together. London is the place where the biggest window to design is!
Most of our clients are global citizens and have homes in many different places, the majority have the same “international” taste when it comes to design, but what we always take in consideration is that, despite having a taste that focuses on unique items of high quality, they are also individual people that have their own cultural preferences that need to be taken in account.
During the years we developed a well-selected supplier database of the best craftsmen and artisans that can bring things from different parts of the world to help us transform our visions into reality. We live in a world where you can go all over and come back with the most amazing materials and fabrics – its remarkable of what we can do.
The most important characteristics that we look for in a product is the superior quality, intrinsic durability, and uniqueness that the product has.
One of the most important steps in the design process is to spend time with the client at the beginning of the project to fully understand the brief, listen to the client’s journey and history so we can be assured that he design decisions that we will help them make along the way are the correct ones.
These decisions are very important as they have the power to influence the users’ experiences and compliment their lifestyles. Through furniture choice and layout, lighting, finishes and acoustic design, we can influence how people will be using the spaces.
Integrating elegance and technology in a well-resolved balance that culminates in a space that is both stylish and usable is contemporary luxury to me. I believe that expectations of luxury are very individual, as each person have their own taste and style, so they also have their own definition of luxury. What may be considered as luxury for one person may not be for another.
Everybody is unique and to ensure a client-driven approach to our projects, we focus on fully understanding the life and needs of a particular space, concentrating entirely on what’s important to the client and their lifestyle.
Trust your vison and listen to learn. We live in a world of inspiration and creativity and if you work with passion, you can create a design that is truly special and will be well recognised.
Questions answered by Carolina Sandri, Creative Director, Casa Forma.
Carolina has more than a decade of experience on the design and implementation of high-end interior design and architecture projects in London and around the globe. She is the Creative Director at the award-winning luxury design studio Casa Forma and is responsible for delivering leading-edge residential schemes for international high-net-worth individuals and property developers. Her passion for design excellence and extensive knowledge in the luxury global market, makes it possible to transform any client’s aspirations into a truly bespoke and luxurious space. Her architectural background gives her a combination of creative design skills with a wide range of technical knowledge.
In this week’s interview with SBID Awards Product Design judge and Chief Executive at Scott Brownrigg, Darren Comber talks about the power of innovative design thinking, its role in future proofing our environments, changing and enriching our lives. He also shares what role the sustainable aspect will play in his judging process.
Innovative design has the power to help address the climate emergency, future proof our built environment, and ultimately enrich lives. We need holistic, culture-led approaches that look beyond aesthetics and current trends in order to create spaces that people choose to be in. The pandemic has caused a significant shift in our thinking; people want to occupy spaces that have been designed with sustainability in mind, and flexible enough to suit their needs. Inclusive spaces that can support a range of communities and cultures are fundamental.
The vast majority of people engage with the built environment in one way or another, and can therefore experience the benefits of good design. It’s not just about new innovations, but thinking critically about how we do things already – and looking for opportunities to make them better.
Good design could play a crucial role in addressing key challenges we face today, such as the rise in the cost of our energy bills. By changing our mind set on what’s considered the norm, we can improve the quality and efficiency of our homes. Residential planning in the UK often discourages predominantly north facing apartments in favour of dual aspect or south facing aspects. But maybe this should be challenged? South facing apartments often feature smaller windows as a means to manage excess heat gain. If we were to embrace north facing residential design innovatively, it could be a simple way to create comfortable living environments that cost less to light, heat and cool. With bigger windows and better connections to the outdoors.
It can also help us reduce the embodied carbon of our buildings – our design for CABI Headquarters features a stunning exposed steel and concrete interior which saves resources, is sound absorbent, assists with cooling and requires little maintenance. The internal layout is also extremely flexible to reduce need for future fit-out.
Sustainable solutions can be perceived as the expensive option, so it is up to us to promote the benefits of sustainable design and demonstrate long-term value to our clients and that good sustainable design does not ultimately cost more, but actually less. Sharing knowledge, collaboration and open debate is key to moving the industry forward – ultimately the whole consultancy team needs to be on board and aligned when it comes to meeting the sustainability goals of the project. These goals need to be embedded in the concept and thought about at every stage of the building process; during construction, operation, and what happens once the design reaches end of life. Whole life cycle cost and carbon assessments can help us make more informed decisions when it comes to the design, and the materials and products we specify.
