Mane Design: Creating a Bold and Magical Apartment

This week’s instalment of the Project of the Week series features a bold and magical apartment design by 2023 SBID Awards Finalist, Mane Design.

Bright colours and pied-de-poule prints, interesting architecture and the design of the duplex apartment immediately evoke memories of the heroine of the book by Lewis Carroll. The height of the ceilings in some places reaches 6 metres, the huge windows in the kitchen/living room area let in a lot of light. And of course, a spacious dressing room in the master area with a window in the ceiling, makes you fantasise… The second floor is allocated for a child’s room. It is made in a discreet style, in the spirit of classic English cabinet interiors.

What was the client's brief? 

The apartment belongs to the designer of our studio. Since the designer had seen many different apartments thanks to her work, she chose an apartment with interesting and unusual planning for herself, but the most interesting thing is that it was difficult to understand what the designer would like for herself in terms of design, as we always work with a client and enter mentally into his project, she never thought about what she would like for herself. As a result, it turned out that many details of designs that we previously had done for clients came together and created such a non-standard interior.

What inspired the design of the project?

We were inspired by the apartment itself and, of course, complete freedom of action. Here we could unleash our creative potential without restrictions and let ourselves to have fun. It was only necessary to remember about the limited budget. The interior became so unusual and cozy that an association with the book Alice in Wonderland was soon born. We are sure that Alice would live in such a magical and bold interior.

What was the toughest hurdle your team overcame during the project?

The designer wanted not only unique and unusual combinations in the interior, but also unique sanitary ware, wallpaper, door handles etc that were not used in other projects.

What was your team’s highlight of the project?

Main highlights I have already described above, and of course also it was to find a balance in mixing bright colours, prints, styles.

Why did you enter the SBID Awards?

Our interior design studio has been participating in the SBID Awards for the fourth year and we reach the final every year. It is important for our studio to see the view to our projects from the outside and we are very happy receive high reviews. Last year, our sport club project was awarded the Grand Prix.

What has being an Award Finalist meant to you and your business?

Of course international recognition expands the possibilities of the studio. We proudly announce our achievements to the World.

Questions answered by Mane Mehrabyan, Founder of Mane Design.

This week’s instalment of the Project of the Week series features an interactive and nostalgic public space design by 2023 SBID Awards Finalist, Tinker Imagineers.

In the Media Museum visitors experience more than 50 interactive exhibits on media culture and media literacy. Tinker imagineers was responsible for the integrated spatial, graphical, and media design. A unique Media Reactor installation of 300 metres of LED screens connects the themed zones in the museum, and represents the infinite stream of media that comes our way every day. Upon entering the experience, visitors create their own profile. The use of facial recognition in combination with their smartphone, creates a personalised media journey. Visitors get to play interactives, explore iconic media objects, and rediscover nostalgic footage from their youth.

What was the client's brief? 

Develop the spatial and media design for a national museum focusing on media usage and media literacy in the 21st century. The brief was laid out in a master plan created by the project director, Pieter van der Heijden (Xpex).

What inspired the design of the project?

Everyone talks about cyberspace these days, but no one has ever been there. The ambition that Tinker set forth was to create a place where you can physically walk through cyberspace and observe how we, as a society, define media, and more importantly, how media defines us in the present day.

What was the toughest hurdle your team overcame during the project?

Integrating historical media content with live content proved to be a significant challenge. On one hand, we were dealing with a vast media archive, one of the largest in the world. On the other hand, we aimed to seamlessly integrate live content, as real-time interactions are a defining feature of today's online communities. Balancing both aspects was a formidable hurdle.

What was your team’s highlight of the project?

The collaboration with all creative and technical partners, such as Xpex, Bruns, Kiss the Frog, Elastique, and Beam Systems, stood out as a highlight. Together, we successfully crafted a state-of-the-art museum that could possibly be the most interactive museum in the world today.

Why did you enter the SBID Awards?

Winning an award in the design industry signifies recognition for exceptional creativity and innovation. It underscores the quality and impact of one's work, enhancing reputation and credibility. Personally, winning an award is a validation of our expertise and a testament to the team's dedication.

