Hamilford Design: Why Interior Design Is Now a Commercial Decision, Not a Decorative One
Hamilford Design is a Notting Hill-based interior design studio working across luxury residential and selected hospitality projects in London, New York and Europe. Founded by Manuela Hamilford, the studio takes a client-led approach that places equal weight on how a space is planned and how it will perform over time.
In this piece, Manuela Hamilford considers what a period of market stagnation in central London has clarified for buyers, developers and design professionals alike: that interior design is no longer a finishing decision, but a commercial one made from the very beginning of a project.
Over the past few years, interior design has shifted from a finishing touch to something far more commercial. In a market where property values, particularly in central London, have seen periods of stagnation, buyers are looking more closely at where real value sits. Interior design is increasingly part of that.
We are finding that homeowners are asking different questions. It’s less about how something looks on completion and more about how it will perform over time. Asking questions such as; how will materials age? Will this layout still work in five or ten years? Is this a considered decision or just a decorative one? There is a clear move towards longevity and towards choices that feel thought through rather than trend led.
Clients are moving away from short-lived trends and towards materials that wear well, finishes that improve with age and craftsmanship that holds its value. Even the smaller decisions can make a big difference. Choosing brushed brass over high-shine chrome, or using natural materials that develop a patina rather than deteriorate. These are not just aesthetic choices, they shape how a property is perceived in the long term.
Alongside this, there is a growing focus on how a space is planned and how it can be used. Layout and flow are often where the real value sits, particularly in locations where space is limited. It is not just about how something looks, but whether it works. Good spatial planning can completely change how a property is understood and ultimately how it is valued.
We see this play out in real situations. On several occasions, we have walked through properties with potential buyers alongside brokers and agents, helping to show the potential in a space. I remember one viewing where the layout felt awkward and the buyers were unsure. By talking through how the space could be opened up, how light could be brought in and how the materials could soften the feel, you could see their confidence shift. That clarity often makes a real difference.
This is supported by research too, according to the National Association of Realtors in the US, 83% of buyers’ agents said staging makes it easier for buyers to visualise a property as their future home, while 29% reported that staged homes achieved offers between 1% and 10% higher than comparable unstaged properties. Buyers respond to spaces they can understand and see value in.
In the luxury sector, this is even more pronounced. Reports from Savills and Knight Frank both point to a growing focus on experience-led living, where design plays a central role in how a property is understood. It is no longer just about square footage but about how a space feels to live in day to day.
This shift also changes how we approach projects. Being involved early makes a significant difference. When interior design is considered from the outset, particularly alongside architectural decisions, it allows for a much better use of space. Where that is not possible, there is still a lot that can be done through layout. In these projects, every inch counts.
Our role is becoming more involved. We are often brought in much earlier, sometimes at the point a client is acquiring a site or considering planning. Alongside our interior work, we now offer full build services, allowing us to stay close to the project from the outset through to completion. It allows for a more hands-on, joined-up approach to adding value.
This is also reflected in how people are choosing to live. We are increasingly reworking redundant features such as unnecessary mezzanines to create more practical and sociable spaces. Entertaining at home is a greater priority and layouts need to support that. The focus is less on creating a show home and more on designing a home that actually works.
Wellness is another area that has shifted. What was once considered a luxury is now expected. We are seeing more clients prioritising spaces such as home gyms, spa-like bathrooms and saunas, not as add-ons but as part of the core brief. When these are properly integrated into the layout, they add real value, both in how a property is used and how it is perceived.
Buyers can tell when something is purely decorative. When a scheme lacks depth or purpose, it can affect how the whole property is perceived. When a space feels resolved, when the layout works, the materials feel right and the detailing is consistent, it builds confidence.
Interior design is no longer just about how something looks. It plays a role in how a property is understood, experienced and ultimately valued. In a competitive market, that makes it a commercial decision from the very beginning.
About Hamilford Design
Hamilford Design, led by Manuela Hamilford, is a London-based interior design studio renowned for creating elegant, luxurious interiors that blend contemporary sophistication with natural beauty. With a focus on high-end residential work and select hospitality projects, the studio designs globally—from listed homes in London and New York townhouses to country estates and boutique properties across Europe.
Guided by a client-led, collaborative process, Hamilford Design offers a comprehensive suite of services, including new build design, renovations, spatial planning and full creative direction. Manuela’s Italian heritage and time in New York inform the studio’s distinctive style—one that harmonises classic elegance with modern sensibility.
Each project is deeply personal and contextual, designed to reflect the client’s lifestyle while resonating with the character of its surroundings. With meticulous attention to detail and a commitment to enduring style, Hamilford Design shapes timeless spaces that are as functional as they are beautifully individual.
get in touch
To find out more about Hamilford Design, please contact the team using the details below:
T: +44 20 3887 6900
Visit their website: www.hamilforddesign.com