8th December 2022 | IN DESIGN ADVICE | BY SBID ShareTweetPinterestLinkedIn The Rigby & Rigby Interior Design Studio are one of six standalone departments that form Rigby & Rigby, a multi award winning design and delivery Studio based in London. Led by Studio Director, James Ashfield has over seventeen years of international experience in the Luxury Residential sector. The Rigby & Rigby Interior Design Studio has gone from strength to strength and James has been instrumental in the successful growth and creative vision of the department. We interviewed James Ashfield, Studio Director of Interior Design at Rigby & Rigby to find out more about his background and insights on the residential design industry! Rigby & Rigby Interior Design projects are detailed and diverse and the Studio has an impeccable reputation with many confidential ‘under radar’ projects. These leading international projects include a flagship residential development Lancelot House in Prime Central London; two Ski Chalet’s in Lapland, Finland; The Maybourne Riviera Hotel in the South of France and a recently completed award winning Private Family Office in Oslo, Norway. What are the origins of the Rigby & Rigby Interior Design Studio? Rigby & Rigby started as a developer in Prime Central London, and we have since become an internationally acclaimed design and delivery studio. The business was predominantly architectural and used to work with external interior designers but quickly realised the streamlined benefit of an in-house interior design team. Since then, Rigby & Rigby expanded, and now we offer six stand-alone departments that operate as individual services or one combined turnkey solution. Our teams still work with external consultants, for example the Rigby & Rigby Interior Design Studio is working with an external architect and contractor on two apartments in Mayfair. We’re one big family and we design and deliver projects together or with other families too. From a design perspective, our style has evolved from the architectural origin. We believe that simple, refined and well executed design is the foundation for creating beautiful and luxurious interiors. How do you keep up to date with the ever-changing world of Interior Design? I regularly attend SBID CPD’s and supplier events to see, hear and experience the latest products and technology. I also enjoy expanding my design knowledge via theory and research. My team and I share regular design articles on a wide variety of subjects such as design movements, specialist luxury spaces, lifestyle practices, product design and unique materials and finishes. How did you first become involved in the world of design? Tell us your story. As a small child I was fascinated with stained glass windows in churches – the combination of colour, a story and light in a grand oversized setting grabbed my attention. Through school, college and university I loved drawing and technology, and I made choices that pointed towards architecture and design. I joined a small architecture, interior and development practice that was very forward thinking and gave me the opportunity and confidence to test and experiment with design. Since then, I’ve been very lucky and led some incredible projects across the globe and I’ve enjoyingly experienced different cultures. It’s great when design has a context and thought, this is very much connected to where it all began for me with the stained glass windows and the colour, story and light. What are the main ingredients of a luxury residential project? The main ingredient is time, we streamline the project process and provide a space that answers our clients brief. All of our clients define personal luxury differently, so once we understand what they really want, and how we can help them to achieve it, we can strive to create an elegant environment where they can live an efficient and happy life. How is the luxury residential market changing? The market is continuing to grow with major new luxury developments such as Battersea Power Station in London, UK and Atlantis The Royal Residences, Dubai, UAE, to name two. At a micro scale, we have seen an influx of technology into the home. Everything can be controlled and monitored from afar and technology is affecting the way we create spaces too. Its use is beneficial to the environment, with greater control and efficiency of utilities and systems. The use of 3D design and Virtual Reality has enhanced our process and changed the way that we develop and present a project. Within our team we recruited 3D designers to model space and product, streamlining our offering and further engaging the client in the design process. At a macro scale, the world has a vast abundance of development happening across the globe. With so much development and strain on the environment it’s critical to implement good design and avoid unnecessary waste. Quality and craftmanship are everlasting. Colour and trend are transient. If the bones of a project are well considered and efficient, and a combination of good quality and sustainable products are used, then our impact on the planet is minimised. UHNW clients’ tastes have changed too. There is more appreciation of ‘less is more’ and a greater concentration on quality and attention to detail. We curate interiors that combine both custom and branded furniture. When installing a sofa from a top Italian supplier we buy into the history and culture of furniture making, and the years of experience that have gone into designing and manufacturing a perfectly executed product. The elements adjacent to the sofa, such as the rug, tables and artwork, are products we custom design to create a truly unique product and arrangement. This same principle is applied across a project, and this creates a new luxury, one that is personal, refined and less pretentious. What inspires you? I’m inspired by so many people, places and objects. I’m particularly fascinated with Brazil, its outdoor lifestyle and the rich abundance of design. I love the sea, sun and sand. Brazil is a country of continental proportions, with regional differences in biodiversity, society, economy and industrialization. From Oscar Niemeyer’s architecture to The Campana brothers reclaimed furniture, the multiple interpretations of function and beauty, along with the manufacturing processes, result in a varied production of design. What are you excited about in luxury residential design this coming year? Our interior design studio has a strong year ahead with some incredible projects coming live next year. One of our flagship projects, Lancelot House, a one-minute walk from Harrods in Knightsbridge, is due for completion. This project has been in our department for five years so I’m very excited to see it realised. We are also delivering a number of UK projects, two apartments in Knightsbridge, two show homes in Mayfair, a townhouse in Chelsea, and our international projects too, a villa & two apartments in Dubai, UAE, and a residential development in Tokyo, Japan. This is a very exciting period for our team and it will build on the success of the award-winning projects we’ve delivered over the past year. What’s the one thing about you that will surprise most people? During my stay in the Middle East I dedicated time to an animal welfare charity and rescued stray and injured animals – at one point I had 12 rescued animals in my home and then returned to the UK with three pets, Vanilla, Pudding & Pie, who are all formerly strays. Questions answered by James Ashfield, Studio Director, Rigby & Rigby. About Rigby & Rigby Rigby & Rigby is an award-winning multi-disciplinary design and delivery studio based in London. With full-service capabilities spanning across development management, architecture, interior design, construction, and private client services, Rigby & Rigby offers clients a complete turnkey solution from concept through to completion. Visit Profile If you’d like to feature your project news here, get in touch to find out more. 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