The Story Behind WHY NOT Design: Blending Creativity with Commercial Purpose

Which elements of your profession do you enjoy the most?

The magic moment when a concept sketch becomes a space people actually inhabit. I love the process — the mess, the material samples, the midnight ideas that suddenly make everything click. Every project is a balancing act between imagination and reality, and I secretly enjoy the chaos. Also, that client smile when they walk in and say, “This feels like us.” Can’t beat that.

What has been your most memorable career highlight from the past year?

Without a doubt — launching WHY NOT Design. Watching the brand grow from a scribble in my notebook to a real studio with real clients has been wild. Getting SBID Accredited in our first year was the cherry on top — a reminder that being bold doesn’t mean being reckless. You can colour outside the lines and still do it properly.

What are your favourite types of projects to work on and why?

Marketing suites, show flats and workplaces — anything that blends creativity with commercial purpose. I love designing spaces that sell a story. They have to grab attention, make an impression, and whisper, “You belong here.” Those projects let me push creativity while still driving results, which is basically the WHY NOT sweet spot.

What are the most challenging aspects of working in interior design?

Keeping the vision intact while reality throws curveballs — budgets, deadlines, deliveries, the occasional “we lost your tiles.” Design is 20% creative genius and 80% controlled chaos. The challenge (and the fun) is staying calm while the storm swirls — and still producing something beautiful. It’s equal parts artist, therapist, and crisis manager.

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

That interior design is a full-contact sport. You’ll need stamina, patience, and a sense of humour. It’s not just fabrics and floorplans — it’s negotiations, logistics, psychology, and a lot of problem-solving. I wish someone had told me that resilience is as valuable as creativity. Oh, and comfortable shoes. Always comfortable shoes.

If you could give one tip to aspiring designers, what would it be?

Don’t water yourself down. The world doesn’t need another copy of what’s already been done. Find your thing — your signature — and lean into it. Not everyone will get it, and that’s fine. The right clients will. Consistency and confidence build a brand faster than any trend ever could.

How do you see the interior design industry evolving in the year ahead?

We’re entering the era of meaningful design. Clients are craving authenticity — spaces with purpose, not perfection. Sustainability is finally more than a buzzword, and storytelling is front and centre. Technology will keep shaping how we visualise and communicate ideas, but personality will be the real differentiator. The future belongs to designers who dare to be different — and mean it.

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This week’s instalment of the Project of the Week series features a luxury rental building design by 2024 SBID Awards Finalist, CHIL Interior Design.

CHIL Interior Design was tasked with crafting REN, in Seattle's South Lake Union. Inspired by exploration and the fusion of humanity with technology, REN offers an immersive experience through bespoke art and design. Custom artwork and installations adorn the public areas, catering to the vibrant tech industry professionals seeking originality. Amenities include a fully functional lobby bar, state-of-the-art fitness facilities, and interconnected top-floor lounges boasting panoramic city views. Designed to meet the evolving needs of its residents, REN offers flexible workspaces and immersive art galleries, creating a dynamic and stimulating living environment.

What was the client's brief?

REN was our chance to make a bold statement in the US luxury rental market, specifically for the creative minds in Seattle’s tech scene. The brief was all about creating spaces that felt alive, with art and tech merging to spark a sense of exploration. We wanted tenants to feel inspired as soon as they walked through the door.

What inspired the design of the project?

Inspired by the concept of exploration and merging humanity with technology, we wanted every corner to feel like it had a story to tell, where humanity and technology collide in unexpected ways creating a residential space that feels like a journey.

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

Building REN during the pandemic was a wild ride as everything had to adapt as we went. With remote work becoming the new norm, we had to rethink how the space would support hybrid professionals. Flexible co-working areas, private pods, and meeting rooms that feel as functional as they do inspiring. Plus, immersive art galleries and a lobby bar that’s more than just a spot to grab a drink. REN is a place to work, socialise, and unwind, all in one, blurring the lines between home, work, and play.

What was your team’s highlight of the project?

Our biggest highlight was watching the vision of exploration come to life through art. From hanging wood sculptures to glowing astronauts and graffiti-inspired murals, every piece was designed to blur the line between humanity and technology. Walking through the finished space was a surreal moment for our team.

Why did you enter the SBID Awards?

