The depth and diversity of design influences shaping the capital is an at all-time creative high. Stevie King catch up with one London consultancy blazing a creative turnkey trail

Award-winning interior design agency CiD, is no stranger to the world of real estate superlatives. At the forefront of luxury and super-prime interior design for the past decade, the London-based consultancy has successfully project managed the delivery of a prestigious portfolio of design and build creations to date spanning private residence refurbishments, 5-star hotel fit-outs, through to multiple unit residential developments - cue prestige projects Wimbledon Hill Park and 375 Kensington High Street and bespoke private residences, most recently, Kings Chase for top-tier UK developer Aspire. Yet the agency’s design remit stretches far beyond the scene setting environs of luxury homes, with an equally well-endowed collection of retail and leisure projects including vanguard fashion brand Polistas’ new store in Westfield Shopping Centre and the Baroque Playboy Club in Mayfair.

For founder and Managing Director, David Ferns, building a talented and experienced team who embrace all aspects of design; furniture, environmental graphics, architecture, project management and academic design teaching, has been “key” to the company’s success. He explains: “Having scope and diversity of experience makes for a finely tuned team – we’re well equipped to provide truly bespoke, unique designs solutions for valued high-net worth clients.” It’s a core agency strength that David feels is an essential ingredient in the evolution of pioneering Super Prime, luxury interior design. “We don’t have a recognisable house style as such,” he adds. “Rather we approach each project and client as a fresh canvas for new ideas and lifestyle thinking. Investing in the design concept from the outset is key. Only that way can you work towards a superior outcome.”

One headline development channelling the team’s creative talents at present, is 190 Strand, the flagship residential project of prestige developer St Edward Homes - part of the Berkeley Group.

Located in one of the city’s most historic areas, close to The Savoy and the Waldorf Hotels, this elegant mixed-use development comprises a limited-edition collection of bespoke apartments, townhouses and penthouses, will offer residents a luxe-living experience in every sense, from the quality of home design through to the state-of-the-art leisure and spa facilities which include a gym, cinema, pool, and business lounge.

Tour the residences and CiD’s innate attention to detail is clear to see, from the traditional style raised and fielded panel doors finished in smoked chestnut to the polished nickel ironmongery and inlaid trims. Walk-in wardrobes have been carefully crafted as a combination of smoked chestnut veneers, lined with warm pippy sycamore, the leather detail finish and bespoke nickel handles resulting in a seductive, engaging space. Bathrooms meanwhile, sport bespoke vanity units in marble and smoked chestnut, with under mounted baths and hand crafted brassware with a luxurious combination of limestone and marble finishes.

Subtly decadent touches have also been cleverly incorporated including the Swarovski encrusted ceiling panels twinkling in the early evening light. Hallways make a statement welcome with their limestone and marbled bordered floors and illumined ceiling coffers, while the statement chandeliers create a sense of grandeur in apartment entrance ways. Kitchens beckon you in – designed with entertaining in mind yet totally practical; style finishes meshing traditional elements with panelled doors, marble worktops and display cabinets with bevelled glass fronts.

“With the Penthouse, we wanted to create a contemporary and spacious environment for modern living with a hint of 1920s elegance, sophistication and glamour,” adds David. “Influences came from vintage English brands such as Bentley and Saville Row – they effectively acted as catalysts in the design concept process.” As for the finished result: “Our aim was to create a timeless look that’s instantly recognisable - quintessentially English with a nod to the grand classic style of yesteryear. I think we delivered on our aspirations.”

He adds: “190 Strand has been a fantastic project to work on. The icing on the cake is the development is a strong contender for ‘Best New Development in London’ when completed in 2017. Helping to put such an iconic residence on the London map is something we’re very proud of.”



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