Victoria Moshchynska Transforms This Compact Apartment Into a Visually Expansive Space

One of the main challenges was working within a limited budget while still delivering a high-end, custom look. The clients valued quality and aesthetics, but every design decision had to be cost-effective and efficient.

To overcome this, we collaborated closely with local manufacturers to develop bespoke solutions that were both budget-friendly and visually refined. For example, instead of using expensive wall cladding systems, we designed a more economical version of oak paneling that still achieved the warm, continuous effect we envisioned.

Another hurdle was the compact size of the apartment — just 55 sq.m. Every centimetre had to be carefully considered to maximise functionality without compromising on flow or visual harmony. Bespoke furniture, integrated storage, and multifunctional design elements were essential in resolving this constraint.

Ultimately, the success of the project came from a balance of creativity, technical precision, and clear communication — both within the design team and with the client.

The highlight of the project was the decision to wrap all the walls of the apartment in warm oak paneling — a bold move that initially raised concerns. The client was hesitant, worried that so much wood might make the space feel darker or heavier, especially given the apartment’s compact size.

However, the result was the exact opposite. The natural tone and vertical rhythm of the oak panels brought visual warmth and calm, creating a unified, elegant atmosphere that felt both contemporary and timeless.

This effect was further enhanced by the glass partition between the bedroom and living area, as well as the apartment’s tall windows, which allowed natural light to flow freely and interact beautifully with the wood throughout the day.

Convincing the client to trust this vision — and then seeing how much they embraced and loved the final result — was a truly rewarding moment for the entire team.

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Which elements of your profession do you enjoy the most?

What I enjoy most is the transformation process—how even the smallest changes can make a big impact. Sometimes, shifting a wall by just 15 centimetres can completely improve how a space functions. Or a previously unused corner becomes a much-needed and highly practical storage area. This kind of spatial planning and zoning is one of my favourite parts of the job. A well-thought-out storage layout, for example, can bring real relief to people’s everyday lives.

I also love the creative challenge of finding the perfect balance between aesthetics and functionality. Each project is like solving a unique puzzle: understanding the client’s lifestyle, their habits, their emotional connection to space—and then translating that into a design that reflects who they are.

It’s incredibly fulfilling to create homes that not only look beautiful but also feel effortless to live in.

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

One of the most memorable highlights in my career was receiving the SBID International Design Award in 2022. Being recognised by such a respected global institution was a true honour and a powerful confirmation of the design values I’ve built my practice on.

What made this moment even more meaningful was the timing—it happened shortly after I was forced to relocate to London with my family due to the war in Ukraine. It was a very challenging period, having to start everything from scratch in a new country. This award became an incredible source of motivation and strength. It reminded me that even in the most uncertain times, creativity and passion can still lead to recognition and new opportunities.

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

While I’ve had experience working with office spaces and hospitality projects, my true passion lies in designing residential interiors—homes and apartments. There is something deeply personal and fulfilling about shaping the spaces where people live, rest, grow, and create memories.

I enjoy going deeper into people’s everyday lives—understanding their routines, habits, dreams—and then tailoring the environment to truly support and reflect their lifestyle. For me, it’s not just about beautiful design; it’s about creating spaces that feel like home in every sense of the word.

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

One of the most challenging aspects of interior design is managing all the moving parts—design, timelines, budgets, suppliers, contractors—while ensuring the client’s vision is not only preserved but elevated. Many people think interior design is purely creative, but in reality, it requires a great deal of structure and organisation. My analytical mindset and background really help me manage the process efficiently and make logical decisions under pressure.

And let’s not forget the “human” side of the job—sometimes, being an interior designer means also being a part-time therapist. Especially when two people are involved in the decision-making process! Navigating different tastes, opinions, and the occasional “I can’t live with that wallpaper” moment takes diplomacy, empathy, and a good sense of humour. But when it all comes together and both clients are happy—it’s pure magic.

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

I wish I had known how much of interior design is actually about communication, negotiation, and project management—not just creativity. You come into the field full of inspiration, ready to create beautiful spaces, and quickly realise that ideas are only quarter of the story. Bringing them to life means dealing with budgets, delays, technical limitations, and lots of different personalities.

I also didn’t fully realise how emotionally invested clients can be in the process. You're not just designing a space—you’re helping shape how people live. That level of responsibility is huge, but also incredibly meaningful once you learn how to handle it with care and confidence.

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

Travel as much as you can, see as much as possible, and train your eye constantly. Inspiration is everywhere—in architecture, in nature, in cultures, in everyday details. The more you see, the sharper your design instinct becomes.

And one more thing—take a course on client communication! Trust me, it’ll be more useful than half the design software out there. Being able to understand, guide, and sometimes gently negotiate with clients is a skill that will save you a lot of stress (and revisions).

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

With the growing integration of AI and digital tools, basic interior planning is becoming more accessible to everyone. More people will be able to create simple design concepts themselves, which will inevitably reduce the demand for designers at the entry level. Only those professionals who bring real depth—strategic thinking, emotional intelligence, strong spatial planning, and a highly personalised approach—will remain in high demand.

In a way, the role of the designer is shifting from just “making things look good” to being a creative strategist and experience curator.

What does being an SBID Accredited Interior Designer mean to you?

As a designer originally from Ukraine, becoming an SBID Accredited Interior Designer represents an important step in receiving recognition on an international level. It reflects the standards I hold myself to in my work and aligns with my commitment to professionalism and quality in every project.