We entered the SBID Awards because it’s a globally recognised benchmark for excellence in design. We invest in awards that hold prestige and celebrates work that pushes creative boundaries and sets new standards in the industry.

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

Being an SBID Award Finalist feels like a huge win for our whole team. It’s a validation of all the hard work, creativity, and passion we put into every project. It’s not just about the recognition, but a reminder that we’re on the right track to keep pushing boundaries and creating spaces that inspire.

Questions answered by Carolyn Kaczmarek, Director of Residential Design at CHIL Interior Design.

This week’s instalment of the Project of the Week series features a combination of modernsim and organic shapes in this show flat design by 2024 SBID Awards Finalist, Angel O'Donnell.

Angel O’Donnell’s design story is rooted in Centre Point’s brutalist precision, strong geometry and arresting silhouettes. The team designed upholstered bedroom walls with zigzag patterns and honeycomb-shaped pillars to echo the building’s iconic façade. Curated totemic sculptures of carved wood, built a room divider comprising polygonal panes of coloured glass, and sourced vintage pieces that date back to the time of Centre Point’s construction. They painted a ceiling mural that captures the fiery hues of the sunrises and sunsets that can be seen from the east and west facing windows, and assembled a gorgeous mix of materials, from honed marble to oxidised steel.

What was the client's brief?

Our client wanted a last hurrah! A newsworthy interior that would celebrate Centre Point’s brutalist architecture, jaw-dropping views, and decade-long story of regeneration since building works began.

This would be the last in a long line of show residences, so it was essential we created a different look from previous designs – particularly the scrupulously pared back, mid-century-modern interiors by Conran + Partners, and the glossy-luxe interiors by Morpheus & Co.

By creating a whole new look and feel, we could demonstrate the versatility of these spacious and smartly planned residences.

What inspired the design of the project?

Centre Point’s brutalist architecture provided us with a bottomless well of inspiration. Everything from the building’s rippling rhythms of precast concrete to the beautiful light that pours in through the east- and west-facing windows informed our designs.

We took the spirit of modernism – its optimism and freedom of expression – and made it our own, mixing rectilinear forms with organic shapes, bright rich colours with soft pale neutrals, smooth surfaces with strong textures, and subtle patterns with bold motifs. This ebb and flow of binary styles creates a lovely rhythm as you journey from room to room, from morning till night.

We instinctively wanted colour-soaked interiors that contradict the cool white-grey exterior of the building. Each colour was carefully selected to elicit a different emotional response. The embracing warmth of terracotta in the principal bedroom. The respective palettes of soothing pink and positive green in the guest bedrooms. And the healing energy of copper in the dining area. These colours are designed to calm and balance, energise and uplift, and in turn enhance the experience of living up high with all of London laid out before you.

As for materials, we incorporated as many as we could to honour the concrete, steel, glass, limestone and wood present in the building. We chose walnut, rattan, marble, leather, bronze, ceramic, resin, oxidised steel, bamboo silk, velvet – a panoply of noble and other quality materials that look, feel and smell reassuringly luxurious. Their veins, grains, colours, textures and aromatic properties add to the rich sensory experience throughout.

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

It was finding a smart and subtle way to zone the 33ft-long living area without carving it up and making it feel small. In our minds, zoning was critical to reimagining the space and opening prospective buyers’ eyes to all the things you could do with it. So, we opted for low-slung furniture to keep the focus on the views over Mayfair and Hyde Park. Then we used a giant L-shape sofa to create an island of tranquillity with easy-to-reach coffee tables and spot tables, deep-seated lounge chairs, and a silky-soft rug. By resisting a traditional layout of two sofas facing each other, we enhanced the flow between the living, dining and study areas.

What was your team’s highlight of the project?

The room divider was immensely satisfying to design and build. We love to work with craftspeople whose workshops we visit to stress-test materials and prototype constructions – and this piece certainly put us through our paces.

We experimented with different frames – both free-standing and fixed – as well as a variety of shapes ranging from the regimentally geometric to the varied and polygonal. We also tested various burner boxes and fuel reservoirs for the bioethanol fireplace.

Working through multiple iterations is the only way to guarantee an excellent product, in this case, a new focal feature that will remain functional and fabulous for years to come.

Why did you enter the SBID Awards?

