The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network.
This week’s instalment of the SBID Icon Insights series features G.A Group. G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years.
This varies from project to project, but one constant is our commitment to being part of the early design team. Early involvement allows us to add value by collaborating with the architectural and client teams to explore layouts, test ideas, and uncover new possibilities. We believe in the power of early sketches, often holding multiple informal sessions to explore concepts and preliminary designs before refining them into more developed solutions.
The future of luxury hospitality is rooted in creating meaningful, lasting experiences that resonate with guests on a personal level, rather than simply following transient design trends.
As we move through 2025, the focus is on crafting immersive, transformative experiences that blend sustainability, cross-industry collaborations, and an authentic connection to the locale. These trends underscore a shift from fleeting fashion trends to a deeper understanding of the evolving desires of modern travellers.
Sustainability is a driving factor in our design philosophy. We always prioritise sourcing materials and furniture locally to the project’s location. This approach not only reduces carbon emissions but also supports local artisans and craftspeople, ensuring that each design is deeply rooted in its cultural and geographical context. By integrating sustainable materials and responsible practices, we create spaces that are both environmentally conscious and authentically connected to their surroundings. A great example of this is 1 Hotel Mayfair, where sustainability and thoughtful design work in harmony.
While our design outcomes may differ, our approach remains consistent.
At G.A Group, the guest experience is at the heart of everything we do, guiding our design process from concept to completion. We challenge conventions through dynamic spatial planning, pushing boundaries to discover unexpected solutions. Grounded in deep research and a respect for place, we craft spaces that feel intuitive, refined, and uniquely connected to their surroundings.
At G.A Group, we see technology as a powerful tool to enhance creativity, not replace it. Innovation allows us to push boundaries, refine our design processes, and unlock new possibilities, but our work remains fundamentally human-centric. We integrate cutting-edge tools, such as advanced visualisation and sustainable material innovations, to bring ideas to life with greater precision and efficiency. However, true creativity stems from curiosity, craftsmanship, and storytelling, which no technology can replicate. By balancing innovation with intuition, we create spaces that feel both forward-thinking and deeply personal.
I would encourage them to remember Pinterest is just a tool. To foster their own creativity instead, believe in it and make design decisions based on the demands of the individual project, no based on the dictates of trends. Build your own identity. - Terry McGinnity
Yes, we are committed to fostering the next generation of talent through our internship program. By providing hands-on experience and mentorship, we offer emerging designers the opportunity to develop their skills, gain industry insight, and contribute to real projects within our studio.
About G.A Group
G.A Group is a dedicated design studio, specialising in luxury hospitality design for over 35 years. United by a shared passion for ground-breaking design, wherever the brief takes us, our driving philosophy is one of Restless Curiosity. All our projects are vastly diverse in terms of locale and style and we are recognised worldwide for the quality of our work and our ability to respond to different environments incorporating local architecture and cultural references into our concepts. Effective design should resonate with its intended audiences. Design that resonates can only be the natural conclusion of a process that starts with listening and learning about people, behaviors and the world in which we live.
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This week’s instalment of the SBID Icon Insights series features LXA Projects. They offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors.
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.
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.
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.
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.
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.
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.
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.
About LXA Projects LTD
We offer clients a bold and dynamic approach to interior design, spanning the Hospitality, Education, and Commercial sectors. Our expertise isn’t just about aesthetics — we bring together interior design, project management, and cost consultancy to deliver a seamless, end-to-end service.
This week’s instalment of the SBID Icon Insights series features Fusion by Design. Through our passion for design and eye for detail, Fusion by Design know the true beauty of any project is in its commercial success.
The design and creative direction of the business is overseen by myself (Paula Jepmond) by working collaboratively with the team. It is important that all creatives continually shine, and we understand each other’s qualities, strengths and weaknesses, focusing on the positives makes for a cohesive project scheme.