We can also strive to meet benchmark sustainability and wellbeing standards such as Passive House and WELL Certification as we design. Our fit out of EQT Partners London Headquarters was the second London office to achieve a WELL Building accreditation, having successfully tackled issues such as a lack of natural light, poor acoustics, and fitting a variety of functions into a limited space. Challenges we are keen to see addressed during the judging process.
Interiors tend to have a shorter lifespan than the fabric of the building, changing with occupant need and aesthetic requirements often leads to the interior design being changed many times across the lifespan of a building. Product innovation is therefore crucial in helping us to improve sustainability of the spaces we create. We need to make sure that materials sourced are as sustainable as possible, taking into account the embodied carbon required to make, transport and when the time comes, to reuse, recycle or readapt at end of life.
A much closer relationship between designers and the whole consultancy team is required in order to ensure the design is sustainable, affordable and fit for purpose – fulfilling client (and often, their end user) ESG goals and commercial requirements. We will reach a point where we will need to know the embodied carbon associated with every nut and bolt in order to meet these goals, and the manufacturers buy-in to this process is crucial. With digital twins, we already have the ability to monitor and store data such as predicted lifespan and embodied carbon associated with the building structure – using the same technology for our interior components could help us increase the long-term sustainability and financial viability of our designs too.
The scheme needs to clearly demonstrate its concept and what’s special about it. This should be impactful and easy to explain in no more than 30 seconds. Blue sky thinking is great but we also need innovation that can be implemented – we want to see schemes that are logistically viable yet set new standards of design. All while keeping sustainability and designing for the life cycle of the project in mind.
Cover image: Strata House © Khoogj.
Questions answered by Darren Comber, Chief Executive, Scott Brownrigg.
Darren has Strategic Board responsibility for the quality of design across the practice and has been at the forefront of many of the practices high-profile projects within the UK and internationally. With experience in a broad range of sectors including commercial, education, residential, hospitality and retail, Darren instigates a fresh enthusiasm for modern architecture, innovative ideas and a sensitive concern for the environment. More recently he has been working on how to encourage vitality back into our Cities, creating alternative uses for empty retail units and how to provide healthy destinations that support new existing and businesses.
In this week’s interview with SBID Awards Product Design judge Co-Founder & Director of Accouter Group of Companies, Stella Gittins discusses the power of design, Accouter’s journey towards becoming a B-corp and talks about the increasing consumer focus on the ethical and sustainable sides of business.
Design has the power to influence the future, whether that be through innovation, sustainability impacts or the drive for change. Design has the ability to re-imagine what we think we know, and for me, the power of good design is the unity of beauty and functionality. It is courageous in its input and modest in its output, and good design is never out of fashion.
As a future-focused collective, we realised how much difference we could be making on eco and social levels. The first lockdown taught us that even taking small steps to make a change will eventually lead to a more significant impact on healing the planet. Becoming more eco and socially conscious for many in the team was an essential drive for change. So instead of sustaining and maintaining our performance, we prioritised plans to regenerate and commence a never-ending journey towards ‘sustainability’.
According to Forbes in 2021, “Generation Z (’97-’12) along with Millennials (’81-’96) are more likely to make purchase decisions based on values and principle.” Therefore, commercially we must also be future-proofing ourselves as an industry as the more sustainably conscious generations start to hold the purse strings. Obtaining our B Corp accreditation through initiatives with our teams, customers, supply chain, the wider community and by being transparent and accountable will undoubtedly build that critical trust factor within our business and clients for the future.
We have lived through, and are still living through, a significant period of re-adjustment that brings a new meaning to and re-orientating our life perspectives. Affiliation with nature and well-being has become a fundamental concept in our way of life. So much so, we have already noticed this drive for change in how we can design a space that incorporates elements for a positive mental and well-being outcome.
Likewise, sustainability is a key focus for industry development. I recently read that 22 million pieces of furniture are thrown away every year in the UK. The shocking stats made us think, “we can do better.” Customers increasingly want a product sourced from ‘responsible’ suppliers and are interested in full traceability on the supply chain offering ‘responsible’ products. Much like our clients, we are investing in the future. Our dedicated ‘Eco-Warrior’ team are directing their efforts on measures that deliver the biggest impacts, with an emphasis on minimising any destructive environmental impact.