Angel O’Donnell won its very first gong at the SBID Awards in 2019 – and we’ve loved them ever since. The SBID is such a supportive organisation, the team is terrific to work with, always attentive, and the awards themselves are a joyful celebration of design and craftsmanship. For these reasons, we enjoy entering the awards and being a part of the SBID family.

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

It’s a lovely thing to share with our clients. They’ve put all this trust in us to deliver a showstopping scheme – one that will help the developer to sell units – and when you can top this with an industry-recognised nod, it’s something everyone can feel proud of.

Questions answered by Ed O’Donnell, Co-Founder & Creative Director of Angel O’Donnell.

This week’s instalment of the Project of the Week series features a timeless and elegant apartment design by 2023 SBID Awards Finalist, Angel O'Donnell.

Angel O’Donnell was tasked with interior designing an apartment inside The OWO Residences by Raffles. Once home to Britain’s military HQ under Churchill’s premiership, this neo-baroque Grade II* listed gem boasts a fine pedigree. Even so, their client was keen to eschew shouty emblems of luxury in favour of a quietly assured scheme that would appeal to a discerning, globe-trotting buyer. So the team set to work creating a warm and welcoming home – where craftsmanship, pin-sharp detailing, expert art curation and comfort work in concert with each other.

What was the client's brief? 

It was a gem of a brief borne out of several brainstorms with The OWO’s Design Director and wider sales team. Eventually we landed on, ‘A sanctuary in the heart of London. Understated yet beautifully crafted. A home from home for citizens of the world.’ The words ‘sanctuary’ and ‘home from home’ resonated with us. There’s an intimate, sort of cosy romance to this language, which conjured images of four-poster beds, elegant glass pendants, embroidered fabrics, and large, deep-seated furniture to luxuriate in. It’s one of the freshest, most single-minded briefs we’ve ever worked on.

What inspired the design of the project?

The building’s architecture inspired many choices. It’s quite the melting pot: Scottish architects, Edwardian construction, in a baroque style belonging to 17th century Europe. So we thought it would be fun to add our own heady mix of influences – everything from an Arabesque rug to cocktail chairs upholstered in Florentine bargello fabric to a Renaissance-inspired painting by a Columbian-born artist. What better way to appeal to a global audience?

Comfort was the other big design influence. Plush-velvet sofas, Savoir Beds, classic English silhouettes – designs that are timeless and elegant while at the same time robust enough to jump on and nestle into.

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

It’s all too easy to get swept up in the mythology of a building, especially one as grand as The OWO. This is where Churchill commanded the British armed forces, T.E. Lawrence (of Arabia) compiled maps of foreign territories, and Ian Fleming dreamt up James Bond. A pedigree this fine could have easily muddled our thinking. But we kept our cool, exercised restraint, and wheedled out anything that evoked the building’s past too thirstily. This involved a lot of editing. Patterns, colourways, fabric choices, artwork, lighting, furniture, even bead mouldings for the walls – it was all scrutinised. The more we cut, tweaked, polished and developed, the more effortlessly designed and curated everything appeared. Sometimes, the things that can trip you up give you that extra drive and focus.

What was your team’s highlight of the project?

Getting to work with so many amazing talents was the most creatively stimulating and happy-making highlight of all. Dairo Vargas, the dizzyingly gifted artist whose brilliant colours and bravura brushwork created one of our all-time favourite paintings in the living room. Georgia Stoneman, our trusted art curator and friend, who spent months helping us to compile a serious collection of works spanning multiple decades and medias. Dan Green, Fabrili and CM Upholstery who executed our furniture and joinery designs to perfection. Then, of course, all the Great British brands like Savoir Beds, Porta Romana, George Smith and Tom Faulkner, whose creations elevated our schemes to new heights.

Why did you enter the SBID Awards?

We’ve entered the SBID awards because we’re proud to be SBID accredited, happy to number among its global community, and supportive of its tireless quest to protect, nurture and champion talent without bias.

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

Being a finalist means the world to us because it involves so many people. Clients, suppliers, craftspeople, tradespeople, artists, gallerists, plant specialists, storage and installation experts – everyone who got us over the finish line owns a slice of this achievement. And from a PR perspective, it’s always fun to have awards news to talk about in social media and pitch presentations. It gives you licence to show off in a kind way. It’s the cherry on a very well-decorated cake.

Questions answered by Ed O’Donnell, Co-Founder & Creative Director at Angel O’Donnell.