I am unsure if we have a ‘Design Style’ as many of our projects are completely different whether that be a high street bar or a traditional pub. A comprehensive brief is the key to a great project, unfortunately a quality brief is very rare, so it is important to ask the right questions from the outset. Leaving a briefing meeting unclear of what the client wants is no good for anybody. Asking the right questions usually throws even more questions than achieves answers but this can save a lot of unnecessary wasted design time. If you still don’t get the answers you need, asking for a reference house is always a good start.
It is important we stay informed of what is happening in the design world. I still love a good design book, and Pinterest is great if used correctly. Our sample library is our pride and joy, and we are grateful to the many reps who travel to see us from all over the UK, quite often we will be given a sneak peak of new collections before they are launched. We tend to alternate the trade design shows, going to them bi-annually but the World Wide Web has been fantastic in opening to suppliers and design further afield. I am very excited about how AI will work in our industry. We have already started introducing AI into our schemes, this opens a whole new world of opportunity.
For many of our clients, sustainability is at the forefront of their company ethos and more recently their ESG policy, therefore this is reflected in our schemes. Sustainability has been discussed in our briefings for the last 20+ years, the student unions were the first to really push this. I’m saddened to think of all the wonderful quality furniture and light fittings that have been skipped and more often replaced by lesser quality items simply because the design was no longer relevant. More and more we are re-using, re-furbishing, re-upholstering, re-lamping, refinishing in order to reduce waste. You can see a shift in design styles too, there is so much more stained and polished timberwork in our schemes now replacing low quality painted MDF with stained and polished sustainable woods that will stand the test of time far longer than cheaper materials.
It is important for a company to be proud of all their projects both large and small. New concepts are really exciting for a design company, seeing new finishes and details come together is very rewarding. Seeing that concept then roll out as a brand is also a great achievement. What is important is to ensure you have delivered the clients brief, more often than not the client doesn’t brief that they want to win an award, they want something that has longevity, sustainability and is operationally functional if they get an award too that is an added bonus for everybody involved.
I believe one of our proudest moments was when we started working for Pizza Express when our company was in its infancy. Again, this work came through a client moving companies and taking us with them. For us, a small, unknown business in Leeds to be working for such a well established, iconic brand was very rewarding and I was very proud of that. Around the same time we undertook the refurbishment of the main hotel bar in the historic Landmark Hotel in London another pinch me moment.
About Fusion by Design
Established in December 1998 we are very proud to still be working with the same heartfelt enthusiasm and creativity into our 27th year of Business. From Conception to Completion, we work across all aspects of Commercial & Hospitality Design. Through our passion for design and eye for detail we know the true beauty of any project is in its commercial success.
This week’s instalment of the SBID Icon Insights series features MAWD | March and White Design. Their global portfolio spans: exceptional residential developments, sector-defining luxury hospitality projects, branded residences and deeply personal private home and yacht schemes for the most discerning families in the world.
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.
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.
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.
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.
Marcus Townhouse in London is one of our esteemed heritage projects of a unique retail experience for lovers of luxury, a curation of unique timepieces and rare objets d’art.
The second is our recently launched project in New York, The Greenwich – we worked alongside the world renowned Rafael Viñoly Studio to fulfil the brief of - 272 Residences across 462,000 sqft with 27,000 sqft amenity space spread across 88 floors.
Both were projects that took quite some time in terms of numbers of years to move from concept to completion, this was due to various factors but both demonstrate a sense of timelessness in design that runs through our work.
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.
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.
About MAWD | March and White Design
Established in 2010 by Elliot March and James White, MAWD | March & White Design, is an award-winning interior design firm with studios in London, Los Angeles, New York and Dubai. Our approach is built from a legacy of delivery across multiple disciplines. Our global portfolio spans: exceptional residential developments, sector-defining luxury hospitality projects, branded residences and deeply personal private home and yacht schemes for the most discerning families in the world. Our international team has delivered complex and ambitious projects for global brands and landmark developments, equally they have created transformative interior spaces for highly private projects across the world.
