While you may not yet have heard of architects Elliot March & James White, chances are you will be aware of their work. From the Arts Club in Mayfair, to Fitzrovia’s Lima Restaurant and the St Martin’s Lane Hotel, the design duo are rapidly stamping their mark all over London’s most fashionable buildings.
Having just been shortlisted for Interior Design of The Year at the European Hospitality Awards for their work on Sussex Gardens Apartments in Paddington, we decided to find out more about the west London based studio. Here, company director Elliot March reveals his love for one of London’s most controversial buildings, fulfilling a childhood ambition and his predictions for the future of London architecture.
Why did you want to become an architect?
When I was young I watched the movie The Fountainhead by King Vidor. The movie is about an uncompromising, visionary architect struggling to maintain his integrity and individualism despite personal, professional and economic pressures to conform. The architect was played by Gary Cooper – he was portrayed as an inspiring, heroic figure set to the glorious backdrop of 1920’s Manhattan. That sold it for me!
Design trends – do they have a place in architecture?
Although trends are eye-catching and popular, we prefer a timeless feeling in our interiors, which can be appreciated long after current trends are out of date. This varies depending on each project; in our projects in the Middle-East we have mixed classic references with futuristic touches, creating a never-seen-before style.
If you could have designed any building in London what would it be?
I think the Commonwealth Institute in Kensington High Street is a fantastic example of structure and form working in unison. The beautiful parabolic roof soars from the streetscape to create a dynamic space, which is constantly referenced in modern architecture. I look forward to its refurbishment and transformation into the new Design Museum next year.
Which of the capital’s landmark buildings would you want to give a makeover?
Giving the American Embassy on Grosvenor Square a complete overhaul would be a dream come true. This iconic building’s prime location provides the perfect setting to create an exclusive collection of high-end residencies for the Mayfair property owner.
Often designers and architects are so busy designing other people’s homes that their own is a little neglected – would you say this to be true?
Due the high level of exposure to all disciplines of design, we can take our pick from the absolute best finishes, products, and applications. However, nothing masters simplicity. As a designer my living spaces are constantly evolving – something I prefer to manipulate as each year passes.
March & White’s design portfolio ranges from palatial homes to restaurants and clubs – how does designing for a private residence differ from a commercial business?
Projects for private clients are not formulaic and often people don’t know their own personal style. Our role as designers is to work with them and create a product they enjoy and truly value. This process is tailored around their taste and personality and may take many attempts and shopping trips to get it just right!
What projects do March & White have in the pipeline?
We are currently working on the interiors for a super-confidential project in the Middle-East which is rumoured to be the largest private residence in the region. In contrast, we have been appointed to design the new Moscow showroom for a supercar company and F1 team.
What do you see for the future of British architecture?
British architecture is advancing in many different ways, which all carry their own merit. For March & White we see the integration of the exterior and interior as one of the key drivers for producing better buildings. Often the interiors are just a direct by-product of the façade design, which in a lot of cases simply doesn’t work – especially when you are dealing with high-end residential projects.