Increasingly, we are actively educating our supply chain on the B Corp Movement. Although we have just started this journey, we are actively on a mission to collect data from our supply chain and environmental credentials of the products we are procuring, intending to deliver on our ambition to source 100% from responsible suppliers.
Launching this year, we will use the Environmental Icons to badge products within our BoxNine7 Curated Furniture Packages service and Bazaar’s e-commerce range. The Environmental icons cover everything from ethical design, FSC Timber and fillings to recyclable packaging. Not only does this influence our design process, but it provides our clients with clarity surrounding terminology and confidence in what they are buying. Our new badging process will assist in educating us all, and over time we are looking to achieve 100% traceability across the AGC collective.
My advice would be not to hold back in your entry and share as much as you can about your project. We have been on such a journey the last couple of years, and we need to celebrate the successes we’ve all had during this time!
Questions answered by Stella Gittins, Co-Founder & Group Director, Accouter.
Stella Gittins is the Co-Founder of AGC, London’s fastest-growing portfolio of international award-winning Interior Design companies. Creating the benchmark in luxury living, the Accouter Group of Companies which is home to Accouter Design, A. LONDON and BoxNine7, delivers world-class interior architectural and furnishing services to the global property market and private clients. With 15 years of experience mentoring and directing diverse teams within the field, Stella has spent 7 years building AGC which has been voted one of the best places to work in property on multiple occasions. Taking a lead creative role for the Group, Stella is responsible for all aspects of brand and design and has published four bespoke publications that discuss every corner of luxury life.
In this week’s interview with SBID Awards Interior Design judge, Director of Research at Brunel Design School and Brunel University London, Vanja Garaj discusses the use of technology in design and how it affects every aspect of the industry. He also shares what he is most interested to see in this year’s Awards design submissions!
For me, the baseline for good design still is the famous: “form follows function”, which absolutely must come hand in hand with human-centredness and preferably extend into the “less is more” aesthetics. However, the real power stems from the big idea or, at least, a spark of design innovation that sets the product apart in terms of use scenario, functionality, materials, technology solutions and/or form factor.
My judging process is informed by the experience of practicing, researching and teaching design over the years. By combining these activities, I keep up to date with the latest developments and trends. As a designer, I am particularly interested in the interplay between design and technology and the design-led technology innovation that can improve the quality of life in its various aspects. This interest guides what I am looking for in the designs submitted to the SBID Awards.
Technological innovation can greatly facilitate the design process; e.g., the immersive technologies of Augmented Reality (AR) and Virtual Reality (VR) are very handy when it comes to conceptualising and visualising new interior design ideas and communicating or co-creating the ideas with clients.
I am also curious to see how the immersive tech-powered Metaverse will develop in the future and to what extent it may become a venue for interior designers to practice their trade. This social 3D digital “real estate” and its promised fully functioning economy may create demand for the design of virtual interiors for the “living” and working spaces within the platform. Some interior design professionals are already getting ready to benefit from this potential opportunity; e.g., see here.
The environments will become ever smarter, with the advancing Artificial Intelligence (AI) and the Internet of Things (IoT) permitting us to achieve even better energy efficiency and further improve the ability to personalise interiors for comfort and well-being (e.g., air quality) and visual ambience (e.g., lighting).
There are also advances in biophilia and biomimicry and the application of these concepts and the related technologies in interior design. Both concepts promote sustainability and it would therefore be extremely useful to have them gain more traction within the interior design profession. Having said that, I was really pleased to see Ko Tu Elpo – “a smart air biofilter that improves indoor air quality by combining technology and the power of nature”, win in the Interior Technology category at the SBID Awards 2021 for Product Design.
It is very important to clearly present the novelty and innovative aspects of the submitted work. Why do you think your design stands out in the market?
Questions answered by Dr Vanja Garaj, Director of Research, Brunel Design School and Brunel University London.
Dr Vanja Garaj is Head of Design at Brunel University London, where he also contributes to the Professional Design Studio module within the MSc Integrated Product Design programme.