What has being an Award Finalist meant to you and your business?

We are waiting for the final ceremony where we will find out if we won that award, but already are very satisfied with this nomination. Our studio scores a lot of awards, and you would think we get used to it. But every time, it's like a surprise party we didn't see coming. It shows we're on the right track, keeps us on our toes, and sure keeps us hunting for that top-tier mojo in exhibition design.

Questions answered by Stan Boshouwers, Director of Tinker imagineers.

Nafece Khan, Head of Projects at 4SPACE, has given his insights into the industry.

In the chaotic and competitive design and architecture world, project management is often overshadowed by the allure of creative genius. Yet, precisely this underrated discipline determines whether bold visions succeed or collapse. Often caught in the crossfire of ambition and reality, project management stands at the center of every transformative space, silently holding it all together. While many consider it a necessary function, project management is not just a support system but the heart of our industry. The lack of respect for this discipline is astonishing, especially given its vital role in turning ambitious visions into concrete realities.

Let’s face it: many design firms still treat project management as an afterthought, relegating it to junior staff or outsourcing it entirely. This is a grave mistake. Effective project management is not just about timelines and budgets; it’s about fostering a culture of collaboration and accountability that can make or break a project. Without it, creativity becomes chaotic, and the dreams we aspire to build crumble under the weight of miscommunication and misaligned expectations.

Consider project planning, which should be the foundation of any design venture. Too often, firms dive headfirst into projects without a clear scope, leading to disastrous scope creep and budget overruns. How can we expect clients to trust us when we can't define what we deliver? It's time to prioritise meticulous planning and realistic timelines over wishful thinking.

Moreover, communication—or the alarming lack thereof—remains a pervasive issue in our industry. Establishing clear communication channels is not just a best practice; it’s essential for survival. How many projects have failed due to information bottlenecks or team members working in silos? The arrogance of assuming everyone is on the same page is the biggest downfall of many projects. Regular updates, thorough documentation, and visual aids are not just optional tools; they are lifelines that can keep projects afloat.

Now let’s talk about client expectations. Too many firms gloss over this aspect, thinking that a one-time conversation suffices. Setting clear expectations at the project's outset is not just a courtesy; it is an obligation. Clients deserve to know what to expect, and frequent check-ins are not a sign of weakness but a testament to a firm’s commitment to responsiveness. Why do we often wait for clients to voice their concerns instead of proactively engaging with them?

The elephant in the room is complexity. Complex projects often sink firms, yet many professionals cling to outdated methodologies that can’t handle the intricacies of today’s demands. Agile project management isn’t just a buzzword; it’s a necessary mindset shift. Flexibility and adaptability should be baked into every project lifecycle, not treated as an afterthought. Firms that fail to embrace this will find themselves increasingly irrelevant in a rapidly changing landscape.

Finally, let’s address the proverbial “project management office” (PMO). While often viewed as bureaucratic overhead, a well-structured PMO can be a powerhouse of innovation and efficiency. Rather than seeing it as a roadblock, firms should leverage PMOs to establish best practices, streamline processes, and facilitate knowledge sharing. A strong PMO can elevate project management from a mundane task to a strategic advantage.

In conclusion, project management is not merely a function; it is the cornerstone of successful design and architecture. It’s time for the industry to give project management the respect it deserves. By embracing strong project management principles and cultivating a culture of collaboration, accountability, and innovation, we can redefine the standards of excellence in our field. Those who resist this evolution may find themselves left behind as the industry moves forward. The choice is clear: adapt or be rendered obsolete.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features a modern and neutral family home design by 2023 SBID Awards Finalist, Inside Studio.

Inside Studio was tasked with the brief to transform a dated space into a home that reflects the needs of the clients’ growing family. The design had to have full impact of a transformation whilst retaining the existing kitchen, flooring, sofa and gas fire. Regardless of the many elements that remained, Inside Studio wowed the clients with a complete transformation of the space, introducing classic details to point back to the original architecture of the house, whilst keeping the balance with the modern elements. Enriching the space with a colour and materials scheme that is luxurious, timeless and family friendly.

What was the client's brief? 