The Bolshakova Interiors team drew inspiration from the boundless azure sea and the soothing touch of sunlight to craft their design concept for an opulent three-bedroom apartment nestled in a prestigious spot along Limassol's seafront promenade in Cyprus. This exceptional dwelling is located within 'The One,' Europe's tallest seafront tower. The tower, a stunning architectural achievement, was envisioned by the esteemed architect Hakim Khennouchi of WKK Architects and brought to life in 2021 by the renowned real estate developer Pafilia.

With its underlying effortless, minimalist-chic approach, the design style of the apartment can be described as modern Mediterranean, characterised by the dominance of beige shades — pearl, creamy, cotton, and seashell. “This concept originates in the aesthetics of Cyprus's distinct culture and design traditions, as well as the island's natural beauty, featuring rocky cliffs, tree-covered mountains, and pebble beaches,” shares her inspiration Nataly Bolshakova.

The primary obstacle the design team encountered during this project revolved around reconfiguring the space's layout. Nataly Bolshakova proposed the creation of a distinct laundry room and wardrobe to address this challenge. Furthermore, Bolshakova's studio enlarged the kitchen area by rearranging the layout and relocating a kitchen island nearer to the expansive terrace. Consequently, the apartment now boasts a thoughtfully organised space that effortlessly blends functionality with aesthetics.

The 127 square metre apartment encompasses a master bedroom, a son's room, a guest room, an open-plan kitchen and living area, and a generous terrace. Within the living space, there's an ample dining area, an open-concept kitchen, and a cosy social zone furnished with a plush milky-hued sofa and a book collection. The use of marble and glossy surfaces throughout echoes the serene environment of Limassol.

The kitchen showcases a sleek minimalist aesthetic, characterised by pristine white surfaces and generous hidden storage solutions. Overcoming an extra hurdle, the studio took on the task of revamping certain furniture pieces, as the apartment was initially furnished with conventional items. Bolshakova Interiors chose to upgrade these with bespoke furniture pieces, following a specific colour scheme to enhance the overall design cohesion.

The stylistic direction, colour palette, and material selection for this interior were driven by the desire to streamline the spatial layout. In the master bedroom, we incorporated textile panels in a calming caramel brown hue and installed warm walnut parquet flooring to introduce a sense of softness and intimacy. These panels were intricately tailored and crafted by hand in Italy, providing not just a decorative touch but also practicality, as they can be conveniently replaced or cleaned when needed.

In the guest bedroom, designers upheld the consistent colour scheme and material selection. Here, an exquisite dressing table from Poliform harmonises with floral patterns adorning the Glamora wallpaper, enhancing the room's refined and understated elegance.

For the children's bedroom, the design studio opted for a dynamic design strategy: rich dark wood furniture juxtaposed with white bookshelves set against beige fabric wall panels, accentuated by burgundy armchairs.

Both the master and guest bathrooms are adorned with luxurious marble tiles, showcasing impeccable restroom design elements in sandy and dark chocolate colour palettes.

A standout feature of the interior design is an elegant bespoke wall lamp crafted by the renowned French design brand Art et Floritude. Its organic leaf-inspired design exudes a warm and inviting ambiance in the entrance hall.

A beloved highlight of the apartment is undoubtedly its expansive terrace boasting uninterrupted views of the sea. Adorned with sophisticated outdoor seating from Kettal and a snug hanging armchair by Dedon, this space offers the ideal setting to admire the picturesque horizon in serene comfort.

Location: Limassol, Cyprus
Area: 127 sq m
Design Team: Nataly Bolshakova, Iryna Kalinyna, Anna Denisenko, Alyona Grigorenko
Design Brands featured: Poliform, Flos, Rimadesio, Arclinia Dedar, etc.

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The client envisioned various future uses for the apartment, be it for potential sale or lease. With this in mind, the team crafted a versatile and timeless interior design. They curated a selection of art pieces meticulously, aiming to infuse the space with both visual charm and individuality, ensuring its appeal in the real estate market.

Balancing an attractive design with the need for comfort in a diverse living environment presented a significant challenge. Designing a rental apartment project to suit various tenants' needs demands careful attention to detail and foresight for future adaptability.

The core idea behind this design approach was to combine the simplicity of minimalism with the allure of vibrant elements seamlessly. The aim was to strike a delicate balance where clean lines, spaciousness, and neutral colours peacefully complemented bold and captivating decorative features.