This week’s instalment of the SBID Icon Insights series features Fenton Whelan. With meticulous attention to detail and an unwavering commitment to excellence, Fenton Whelan creates sophisticated spaces that seamlessly blend heritage with contemporary living.
Our team works in close synergy, ensuring every element—from conceptual design to execution—is meticulously curated. We foster a collaborative environment where architects, designers, and artisans contribute their expertise to create exceptional results.
We continuously engage with global design trends, attend international design fairs, and collaborate with leading craftsmen and material innovators. Investing in technology and sustainable solutions also keeps us ahead of industry advancements.
We prioritize sustainable sourcing, energy-efficient solutions, and timeless materials to ensure longevity and reduce environmental impact. By collaborating with ethical suppliers and artisans, we integrate sustainability without compromising luxury.
Our approach blends classical refinement with contemporary sophistication. We are known for our elegant use of textures, statement lighting, and bespoke furnishings that bring a sense of timeless luxury to each space.
Our ability to create deeply personal and refined interiors, tailored to the lifestyles of our discerning clientele, distinguishes us. Our design ethos prioritizes craftsmanship, storytelling, and seamless integration of luxury with function.
Yes, we actively mentor emerging designers and collaborate with design institutions to foster the next generation of creative talent.
We maintain strong relationships with exclusive suppliers and bespoke manufacturers, allowing us to source unique materials and create truly one-of-a-kind interiors for our clients.
About Fenton Whelan Design
Fenton Whelan Design is a London-based interior design firm renowned for its bespoke, luxurious, and timeless interiors. With meticulous attention to detail and an unwavering commitment to excellence, we create sophisticated spaces that seamlessly blend heritage with contemporary living. Our portfolio spans high-end residential, hospitality, and commercial projects, each tailored to reflect the unique personality and lifestyle of our clients. By combining innovation with craftsmanship, we transform spaces into refined, elegant environments that stand the test of time.
This week’s instalment of the SBID Icon Insights series features MKV Design. MKV Design is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work.
Our 10-year re-creation of Bürgenstock Resort overlooking Lake Lucerne in Switzerland exemplifies the diversity of our work because it is a collection of so many different parts, each a one-off project in itself - a new hotel in a modern vernacular, a heritage hotel refurbished in a grand fin-de-siècle manner, ultra luxury residences in a new property built behind an original 19th Century façade, a huge Zen-like spa, restaurants and so on, each with their own distinctive character. However, we planned and designed all these places to “click” together and create a homogenous destination.
In the hospitality sector, design is becoming much more human centric. The industry is now looking at a lot more than aesthetics – the changing demographics of guests for example, the growth in private groups of family and friends travelling together and, as business travel returns, the more nuanced expectations of many guests for a work/leisure experience. It is interesting to note the influence of residential design. Over recent years, hospitality design trends have led the way and had impact on residential design, but the barometer has swung and now it is now aspects of residential design, especially the notion of highly personalised environments, that are shaping hospitality design.
In the world of hospitality, many of the most treasured establishments are housed in old buildings and, as designers, we restore, refurbish and repurpose these legacy buildings. We also repurpose and restore antique pieces. Both buildings and their contents have a key role to play in telling the unique story that guests are eager to find. For much the same reason, we like to incorporate local materials, colour palette, crafts and artwork and, of course, buying locally and supporting neighbouring communities are inherently more sustainable than sourcing from far afield. The great thing now is that the luxury experience and sustainability are recognised as totally compatible, and increasingly guests are prepared to pay a premium to stay in a hotel that achieves both goals.
