13th June 2025 | IN EXPERT INSIGHT | BY SBID Share Tweet Pinterest LinkedIn The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network. This week’s instalment of the SBID Icon Insights series features Alex Kravetz Design. AKD is an award-winning boutique interior design & architecture studio, specialising in luxury interiors for hospitality projects, high-end residences, and private jets around the world. Alex Kravetz Design Can you share a project that best represents your design style? We try not to have a house style which effectively means every project resembles the other. Having trained as a stage designer initially I have learned that variety of styles makes you more creative and you also never get bored with repetition. It also allows us to work on very diverse projects. What perhaps unites them is the dedication to styling factors in our design philosophy. And every project is another milestone. Alex Kravetz Design How does your team collaborate on major projects? We have the same principle of collaboration that is a very united team working together. What changes is the way we interact and brainstorm – as we move towards virtual design platforms where everything is immediate and three-dimensional collaboration becomes even more important, especially at the beginning of the project. Our collaboration often involves testing of the new standards for documentation as well and we try to immediately implement it in the workflow – this makes it very hands on as well as creative. Creativity without pragmatism and buildability will always remain just on paper. Alex Kravetz Design What trends do you see shaping the future of interior design? I believe the future is in the combination of technology and experience. Also, multicultural fluency will be paramount as the means of interaction with our clients is rapidly changing. It is not unusual for us to collaborate with our clients on different continents in totally digital format which makes our work so much more than just design behind the desk. This also extends to site supervision and collaboration with the artisans and manufacturers around the world. Alex Kravetz Design How do you incorporate sustainability into your designs? Our sustainability approach is fairly simple – design for long term and stay away from “fast fashion interiors”, use natural materials and stay local if possible. Support smaller companies and work with them to produce unique elements in your designs – this takes sustainability to a more humanistic level which I value greatly. Alex Kravetz Design Do you have a signature style or hallmark design approach? I would describe our signature style as “Wellness in living environments”. Perfect harmony, precise symmetry and ergonomic and logical space planning coupled with abundance of daylight. Artificial lighting highlighting the key forms and emphasising the most important aspects of the interiors is also extremely important. Alex Kravetz Design What advice would you give to emerging designers? Stay focused, stay informed and travel non-stop. Every trip you take should be an exploration of all the amazing architecture and interiors created around the world. Trendy places are important, but the foundations of design are timeless and will teach you more than you can imagine. Alex Kravetz Design Do you have key partnerships with suppliers, manufacturers, or brands? It is very important that we do. Ultimately without the artisans, manufacturers and suppliers no interiors can come to life. We tend to take this very seriously and rely hugely on each other’s expertise and support. These partnerships are also very long standing and have been tested by many challenges we have faced on the projects be they budget or time related. What counts is perfection and quality of the final product as well as consistency from project to project. About Alex Kravetz Design Alex Kravetz Design is an award-winning boutique interior design & architecture studio, specialising in luxury interiors for hospitality projects, high-end residences, and private jets around the world. Alex is a designer and visionary with over 30 years of experience in hospitality and high-end residential design. His creative roots and inspiration lie in the world of theatre, from his early days of working as a Stage Designer at the Royal Shakespeare Company. Prior to founding his own design practice, Alex was at the helm of one of the largest global hospitality firms where he led the design work on some of the most iconic projects around the world for over 15 years. Timeless elegance and luxury that stands the test of time are the core principles of Alex’s approach to his work and this is deeply rooted in the location of each project. Fluent in many styles of design, AKD has worked around the globe on a diverse range of projects since the company’s inception in 2003, from urban hotels to spa retreats to historical renovations. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.