The New Luxury



Authentic Homes Tailored To Your Life’s Rituals


misch_MISCH studio create authentic luxury homes, tailored to individual’s life rituals. L-J Andrew spoke to Founder and Creative Director, Mischa Sedova, about how interiors have evolved and gleams an insight to the studios personal approach

How have you seen Luxury evolve?

When you consider the roots of ‘luxury’, as a traditional idea, as we know it and what it means to create it, visions of decadence – the opulence of gold leaves and trimmings, crystal chandeliers, wall to wall marble and extravagant materials – spring to mind.

This was, and still is for some, the rigid perception of what all luxury interiors should encompass. Its main purpose was to be admired and, at its worst, envied. Truly understanding the evolution of luxury interiors, is found in the realisation that luxury no longer requires what it once did. The trappings of a luxury home no longer have to impress the outside world. On the contrary, its evolved counterpart, the New Luxury, is honest and unpretentious. It takes your life’s rituals as precedence over how glamorous your home looks to others. Less rigid but more fluid.

 What are the fundamental differences between ‘Old Luxury’ and ‘New Luxury’?

For those discovering New Luxury, it may be a surprise to learn that there is very little which ties it to the Old. There is one word that is so inextricably linked to the idea of New Luxury that it is impossible to describe this interiors style without it - authenticity. One of the most forward-thinking philosophies behind New Luxury is the idea that luxury interiors should help us to connect with our environment in a positive and functional way - influencing how we interact with it on an everyday basis - environmental wellbeing.

Where Old Luxury would mimic what was already prescribed, New Luxury has a more flexible approach. That is where the real value of New Luxury truly resides, in its ability to cater to the needs of the individual in the most genuine way possible. At it’s core, it’s actually quite simple: creating a space with purposeful and considered details that can elevate and reflect the lifestyle and values of those who will live within it.

Tell us more about your work

We are a London based multidisciplinary design studio delivering tailor-made, detail focused luxury interior design, interior architecture, styling curations and artistic collaborations; in London and worldwide. For those who seek meticulously considered homes with a distinctive impression, reflective of their life’s rituals and their ideal dream of luxury.

The studio’s creative cross-pollination equips us to mobilise the prospect of owning hand-designed custom pieces: furniture, upholstery, objects d’Arte and lighting. We specialise in residential properties and a keen interest and experience in hospitality and commercial design. For private clients, Businesses and prime property developers.


What makes your process and designs unique?

In all our projects we focus on what the space can do for you and how it can mould to your life’s rituals. Not vice versa. The key focus, for us, lies in getting to know our client’s lifestyles & objectives. To look at every aspect of their daily lives – both the polished and the chaotic – that stem personal rituals. We look at each space as a theatre projecting life – a place to indulge whims, a place to grow, to throw roaring parties and let loose, to create joy in a home you are proud to show off.

We prioritise self-expression, embracing the uniqueness of the individual and their quirks – we approach every design with an open mind and an open heart. Luxury at its best with a considered home of distinctive impression, reflective of owner’s unique wants, needs, identity and tastes. This is our forte.

We believe the process results in firmly purposeful and all-senses stimulating spaces. The fluid spaces with conscious, empathetic details that work for clients and, above all, comfortable, while maximising the full potential of your property.

How would you describe your design style?

We believe in mixing styles, eras & mediums, to bring a fully tailored home that unfolds a unique story, that is distinct to the client. As such the studio is free of a house style. No two projects are alike, they are all one-off, as each client is.

Drawn from our iconoclastic aesthetics I aim to create a distinctive identity through connecting people, their lifestyles with the spaces they occupy.

Expressed through a guided versatile exploration of materials, textures, colours, forms and patterns, naturally drawn from client’s lives, the property’s existing architecture as well as its surroundings & history.

Striving to seamlessly combine warm minimalism with new maximalism, contemporary design whilst still being respectfully classic and create a design that is both bold and understated. This creates a juxtaposition of balance, contrast and cohesion. Expressive and richly layered spaces that defy trends.


How does new luxury reflect the growing social concerns around sustainability?

New Luxury and sustainability go hand in hand. Unlike, in my opinion, ‘Old Luxury’ that was all about far distance sourcing, out with the old and in with the shiny and new - even if barely used.

This very concept hurts my heart. To let go of a perfectly good piece that was lovingly crafted by an artisan, just for it to be discarded and thrown away. Therefore, we take great care in delivering environmentally friendly projects with conscious luxury living in mind. From locally sourcing fabrics, tradesmen, artisans and niche artists, to finding a new home for our client’s furniture and pieces they wish to part with within the new scheme. While donating a portion of our handling fee to a charity of their choice.

misch_MISCH - New Luxury@_mischmisch_About The Studio - [+44] 20742408513

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