They drive what we design. As far back as some 15 years ago, we created a concept installation that proposed the advent of flexible hotel guestrooms which, enabled by technology together with innovative design, could easily adapt through work, rest and play scenarios. More recently, when the man-made pollution of our oceans was just becoming headline news, we designed another installation that stripped back the concept of luxury on a paradise island to what really matters – seamless engagement with the environment in a landscape as nature intended. In the real world of our projects, we integrate technology, but are not victims to it, and like to utilise new materials and systems whenever they might benefit operations and the guest experience.
In addition to Bürgenstock, another resort project was and remains seminal – Costa Navarino in Greece. We began our work with the client not long after MKV was founded. The guiding spirit of the vision was to create a premium, sustainably driven destination in Messinia – a beautiful and historic part of the country – bringing opportunity and prosperity to the neighbouring communities. The first phase of work included the design of two luxury hotels, the Agora village, a large conference centre, a spa and a golf clubhouse. Since then, we have worked on additional facilities as the resort expanded, as well as occasional refurbishments. In 2023, we completed the W Costa Navarino, Greece’s first W hotel, and we have just delivered a five-bedroom Mandarin Oriental villa. Costa Navarino is a celebration of its natural location. It offers a contemporary experience but one rich in the stories and traditions of its region as well as engagement with the landscape.
Both Bürgenstock Resort and Costa Navarino feel like they belong in their location, as if they are growing out of the very land and legacy of their context.
Yes, I am one of the founding partners of Kindling, a biennial competition for students of architecture & design which launched in 2022. The inaugural edition aimed to highlight the work of Ukrainian students, inviting them to submit their concept for a new hotel in Ukraine when the war with Russia was over. More than 40 students participated, and we brought the winners to London to celebrate and enjoy a long weekend in the capital. The current edition, is open to students across Europe. Subtitled Sanctuary, it is inviting them to design places of hospitality which welcome, nurture and help break down barriers, as well as which cater for the practical needs of those who are displaced from home, whatever the cause.
In our opinion, collaboration with manufacturers, suppliers and artisans is paramount. What they contribute to projects is as equally important as the design itself. So, MKV has many long-term relationships with all three groups. However, this doesn’t mean we are not open to new project partnerships – far from it!
About MKV Design
Maria Vafiadis established MKV Design in London in 2000 after an early career which took her from Athens to Milan and Vienna and onto the UK. Since then, she has cultivated a business which has worked in Europe, the Middle East and Africa and is internationally recognised for combining visionary use of space with design that reaches out beyond trends to create commercially astute, innovative and delightfully surprising work. Projects include a multitude of prestigious hotels and resorts, both new-build and heritage, spas, restaurants and golf clubs as well as residences. Celebrated as a practice of distinction, MKV has been garlanded with numerous design awards, most recently: AHEAD Europe Best Resort, Gold Key Best Hotel Luxury, World Best Spa Design and Hospitality Design Guestrooms Luxury.
This week’s instalment of the SBID Icon Insights series features Ellis Design Studio. The multi-award-winning hospitality interior design studio create daring, conceptually driven interiors, infused with depth and meaning, which are beautifully cinematic, yet anchored in a rich sense of provenance and narrative.
Upstairs at the 1878 – the design is infused with a strong sense of storytelling and a clearly expressed design narrative. The space has a sense of the unexpected and is imbued with vintage-inspired glamour.
At the project’s inception, our team works closely to explore and delve deeply into the essence of the design narrative. This creative collaboration informs all elements of the design process, which continues throughout the design process, to ensure a consistent and clearly articulated design vision.
Interiors are continually being shaped by forces within the broader world around us. We believe sustainability, tech integration and experience-led/experiential interiors will become ever-more important influences shaping the direction of interiors.
As a Studio, we enjoy the challenge of exploring a wide range of design styles. Our approach is based around consistently striving to weave a cohesive narrative throughout the design scheme and communicate the concept through carefully considered touchpoints within the design.
A significant portion of our work is based around the fusion of physical and digital design touchpoints in a luxury design setting. We have become leaders in the creation of spaces with a strong design narrative and a tech enabled immersive element.
