In Profile:
Studio Moren

Name: Jonny Comfort

Company: Studio Moren

Position within company: Associate

Website: www.studiomoren.co.uk

Tell us a little about your background in design:

I graduated from Oxford Brookes and Westminster University before commencing my career in the red brick streets of Birmingham’s Jewellery Quarter, on a series of 19th century work-house and warehouse conversions into hotel and residential. I have been based In London for the last 10 years working within the boutique and luxury hotel sector. In 2019 I joined Studio Moren, and I have been lucky enough to work on some amazing hotel projects, culminating, most recently, with 1 Hotel Mayfair.

How would you describe your personal design style?

My personal design style is a fusion of contemporary and traditional. I am always driven by delivering the best possible guest experience whilst providing value to our clients. Each project is unique and I find adapting my personal style to that of the locale, the adjacent built-environment and of course the brief, produces the best results for both our clients and hotel guests.

Where does your design inspiration come from?

I am a firm believer in delivering a sense of place and providing that magical guest experience. Taking inspiration from the surrounding context, culture and characteristics of a site goes a long way to avoiding “cookie-cutter” clichés.

In what direction do you feel that design is moving towards in a general sense?

It is difficult to generalise, but a sense of authenticity and honesty is front and centre. The world of travel is increasingly demanding experiential design over homogenised “bed-factories” and it is impossible to ignore the focus on well-being. With that comes a continued and growing focus on biomimicry and biophilia in design, with a clear commitment to sustainable design practices, including energy efficiency, use of eco-friendly materials and conversion of buildings.

Name five key themes to consider when approaching design in 2024 and beyond.

Guest-centric design, creativity, sustainable design and operations. There Is also a discernible shift towards conversions of existing buildings and that brings all of these themes together.

If you could offer one piece of advice when it comes to design schemes, what would it be?

The priority should always be understanding and prioritising the guest experience. Focus on bringing fresh, innovative ideas to the table and always ensuring that they are feasible.

How important are The International Design & Architecture Awards?

The International Design and Architecture Awards are incredibly important and I am honoured to be part of the team delivering 1 Hotel Mayfair. The awards highlight the best-in-class each year and it is thrilling to see 1 Hotel Mayfair shortlisted in four categories.

What projects are you currently working on?

I am currently working on a new build luxury apartment scheme on a marina site in Devon, a boutique spa hotel and a TRIBE hotel in Manchester.

What was your favourite project to work on and why?

1 Hotel Mayfair – the brands ethos sits well with my personal views, beliefs and ideally lifestyle, not just in design but in general day-to-day living. The design encapsulates Starwood Capital’s 1 Hotel brand nature-inspired ethos by ‘bringing the outdoors in’ and has genuinely shifted the playing field on biophilic and biomimicry design. The client, Crosstree, embraced as many sustainable practices and concepts as possible, not least in bringing a new lease of life to a very tired and outdated building where other, less ambitious groups would have opted to simply demolish and start again.

The hotel is a part new-build and part-conversion of an existing building, thereby making large savings of embodied energy and carbon, and site waste. The two new-build floors will accommodate guestroom suites with views overlooking the Ritz Hotel and Green Park, including an expansive dual aspect presidential suite. The existing structure presents complexities include a variety of different forms of construction and disparate floor levels that require clever solutions to become workable.

What was your most challenging project to work on and why?

It must be 1 Hotel Mayfair again for all the reasons listed above. Sometimes it is the most challenging work that is most satisfying.

Which products/services could you not live without when designing?

A pencil and some tracing paper!

What are your aims and goals for the next twelve months?

To successfully deliver TRIBE Manchester – a new build 400 bed lifestyle hotel operated by Accor.

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

Your most treasured possession?
My own home, designed by me!

Your favourite holiday destination?   
Anywhere with ice cold beer

Your favourite hotel, restaurant & bar?  
I can’t pass by a cheeky shout-out to 1Hotel Mayfair, Dovetail and Dover Yard!

Your favourite food and drink?  
Cote de boeuf, Old fashioned.

Your favourite way to spend an afternoon?
On a boat

If you weren’t a designer, what would you be?
The client