We were tasked with the brief to transform a dated space into one that meets the needs of how the clients’ growing family uses the space, without compromising on the aesthetics.

What inspired the design of the project?

We introduced classic details in the design to point back to the original architecture of the house, whilst keeping the balance with the modern elements that the space already had installed, such as the kitchen and fireplace. To keep the aesthetics warm and inviting, whilst suitable for a young family, we used layered with textures with a neutral base accentuated with rich warm colours.

What was the toughest hurdle your team overcame during the project?

The design had to have full impact of a transformation whilst retaining the existing kitchen, flooring, sofa and gas fire.

What was your team’s highlight of the project?

Regardless of the many elements that remained, the design wowed the clients with a complete transformation of the space. The final end result turned out just as we had designed, every detail was followed and the end result exceeded our clients’ expectations.

Why did you enter the SBID Awards?

We are very proud of the results on this project, to win an SBID Award would be such an honour for our team who worked on this project and for our clients who trusted us with their home.

What has being an Award Finalist meant to you and your business?

We are so thrilled that our project is recognised amongst so many amazing and inspiring projects - we feel so honoured!

Questions answered by Alisa Bowen, Director at Inside Studio.

This week’s instalment of the Project of the Week series features a moody and opulent hotel suite design by 2023 SBID Awards Finalist, Twenty-Two Twelve Design Inc & You Should Stay Here.

Canadian design firms, Twenty-Two Twelve Design Inc & You Should Stay Here were commissioned to design a 9 suite boutique inn in Stratford, Ontario, Canada, a quaint theatre town modelled after Stratford-upon-Avon. They preserved the historic qualities of the building and were endlessly inspired by Shakespearean drama and eccentricity. Draped in rich velvets and tangled in serpent motifs, moody and opulent describes this space best. Each suite is unique featuring completely different bold colour palettes that are tied together with common themes.

What was the client's brief? 

The clients wanted to transform the space into a destination for theatre goers in time for Stratfords festival season. They trusted ours (Twenty-Two Twelve's) and You Should Stay Here's ability to come up with our own vision.

What inspired the design of the project?

At Twenty-Two Twelve my sister and business partner Haley McDonough and I believe you need to start with three questions: what does the property want, what would the client love and how can we push the boundaries. When Autumn Hachey from You Should Stay Here asked us to collaborate on the project we knew Hotel Julie was going to be a boundary pusher. The clients Jake and Paula love vintage, bold design and were not afraid of colour. The building is a Georgian style row house built in 1890 located in the heart of Stratford which is the theatre hub of Ontario and based on Shakespeare's hometown, Stratford-upon-Avon. We wrapped the walls and ceilings in heritage paint colours and chose finishes that could have always been there like dark oak floors, classic black and white checkerboard, applied mouldings and unlacquered brass fixtures. We added rich velvets as a nod to theatre and layered in Shakespearean motifs such as serpents and ruffles. The goal was "play"ful and sophisticated".

What was the toughest hurdle your team overcame during the project?

The Project was turned into a TV show by Alibi Entertainment which added a layer of complexity and added pressure for deadlines. It was beautifully shot by Matt Braun and produced by Joanne Virgo so while it made it more difficult to pull off, it is amazing to be able to look back at the process.

What was your team’s highlight of the project?

The highlight of the project was seeing the clients faces when we walked them through the first time. We kept the design a secret along the way so they did not know what to expect. Paula was brought to tears she was so overwhelmed with joy. They said it far exceeded their expectations and that is an amazing feeling.

Why did you enter the SBID Awards?

We have been accredited professional members of SBID for 6 years now and believe in the value and importance of setting standards in the interior design industry. We are proud to be associated with SBID, we are proud of this project and are delighted that SBID has identified it as a finalist in our category.

What has being an Award Finalist meant to you and your business?

We feel being an award finalist for SBID is a prestigious accomplishment in its own right.

Questions answered by Jillian Smith-Moher, Interior Designer and Co-Founder at Twenty-Two Twelve.

This week’s instalment of the Project of the Week series features a rustic and cosy residential design by 2023 SBID Awards Finalist, Katja Kessler Kreation.