Due to the complexity of our designs, we work closely with architects and engineers to bring our creative visions to life. We collaborate with architects on spatial, technical and statutory matters and with structural engineers on a broad range of design elements, including feature bars as well as collaborating to create structures for supporting and suspending ‘showstopper’ elements within out design schemes.
The Studio works with a vast array of suppliers, and we continually seek out new relationships to ensure we’re continually discovering new design approaches. We also work with a range of artists and artisans including fine artists, metal workers, glass blowers, ceramicists, furniture makers etc to help bring our designs to life.
About Ellis Design Studio
Ellis Design Studio is multi-award-winning hospitality interior design studio, based in London. We create daring, conceptually driven interiors, infused with depth and meaning, which are beautifully cinematic, yet anchored in a rich sense of provenance and narrative. We create immersive concepts and extraordinary, memorable, inspiring destinations. Ellis Design Studio specialises in hospitality interior design projects in the UK and internationally. The Studio comprises a strong team with extensive experience across the hospitality sector, including bars, restaurants, 4&5 star hotels, competitive socialising venues, experiential venues and private member’s clubs. Working with clients like Live Nation, IMG, Inception Group, M&C Saatchi & Historic Royal Palaces, we elevate the guest experience, creating immersive, vibrant, surprising and unexpected social spaces.
This week’s instalment of the SBID Icon Insights series features Muza Lab. The studio believe in creating authentic connections to the places they design for. The process for all of their projects hinges on understanding their environment, both geographically and culturally, and reflecting this in their designs.
Every project embodies our approach to design. Our recent project, Royal Mansour Tamuda Bay, captures so much of what defines us. The site itself told the story. Shells scattered along the beach, the warm terracotta tones of the landscape, and the ever-present view of the Rif Mountains. We used those cues to shape a palette, to guide our use of material and craft, and to root the project in its surroundings. We worked closely with Moroccan artisans to reinterpret traditional techniques - carved plaster, hand-chiselled wood, intricate mosaics - each infused with the patterns and tones of the region.
We are seeing a move away from uniformity and polish toward spaces that feel human and connected. There is a desire for warmth, for meaning, for stories that unfold slowly. People want to stay in places that make them feel something, that speak to the culture and history of where they are. We see craft, heritage, and material honesty shaping what comes next.
Sustainability is not a separate idea. It is a way of thinking that is at the core of Muza Lab. We work with local makers, use materials that are responsibly sourced, and design for longevity. We work with artisans and brilliant suppliers that always champion craftsmanship over mass production, which is of course necessary for the kind of pieces our projects call for. It’s also just the simple factors of designing around your environment and in designing spaces that last well beyond a trend.
Technology should support a space, not overwhelm it. When used with care, it helps create comfort and efficiency, but it should never interrupt the human experience. We use innovation to refine our designs, to elevate craft, or to bring new potential to traditional techniques. But the heart of the project must always be emotional and grounded.
Stay open. Stay curious. Keep asking questions and don’t be afraid to explore paths that are unfamiliar. Spend time understanding the stories behind materials and traditions. Design is not about impressing people. It is about making them feel something. And that begins with learning how to listen.
We believe in nurturing talent. Our studio is built on the idea of learning something new every day. We support young designers by aiming to inspire, sharing knowledge, and creating an environment where ideas are welcomed and explored. We talk at universities and colleges all over the world to share this perspective and beliefs around the power of design, and how to achieve them.
We work with an incredible network of artisans, suppliers, and makers from around the world. Many of them we return to again and again, not just because of their skill but because of the trust and understanding we have built together. Fabric suppliers like Pierre Frey and Dedar, wallpaper from the likes of Elitis and degournay, or bespoke work with teams of local artisans - these partnerships allow us to create custom pieces that are completely unique to each project. It is that level of connection that brings authenticity to the work.
