Many of your designs include perfectly matched pieces of art. How do you go about choosing these?

At the beginning of every project, we always ask our clients if they own any particular piece of art or furniture that they want to keep. If they have artwork that they want us to include in the project, we design the room around it to ensure the space flows. In these cases, rather than having art created to match a scheme and blend in, the artwork becomes the starting piece for that particular space. However, in most cases, our clients present us with a blank canvas, and we source the artwork for them. After deciding on the colours, size and style that best work with the scheme, we discuss the clients’ needs and preferences with Quintessa Art Consultancy, with whom we have been working for the past 8 years. They have been in business for over 30 years, offering pieces specially designed for the interior designer’s world, and not only do they match our colours to perfection but also the quality of the pieces they sell is outstanding.

How do you go about styling art in interior design within client’s homes?

At Tailored Living we regularly meet with our clients and get to know them before we start the design process. By the time we reach the styling phase we know their preferences and what suits both their lifestyle and the space best. We see the pieces we choose as a continuation of the interior design scheme, paying the same level of attention we would pay to choose fabrics and the different materials that are part of the project. In most cases it’s not about the art itself, but about the project as a whole.

Would you say that your relationship with art has changed since becoming an interior designer?

Yes. Think about those days you may not look your best, think about having to rush out of the house, think about a quick fix that will make you feel you are ready: for me, that’s using mascara and lipstick. When it comes to styling a room, accessories are the mascara and lipstick of the space. Without them the room feels soulless, lacking in character. We use art to make the space come together in a way it would not if the walls were empty and there were no accessories. They make rooms inviting, warm, hence making you want to spend time in it.

The art pieces we choose for our projects are mainly what we like to call decorative artwork, pieces whose value may not appreciate over the years but they will become the focal point of a room transferring the feel we are looking for in a room. I see them as wall decorations and as such they will always complete the design to a point that changing them would change the entire perception of that particular space. Having said that, when required within a particular project spec we also search and work closely with the client to supply investment art, working with specialist galleries in the industry.

With the current buzz around NFT art, how do you think this will impact how people buy and display art within their homes?

NFTs are the new kids on the block, and we are all learning about them and trying to guess how they will change our lives, if at all. There is no doubt that they have come to disrupt the collector’s world, and as one can expect they come in different forms. Some only transfer ownership of the original to the lucky owner – see Beeple’s Everydays: The First 5000 Days recently auctioned by Christies for $69 m (£50 m) – but not any rights derived from its reproduction. Others will offer a limited edition of a given item, for example a book, sending a printed copy to some or all of the token holders existing at a specified time. There are NFTs for music, and even for collector’s digital trading cards. They all have one thing in common: they exist in cyberspace and are stored in blockchains, which brings up the question of the environmental impact of NFTs. As to whether one can physically enjoy them depends on the description of the NFT as per its creator’s choice. It may be possible for some NFT art to be enjoyed in the home, perhaps even placed on a digital support over the mantlepiece, but NFTs are mainly a form of investment, a proof of ownership, and, as such, they cannot replace art as we know it. Unless of course someone’s investment choice is between one or the other.

I would say the question is more a matter of digital art versus traditional art. Digital art has been around for decades, with many artists creating amazing pieces of digital art. Yet they all have faced one problem: digital artwork cannot always keep up with the rapidly evolving pace of technology. Some artists offer a number of updates included in the sale of the artwork but there will be a point in which the owner will have to either find a solution by themselves or simply repurpose the item. A bit like what happened with 8mm family films, or more recently CDs.

Are you working on any exciting projects right now that you’d like to share with us?

We have lots of exciting projects in the pipeline, both in the UK and abroad, and we will definitely be using traditional forms of art in all of them. Keep an eye on our social media to follow the progress!

Are you an interior designer looking for logistical support? As part of our ongoing interior design services, our specialist team can assist with condition reporting, inventory management, storage and installation. Find out more or contact the team and we’d be happy to help.

Where do you like to use art in your luxury interior design and why?

Art is the foundation of any great interior. It can be used to base an entire scheme around or to elevate a space. I love how personal art makes an interior, a captivating piece can completely transform a room. I really love to add art in unexpected areas, or hang it in an unexpected or unique way, maybe by using a fun frame or hanging it at a lower height. I also love discovering emerging artists, something I truly love about South London is the variety of craftsmen and artists.

I noticed that you also provide art consultancy to your clients. With much of the world moving online due to the Covid pandemic, how have you chosen the pieces for your clients and to what extent do you balance a ‘good investment’ with a piece that matches the design aesthetic?