The entire building was carefully gutted to gain space. Downstairs all walls were removed creating an inviting lounge-like kitchen-living room. Recycled brushed pine flooring, old grain sacks as couch covers and brick walls stripped of plaster give the place a unique fingerprint. Old and modern elements were carefully arranged in order to link the landmark nature of the building with the amenities of a modern family home. In the first floor a master bedroom and two guest rooms each of it with own ensuite bathroom found their place.

What was the client's brief? 

The client approached us with a daring idea: to revitalise a 19th century sleazy Baltic Sea villa that for decades had been inhabited by bats only. He had discovered the ruin during a stroll along the coastline of the German island Usedom and fell in love at first sight. Not only that he wanted us to preserve the vastly deteriorated landmark nature of the building, but at the same time he envisioned a welcoming warm cosy family nest, a place to host family and guests comfortably.

What inspired the design of the project?

The proximity to the Baltic Sea, seagulls screeching, wind blowing, endless sound of the waves – that all created a strong impression of freedom and the power of untamed nature which to us felt had to be translated into an interior design that echoed all these emotions. Moreover, we discovered that from 1906 to 1916, Engelbert Humperdinck, student of music legend Richard Wagner and composer of the world-famous opera “Hensel & Gretel” lodged in the VILLA MEERESSTERN, then a guesthouse, to compose the opening music theme for Shakespeare’s “The Tempest”. Therefore, our mission was not only to renovate a spectacular old house but to worship the place and treat it with respect to its historic significance. We decided to reuse whatever we could: old wooden floorings, ancient brick walls, weathered cobblestones – all these components were carefully obtained and secured to be used again later or reinforced to its original grandeur.

What was the toughest hurdle your team overcame during the project?

The original interior design of the building was designed by Dracula – or was at least deeply inspired by him. On the ground floor: tiny rooms cramped by cold walls, and not a glimpse of sunlight. In the attic and basement: the same. There was no way that we would be able to remodel this into a cosy, sun-drenched, warm family beach home making some minor adjustments here and there. Instead, the whole layout had to be rethought. Where to fit the kitchen, where the living-room, and how would it all work together? It needed some crazy dramatic solutions for these problems.

While the building’s outer surface was kept untouched (more or less), for the inside we came up with a design called “the no wall policy”: the entirety of the ground floor was gutted. This created an open room that nurtured the sense of togetherness. Kitchen, living room, study, conservatory, and dining place merged into one spacious lounge-like loft that allowed light to enter from all sides through 3-meter-high windows. This opened unbelievable visual axes and revealed the full beauty of the surrounding landscape including the endless blue of the sea and the blossoming garden.

What was your team’s highlight of the project?

To arrive at the sight for the first time seeing that the ground floor had been stripped of all inner walls, the outer walls freed from plaster, the old pine flooring recycled and brushed, and the sun shining into the house all the way through – that was kind of a solemn breath-taking moment.

Why did you enter the SBID Awards?

I've been following the SBID Awards for a long time and have repeatedly been inspired and impressed by the submitted projects. This year, I thought now or never and submitted my own application.

What has being an Award Finalist meant to you and your business?

So many people congratulated us for the nomination via social media. It feels like participating in a kind of interior Oscar. That alone has been a great compliment for me and the rest of my team.

Questions answered by Katja Kessler, Founder of Katja Kessler Kreation.

Designed by 4SPACE, Moli by SHI tells a tale as old as time, weaving traditional Chinese architecture with modern extravagance. The name “Moli” meaning "jasmine" in Chinese, carries profound symbolism associated with purity, grace, and elegance, immersing visitors in a feeling of opulence and sophistication right from arrival.

Upon entering the restaurant, guests encounter traditional architectural elements reminiscent of a Chinese temple. Greeted by two guardian lion statues right at the reception, the statues set the tone for the immersive cultural experience that awaits.

Walls adorned with classic carvings create a mesmerising backdrop, while plush banquettes featuring intricate Chinese artwork set the stage for a lavish dining experience. The central floor illuminates with a subtle glow as night descends, creating a magical atmosphere for refined dinners.