The lively and understated interior features eye-catching Mad burgundy chairs and highlights a Poliform carpet with a deep blue gradient. Meghan floor lamps, designed by Nataly Bolshakova and strategically placed near the chest of drawers, create mesmerising patterns of light. Chic Poliform sofas are complemented by decorative pillows from Hermes, while indoor sculptures by Nazar Bilyk add to the ambiance, enhancing the overall atmosphere.

The Poliform kitchen features beige and glossy surfaces, complemented by grey Sitland bar stools. Above the Poliform dining table hangs a pendant lamp with a sleek design from Artemide. Adding to the interior's charm is an impressive painting by Anatoly Krivolap.

The luxurious style of the Delavega light bed is elevated by the Contardi curved lamps. A Lora Piano terracotta blanket adds a striking accent beside the Poliform Sara mirror, while the soft carpet's edging from Lora Piano brings cohesion to the space. The bedroom's symmetry and volume are accentuated by a mirrored chest of drawers with distinct features and dark Poliform sideboards.

The bathroom presents a striking contrast with its black and white colour scheme, featuring distinctive marble-textured tiles sourced from Atlas Concorde. Modern lamps from SLV and fixtures from Paffoni further enhance the space.

For this space, Bolshakova Interiors has incorporated Poliform furniture in dark wood and leather. Poliform armchairs, upholstered in Lora Piano fabric, are positioned near the window. The Meghan table lamp, designed by Nataly Bolshakova, provides subtle lighting for the desk area. The office is designed with a minimalist ethos, removing unnecessary distractions to cultivate a focused environment for work and reading.

Location: Kyiv, Ukraine
Total Area: 285.5 sq.m
Team: Nataly Bolshakova, Anna Denisenko, Alyona Grigorenko, Julia Artyukh, Marina Senko

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This week’s instalment of the Project of the Week series features a modern and neutral toned apartment design by 2023 SBID Awards Finalist, A.RK Interior Design.

A.RK Interior Design was chosen to design the latest show apartment at the Wuhan TianDi YunTing, China for the Shanghai based Developer Shui On. The 4 bedroom apartment Is located on the 26 Floor of this high rise residential apartment offering panoramic views of the Yangtze River. The apartment features bespoke furniture throughout paired with contemporary artworks. It was a conscientious effort to design a space that exemplifies the living lifestyle of a modern family and to breakthrough the traditional sense of display. Intentional removing the sofa from the living room enhances its usage of space to its full capacity.

What was the client's brief? 

To create a home requires an emotional connection and sense of belonging, and not tied down by physical things. To create a space that's flexible, open planned space with more opportunities to leave their bedrooms and put down their devices, so as to communicate and interact with each other; enhancing the use of space to its fullness in a more pragmatic way and not in the traditional sense of display.

What inspired the design of the project?

To bring inspiration and motivation to all families especially parents, that a space can actively become the families’ core for love, education and ultimately growth.

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

We want to break away from the tradition of having a sofa in the living room; integrating the communal spaces in to a large room where members of the family can interact and be social. We envision these spaces to be part of bringing the family closer and not a space for entertaining.

What was your team’s highlight of the project?

We made the largest space in our home, relinquish to the most important people in the home which are the family members, not outside guests. Our living room did away with bulky sofas, coffee tables and TVs. For this we have provided an elevated platform where they are have more freedom.

The big dining table in the house that is never empty, the family would gather around that dining table together, eating, working, reading, and studying. It becomes a vital space for family bonding.

Reading has its many benefits and we specifically design this space so that the reader has many locations to read like on the platform next the full height windows overlooking the Yangtze river, on the bean bag or snuggle in a cosy chair in front of the fire. We hope to create this Library of books to open up the world for the children to explore.

Why did you enter the SBID Awards?

SBID awards is a prestigious international platform where peers from the industry are evaluated by leading experts. SBID is also an internationally recognisable and revered leading accreditation body.

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

We are stoked to be part of the Award Finalist and to be on the same platform as the world's industry leaders is an honor. It further endorses our effort to be part of this elite group and to be recognised for our design excellence. It is an addition to our accolades of awards and has open many doors for further opportunities and is a great tool to provide confidence to our potential clients.