If there are existing pieces of art the client has, I always start a space with these in mind, designing suitable layouts for them with large wall spaces to let them breathe. Moreover, if am consulting on new art pieces, I tend to do this in tandem with the interior design. This year, on behalf of my clients, I have bought pieces from Tomo Campbell, Caroline Walls, Alice Watt and Eleanor Johnson, all emerging artists that I truly love.

How much of your business do you get through IG?

Around 80% of my clients come via Instagram which is pretty phenomenal! Other clients are by word of mouth, recommendation or are existing clients of mine.

Are there any other channels you’ve been exploring? As technology keeps moving are there new platforms we should be looking out for?

I’m working on an online workshop at the moment on how to get into interior design where I’m interviewing some of my favourite designers, I’d love to do a podcast on what ‘home’ means to people later on this year, and I also keep my Pinterest as updated as possible. I’m loving newsletters so that’s something I hope to use as a marketing tool later on too. Bring Tumblr back!

Do you see yourself as a businesswoman, an influencer or a designer?

I’m technically all three I suppose, but designing is my main jam, that’s the hat I love to wear the most.

Which part of luxury interior design gets you going/excites you the most?

Layout design – nothing excites me and inspires me more than working on a layout design and nailing special layouts.

You’ve got this great platform – what excites you most about what you can do with it? 

I’m so lucky, I have such a supportive network of peers and followers, I’ve been doing E-design and working on The Expert platform during the pandemic which has been so much fun and such a change in pace, I’ve loved being able to offer people a slice of design advice at a lower price point.

Your personality really shines through on your channels and you don’t seem afraid to hide who you are to the public. Is this something you think about much? Is there much/anything you hold back on putting out there?

Since I had kids I care so much less about judgement from others, I have such amazing feedback generally, that the rare times that I have negative comments I just disregard it. The more followers I have, the bigger my imposter syndrome becomes though! I need to learn to manage that one a little better. We’ve made a decision not to show our children as much now that they are getting older, just a personal choice of ours, but I do miss putting their cute faces up there!

Are you an interior designer looking for logistical support? As part of our ongoing interior design services, our specialist team can assist with condition reporting, inventory management, storage and installation. Find out more or contact the team and we’d be happy to help.

With much of the world moving online due to the Covid pandemic, how have you chosen the pieces for your clients?

We have a dynamic network of national & international art galleries, organisations & suppliers but I would also quite often buy artworks via live auctions. Online art auctions have definitely been booming during the lockdown, they are very exciting, quick & easy. I’ve recently been buying some fantastic mid-century lithograph prints for my own home. The pieces came from different places around the world and were all arriving at different times, very thrilling when they arrive, it’s like having another Christmas during the year. The combination of the old & new, lithographs or even holiday treasures from far destinations abroad make an interior more personal & interesting.

What part of what you do gets you going/excites you the most?

The beginning of the creative design process of each individual project, visualising the potential of what it could become. The design concept where we translate the client’s needs & wishes into design proposals unique to the client. We love creating unexpected interior design solutions. Most of our interior projects are bespoke designed; from contemporary kitchen & luxurious bathroom suites to the finer details of bold rug designs & window treatments which are lovingly made in our own workroom in Belfast. Seeing it all come together on installation day is very satisfying, it’s fascinating how an original visualisation comes to life.

Why do you like to use art in your designs and why?

Art has been a form of expression since the beginning of mankind. When it comes to choosing art for interiors, too often artwork is treated as an afterthought. When chosen thoughtfully, art has the ability to transform a space and infuse it with personality, it adds soul to a room. Any piece of artwork can immediately make or break a room. Art can help to tell a story through your interior design, add life to a space, bring bold elements into the room or just be the perfect piece for your composition. Life without art would be dull & uninteresting.

What’s the biggest challenge that you’ve had to overcome as a studio recently and how did you do this?

We haven’t been able to meet with our clients & present projects as we normally would do. It’s sometimes hard for clients to imagine how some materials would translate in reality, especially when presenting via video conference calls. Therefore we have invested & specialised in creating photorealistic rendering & CGI architectural visualisations. It’s fantastic how we have been able to present realistic renderings, animations and even virtual walkthrough experiences for our clients.

Is there some art that has personal importance to you? If so, what is it and what importance does it have?

I’ve bought an original mid-century oil on canvas a couple of years ago by the Belgian artist Pol Mara. He became a widely acclaimed abstract painter and is probably Belgium’s best-known Pop Artist. His now belated wife Maria Mara, organised an exhibition in a gallery in Antwerp, with a great selection of art from the private collection of the Mara’s. I loved it from the moment I saw it, it intrigued me. I guess that’s where it all started, the passion for collecting artworks.

Are you an interior designer looking for logistical support? As part of our ongoing interior design services, our specialist team can assist with condition reporting, inventory management, storage and furniture installation. Find out more or contact the team and we’d be happy to help.