The interior of the space showcases a captivating architectural feature deeply rooted in Chinese tradition—the Dougong system. Originating from ancient Chinese construction techniques, Dougong represents a distinctive method of interlocking wooden brackets that provide structural support within a building's framework. This intricate and time-honoured element is prominently featured in the columns, contributing to the structural integrity of the space and its aesthetic appeal.

The restaurant’s wall cladding is a testament to the meticulous artistry and cultural richness inherent in Chinese craftsmanship. Adorned with wood engravings, the surface becomes a canvas that elegantly tells a visual narrative, with each intricately carved detail capturing the essence of tradition and the enduring legacy of Chinese culture.

Above, the ceiling features prominently hanging light features shaped in jasmine flowers, providing gentle and ambient lighting, further emphasising the essence of Moli.

A metallic bead curtain flows into the space, merging the walls with the ceiling, gracefully mimicking the fluid movements of a dragon, as it weaves through the restaurant space and around the columns, starting from the entrance toward the end and grinding the guest gracefully through the space.

In crafting the design concept, careful consideration was given to the selection of furniture; each piece was crafted to the small. The chosen furniture complements but actively implicates and portrays the underlying concept, seamlessly blending functionality with the rich cultural narrative.

The seating arrangements and furniture are expertly crafted with a nod to traditional Chinese woodworking techniques. They are adorned with jacquard velvet fabric that presents an interpretation midway between a figurative depiction of magical tigers and the Chinese mythological realms.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features a timeless and elegant apartment design by 2023 SBID Awards Finalist, Angel O'Donnell.

Angel O’Donnell was tasked with interior designing an apartment inside The OWO Residences by Raffles. Once home to Britain’s military HQ under Churchill’s premiership, this neo-baroque Grade II* listed gem boasts a fine pedigree. Even so, their client was keen to eschew shouty emblems of luxury in favour of a quietly assured scheme that would appeal to a discerning, globe-trotting buyer. So the team set to work creating a warm and welcoming home – where craftsmanship, pin-sharp detailing, expert art curation and comfort work in concert with each other.

What was the client's brief? 

It was a gem of a brief borne out of several brainstorms with The OWO’s Design Director and wider sales team. Eventually we landed on, ‘A sanctuary in the heart of London. Understated yet beautifully crafted. A home from home for citizens of the world.’ The words ‘sanctuary’ and ‘home from home’ resonated with us. There’s an intimate, sort of cosy romance to this language, which conjured images of four-poster beds, elegant glass pendants, embroidered fabrics, and large, deep-seated furniture to luxuriate in. It’s one of the freshest, most single-minded briefs we’ve ever worked on.

What inspired the design of the project?

The building’s architecture inspired many choices. It’s quite the melting pot: Scottish architects, Edwardian construction, in a baroque style belonging to 17th century Europe. So we thought it would be fun to add our own heady mix of influences – everything from an Arabesque rug to cocktail chairs upholstered in Florentine bargello fabric to a Renaissance-inspired painting by a Columbian-born artist. What better way to appeal to a global audience?

Comfort was the other big design influence. Plush-velvet sofas, Savoir Beds, classic English silhouettes – designs that are timeless and elegant while at the same time robust enough to jump on and nestle into.

What was the toughest hurdle your team overcame during the project?

It’s all too easy to get swept up in the mythology of a building, especially one as grand as The OWO. This is where Churchill commanded the British armed forces, T.E. Lawrence (of Arabia) compiled maps of foreign territories, and Ian Fleming dreamt up James Bond. A pedigree this fine could have easily muddled our thinking. But we kept our cool, exercised restraint, and wheedled out anything that evoked the building’s past too thirstily. This involved a lot of editing. Patterns, colourways, fabric choices, artwork, lighting, furniture, even bead mouldings for the walls – it was all scrutinised. The more we cut, tweaked, polished and developed, the more effortlessly designed and curated everything appeared. Sometimes, the things that can trip you up give you that extra drive and focus.

What was your team’s highlight of the project?

