SBID Icon Insights: SHH’s Flexible and Collaborative Design Process

Who leads design and creative direction at your company?

It is never about one person’s vision; it is always a team vision. The studio’s work is driven by a collaborative and dynamic team approach. We work internationally, bringing together diverse cultures and professional expertise. Our philosophy is built on the accumulation of knowledge, allowing us to take a staged approach to each project. For us, design is about embracing the next challenge—every project is unique, and we continuously seek new opportunities to push boundaries.

Rather than focusing on individuals, we believe in the power of teamwork, this contributes to shaping our creative vision. Our projects reflect this collective effort, ensuring that every design outcome is a true representation of the team’s combined expertise. As Creative Director, Neil Hogan plays a key role in guiding and supporting, helping to nurture ideas and elevate creative solutions.

How does your team collaborate on major projects?

Collaboration is at the core of our design process. We foster an open and dynamic exchange of ideas - were thoughtful debate and active listening drive innovation. Our team works closely with other professionals and international partners, to bring diverse expertise and perspectives into our projects.

We take the time to understand our clients and their unique needs, ensuring that our designs reflect their vision. Whether it's shaping the identity of a building, enhancing how people live, or transforming the way they experience a space, our collaborative approach ensures that every project tells a compelling and meaningful story.

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

We are committed to leading rather than following in an ever-evolving design landscape. As technology continues to advance and shape the creative process, we embrace innovation by integrating tools and methodologies into our work. Our team continuously explores new techniques, materials, and digital advancements to push the boundaries of design.

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

We work across a variety of sectors, each with its own norms. Rather than following ephemeral trends, we focus on creating lasting, impactful designs. While innovation is central to our approach, its application is often guided by budget considerations.

What sets your work apart in the industry?

We are respected across all stages of our work because of our professionalism, trust and friendliness. We prioritise delivering on our promises rather than overpromising and under delivering. This commitment to integrity is evidenced by the fact that 97% of our business comes from repeat clients or personal recommendations

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

Our continuous professional development is important to us and we encourage staff to attend CPDs, lectures and suppliers events which explore a wide range of topics from innovative materials through to new sustainability practices.
Here is a list of our initiatives to support community:
- We offer support to interior design college students through our work experience programme.
- We are STEM Ambassadors and we visit secondary and primary schools to inspire students to pursue a career in engineering and design.
- We have joined the RIBA Women in Architecture Mentoring Programme.
- The studio has been supporting Homegrown+, a charity which supports students from diverse backgrounds in their ambition to study and enter the architecture profession.
- We are part of Grimshaw’s foundation scheme, supporting secondary students from diverse backgrounds to explore the design profession as a potential future career path.
- We are collaborating with Portsmouth University and offer talks and work experience to students studying design with the aim to bridge the gap between academic knowledge and the practicalities of the profession.
- We donate recycled fabrics to Kingston University fashion design students.

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This week’s instalment of the Project of the Week series features a luxurious and modern penthouse design by 2023 SBID Awards Finalist, SHH.

SHH was invited by Developer Henigman to transform an empty shell space into a modern slick penthouse with interiors that amplify the luxurious nature of the private gated London development where the penthouse apartment is located. The design team drew inspiration from the penthouse’s leafy location, the best of British craftsmanship and London’s culture in creating an ultimate living and entertainment pad. Smart technology which controls everything from light to sound and a combination of carefully selected and unique, bespoke designed pieces of furniture, lighting and artwork contributed to creating stylish interiors tailored to entertaining guests.

What was the client's brief? 

Our brief was to transform an apartment from ‘shell and core’ into a modern slick penthouse with interiors that amplify the luxurious nature of the private gated development where the penthouse apartment is located. Our interior design effort focused on shaping a unique lateral space with balance and a subtle feel of luxury for modern living. A careful selection of unique, bespoke designed pieces of furniture, lighting and artwork helped us create a stylish living and entertainment pad.

What inspired the design of the project?

We drew inspiration from the penthouse’s leafy location, the best of British craftmanship and London’s culture. By introducing artisans such as Anka for bespoke bronze panels with leaf imprints, we created unique moments throughout the property and links between the interior and the beautiful exterior surrounding.

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

It was unknown if the property would be sold or offered to the rental market. We had to be mindful to design beautiful interiors that would appeal to a client purchasing the property but also finishes that would withstand the rental market.

What was your team’s highlight of the project?

One of the key aspects of this project is the creation of contrast between the different zones of the apartment. We wanted to introduce the feeling of a private members’ club to the interior of the living space. The living areas of the penthouse are shared between the top floor and the lower ground portion of the building which hosts a multi-purpose entertainment space including a games and dining room, a private screening room, a pool table and bar as well as a dance studio and yoga room.

On the upper level SHH’s interior design effort was focused on shaping a unique lateral space to bring balance and a subtle feel of luxury for modern living. The upper floor benefits from ample light coming through the wrap around glazing and a large outdoor terrace which circles around the entire apartment. The terrace offers an ideal space for entertaining guests with 360° views to the gardens. The Lower Ground space sits in a complete contrast to the upper level and features warm and deep tones around the furniture and walls which are enriched by details of bronze, marble and glass.

Why did you enter the SBID Awards?

By showcasing our work alongside other talented designers, we contribute to the collective innovation and evolution of the field. And in the end, the most fulfilling aspect is seeing the positive impact our designs have on people's lives, making all the effort put into these awards truly worthwhile.

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

Being a Finalist isn't just about business accolades—it's a commitment to raising the standard of interior design as a whole. The decision to enter professional awards isn't just about recognition, but about pushing the boundaries of our creativity and expertise. These awards serve as a great platform to showcase the culmination of hard work, innovative design solutions, and meticulous attention to detail that goes into every project we work on.

Questions answered by Bethany Prince, Associate Interior Designer at SHH.