About Muza Lab
We believe in creating authentic connections to the places we design for. The process for all of our projects hinges on understanding their environment, both geographically and culturally, and reflecting this in their designs. We use textures, patterns and colours to bridge the past and present through contemporary design, in a way that evokes memory, history and the soul of a destination. It is within the minute stitches, handwoven fabrics, and bespoke touches that a story unfolds, connecting guests with the cultural heartbeat of a locale. By working closely with artisans, we celebrate not only their skill but the stories behind each form. Our spaces are where people go to share special moments with those most precious to them. Our aim is simple: to make these moments rich with feelings that can’t be shaken; to create settings for stories that are held close to the heart, and told again and again.
This week’s instalment of the SBID Icon Insights series features Elicyon. The multidisciplinary studio offers luxury interior design, architecture and project management services across residential, commercial, retail and hospitality disciplines.
Our recent project in the heart of Mayfair, London, 60 Curzon, embodies Elicyon’s design philosophy. It transforms an expansive apartment within an Art Deco building into a serene, sophisticated sanctuary by combining contemporary elements with heritage details. Bespoke joinery, custom lighting, and a curated palette of organic tones create an elegant yet functional home that integrates elegance and luxurious living at its core.
As a studio, Elicyon embraces innovation and new technologies, from 3D modelling to harnessing AI tools, without compromising the human touch that defines our work. Regular research, attending global design fairs, and collaborating with forward-thinking artisans help us stay ahead of industry trends.
We foresee a continued emphasis on sustainability, wellness-driven design, and technology integration. Spaces will increasingly focus on multifunctionality, biophilic elements, and timeless aesthetics that transcend fleeting trends.
Sustainability is always a consideration of every major project. From eco-friendly materials and the minimisation of waste, to partnering with suppliers and craftspeople that share our commitment to responsible practices. For example, in Regent’s Crescent, we worked with leading British manufacturer, Bill Cyendert, whose ethical practices on site meant that waste minimal. We also worked hard to preserve existing elements, such as hardwood floors and door hardware where possible, while introducing sustainable finishes and materials throughout.
Elicyon stands out for its ability to marry architectural integrity with luxurious, bespoke interiors. Our client-first approach, dedication to innovation – whether its technology or materials, and craftsmanship distinguish us as leaders in the field.
Regent’s Crescent, London, is a standout project. By seamlessly blending contemporary functionality with the historic grandeur of the Grade II listed building, we created a home that feels elegant, timeless, and sustainable. The project showcases our ability as a studio to respect heritage while introducing modernity.
The primary challenge was balancing the preservation of the building’s listed features with the client’s desire for a contemporary space. By carefully curating materials and reconfiguring spaces with thoughtful interventions, we delivered a solution that honours both the past and the present.
Our partnerships with like-minded artisans and suppliers are central to our success. From bespoke joinery to handcrafted furniture, these collaborations allow us to deliver exceptional quality and innovation in every project.
About Elicyon
Founded in 2014 by Charu Gandhi, Elicyon is a RIBA-registered multidisciplinary studio offering luxury interior design, architecture and project management services across residential, commercial, retail and hospitality disciplines. Our 35-strong team are proud to have completed multi-award-winning projects both in the UK and worldwide. The combined skills of the Elicyon team, and the studio’s extensive international network of highly skilled consultants, artisans and craftspeople, allows clients to experience a world-class and consummate design process. With a rigorous approach to design detail across the disciplines, and a deep understanding of the project stages, Elicyon are perfectly placed to manage projects from conception to completion. The team’s masterful studio professionals are primed to create flawless interiors with creative integrity, no matter the complexity or scope of the brief.
This week’s instalment of the SBID Icon Insights series features Quadrant Design. They are an award winning boutique agency providing interior, environmental and digital design services for brands and individuals.