Getting to work with so many amazing talents was the most creatively stimulating and happy-making highlight of all. Dairo Vargas, the dizzyingly gifted artist whose brilliant colours and bravura brushwork created one of our all-time favourite paintings in the living room. Georgia Stoneman, our trusted art curator and friend, who spent months helping us to compile a serious collection of works spanning multiple decades and medias. Dan Green, Fabrili and CM Upholstery who executed our furniture and joinery designs to perfection. Then, of course, all the Great British brands like Savoir Beds, Porta Romana, George Smith and Tom Faulkner, whose creations elevated our schemes to new heights.

Why did you enter the SBID Awards?

We’ve entered the SBID awards because we’re proud to be SBID accredited, happy to number among its global community, and supportive of its tireless quest to protect, nurture and champion talent without bias.

What has being an Award Finalist meant to you and your business?

Being a finalist means the world to us because it involves so many people. Clients, suppliers, craftspeople, tradespeople, artists, gallerists, plant specialists, storage and installation experts – everyone who got us over the finish line owns a slice of this achievement. And from a PR perspective, it’s always fun to have awards news to talk about in social media and pitch presentations. It gives you licence to show off in a kind way. It’s the cherry on a very well-decorated cake.

Questions answered by Ed O’Donnell, Co-Founder & Creative Director at Angel O’Donnell.

The Nursery Inn, on Green Lane in Stockport, is a pub with history. Built by Hydes Brewery in 1939, it is one of the few remaining inter-wars, (built between World War 1 and World War 2), pubs and retains its original layout and many original features. To recognise its historic significance CAMRA campaigned for the site to become a listed building and The Nursery was given a grade II listing in 2011 to protect this significant part of UK heritage.

Whilst a triumph for the protection of this historical site, the new Listed status created hurdles to ensuring that the pub could adapt to modern customer expectations and remain a viable business concern for its ongoing owners, Hydes Brewery. After previous failed attempts at achieving listed building consent for refurbishment works, MGI were appointed to develop detailed drawings and specifications to accompany a listed building application that would satisfy both the conservation officer and the client. After a hard-fought battle, listed building consent was granted, and the rejuvenation of the Nursery Inn could begin.

Throughout the design process, our designers took great care to ensure that the historic fabric, fixtures and fittings of the site were retained and protected wherever possible, such as the original wall tiling and terrazzo flooring throughout the WC facilities, lighting, bar serveries , fixed seating, wall panelling and the separate entrance to the “vault” bar.

New Finishes and fixtures were chosen to complement and enhance the original elements of the site with concerted effort to specify finishes that harked back to the décor of the late 1930’s but with more modern elements sensitively worked into the project to appeal to the modern customer base.

The biggest obstacle in achieving listed building approval was the proposal to move one of the existing serveries forward from its original position so as to be visible to customers entering the site, enabling staff to greet them as they enter. The Client`s appointed contractors WHB construction carefully removed the servery section in one piece and formed new end panel and over bar sections that faithfully reproduced the original materials and design. New back fittings were formed in the same manner.

Wall finishes specified were a mixture of heritage paint colours and Arts & Crafts design wall papers, with faux leather upholstery and floral prints utilised to tie the scheme together.

We at MGI are immensely proud of what has been achieved by the whole design and construction team on this project and are extremely confident in The Nursery Inn’s success as an ongoing business.

If you’d like to feature your news or stories on SBID.org, get in touch to find out more. 

If you’d like to become SBID Accredited, click here for more information.

This week’s instalment of the Project of the Week series features an immersive retail design by 2023 SBID Awards Finalist, External Reference.

The Presentedby store in Riyadh, designed by the Barcelona-based architecture firm External Reference, blends physical and digital elements to create a uniquely immersive retail environment inspired by the desert oasis and the role of water. The store features a programmable water curtain, animated water holograms, morphological product displays interpreted as cascading water, and interactive digital projections. The space also includes a VIP lounge with screens and mirrored ceilings for an intimate customer experience. Eco-friendly 3D-printed materials balance innovation with sustainability, embodying a comprehensive design approach for this premium sneaker and streetwear consignment store.

What was the client's brief? 

