More than just a paint job

What does interior design mean to you? A lick of paint and a few strategically placed wall hangings? Well, prepare to be surprised. There’s more to design than making an interior look pretty, especially in commercial property.

Rather than an unnecessary expense, it seems that good interior design is crucial to boosting staff morale, customer footfall and, ultimately, revenue.

Vanessa Brady, chairman of the Society of British Interior Design (SBID), reflects: “It has not always been understood that good design can add value and improve income on commercial projects, or wellbeing in residential environments. Interior design has been regarded as co-ordinated fabric, cushions and candles.”

Clearly, this preconception is out of date; for one thing, interior design is becoming more important in helping businesses meet green targets. According to SBID, there was a 43 percent increase in commercial property refurbishments at the start of 2010. Driven by the new CRC Energy Efficiency Scheme, which came into force in April, businesses are seeking the expertise of interior designers to help them improve energy efficiency and cut down on carbon dioxide emissions.

Don’t be fooled into thinking that being green implies added expense: it can actually save you money in the long run. Nigel Collett, CEO of design consultancy rpa:vision (part of the rpa:group), explains that green technologies such as LED lighting often have lower running costs. But, Collett argues, being green is not a trend, “it is becoming more embedded in the creative process – especially with the new government legislation”.

And thinking along more sustainable lines can save money and time too. Lucy Goddard, director of Manchester-based design studio No Chintz, reports a move among her clients towards using British-manufactured furniture and the desire to support local design talent and industries. “This allows for a quick turnaround as delivery times tend to be shorter,” she explains.

A way to save and generate cash
The rise in refurbishments are not just linked to the green agenda – the recession is another obvious driver. For example, property owners are tending to utilise existing units rather than move, and tightened budgets have impacted on expectation. Jonathan Moradoff, of leisure consultancy Davis Coffer Lyons, explains: “Nowadays, people are much more selective – there’s less money around, and if they’re able to take advantage of an existing fit-out, that’s more attractive to them than going to a shell unit.”

If cost is a real issue, but refurbishment is necessary, take heart – there could be a rebate in it. Steve Judge is managing director of Space Solutions – a consultancy based in Scotland that helps businesses manage change in the workplace. Judge points out that you may be able to apply for a rebate on business rates if the space being refurbished is rendered unusable. “A previous client of ours was able to claim up to £90,000 in this way,” he adds.

There is also a link between refurbishments and increased trade. Moradoff adds: “Once bars and restaurants start getting tired, they notice that trade starts dropping. But once refurbishment has taken place, it gives it a breath of fresh air, and trade increases.”
Even big names are giving their interiors a face-lift in a bid to boost sales. Starbucks, for example, which has suffered falling revenue during the recession, is revamping up to 100 of its UK cafés.

But this is a redesign with a difference. Each Starbucks store will be unique, tailored to the local community it serves, such as providing meeting areas for business clientele. Materials will be locally sourced, with reused and recycled elements, and there will be a serious attempt at reducing environmental impact with waste, water and energy reduction measures.

New approaches to design
The Starbucks approach exemplifies the new attitude to design. It is goes beyond paint and plaster; interior design now, more than ever, encompasses concepts that tap into the desires, aspirations, social and cultural experiences, and needs of the end user.
Collett from rpa:vision describes four current trends in approaches to design: emotional connectivity, social connectivity, local relevance and community focus. Emotional connectivity, for example, can be created between the brand and the end user or customer. “It’s about using drama, wit and attitude to create an emotional bond,” explains Collett, who works primarily for retail and leisure clients. “In this way you can create a three-dimensional representation of a brand.” Think suits that unfold from the ceiling, half-naked models and historic humidors. All very manly stuff.

While these are design concepts, there are three core design styles du jour across the property spectrum. There is the opulent ‘boutique’ style (such as SHH’s Manchester Square – see box right) which tends to be adopted in small, exclusive spaces. Then there is ‘shabby chic’, which has been around for a while and tends to be used for ‘breakout’ or leisure areas. This style relates largely to thrift, sustainability and helping the environment by using retro wallpaper, battered old sofas and reclaimed materials (such as the new Starbucks’ style). Finally, there is a cleaner look, which perhaps once would have been called minimalist – a rather passé term now in design. It is edgy but not clinical (such as the work done by No Chintz).

Practical solutions and workplace efficiency
Before we get carried away with ethereal concepts and styles, let’s not forget that interior design is about practical solutions too. Ideally, interior design is factored in at the earliest stage, but at any point in the process, it can help businesses increase workplace efficiency. SBID’s Brady explains: “Interior design is primarily about understanding how best to maximise performance.” For example, one of SBID’s members produced an illuminated panel as a wall in meeting rooms. The time allocated per meeting was set before staff and clients entered the room. When that time expired, the wall flashed to indicate the end of the meeting. Consequently, more was accomplished per day, thus reducing costs.

Building on the need to maximise performance, interior design can help boost staff morale and productivity. For example, in offices, there is a definite move towards increasing social interaction. Negative working practices such as emailing the person at the next desk can be counteracted by designing breakout areas, where staff can have a drink and share ideas.

Brady explains: “If the culture is right, then the business will work efficiently, productivity rises and profits increase. Negativity breeds a lack of interest, people take more time off sick and this in turn costs the company money.”

Perhaps in recognition of this, there is a growing demand for ‘experiential’ offices, Google being the most famous exponent. No Chintz’s Goddard explains that offices can be innovative and user-friendly, with breakout spaces, think-tank areas and integrated kitchens. She adds that there are interesting ways to change a space and make it more usable: a boardroom table that becomes a table-tennis top; a garden shed used as a meeting room; skateboards for use by staff; ideas walls; and new technologies such as magnetic paint and blackboard paint. Such gadgetry can help to increase staff productivity, morale and loyalty.

Interior design can thus help save the planet, save money, boost income and keep staff happy. What’s to lose?

Case study: Manchester Square, London designed by SHH
Design company SHH’s Manchester Square project is a perfect example of the trend towards less clinical and more boutique interiors. Created for a private investment company, the design had more in common with a gentleman’s club than a normal office environment. Although the property incorporated a classic (and Grade II-listed) Georgian townhouse, the client was very open to a sense of contrast for the scheme, favouring a highly contemporary treatment.

Inside, the space was exploited with individual rooms, achieved with varied colour and differing degrees of formality – from a breakout room to office space to dramatic meeting spaces.

Lighting was also important to help create both a warm and a moody feel, with the emphasis on avoiding over-lighting. Bespoke lighting and art underline the individuality of this project, including two statement contemporary chandeliers, made to order, and four wall art projections.

The scheme went on to win not only the UK Property Award for the Best Interior Design, but also the International Property Award for the Best Interior Design in San Diego at the end of last year.