How DesignLSM Nails interior design within the hospitality industry

holly hallam designlsm

My family’s background is based in design, so I’ve always grown up with a fascination for interiors and creativity, from childhood visits to galleries, to being inspired by historic architecture, through to completing property renovations in my adult life. Experiencing different cultures and hospitality offerings over the years drew me into the industry, although I started my career in film production, brand and marketing. This different approach to creativity led me to consider aesthetics from a more strategic perspective, to consider how brands, concepts and interiors work on different levels to instil purpose.

As the agency had been established for 35 years, I was incredibly impressed that DesignLSM had (and still has) built up such a respected reputation within the hospitality industry – delivering beautiful interiors around the world. Winning esteemed awards for their creative work, I was inspired by the vast range of projects they had delivered and the brands they worked with, from Michelin star chefs to entrepreneurial start-ups. I was eager to bring my strategic and commercial experience to further enhance the studio’s offering.

designlsm gaucho liverpool
Gaucho Liverpool

Becoming MD was the biggest moment in my career so far. Having worked within the company for a few years and assisting in the delivery of many fantastic projects, being asked to take over this role for such a well-respected agency, was a complete honour and privilege, which was accentuated when I also became an owner. Myself and my co-directors look forward to continuing to grow DesignLSM and taking the company into its next chapter with 2024 being another exciting year for us.

designlsm heythrop hotel 2 c stevie campbell
Heythrope Hotel – Stevie Campbell

Throughout the years, DesignLSM has undergone significant evolution, especially in bolstering our strategic offering. We’ve consistently honed our approach to delivering designs that are both visually impressive whilst being rooted in strategic intent and functionality. Furthermore, our work and influence across the Middle East has grown markedly. This geographic expansion has not only expanded our client list, but also enriched our design ethos, enabling us to seamlessly integrate global aesthetics and demands, with local sensibilities.

designlsm heythrop hotel 1 c stevie campbell
Heythrope Hotel – Stevie Campbell

One of the significant projects I’ve had the privilege to work on was Heythrop Park Hotel. It’s a stunning Grade II listed 440-acre estate located in the Cotswolds. Appointed by Warner Leisure, our role was multi-faceted, encompassing strategic creation of F&B concepts and guest experiences through to the planning of the property and extensive interior design across six lounges, three restaurants, two bars, The Orangery, a ballroom and state-of-the-art theatre. Transforming the property into a luxury resort destination, it culminated in its grand re-opening in 2022.

designlsm heythrop hotel 3 c stevie campbell
Heythorpe Hotel – Stevie Campbell

Another noteworthy project has been 81 Bay Street in Toronto where we delivered the concept proposition, masterplan and design of the F&B proposition for TABLE Fare + Social. This venue is a pioneering initiative in the city, located in a new high-rise development, covering a sprawling 45,000 sq. ft. It features an upscale independent restaurant and a dynamic food hall that houses a casual restaurant, a coffee outlet, a bar, and multiple food kiosks. 

At DesignLSM, we take immense pride in not adhering to a specific ‘house style.’ Instead, as a strategic design agency, our approach is rooted in understanding our clients and creating a unique concept and vision. 

designlsm nac doha
NAC Doha

Our primary goal is to collaborate closely to craft a space that not only embodies our client’s ambition, but is also tailor-made to their guests’ needs. Design focussed and informed by the brand’s DNA, delivering commercial and operational purpose as well as captivating guest experiences to forge deeper emotional connections with the space and brands.

I’m based in Laughton, which is nestled within the beautiful Sussex countryside. While it’s not in Brighton itself, it’s conveniently close to our studio, ensuring easy accessibility to both the team but also travel networks to our clients.

I love the places I live and work within. I am constantly inspired by my surroundings and find Brighton such an invigorating city – its myriad of cultures, people and landscapes are so fascinating. Watching it develop and grow is fascinating, particularly seeing the success and expansion of home grown F&B brands. For my more meditative time I always look closer to home and the Sussex countryside – walking my dog with my family in the fields and woods is very much my happy space.

I love Christmas and I am particularly excited for this year, as we have recently undertaken a large renovation of our family home. Having moved out of the house for almost a year, we are now back in and I am very much looking forward to decorating for Christmas, being cosy with the log fires lit and spending time relaxing in the new spaces we have dreamt about and now created.


Future glance

Holly Hallam on three exciting projects currently on DesignLSM’s roster

Sam’s Waterside (Brentford)

The new restaurant is a sister site to Sam’s Riverside in Hammersmith, designed by us in 2021. We have a fantastic long-standing relationship with the client, having been integral to developing the brand’s DNA, and designing interior concepts for Sam’s Kitchen and Sam’s Larder retail outlets (in Hammersmith, Chiswick, and Brentford).

The Alchemist

designlsm the alchemist manchester
The Alchemist Manchester

Supporting this immersive cocktail bar with their expansion across the country, we’re excited to be delivering several transformations of existing sites, following the delivery of our award-winning design in Spinningfields Manchester along with a brand-new opening to launch in Central London.

Cliffs Pavilion Theatre (Southend-on-Sea)

The performing arts venue is undergoing a major transformation, and we’re delighted to be delivering the interior design for the restaurant, entrance lobby and bars, injecting new life into the building.

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