After leaving his illustrious job at one of the worlds number one global hospitality design firms and setting up his studio 20 years ago, Alex now bases himself in Esher, Surrey. Not only do Alex and his team work in many design styles which are largely driven by the location and the character of the property, whether that be Grade I listed mansions or contemporary homes but his studio also specialise in hospitality design for luxury hotels and are involved with prime residential developments, where specialist interior design installs are often required. So, as usual, we decided to ask Alex a few questions. First up;

Where do you like to use art in your designs and why? 

Our designs are always based on a concept that will be reflected in the choice of artwork or vice versa. For example, when we work on a Hotel project we need to practically assemble an art gallery in its own right based on a particular theme. This theme is driven by a very specific narrative which we either create ourselves as part of the branding or in case it is a historical project the property itself will have an amazing history.

We have also been fortunate to work on properties where they already have their own art collections in place so we need to inject a new and fresh selection for the areas which undergo the transformation during the renovation. For example, at the Badrutt’s Palace in St Moritz there is even a room named after the large painting of the Madonna attributed to Raphael.

This room was originally renovated as a Reading Room in 1902 and the painting has been pivotal in the perception of the Hotel’s art collection ever since. We have also used artwork from the storerooms of the Palace when we renovated the Helen Badrutt Suite. During the same trips to the stores, I also found some artefacts and used them on the Renaissance Bar fireplace.

At the Intercontinental Hotel in Moscow, we have used the Suprematism movement of the early 20th century art to create a curated collection from specially commissioned works by contemporary artists.

When it comes to residential designs the process is very different as the clients are collecting their own pieces or we help them to find their key artwork to work well within the interior. The alternative way is to start the design concept from a single artwork or sculpture and continue the theme into the rest of the project.

As I collect art myself it is very important to be very sensitive to the size of the art as well as the provenance. For many clients these pieces of art can create a conversation and a statement about the house, some would like to start afresh in their new properties. Creating the look, as well as the impact, is a great creative journey that connects you as a designer to the art galleries, auctions and spans many side conversations with interesting people, the history of the items and previous owners.

Art is also a decorating tool – some works can create such a strong impact that the interiors can take a background function just like a frame. So the public spaces in a Hotel or a residence represent the most interesting part of the interiors. Smaller “transitional” spaces can support the story and again give significance to the otherwise secondary area.

With much of the world moving online due to the Covid pandemic, how have you chosen the pieces for your clients?

The Pandemic has taught everyone one thing – analogue mode is now relegated to history and this applies to all aspects of our lives. Everything is now immediately available online with even the bidding taking place in real-time, so the best items can be purchased as you go. We have made acquisitions for clients which relate to antiques, artefacts and art. It is also a perfect way to combine many pieces together as you make up the final selections.

Our sourcing opportunities have generally expanded in the digital age too – all the galleries around the world now offer their services online. Interestingly the movement of art in terms of worldwide shipping has also grown several times over, year on year, and this trend is likely to continue. It will be interesting to see what happens with the advance of NFT digital art, although I see this as a new lucrative media or an art-crypto-currency.

Given your focus on ‘brandology’ and the story behind the spaces you design, how does your choice of art differ based on the location?

My professional background apart from graphics and design is firmly rooted in stage design. My mentor in interior architecture once said that our houses and hotels are like stages and we perform our life acts around these stages. The design process and the interior architecture design narrative is very much based on this principle – our lifestyles, whether aspirational or real are always centred on the roles we choose.

There are 2 parameters that we use in our “brandology” analysis. The overall flow from the front door all the way to the attic have their own dynamics. So the first parameter is “external influences” and is very much driven by the level of entertaining the house will have and its location.

For example, a residence by the sea or in the mountains will have its own relevant direction in not only the art selection but the colour schemes and furnishings, design details etc. It is very important to also consider all the outdoor spaces which many times inter-relate to the interiors and become very much an extension of the house. The landscape and the views take over the role of art and become the background canvases to the stage set.

The second parameter is centred around the personal aspects of the clients. If we are working with the already existing art collection directions we need to distribute the art in the most logical as well as colour balanced way. If we are creating this from scratch we would often acquire or commission the art pieces especially for the interiors.

Generally, we always approach each project as an individual and unique process. This also ensures that our designs are sustainable and timeless and if constructed intelligently will enhance our living environments for many happy years to come. Interestingly, the turbulent events of 2020 worldwide have emphasised the importance of our homes as the basis of our lives. I see our profession not as a design trend follower but as a holistic and life-enhancing craft.

Are you an interior designer looking for logistical support? As part of our ongoing interior design services, our specialist team can assist with condition reporting, inventory management, storage and installation. Find out more or contact the team and we’d be happy to help.