Who is your greatest role model in the design industry and what inspires you about them?
I do not have a role model as such, as I tend to be inspired by a variety of designers across the board, but the one that made me sit up and realise that this was something that I wanted to pursue was Rose Uniacke. Some years back, I had the pleasure of seeing a project that she had finished for a mutual client, a villa in Notting Hill, and it really struck a chord. The design on the face of it seemed simple, but on closer inspection, it was evident that every corner of the villa had been thoughtfully finished with a perfect mix between classic and contemporary with furniture, old and new, used in harmony. I fell in love with the place there and then! In terms of the lasting effect that has had on my design, I tend to focus on simplicity and try to stay true to the bones of the property, traditional yet current.
Why interior design – where did it all begin?
My father is a house builder, as was his father, so I grew up in a family environment that revolved around property. I was always far more interested in what was going on inside rather than out! I left university and worked as an Estate Agent in Notting Hill for 9 years which meant I was fortunate enough to see some fabulous homes that had been designed by the best interior designers across the country. Naturally, my interest grew, and I found myself re-designing various properties that we had listed. At the same time, it became very apparent how important staging and presentation were to the sale of our listings. Once dressed, properties were clearly more desirable and sellers were able to capture the full value of the property. This eventually led me to make the jump from Estate Agent to setting up my own home staging business.
What drives your design decisions?
As I’ve mentioned, I’m not really pigeon-holed by one particular style. The one thing that I learnt from my sales background is that each individual has their own ideas on what looks great and how the home should be set up. For this reason, I’m very much client-led. That said, I always suggest two things. Firstly, I place emphasis on simplicity; most designs tend to go awry when they’re over-complicated. Secondly, I encourage clients to consider the property type and to try and strike a balance between how it traditionally was intended to look and their own personal tastes.
What questions do you typically ask your clients before getting to work and how do these answers factor into your design decisions?
Before starting work on a project, I meet with the client and together we discuss their ideas and what they would like the end product to look like. We discuss the type of furniture they like, as well as what I believe would be best for that particular property, staying true to its original style. We then look to tie the two together whilst showing off the space but remaining practical. I find a lot of staged homes aren’t practical whatsoever and that is a real bugbear. Our most common client is a seller with a vacant property which has been empty for some time or possibly tenanted and needs a 'face lift' or a developer such as Robelia where they have recently refurbished a property and they outsource the furnishing. Adding furniture instantly transforms the space and brings it to life and it allows a potential purchaser to envisage themselves living in the property. Clients are at their liberty to retain our design solutions or install their own.
Do you consider aesthetics or functionality to be more important? Why? Did you ever have to compromise one for the other?
Both aestheticism and functionality have a vital place in the home, and we have a strong focus on both. Regardless of how the final project will look, we do not typically sacrifice functionality for the sake of looks and we always believe that there is a happy medium. I think the best way to strike a balance is to get involved early. We start with practicality and functionality and then build the furniture package around those elements.
To date which project in your portfolio are you most proud of and why?
We’re in the process of designing the penthouse at 31 Hyde Park Gardens for Robelia and we’ve been particularly excited about that one. The property is on the end of the terrace which means it has windows to the front and side, all of which look South and West over Hyde Park, so the views are spectacular. The property was previously owned by the Fleming family and the remit was to create a home suitable for James Bond. We’ve managed to source great furniture with an art-deco twist, and we can’t wait to get it in there!