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In Profile:
Fusion Design & Architecture

In Profile:

Fusion Design & Architecture

Shortlisted: Hotel Design - Middle East & Africas Award

The International Hotel & Property Awards 2025

Fusion Design & Architecture
Fusion Design & Architecture

Name: Sophie Douglas & Lucy Watkins
Company Name: Fusion Design & Architecture
Position Within Company: Founding Director & Director
Website: www.fusiondna.co.uk

Tell us a little about your background in design:
Sophie studied at Chelsea School of Art and then joined The Design Solution, a multi-disciplinary design practice working in the retail and hospitality sector. While Lucy gained a degree in Fine Art at Leeds before studying Interior Design in London.
In 1998, Sophie founded Fusion Design & Architecture and Lucy joined seven years later. Over twenty years they have worked with incredibly inspirational people and clients who have helped shape the Fusion Design & Architecture ethos and identity.

How would you describe your personal design style?
We don’t subscribe to having a personal design style – our approach is entirely client-led and project-driven. The heart and soul of a project come first. Our key focus is attention to detail – from the intricacies of joinery and material layering to ensuring operational perfection in planning. The end result is always tailored, thoughtful, and entirely grounded in the needs of the end user.

Where does your design inspiration come from?
Our inspiration comes from being curious and observant – walking around with our eyes open. Travel plays a big part, but it’s not just about referencing other hospitality venues. Instead, we draw from a broad sense of exploration, observation, and interest in the world around us. Being inquisitive and engaged with our surroundings is what fuels our creativity. It’s a mindset rather than a fixed source.

In what direction do you feel that design is moving towards in a general sense?
Design is increasingly moving toward authenticity and purpose. It’s no longer just about aesthetics – it’s about creating spaces that work better, last longer, and are genuinely meaningful for the end user. There’s a noticeable shift away from gratuitous or purely stylistic design toward more thoughtful, user-driven outcomes that emphasise functionality, longevity, and sustainability. It’s about designing with integrity and impact.

Name five key themes to consider when approaching design in the future. :
1. Sustainability – Creating environments that are environmentally responsible and long-lasting.
2. Sense of Place – Ensuring the design reflects and enhances the location’s unique identity and story.
3. Practicality – Prioritising usability, efficiency, and comfort in every detail.
4. Identity – Designing spaces that clearly express their purpose and personality.
5. Authenticity – Everything comes back to authenticity. Avoiding trends for trend’s sake; we focus on honest, meaningful design decisions that reflect the project’s essence.

If you could offer one piece of advice when it comes to designing, what would it be?
Design with intention and emotion. Don’t chase trends or copy what you see on Pinterest – instead, dig deep and create something you truly believe in. You need to feel something for what you’re designing. Passion, curiosity, and connection to the project are essential. It’s not about repeating what’s already been done – it’s about crafting something meaningful, with purpose and personality.

Fusion Design and Architecture
Fusion Design and Architecture
Fusion Design and Architecture
Fusion Design & Architecture

How important are The International Hotel & Property Awards?
We work hard to get our projects and designs right for our clients. To get recognition from our key influencers and experts in own industry that something we have done is award winning isn’t our raison d’etre but it’s bloody nice! Awards are a nice addition but they’re not what guides our design process.

What projects are you currently working on?
We’re currently working on luxury high-end cinemas in both the UK and the Middle East. These are not just standard cinemas, they include everything from bespoke seating to food and beverage offerings, bars, lounges, and carefully curated environments. Alongside that, we’re also designing restaurants across the UK, continuing our work in hospitality with a strong focus on immersive, operationally efficient, and beautifully detailed spaces.

What was your favourite project to work on and why?
One of our favourite projects has been the Spier Hotel. It as provided us with the opportunity to work across a variety of spaces – bars, restaurants, lobbies, lounges, retail, and more – all within a single site, which is I think what we do best. The diversity made it creatively rich and operationally challenging, which we enjoy. It allowed us to dip into multiple aspects of hospitality design and apply a holistic approach, which is where we feel our work really thrives.