For us, it is all about utilising and placing the right skill sets for the right piece of work. We recognise skills and expertise so often we will work collaboratively throughout the company, bringing in team members for key areas of a project where best suited. We do a lot of workshopping which always starts with pen and paper, scribbling out and drafting our thoughts and visions between us. We also love to collaborate with other boutique agencies and suppliers where we value their expertise for a specific part of a project to make it the best it can be.
Between us, we are forever travelling the country and globe seeking the latest openings and drops from brands, however for us, it isn't just about physical spaces to visit, it's keeping an eye on online trends, fashion, new brands, new exhibitions & movements which inspire our creative vision. Keeping up to date with these trends help us stay on top of the ever changing dynamics of how people shop, eat, play & work. Being based in Soho also allows us to be inspired daily, just walking out our front door on Berwick Street we are forever discovering new pop ups, immersive experiences and soaking up the undeniable energy of Soho.
We also have a monthly whole company workshop where we showcase our latest work, as projects are delivered so quickly it's an opportunity to celebrate the work achieved by the team and what we learnt from that project.
We are forever educating ourselves with the latest materials and methods which enhance the sustainability of a design. As a company, we have an in-house FF&E designer who focuses purely on materials and organises monthly CPD’s for the company to have access to the latest materials, products and suppliers. We also attend trade shows and explore what other brands have done in their physical spaces, exploring and discovering how materials and processes have been used in different ways.
As cost and timescales can often be a challenge when specifying sustainable materials, we always try to approach materiality as early as possible in a project timeline to ensure that we can achieve the desired effect.
It really is all about having a great brief. Our style must be in sync with brands we are designing for so our talent is in pivoting and adapting our style between clients to ensure it is authentic to the brand. Our approach always starts however, with a deep dive research period where we really get to know the brand. This may involve researching the history or a brand or may be working in their spaces, speaking to the team and the customers to really understand the essence of the brand.
Eton in New York is one of our most iconic - located down the world famous Madison Avenue and the first flagship in the USA for Swedish menswear brand Eton. We started working with ETON Shirts in March 2023 to create their global design concept for both Shop in Shop concession spaces as well as flagship stores worldwide.
We worked with Adidas in 2019 to complete this 5 storey Flagship store on Oxford Street, London. Adidas LDN followed on from New York and Paris, as the third new global flagship store. Initially we were brought on board to assist the main contractors, however as the project progressed we quickly assumed the role of Lead Technical Architect to deliver the project, alongside the Concept Design team in both the UK and Germany.
Collaboration is at the heart of what we do. Just as we work seamlessly within our own team, we take the same approach with architects, engineers, and other consultants. With our deep experience in the process, we understand how to contribute effectively at every stage, ensuring proposals are developed on time and in line with a mutually agreed programme.
It’s always a team effort—the collective input of every consultant shapes the final outcome. The smoother and more enjoyable the process, the better the finished product. I always stress to clients when assembling a team that delivering their vision should be an enjoyable experience. But that only happens when you have the right, solutions-focused people involved. Anyone who isn’t on that same page makes the process far harder than it needs to be.
Everything we do relies on collaboration with suppliers, manufacturers, and brands, it’s integral to the process. While we select partners on a project-by-project basis to ensure the best fit, we’ve built an extensive ‘black book’ of trusted contacts over the years. This network allows us to bring in the right expertise, materials, and innovation to deliver the best results for each client. Rather than rigid partnerships, we value flexibility and the ability to curate the right team for every unique brief.
About Quadrant Design
Quadrant Design is an award winning boutique agency providing interior, environmental and digital design services for brands and individuals. A group of 25+ gifted and big-hearted people who think, create, and grow together. Every member of the team plays a vital role, each project builds on the last, and our strength comes from the way we collaborate, adapt and push each other to do our best work. We’re proud not to have a house style, we answer the brief, challenge perspectives, and expand our clients' minds from that foundation. We design spaces that don’t just look good but work hard, because great design isn’t just about aesthetics; it’s about product, experience, flow, and, ultimately, making the tills ring.
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