Dr Garaj’s research is aimed at design, development and evaluation of innovative systems, products and services, with the focus on digital and digital-physical domains and the application of the latest technology.
In this week’s interview with SBID Awards Interior Design judge, Head of Cities Solutions Europe at Jacobs and Co-Chair of the ULI UK Infrastructure and Urban Development Council, Carlo Castelli discusses the change in development of post-pandemic cities, highlights the benefits of holistic approach to design, and shares valuable insight for designing workplaces that attract employees to come back to the office.
Thinking holistically about design ensures social, environmental and cultural considerations are embedded into solutions. We have a great opportunity to blur the boundaries between inside and outside, public and private by creating hybrid spaces. For example, in Union Street, Aberdeen, we created a flexible urban space capable of supporting on-street activities and allowing ground floor activities to spill out on streets, all while considering inclusive design. We see the street being multi-functional, resilient and contributing to the wider transformational change in Aberdeen.
Taking an integrated design approach means all these considerations are used to create a space which is flexible for those using it on a daily basis and is a sustainable addition to the community. It also means that we can create and measure wellbeing and quality of life value substantially changing the way we look at projects and programmes.
Cities have existed for millennia and consistently maintain a fundamental role in our society. They will become more resilient, with the influence of the changing climate and increasing technological innovation.
Successful cities in the future will celebrate social, environmental and cultural differences. We don’t have to choose between a ‘working from home’ or ‘15 minutes city’ model. We can embrace complexity and recognise individual lifestyle choices within inclusive societal progress.
Live, work and play conditions have changed globally. The pandemic and environmental concerns have seen a significant change in how people view work-life balance and commuting. As we come out of the last two years there’s a significant appetite for flexibility in our spaces. For example, unused shipping containers units are being converted into retail units, and workshop space, rooftops into urban farm, and ground floor spaces into housing. This allows for creativity and flexibility in our designs, as well as optimising space usage and future proofing our cities. It is critical to imbed generosity into our buildings and places.
The opportunity for designers is to use their innovative thinking to create solutions that contribute to the challenges we are facing. They are often uniquely placed to work from ideation all the way to delivery so they can meaningfully work with the entire value chain to create better cities and places, integrating nature-based solutions and circularity early into their designs. With nature at the forefront of design, we can plan and develop climate-smart, nature-positive building and infrastructure solutions which enhance quality of life and make our future more resilient.
During the past two years, workers have become used to working away from the traditional office, so there needs to be a draw to bring them back. Quality, variety and generosity are now key. Workplaces need to provide enhanced environmental quality and a greater variety of spaces. Improvement in interior design can also allow for a boost in employees’ health and wellbeing.
Design of workplace should include elements of nature, natural lighting, diverse spaces, and areas for employees to relax and manage anxiety about their return to the office. There should now be heavier emphasis on the type of spaces needed for collaboration. Offices should offer a broader range of experiences than sitting at a desk all day, something people could easily do from home. Workplace design should also facilitate work-life balance and promote a sense of community to encourage employees to return.
For me, what really matters is to work with stakeholders and communities and that designers are true to themselves, values and passions. Passion goes a long way in my mind and that needs to be communicated to our changing audiences.
Questions answered by Carlo Castelli, Head of Cities Solutions Europe, Jacobs and Co-Chair, ULI UK Infrastructure and Urban Development Council.
At Jacobs, we make the world smarter, more connected and more sustainable. Challenging today is our response to the increasing complexity our world is experiencing, putting our knowledge and imagination together to reinvent the way we solve problems and shape the next generation of innovative solutions. Reinventing tomorrow is our promise and an invitation to raise the bar in everything we do. From the brilliant solutions we create with our clients, to the open and inclusive culture we create for our people. From the positive difference we make in our communities, to the added value we deliver to our shareholders.
In this week’s interview with SBID Awards Interior Design judge and Design Director EMEA at Tetris, Nuno Fernandes discusses the connection between technology and built environments. He shares his insights on specifying products for different environments and gives valuable advice for approaching design projects.
Innovation is the overarching priority when responding to our clients. Now more than ever it’s about connecting people to the building be that a residence or an office and technology should make people’s lives comfortable and easy.
