Inside story
Interior design is crucial not just to how a space looks, but how it feels – and how it performs. Here are nine ways interior design can add value, helping developers to create residences that resonate
5 minutes to read
1. Tell Me a Story
“Narrative is what connects us to things, to people and to brands,” says Chris Sanderson of The Future Laboratory. “It’s about relationships and emotion.” For Charu Gandhi of Elicyon, building a narrative is integral to the design process. “Buyers are looking for a sense of place and meaning,” she says, citing 60 Curzon in Mayfair, where Elicyon’s show apartment nods to the Art Deco glamour of legendary architect Thierry Despont’s vision.
With the rise of branded residences, developers are embracing storytelling, says Nicolas Roux of Rive Gauche London. “They understand that interior design is crucial to bringing the brand to life and they want to work with a designer who’s going to take the time to create something truly distinctive.”
2. Personal Space
When seeking to appeal to a global audience, the temptation is to play it safe. “If a design leans too heavily into a particular style it can alienate potential buyers,” says Jack Simpson, founder and CEO of Nomad Developments.
“But you can introduce personality through materials, texture and colour.” That could mean partnering with artisans and artists, says Blandine de Navacelle, Creative Director at Studio Lodha & Lodha UK. “Sourcing unique pieces – bespoke or antique – is what make spaces individual and meaningful.”
Tom Adams, CEO of property consultancy RedBook, suggests showing multiple options. “You can go bold in one apartment, and more traditional in the other. When developers fully lean into interior design, it’s worth its weight in gold.”
3. It's Hip to Be Square
Historic buildings may be bursting with character but lacking in usable space, and Adams says the same is true of some new developments. “The architect wants to create drama with vast hallways or expanses of glass, the developer is focusing on the commercial aspect and the needs of the buyer get overlooked,” he says. “Character matters, but people still want rooms that work,” agrees Alasdair Pritchard, a partner in Knight Frank’s Private Office. “That’s a big reason why 20 Grosvenor Square and 1 Grosvenor Square did so well. The buildings have great provenance, but the developers also delivered practical, liveable spaces.”
4. Living the Brand
“The experience economy has given way to the transformation economy,” says Sanderson. “People want businesses, services and products that can help them become healthier, wealthier and happier.” That includes property; hence the appeal of branded residences, delivering what Sanderson calls “a particular level of comfort, style, familiarity and community”. Pritchard agrees. “Amenities are one thing, but what matters is how good the concierge is and what products you’ve got in the spa. People want a five-star experience.”
5. All Senses Satisfied
Tactile materials and haptics, sound and smell can combine to deliver a multi-sensory experience. “Fragrance is key to creating ambience,” says interior designer Laura Hammett. “So for example, we might choose one signature scent for the living areas and then something lighter for the bedrooms.”
Aromaria, an interior fragrance developer founded in Mexico, goes further. “We can make a space feel warmer or cooler, bigger or smaller,” says co-owner Rodrigo Nikaido. “It’s emotional design through scent.” Aromaria also makes diffusers – including models that plug into air-conditioning systems – and scented boxes “to remind clients of the scent of their dream house”.
Bespoke by design Tailored spaces showcase precious collections
6. Fast Living
Luxury car makers are a growing presence in the world of residences. “Fans of the brand should not just be able to drive a Porsche, they should be able to live in one,” Stefan Buescher, CEO of Porsche Lifestyle Group told Dezeen. That philosophy is at the core of the 60-storey Porsche Design Tower in Miami where a car elevator – dubbed the Dezervator after developer Gil Dezer – allows owners to live alongside their cars, if not actually in them.
Meanwhile, Aston Martin is launching its first ultra-luxury residence in Asia, N°001 Minami Aoyama, Tokyo. “For us, design goes beyond automotive inspiration,” says Marek Reichman, Executive Vice President and Chief Creative Officer.
“Our team draws on fashion, architectural and even culinary references… You can see the importance of proportion, visual drama, material innovation and craft.”
7. Eclectic Dreams
“Clients are looking for details that reflect their individuality and eclecticism,” says Elicyon’s Gandhi. “For one London residence, we designed a custom-lit library, climate- controlled wine storage and gallery-style walls for contemporary art. The best developments now anticipate these lifestyle patterns.”
For Karen Howes of Taylor Howes, flexibility is key to delivering something extra. “You can’t build everything into a 5,000 sq ft apartment. But you can sell the dream. That fourth bedroom you might not really need?
Build in the right systems at the start and it can become a sauna, a cigar room, a games room – whatever the buyer wants it to be”.
8. AI’ll Take Care of It
As technology becomes ubiquitous, it’s increasingly disappearing from view, with smart gadgets giving way to responsive environments powered by sensors and AI. In the past, even the most advanced systems would quickly become outdated. Not any more, says Steven Charlton, co-founder of I/O Atelier. “We’re seeing the emergence of AI personal assistants that take care of everything in the house. You can set schedules, order food, book flights. It all works together seamlessly and can be upgraded remotely again and again.”
9. Quality and Forever
Technology may have gone mainstream, but traditional touchstones remain. “When I sit down with clients, the master bathroom layout, the stone in the kitchen, the finishing all really matter. It comes back to the basics of interior design,” says Knight Frank’s Pritchard. “People just want to feel they’re getting quality for their money.”
Chris Sanderson agrees. “I think increasingly consumers are questioning what they’re getting for their spend, be it a handbag, a car or a residence,’ he says. “When it comes to persuading someone to pay a premium for one product over another, quality is paramount.”