Questions answered by Agatha Teng, Founder and Creative Director of A.RK Interior Design.

In this week's interview with 2022 SBID Awards winners of the Show Flats & Developments category, David Collins Studio, Iain Watson reflects on the experience of working with a multitude of makers and artists, and discusses designing colourful yet refined spaces.

David Collins Studio was chosen to design and deliver the latest 3-bedroom show apartment at The Bryanston, Hyde Park for London-based developers Almacantar.

Firstly, tell us a bit about the design of your project. What were the key ideas, concepts and processes behind it?

Our Show Apartment at The Bryanston was designed to showcase a thoughtfully curated selection of artists, designers, makers and craftspeople who exemplify British luxury. The design was developed in collaboration with Nick Vinson of Wallpaper* Magazine. In addition to the artists whose work is featured within the apartment, the space also showcases a selection of iconic David Collins Studio furniture from our 38 years of hospitality projects, reimagined for a residential setting.

What was your biggest takeaway or highlight from completing this project?

Collaborating with Nick Vinson from Wallpaper* meant that The Studio was able to mine both its own, and Nick’s, ‘little black book’, as well as bringing a third party’s point of view when editing the selection of Studio furniture pieces that would feature in the apartment. Working with the multitude of makers and manufacturers to realise the furniture in new and custom decorative finishes brought another dimension to the design and process.

Working with Nick was very inspiring as he brought his editor’s eye and an editorial process to the process. The final apartment showcases pieces from a lot of different provenances which brings a sense of authenticity to the space.

What has winning an SBID Award meant for you and your business?

Winning an SBID award was incredibly important to David Collins Studio. It is amazing for our work to be honoured in this way and speaks volumes about the hard work of the design teams and The Studio. Given that we re-worked furniture pieces from a variety of projects, the award feels extra-special! Awards of this nature are so important to our BD process and customer journey.

The apartment has lots of different design elements, colour stories and, it seems, styles. What was the inspiration behind that and how did you accomplish creating a cohesive design featuring different elements?

Almacantar’s brief to us was to be bold. Part of the reason for our selection for this project was our bold yet refined use of colour. From the outset, we wanted the apartment to comprise a series of strong colour stories. This was essential to provide a point of difference not only between the rooms themselves, but from a lot of the other show apartments on the market. The colours all had to work within the context of the setting and inherited base build, as well as a whole, so that the journey from one room to another felt considered, connected and balanced.

How did you find the process of working with different artists for commissioned artworks? Was each piece created for a specific room based on its design, or did you collaborate throughout the entire design process?

All the makers we worked with were incredibly professional and went the extra mile for us. Everyone had to work to a fixed program and some makers had more experience working to a commercial brief than others, but the project team was able to use its combined experience to manage the delivery process and allow the artists the creative headspace that they needed. David Collins Studio collaborates with makers and artists on all of its projects and so the process felt very natural to us. 

The apartment’s design was created holistically, in that we wanted to feature as many of the makers from our shortlist as possible. We worked very hard to ensure that each room showcased makers and key stories that could be used within the client’s marketing. For example, the Lucy Smith pink jesmonite hallway relief featuring an iris motif that connects the apartment with Hyde Park and the dining table made from a plane tree felled in London by Sebastian Cox. The Simon Hasan study furniture inspired by Charlotte Perriand furniture seen through Simon’s own understanding of the decorative arts and industrial design, and the commissioned Bethan Laura Wood timber bedframe that was based upon an original piece designed with Phillipe Malouin that Nick had seen exhibited in Dresden in 2016, re-scaled for The Bryanston.

How do you transform nature and the surrounding environment into an interior design?

Creating a definitive sense of place was key to our design concept -  a connection with neighbouring Hyde Park and the immediate areas of Marble Arch, Marylebone and Mayfair. Lucy Smith and Sebastian Cox worked very literally in this way, meanwhile Geraldine Larkin created an abstract topographic map of Hyde Park, realised in three colourways of Loro Piana cashmere. Many of the accessories and art pieces were selected for their connection to the park, such as Shannon Clegg’s press floral vases. There are more subliminal design elements within the apartment that have been chosen to bring a connection to the locale, including a series of custom arch mirrors by Alguacil & Perkoff which echo Marble Arch itself, and commissions from local stores such as Perfumer H in Marylebone. We also carefully selected a series of books and auction catalogues that resonated with the location, as well as the design references within the apartment. Finally, we managed to source an original Henry Moore lithograph for the apartment, which connects to his park sculpture, The Arch, and cements the concept behind the space!

