4 minute read
Soho Farmhouse
Get the farmhouse style
We’d suggest avoiding the introduction of dark timbers to the architecture. Keep the space fresh, embrace existing materials by rejuvenating them sympathetically. Introduce darker tones through furniture, avoid large patterns keeping tonal and textures at the forefront of selection. We highly recommend her using downlight, its a complete sin in this type of environment. We’d suggest to avoid alien finishes within the space such a wall paper. Strive to use artesian finishes such as polished plasters, stone merchants to rejuvenate existing finishes. Consider large, vintage mirrors to help reflect light back into the rooms where windows are smaller than one would hope. It’s fun to search out and we love to invest in a collection of antiques creating intrigue and depth to the space.
INTERVIEW WITH ALEXANDER WATERWORTH
What is your background in architecture and Interior Design?
I have been working in the interior design for the past 16 years. I originally studied product design, here I learnt how products have an impact on our lives both aesthetically & operationally. I was offered a position at Martin Brudnizki specialising in furniture & joinery, here I developed a love and understanding for interior architecture. I remained with Martin for 6 years working on projects around the world from high end restaurants to private members clubs & personal residential developments. By the age of 28 I had delivered some breath-taking projects for Martin, but something just did not sit right inside. I was offered the opportunity to begin the journey on my own and I have never looked back.
Who inspires you?
I am inspired by the journey, one story that I love is the creation of the sports car Lamborghini. In the 1960’s an Italian by the name of Ferruccio owned a Ferrari, unfortunately he experienced mechanical issues which lead him to contact Ferrari expressing he’s discontent. He was dismissed, some say he was told to that if felt he could do better he should build his own car. Having successfully built a business in manufacturing tractors an air condition units, Ferruccio accept the challenge and proceeded to create one the most desirable sports cars in the world, the Lamborghini.
David Collins brought interior design to the world many years ago, he showed that there was more to this flamboyant industry than a selection of cushions and a bold statement piece. David exposed the layers and concentration required to deliver such breath taking commercial and private spaces. One of my most favourite places is in London, The Wolsey. A truly stunning space that captivates style, comfort and elegance. Mr Collins truly left he’s mark on the world of interior design and I feel was the catalyst for the thriving industry of today.
What makes AW different?
Alexander Waterworth is a studio that seeks to understand its clients values and their consumers. We look to form partnership, combine philosophies, work cohesively in creating a tailored experience. It is critical for the studio to understand the origin of the idea, to form pillars with the client. We spend a huge portion of time working with people building relationship, appreciating all aspects of the project to ensure that all elements have been considered when presenting a design direction.
What is your approach to design in hotels and restaurants?
In today’s world there is much on offer in the food and beverage scene, clarity on the offering is essential. Each space must create an experience, different experiences create intrigue for the returning customer. We conduct a great level of research from understanding the local area, the mind set of our clientele, the operator and of course the competitors. Defining the experience is critical to the selection of material and design direction. All elements must be respected, complimenting the single goal of cohesive delivery of a service. We want all our spaces to feel comfortable and inviting, elevating the experience no matter the occasion.
Approach to design in hospitality? It is an industry that is fast moving and constantly evolving, we have become a society visually driven. It is important to
me that my studio creates individually identities for our clients, longevity in a society fast moving is essential. The studio looks to understand the mindset of our users, the clients and the indeed experience. Through understanding these elements, we can then begin the design process clearly defining the design direction and intent.
Who are your clients?
We are currently working with Rosewood hotel to delivery a unique project in Vienna, city of rich culture. Here in London we are working with Andrew Lord Webber on the Theatre Royal Drury lane. In the States we are working with Four Seasons in New Orleans, the world trade centre which has been derelict since storm Katerina in 2005.