What was your most challenging project to work on and why?
Two stand out. The first was our very first cinema project – we had no prior experience in cinema design, so it was a steep and fast learning curve. Cinemas are incredibly complex, not just in terms of auditorium design, but also because they often include food and beverage areas, lounges, bars, and service zones. The second was a project in Plymouth, where we had to build acoustic pods inside a listed building, complete with existing trusses running through the space. Technically and logistically, it was incredibly demanding – but also very rewarding.

Which products/services could you not live without when designing?
Lighting. It can absolutely make or break a space. Unlike a piece of furniture, which remains constant throughout the day, lighting transforms a room from morning to night, sets the mood, and defines the atmosphere. A well-designed lighting scheme can elevate an interior and dramatically affect how it’s experienced. So, while furniture and other elements are essential, lighting is the one design tool we truly couldn’t live without.

What are your aims and goals for the next twelve months?
Our focus for the coming year is to continue producing great, thoughtful work -particularly projects that allow us to take a holistic approach. We’re especially drawn to hospitality projects like hotels, where we can design across a variety of spaces including bars, restaurants, lounges, and public areas. These offer the opportunity to create cohesive, immersive environments. We’re also interested in how hotels are evolving – with increasing emphasis on social, communal spaces – and we’d love to be part of shaping that shift. Ultimately, we want to work on interesting, varied projects that challenge us creatively and operationally.

Your most treasured possession?
For Lucy, it’s a collection of miniature KLM Dutch houses filled with gin — a sentimental gift her father would bring back from working in Holland during her childhood. It’s a nostalgic reminder of family and travel.
For Sophie, it’s less about physical possessions and more about space and experience. She values meaningful environments and moments over material items.

Your favourite holiday destination?
Africa stands out as a favourite – particularly time spent there while working on the Spier Hotel. The exposure to new environments and cultures was fascinating and inspiring. But honestly, it’s hard to choose one destination. There’s a deep appreciation for both returning to favourite spots and the excitement of exploring somewhere completely new. The world is full of experiences, and we want to see as much of it as possible. The next holiday destination is always a favourite!

Your favourite hotel, restaurant & bar? 
This one’s tricky – it really depends on the occasion. There’s no single favourite because each experience offers something different. What makes a space a favourite can change based on mood, company, or even the time of day. So rather than having fixed answers, we appreciate places that are thoughtful, atmospheric, and well-designed – whatever the setting.

Your favourite book, film & song? :
• Book: For Sophie, Still Life of Woodpecker by Tom Robbins — a quirky, imaginative novel that left a strong impression in early adulthood.
• Film: For Lucy, Lost in Translation; for Sophie, Withnail and I — both loved for their mood, dialogue, and depth.
• Song: A tough choice, but David Bowie’s Life on Mars is a standout — emotive, layered, and timeless. The answer would depend on whether it’s a song for dancing or one for quiet reflection.

Your favourite food and drink? :
• Drink: Sophie, Gin and tonic is a clear favourite, while Lucy loves a chilled red wine.
• Food: Sushi is a go-to, especially as an everyday favourite. But there’s also a love for anything with anchovies – or even a good devilled egg.

Your favourite way to spend an afternoon?
Eating and drinking, ideally while enjoying a big view. Simple pleasures – good food, good company, and a beautiful setting are what make the perfect afternoon.

If you weren’t in this sector, what would you alternative profession be? :
Sophie: I’d be a banker or something! Make a lot of money. Might not be as much fun as doing what I do but it’s hard to find something that really gives you both.
Lucy: I worked in restaurants before I went into design and really loved it. I think I’d still be in the hospitality industry just in another form.

Fusion Design & Architecture
Fusion Design & Architecture

Interior Designer: Fusion Design & Architecture

Architect: Fusion Design & Architecture (Lead Architect), Lightspace (Technical Architect)

Hotel Group: Spier Wine Farm

Construction: GVK-Siya Zama Building Contractors

Photography: Elsa Young

Fusion Design & Architecture has been shortlisted for Hotel Design – Middle East & Africas Award in The International Hotel & Property Awards 2025.

Fusion Design and Architecture
Fusion Design and Architecture

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