For our Next in Design 2025 winner, Sarah Southwell, design is about mood. She began her career in fashion, running her own handbag brand in Florence, before returning to London with a store on King’s Road. ‘My favorite part was designing the store,’ she says. ‘Creating a vibe – I realized that was my thing.’
Her approach to interiors focuses on how color and space can affect well-being. ‘My goal is to create spaces that accommodate diverse needs and support people who experience differences,’ Sarah says. This philosophy was evident in her widely discussed project for writer Bryony Gordon, where she developed the idea of ‘dopamine decor’. ‘Bryony wanted a home full of joy, color, and light, and we spent months working on how interiors can truly lift your mood.’
Since then, Sarah has applied these principles to a range of designs, exploring the grounding power of green or how smart storage can reduce visual clutter and bring a sense of calm.
But it’s not just about bold statements. Sarah also has a knack for mixing old and new – what she calls ‘generational layering’. From sentimental keepsakes to flea market finds, she incorporates pieces that tell a client’s story. In every project, her philosophy remains clear: interiors should be uplifting.
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