The metaverse really opens a whole new world of work opportunities for designers and architects. We can now also offer our clients a digital experience as there will be a transition between physical and digital in our day to day lives moving forward. Perhaps, for culture and identity consistency, those two projects are designed concurrently.
Yes, it differs. Whereas in hospitality there is a big effort in economy of scale and procurement optimization, for retail, at the high end as is our case, many elements are custom built or even one-off’s. Workplace product specifying is now becoming much more diverse meaning that in one project we have now more products driven by all the different work environments within the same project.
A combination of rational and emotional is our weapon. Our designs should be anchored on the needs of the clients and the users of that space hence why our design is data driven, we then love to tell a story that meets the business and users’ needs while close to their hearts.
Always push your concepts beyond your comfort zone, design is about innovation whilst providing a solution.
Questions answered by Nuno Fernandes, Design Director EMEA, Tetris.
We don’t just create inspiring spaces for businesses. We create inspiring places for people. As a leading design and build company with global reach, we create environments that are beautiful, functional, inspirational and sustainable. We deliver our services to businesses of all sizes on projects in the office, retail and hotel sectors, among others, counting many of the world’s most iconic brands as our clients.
In this week’s interview with SBID Awards Interior Design judge, Chief Executive at the Design Council, Minnie Moll discusses how the interior design industry can work towards combating climate change and the importance of good design, sharing details about the Design Council’s mission toward more sustainable design practices.
Good design makes life better. It makes things easy, attractive, comfortable, beautiful. And often inspiring and joyful. You don’t always notice good design. It’s bad design that gets noticed because it doesn’t work, or it’s ugly. Good design is inclusive design and people centred.
The climate crisis is the biggest challenge of our era. Design has been part of what got us to this place and it has a critical role to play in achieving net zero and beyond. Our Design for Planet mission seeks to support and galvanise the 1.97 million people in the UK design community to put planetary concerns at the heart of their work. Design shapes the world we live in, and designers have huge power and responsibility to use design as a force for good.
It starts with the brief. Give the planet a seat at the briefing meeting and make sure planetary needs are considered. Being informed and intentional about use of materials – hard to keep up to speed on this I know. Thinking in a circular economy way. How long will this last? Can it be modular and easier to fix/update/refurbish? Understanding the supply chain and sustainability implications of all the elements of a proposed design.
The interior design of the places we live and work has become even more important since covid. We understand even more how important it is for our homes to be a sanctuary – a comfortable and relaxing place to be. And in a hybrid world our workplaces need to be attractive, enjoyable and magnetic places that colleagues want to come into. In both instances great interior design can be sustainable and attractive and aspirational.
If design shapes the world, then the design of the spaces where we live, work and play has such potential to shape how we interact with each other, and how we feel. It can inspire and bring joy. These exciting and high profile awards are a chance for the best design to shine so it’s important to showcase the value your entries provide and explain key design considerations clearly.
Questions answered by Minnie Moll, Chief Executive, Design Council.
Design Council’s purpose is to make life better by design. They are an independent charity and the government’s advisor on design. Their vision is a world where the role and value of design is recognised as a fundamental creator of value, enabling happier, healthier and safer lives for all. Through the power of design, they make better processes, better products, better places, all of which lead to better performance.
In this week’s interview with SBID Awards Product Design judge and Associate at SHH, Tony Duesbury discusses the nuances of designing for commercial and residential spaces. He shares his insights on designing guest experiences and how hybrid ways of working are changing the interior design scene.
Every hospitality project is unique and a distinct design narrative allows the opportunity to curate a guest experience. Interior design can help generate interest by creating “a narrative” that helps people engage with the space and learn more about where they arrived creating a ‘sense of place’. This placemaking curates the experience and makes the guest experience more personal.
We have done this in a recent brasserie where the details of the wall panelling took inspiration from the 1970’s façade of the building that was removed, enabling the staff and guests to talk about where the interior inspiration came from. This design curation helps discussion and the engagement between staff and customer to enable a unique personal experience.
Our priority when considering the future of the built environment is to look at all aspects of the environmental issues that may affect a particular project and determine what best fits the project. Whether it is creating more greening, checking the carbon footprint of materials procured or considering the MEP to be implemented. As a first step towards achieving that we will look into forming collaborations with consultants and suppliers who have a relevant approach that is beneficial to the process. We will look at individual suppliers and the principles they have in sourcing and manufacturing their materials. Buying local materials and finding unique local craftsmanship within the project vicinity is obviously a huge consideration in order to reduce the transportation carbon footprint.