The client's brief for the project was to design the new Presentedby premium sneaker and streetwear consignment store in Riyadh, Saudi Arabia and to create a destination that would captivate Saudi aficionados of premium sneakers and streetwear. The aim was to design an immersive and unique store that would stand out while maintaining a connection to the established family of previous Presented By stores. The challenge was to harmonize innovation with nature, technology with water, an exhibition space with a retail necessity, ensuring that the new store in Riyadh would offer a fresh experience while resonating with the brand's existing identity.

What inspired the design of the project?

The unique identity of each Presentedby store is intricately woven into its specific urban context, resulting in a series of distinctive, innovative projects. This approach ensures that every store stands out as a singular creation, intimately linked to both the brand's identity and the geographical location it inhabits. This emphasis on contextual integration is a hallmark of PB stores, where the design for each establishment is meticulously tailored to its surroundings, be it in terms of physical attributes, cultural influences, or environmental factors. The project's design inspiration stemmed from the desert oasis and especially the role water plays in shaping such landscapes. The primary objective was to underscore water's profound importance in the region. This concept was then skilfully translated into an immersive retail space that is both distinctive and unparalleled. Under the leadership of Carmelo Zappulla, the architects at External Reference embarked on a mission to mirror both the physical and symbolic impact of water. This creative journey materialized in the conception of an array of design components, ranging from a programmable water curtain to animated refreshing water holograms, 3D-printed display walls mimicking the flow of cascading water, and even digital simulations of various water formations. These elements collectively manifest the aquatic theme and enrich the store's ambiance, fostering an engaging and sensory experience for visitors.

What was the toughest hurdle your team overcame during the project?

The design team faced its most formidable challenge in navigating the technical and engineering obstacles tied to the incorporation of water-based design elements. This encompassed devising solutions for a programmable water curtain, a water printer responsible for animating sculptures, and crafting 3D-printed display walls. Each facet necessitated pioneering approaches and meticulous contemplation to uphold both functionality and safety, all the while preserving the desired aesthetic. The initial step involved a comprehensive 3D scan of the space, leading to the subsequent development of a detailed 3D model encompassing all fabrication files. Subsequent production activities took place in Spain before being transported to Saudi Arabia. Impressively, the entire assembly of the store transpired within a remarkably swift 15-day period. The ultimate objective was to craft an iconic destination that not only served as a paramount marketing tool for the brand but also possessed a distinct allure compared to its counterparts. Additionally, the project aimed to generate digital content amenable to remote monitoring and management. This approach facilitated the seamless updating and rectification of all digital content from a remote location.

What was your team’s highlight of the project?

The task involved seamlessly blending innovation and nature, integrating technology with water, and merging the functional requirements of a retail space with the immersive ambiance of an exhibition area. The goal was to create a novel experience within the new Riyadh store, all while maintaining a strong alignment with the brand's established identity. The team's highlight of the project was likely the successful realization of the immersive water-themed design. The ability to bring the concept of water to life through various architectural and technological innovations, including the water curtain, holograms, and 3D-printed displays, would have been a significant achievement that showcased their creativity and expertise.

Why did you enter the SBID Awards?

The decision to enter the SBID Awards was driven by our desire to gain recognition and acknowledgment for the exceptional design of the Presentedby store in Riyadh. As a team that has previously won an SBID Award with the Restaurant Alkimia in 2017 and has been named finalists with several retail projects, we understand how exhilarating it is to receive such prestigious recognition. The experience of winning an SBID Award and being recognized as a finalist in the past has shown us the transformative power of these accolades in increasing our reputation and standing within the design community.

What has being an Award Finalist meant to you and your business?

Being an Award Finalist in the SBID Awards would hold immense significance for both Carmelo Zappulla's architecture firm, External Reference, and the Presentedby brand. Having previously secured an SBID Award with the Restaurant Alkimia in 2017 and having been finalists with multiple retail projects, we are aware of how thrilling it is to receive these honours. The positive impact on our reputation, the heightened visibility, and the new opportunities that arise are invaluable. Recognition as an SBID Award Finalist would not only reaffirm our commitment to innovative and exceptional design but also continue to elevate our standing in the design industry.

Questions answered by Carmelo Zappulla, CEO of External Reference.