Whether you are looking to renovate your business space or freshen up your family home, incorporating your personality and values into the decor is crucial.
Photos: The Royal Oak, Cinder
By using the specialist services of a professional interior designer, the decor and atmosphere of your property can be completely transformed. Especially for commercial companies, it can have a noticeable effect to match your interior with the brand ethos, not only on the vanguard but also the customer satisfaction.
The Resident chats with Adam Knight, director of Nefarious Design Ltd based in London, about the importance of branding and personality in the interior design process.
Q: How important is the connection between branding and commercial design?
A: It is a vital part of the process, not only for commercial clients but also for residential properties. In a business context, your brand is your signature and ethos as a company, and if it does not fit into your interior, you could end up with an incoherent product and environment.
The Royal Oak, Ramsden.
For example, a restaurant that focuses on bringing families together would not necessarily fit into a minimalist interior with a lack of sharing tables. Ensuring that the interior design matches your brand’s demographics has a huge impact on the comfort that customers feel – if people feel comfortable in a room, they will spend more time and money there!
The Royal Oak, Ramsden.
Q: How can private customers ensure that their personality is reflected in their home interior?
A: We encourage our private clients to integrate their lifestyle, personalities and identities into their home interiors. At the beginning of each project, we issue a questionnaire that identifies specific requirements and helps us formulate a personal brand for them, whether it is a minimalist, futuristic kitchen design or a traditional and eclectic bathroom.
One of our private customers wanted a kitchen that would be the heart of their home. By working with the customer’s instructions, we created a space that was bold in color, with recycled wood flooring and a functional kitchen island. The finer details such as brass iron and a hanging pan stand function both as a design element and a practical element. The customer’s taste and sensitivity are thoroughly reflected.
There is so much an interior designer can do to make your home feel personal, as well as being a space that you love to live in.
Q: Do you have a specific design process that you follow for each customer?
A: We do not have a specific in-house style per. say – we create interiors that best represent each of our customers. Branding is such a crucial component in the process, especially for companies that are customer focused. It is important for our customers to spend as much time as possible thinking about their values, unique selling points and brand or personal identity.
Cinder, Belsize Park
To establish a theme within a property, we create possibilities for feasibility layout, personal technical drawings and offer the customer the option of hand-picked furniture or tailor-made carpentry. When a customer communicates what their business offers or who they are as an individual, we can translate that into an interior that captures it perfectly.
Q: What impact can professional home decor have on a property?
A: From a residential point of view, decor is an essential part of feeling at home. If you do not like the look of where you live, you will not be happy to spend time there. The same goes for commercial companies, especially in the field of hospitality. Making your clients feel comfortable is a cornerstone of a successful business, and interior designers can make it a reality.
For more information on the benefits of working with interior designers, visit nefariousd.com or call 020 3793 2216.
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