The selection of materials will be different when it comes to addressing a residential project compared to a commercial project. This is due to two aspects, firstly, cost is a huge factor in. Residential schemes are led more by the heart, whereas commercial projects are led more by the purse. Secondly, it’s about the traffic of a space. Residential schemes can have more luxurious materials that don’t need to take the same wear and tear that commercial projects do. The high footfall in commercial projects, however, means that the durability of the base palette has to have longevity and accents that are easily replaced can have that more luxurious touch.
This is something like everyone we have been keeping an eye on as it is an evolving discussion that has yet to settle and likely to be a debate for years to come. Most recently the hybrid way of working has changed by introducing more technological elements that enable a seamless change from working at home and then back in the office. The largest shift is really going to be about creating staff retention by giving those unique offerings within the public office space to engage people to want to be in the office. For instance, in a recent project we have been looking at weaving in the local community and creating more opportunities for social interaction. Additional opportunities for offering amenities within communal space benefits peoples busy life styles and will have an increase in staff retention. As well as a way of attracting new talent.
My advice would be to remain very concise about their design proposal and communicate all aspects of the idea, story and design detail as clear as possible. It is important that the descriptive narrative conveys the same message as the visual design and both are coherent with each other.
Questions answered by Tony Duesbury, Associate, SHH.
Created in 1991 by David Spence, Graham Harris and Neil Hogan, SHH is an award winning Chartered Architectural and Interior Design practice working globally and based in London. SHH is vastly experienced at working across sectors – Residential, Hospitality and Commercial, and across disciplines – Architecture, Interior Design and FF&E. We offer a multifaceted, entirely bespoke design service, focused around achieving the best possible end result.
In this week’s interview with SBID Awards Product Design judge and Director of Design at IHG, Henry Reeve talks about the most important design and functional aspects of hotel interiors, key product specifications that influence choice and shares his personal sources of inspiration.
Good Interior Design I feel can make or break a guest experience. You need both form and function, yes of course we want to wow our guests with incredible atmospheres rich in detail and finesse but there is little point creating a spectacular environment if the space just doesn’t ‘work’. It’s easy to create that spaces that impress but are poorly equipped or ill-thought through and don’t accommodate guests needs and functions. I think one of the most important aspects of hospitality interior design is to ensure our guest don’t ever feel stupid. Our guests are in an unfamiliar environment, and we want them to feel at home, to relax and unwind. Designs must be intuitive, how many times has one had to desperately search for the light switch, or struggle to find a plug socket or worse cant find the wardrobe!
Specifying product particularly recently has become even more tricky, there is a wealth of options out there but so many factors go towards influencing choice, yes of course shape and form but external factors are now more than ever influencing specification, lead times, environmental impact, over-use and of course cost are playing a huge role.
Constant innovation is mandatory in this sector, the world is moving fast and constantly looking to what’s next. Environmental factors are becoming ever more influential on both consumer choices and economic too. I feel this will become in time a far more important aspect of specification than it perhaps once was. Product life-cycle too is something I am interested to see how the wider industry addresses, how is product recycled/re-used when coming to the end of its life?
Inspiration comes from anywhere, but I must admit that Travel is certainly one source of inspiration to me that I am thrilled is now possible once again. To experience how different cultures use spaces opens ones eyes to new possibilities.
Put your best work forward, ensure photography is exemplar and try to explain your work in a succinct way. I look forward to seeing some wonderful entries!
Questions answered by Henry Reeve, Director of Design, IHG.
I’m Director of Design at InterContinental Hotels Group focusing on Kimpton and Hotel Indigo. Previously I was Associate Director at forpeople, and a Creative Director and Designer at a number of guest experience, retail, and event agencies based across London. I have worked for clients as diverse as Nike, Lotus, Peugeot, Mulberry, Bollinger, Pfizer, Coca-Cola & McDonalds. I trained as a Mechanical Engineer at Bristol University and as a Designer at Central Saint Martins, in my spare time I love to make things.
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