For me, it’s also a way to show clients—especially in a new market like the UK—that I bring both experience and accountability to the design process.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features a fresh and airy living area design by 2023 SBID Awards Finalist, Victoria Moshchynska Interior Design & Styling.

Victoria Moshchynska was commissioned to renovate Living area of an apartment in Chelsea. The goal was to create a fresh contemporary interior which would combine French and British vibes and would remain relevant for a long time. By emphasising the traditional part of the space and adding modern iconic pieces of design Victoria created a fresh and airy interior where her client could enjoy calmness after her hard working day.

What was the client's brief? 

I was asked to renovate the living room without any structural changes. The client wanted the space to be divided into 2 areas - dining area and lounge area. Her main idea was to have a fresh contemporary interior that would be trendy but also stay relevant for a long time. The budget was limited.

What inspired the design of the project?

The apartment is situated in a historic building in Chelsea, London. This beautiful area is one of my favourites. I like the combination of traditional British architecture and the French vibe of the small brasseries around. I wanted to keep this mood inside the apartment. The apartment is located in the traditional Centre-London building, with high ceilings and wooden floors. So, we agreed to mix classics with a contemporary style to keep this truly London vibe but at the same time to add freshness.

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

The toughest hurdle for the team working with heritage buildings in London is always the process of alterations permission. We agreed that we would do a minimum of changes that need approval. Because our budget was limited, we had to determine the main design anchors to spend on. And so, we did. The glass doors with wooden frames were aimed to separate the space for two zones and to add more texture to the space.

What was your team’s highlight of the project?

I saw these beautiful scenic wallpapers that show the landscape of the French region Brittany and I immediately fell in love with them! The interior design concept was built around those wallpapers. They led us to the colour palette of this interior. Deep green and pale pink became the main ones. Being used for the furniture fabrics they create this fresh and airy space, it feels like being outside. In order to create a long-living interior I mixed a few iconic pieces of design from different times: chairs from Cassina and Vitra, very french-looking Artichoke lamps from Louis Poulsen, etc.

Why did you enter the SBID Awards?

I moved to London from Ukraine last year because of the war. Starting from scratch in your 40th is not easy. New country, new audience, etc. SBID Awards gives me the opportunity to meet the British interior design society, show my work and make myself known.

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

It is the second time in a row my project became a finalist of the SBID Awards. It means that my professional experience is recognised by the British interior design society. And for my future clients it means that the standards of my work are high.

Questions answered by Victoria Moshchynska, Founder at Victoria Moshchynska Interior Design & Styling.

In this week's interview with 2022 SBID Awards winners of the Residential Budget Up To £50,000 category, Co-founder of ID4U Studio, Viktoriya Moshchynska shares the concept and decisions behind the design, approach to enlarging a small space and working within the budget.

This small apartment was made for rent. It was important to create space that would fit a lot of people’s expectations but preferably for a young couple. The building is situated in beautiful place surrounded by nature.

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

Because this property was made for renting the main idea was to create a simple design which can easily meet expectations of working singles or a couple. We also wanted to replan the space so it could look bigger and lighter and every inch of it could be functional. Our work started with layouts and constructive documents. Because our budget was limited I had to use some materials that were in stock at that moment. For example, we chose this simple white textile for the kitchen but decided to put it in a chevron way and make the black seams.

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

We never thought about this project as of a special one. We just tried to create a nice place. Our client gave us full freedom within the budget and this worked out very well. This means that the best result is achieved when your client trusts you.

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

We are from Ukraine. We know that there were 16 Ukrainian projects that got into the final in 2022, two of them won a category. I think, it shows that the interior design sphere is well developed in my country, and the work of our architects, designers and manufacturers, as well as my work personally, meets international standards and trends. It's an important message that we as Ukrainians send to other European countries.

How do you approach design projects with a limited budget? Do you have any tactics you use to get the most out of it?

After 14 years of work I now know exactly which parts of an interior are worth spending on and which are not.

Space changes that require constructive works are worth spending on. I also never use cheap bathroom sets and taps, etc. The rule is simple: you shouldn't save on things that are in-built within the apartment.

The other important rule is never buy fake. I can always find interior objects within the budget. I like to buy small furniture and decor from mass market producers. At the same time I only use authentic Art for my projects. It's my favorite mix of something expansive and something cheap. Like when you wear an H&M t-shirt with a GUCCI skirt.

The wall inside the apartment was replaced with a glass one - what was the inspiration behind it and were there any difficulties/considerations that came with that?

In my strong opinion, inner architecture is the main thing of future interior. Standart planning never works. Rooms in this apartment were divided by a wall. It made them small and dark. Decision with a glass wall came to my head the first moment I entered the apartment. I instantly knew that we needed it. The only thing that stopped us was the price. But we assured my client that it was worth it. And she never regretted it. The wall completely changed the space by making it look bigger and lighter.

The space, although small, seems spacious and airy. How did you achieve this effect in this project?

Apartment used to have a covered separated gallery. We decided to add it's space to the living room. We demolished the wall between the living room and the gallery. The living room became bigger. But the most important thing is that we could now enjoy this wonderful view over the Dnipro river through big windows which we didn't see before. A lot of natural light now fills the whole apartment through the windows and the glass wall and makes it look airy.

Questions answered by Viktoriya Moshchynska, Co-founder, ID4U Studio.