Sira Concepts Ltd have been Shortlisted for Bathroom Award & Kitchen Design Over £50,000 Award in The International Design and Architecture Awards. Read more about Creative Director, Nim Sira, below:

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Name: Nim Sira

Company: Sira Concepts Ltd

Position within company: Creative Director

Website: www.siraconcepts.com

Tell us a little about your background in design:
Passion for design has always been in my blood. From a young age, I was always decorating my family house, designing my own clothes and branding my dad’s business. At the age of 16, I left high school to study Art and Design at college. I went on to Middlesex University and graduated with a BA (Hons) in Printed Textiles & Decoration. My final piece led to a nomination for the 2002 New Designer of the Year Award at the Business Design Centre in Islington. With so many avenues in the creative field, I decided to study Interior Design at KLC School of Design in Chelsea where a design scheme for a restaurant resulted in a feature of the 2005 House & Garden Magazine. I was also awarded by Cole & Son for the ‘Outstanding History of Style Compendium’ and nominated by Candy & Candy for the ‘Contemporary and Innovative Interior Design Award’.

I joined a London based Design Agency as an Interior Designer where I led high profile projects in Knightsbridge, Hampstead Heath and Chelsea. In March 2008, I left to launch my own creative agency specialising in interior design and creative design. Working on a wide range of projects over the years allowed me to build a diverse portfolio with recognition for an array of awards. In the first year of running my business, I was commended for ‘Living Space of the Year’ by the Design Awards. At the Barking & Dagenham Business Awards in 2012, my company was runner up for ‘Micro Business of the Year’. Three years later, I was a finalist for ‘Young Achiever of the Year’ at the British Indian Awards. And here we are in 2021, where I am proud to be shortlisted for two categories at The International Design & Architecture Awards.

How would you describe your personal design style?
Smart, comfortable and impactful. I like to create spaces that leave a lasting impression. My natural flair to design spaces tailored to individual needs focusses on aesthetics, functionality and maximising the use of space with storage. I’m obsessed with detail and a real perfectionist.

Where does your design inspiration come from?
Anything and everything. From watching TV to travelling around the world. I’m fortunate to work in a creative field across various touchpoints where I am inspired in so many ways every day.

In what direction do you feel that design is moving towards in a general sense?
Multi-functional spaces. With the recent pandemic and new working conditions, spaces are either being ‘zoned’ or serving a multipurpose function. With workspaces now being less formal and walk-in-closets becoming a must have, more clients want to make effective use of their space.

Name five key themes to consider when approaching design in 2020 and beyond.

• Technology – Lighting control panels and surround sound speakers in every corner are now a thing of the past. With todays’ smart home capabilities and everything now wireless, there’s no doubt our interiors will get smarter.
• Comfort & Function – Gone are the days of creating perfect spaces that look like a museum. More and more people are moving towards comfort and function, where their space is personal and homely.
• Minimal – Clean lines, simplicity and warm monochromatic colours seems to be a popular trend. More and more people are opting for uncluttered schemes where ‘less is more’.
• Bold – High contrast black and white schemes are becoming quite a thing. Contrasting colours paired with stunning finishes can really add drama in a timeless way.
• Marble – A classic material associated with luxury. With thanks to digital technologies and impressive technical properties, marble-effect stoneware has made a major comeback as an affordable alternative to the real deal.

Ah, five already?! I’m in the zone now, I could go on…

If you could offer one piece of advice when it comes to design schemes, what would it be?
Functionality first, then aesthetics. Clever spatial planning and ergonomic consideration is smart design. Designing with just aesthetics in mind, often results in poor functionality. Many clients now days have a strong sense of what they want. It’s important for me to get to know my clients well and get a good understanding of what they like and how they live. I tackle the issues you don’t necessarily see first; how the client uses the space and even accommodate their belongings to ensure they have enough storage. Working this way allows me to deliver a space that is not only a representation of them, but one that is practical without compromising on the visual appearance – I believe that’s what makes good design.

How important are The International Design & Architecture Awards?
Awards recognise the hard work and achievements of people and businesses. The International Design & Architecture Awards provide that opportunity. It’s a great way to stand out amongst the competition, enhance business opportunities, and set precedence amongst clients from a different perspective.

What projects are you currently working on?
Repton Park – An apartment set in acres of beautiful grounds. We started this just before lockdown and had to put it on hold.
Tomswood – A ground floor renovation for a detached house boasting 3 reception rooms, large kitchen and home office.

That’s it for now. But we have some exciting things in the pipeline.

What was your favourite project to work on and why?
Repton Park. I’ve never had the opportunity to work on a complete residential renovation. I was responsible for the entire interior project – from design concepts to a complete strip out and build. This was a great opportunity for us and one of our proudest projects to date.

What was your most challenging project to work on and why?
Again, Repton Park. Having started the project before lockdown, the pandemic lead to a delay in completion. Timelines were affected and we were only able to complete half of the property. Now that things have resumed as semi-normal, we are set to complete the project in the next month or so.

Which products/services could you not live without when designing?
– My little black book – It’s a compilation of all my contacts in the industry from suppliers for FF&E to bespoke vendors for all sorts.

– Chelsea Harbour – A great spot to get inspiration where you can look and feel.

– Pinterest, Instagram & Houzz – These platforms are great for inspiration and keeping up to date with current trends and inspiration.

What are your aims and goals for the next twelve months?
So much is happening. We have some exciting interior projects lined up which will be up on our new website in the coming year. I’ve recently launched a collection of wall prints branded as ‘Quotes&Art’. We have some exciting plans on the interior design front, which we’ll be announcing soon. Exciting times!

Final thoughts; tell us a little more about yourself and your daily inspirations:

Your most treasured possession?
My collection of coke bottles. From original packaging to limited edition collaborations, the design evolution is quite impressive.

Your favourite holiday destination?
Maldives. It’s the most beautiful and tranquil place I’ve visited where you’ll never get bored of the views. I’m a sucker for white sand and a turquoise sea.

Your favourite hotel, restaurant & bar?
Shangri La Shanghai, Novikov London, Four Seasons Mumbai.

Your favourite book, film & song?
I love the Dan Brown collection – Da Vinci Code in particular. I have so many favourite movies but could never get bored of watching The Devil wears Prada with Meryl Streep. Favourite song would have to be Can’t Help Falling In Love by Elvis Presley, it just never gets old!

Your favourite food and drink?
Pasta and a cold glass of coke with lemon. The best!

Your favourite way to spend an afternoon?
Shopping! I love Bond Street. There’s something about wandering the stunning street of beautiful architecture, store interiors, window displays and of course the fashion!

If you weren’t a designer, what would you be?
Definitely a racing driver or pilot.

Sira Concepts Ltd

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