Questions answered by Iain Watson, CEO and Founder, David Collins Studio.

This week’s instalment of the Project of the Week series features an elegant and sophisticated residential design by 2022 SBID Awards Finalist, CHIL Interior Design.

The romance of discovery is found in all aspects of life if you are willing to explore. Travel, culture, design, music, fashion all inspire life, and none are more influential than seeing these aspects through the refined cultural lens of a city like Paris. Through the distinct European architecture, fragrant French gardens, and the overall appreciation of the finest details in living, CHIL Interior Design created a design for Chloe Kerrisdale that celebrates these unique Parisian and European details within.

With soft palettes and sophistication, the result is unforgettable spaces that express the effortless elegance, grace, and joie de vivre of Paris itself. A balance between indulgence and restraint, between measure and proportion and between structure and abstraction, the Chloe Kerrisdale display suite is an exquisite jewel standing out within the community.

What was the client's brief? 

The client wanted us to create an aspirational living space that is inspired by the classical architecture and Parisian lifestyle. It was also important to the client that the show suite is a direct replica of a purchasable unit to showcase luxurious living through high end materials, furniture, artwork that appeals to the a well-travelled and affluent demographic.

What inspired the design of the project?

We began with the classical architecture of the building that is reminiscent of established European cities like Paris. We wanted to pay homage to the well-recognized details of these buildings while still providing a clean and modern perspective as a balance. The design for Chloe Kerrisdale celebrates the Parisian lifestyle in the heart of Vancouver.

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

The toughest hurdle for this project is fitting a unit floorplan into a pre-existing space and avoiding as many columns in the display unit as possible. While we were successful in avoiding some, unavoidable columns were used to the design’s advantage with added floral arrangement displays.

What was your team’s highlight of the project?

Every material, furniture, accessory and lighting selection reflects to the luxurious Parisian living concept with a modern take on traditional details. The locally commissioned hand carved 3D rose artwork that adorns the reception area tells the Parisian story right when the buyer walks in, transporting them into the state of mind immediately. Attention to various levels of lighting to create a soft ambient atmosphere in the space. We are also proud of the way we overcame unavoidable columns by beautifying them with floral arrangements.

Why did you enter this project into the SBID Awards?

The SBID Awards is one of the most prestigious international interior design awards. It is always an honour to be recognized by such a high calibre of industry expert panel and we look forward to submitting our entries every year. This year is also our first time submitting to the Show Flats & Development category and we are immensely grateful to be shortlisted as a finalist!

Questions answered by Danielle Clarke & Adèle Rankin, Design Director & Principal & Global Design Lead, CHIL Interior Design.

This week’s instalment of the Project of the Week series features a luxury property design by 2022 SBID Awards Finalist, Jeffrey Beers International.

The Alyx at EchelonSeaport is a defining contemporary landmark designed by internationally lauded Kohn Pedersen Fox architects of New York. The impressive stepped tower design takes inspiration from Boston’s Victorian neighbourhoods full of brick and brownstone row houses, and puts a modern spin on it, showcasing oversized windows with city, courtyard, and water views. On the interior, the design team at world-renown Jeffrey Beers International, crafted the lobby and amenity spaces to feel like an extension of one’s own living room; warm, inviting, and comfortable. Designed with a sense of community, the amenity experiences encourage residents to gather and socialize.

What was the client's brief? 

We identified with the client’s vocation to create the property’s DNA as artistic, innovative, authentic, and communal.

What inspired the design of the project?

Boston, specifically it’s history, culture and innovation! We have drawn inspiration from Boston’s colonial past, rich academia, and its cultural heritage, as well as from the city’s sense of authenticity and community. We are also drawn to the surrounding views of the water; the geography, design and lifestyle of the waterfront.

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

Budget and timing always should be managed carefully for every project.

What was your team’s highlight of the project?

We are honoured to be part of the progressive plans to transform the area of Boston Seaport into a neighbourhood that will balance the soul of the city with innovation and modernity.

Why did you enter this project into the SBID Awards?

We wanted the opportunity to highlight the project on an international stage.

Questions answered by Tim Rooney, Principal, Jeffrey Beers International.