Timeless Design at WOW!house 2025: ADAM Architecture Leads with Classical Elegance
This year’s WOW!house opens with a striking façade by LPF member ADAM Architecture, blending the grace of Georgian design with contemporary sophistication. Designed by Darren Price, the structure sets the tone for an immersive journey through design history – refined, balanced, and quietly confident.
In this LPF Insider feature, Priya Rawal, Founder of The Luxury Property Forum, sits down with Darren Price to explore how ADAM Architecture has reimagined classical principles for the modern day. Their conversation delves into the role of craftsmanship, proportion, and timeless elegance in shaping spaces that resonate today while honouring the past.
Photography by Milo Brown
Darren its so great to have you here today! What was your first reaction when you were asked to take part in WOW!house 2025?
Thrilled! The opportunity to contribute to such an immersive showcase of interior design brilliance was both inspiring and humbling. Receiving the invitation felt like standing at the threshold of something extraordinary - a rare chance to be amongst so many of the best designers in the industry.
Why did you want to be involved with WOW!house 2025?
WOW!house is not merely an exhibition; it is a living canvas, a fleeting masterpiece where designers conjure individual worlds, each with its own distinct story. To contribute to this showcase is to engage in a dialogue with the past while shaping the future of design. It is an opportunity to explore the nuances of space, materiality, and light, and to craft an experience that lingers in the mind long after one has left.
What is your design concept?
Steeped in the traditions of classical architecture yet undeniably contemporary, this front façade is designed as both a statement and a quiet invitation. It is a homage to those who masterfully shaped interiors of the past while embracing the sensibilities of modern living. Inspired by the grand yet intimate rooms of the 18th century, it does not seek to demand attention for itself but instead gently guides the eye through a central door into a world of rich design, craftsmanship, and history.
The façade is intentionally restrained - an elegant canvas where intricate details unfold gradually, revealing layers of refinement and discovery. While rooted in the language of Georgian architecture, it is not a replication of the past but a contemporary interpretation, demonstrating that the enduring language of Classicism remains as relevant and inspiring today as it was 250 years ago.
Proportion, balance, and simplicity shape this space, ensuring it feels both commanding and harmonious within its setting. It serves as an understated prelude to the world beyond - a threshold between past and present, where great design transcends time and where architecture and interiors exist in seamless dialogue.
So fascinating! Do you have a design philosophy, and what is your practice known for?
Design is a conversation between past and present, a careful balance of heritage and innovation. My philosophy is rooted in a deep respect for architectural tradition while embracing the needs of contemporary living. Classicism provides a framework - an enduring language of proportion, order, and beauty - but it is not static. It evolves, responding to context, materiality, and the way people live today.
As a practice, we are known for our meticulous attention to detail, our understanding of historical context, and our pursuit of excellence. Our work spans everything from masterplanning and urban design to private homes, public buildings, and the careful restoration of historic properties. We believe that great architecture should be both commanding and harmonious, designed with longevity in mind. There is a quiet confidence in simplicity - a belief that spaces should unfold with purpose, revealing layers of craftsmanship, materiality, and meaning.
Sustainability is fundamental to our approach, not as an afterthought but as an inherent principle. Classical architecture has always been rooted in enduring materials, passive design, and adaptability - qualities that align seamlessly with modern environmental responsibility.
Whether designing a new building or breathing life into an existing one, our aim is always to create places of lasting beauty, where architecture and interiors exist in effortless dialogue and where each project, no matter its scale, is approached with the same level of care, precision, and thoughtfulness.
The work of ADAM Architecture is world renowned but in your opinion which are your most prestigious projects?
Discretion is an art in itself, and many of our most prestigious projects remain confidential. However, our work spans some of the UK’s finest country houses, historic London townhouses, and carefully restored heritage properties, as well as new-build homes around the world. As a practice our expertise extends beyond private residences, with a well-publicised commercial and academic portfolio that includes projects such as Jacquemus on Bond Street and Trinity College, Oxford. For over 25 years, we have maintained a strong relationship with the Duchy of Cornwall, playing a key role in the development of award-winning mixed-use communities of Poundbury and Nansledan.
Photography by James McDonald
The façade at WOW!house looks incredible! What was your starting point or inspiration?
The inspiration is drawn from the grand salons and collectors’ rooms of the past - spaces where art, literature, and conversation flourished. This year’s façade pays homage to the great masters of design, where every detail is carefully considered and each element exists in harmony with the whole. There will be a quiet elegance in its composition, a deliberate refinement that respects and enhances the setting, ensuring that history and modernity blend seamlessly.
That was inspiring in itself! So who did you imagine living in the space that you were designing?
A collector, a storyteller, a traveller. Someone whose life was steeped in history yet who moved effortlessly through the modern world, drawn to spaces that exuded a quiet confidence and refinement. They were inspired by the architects and designers who shaped London’s most fashionable squares, who understood the significance of scale, proportion, and craftsmanship. They moved through a world where classical compositions met innovative form, where every object was chosen with intent, and where design was not merely seen but felt.
And what sort of ambience were you trying to create?
A space where the past was gently woven into the present, where each step forward revealed new layers of texture, depth, and intrigue. Much like a grand townhouse, the space unfolded gradually – captivating at first glance but offering greater richness upon closer inspection. By day, light played across hand-finished surfaces, casting soft shadows that highlighted the room’s architecture. By evening, a warm, atmospheric glow brought an intimacy reminiscent of candlelit salons, where conversation lingered long into the night.
What were the key products you were using?
Handmade cornices, carriage lights and pendants, craftspeople to create exceptional details, and a space where the movement of daylight brought surfaces to life. Lighting was sculptural, casting a glow that was both functional and evocative.
Who were you collaborating with?
I collaborated closely with Victoria Davar and Cox London, who designed the entrance hall, to ensure a seamless transition from the outdoor space to the interior. Additionally, we worked with Artorius Faber to showcase their exquisite natural stone, bringing a unique touch of craftsmanship and elegance to the project.
Were you commissioning anything custom-made?
All of the façade and flanking wings were designed and constructed for the event.
Are there any interesting examples of craftsmanship in the room?
External plasterwork, wings with vaulted ceilings, beautiful external lighting, bespoke external door and window joinery.
Photography by James McDonald
Get in touch
ADAM Architecture
www.adamarchitecture.com
Office: West Wing, Somerset House, Strand, London, WC2R 1LA