In today’s exclusive feature, we highlight Sorcha Drakeford, a visionary designer whose journey from a successful 30-year career in hospitality to the world of interior design is both inspiring and impactful. As the creative force behind Design@Studio17, Sorcha blends operational expertise with artistic innovation to create spaces that are not only visually stunning but also deeply functional and meaningful. In this conversation, she shares her journey, design philosophy, and valuable insights for aspiring creatives.
What inspired your shift from hospitality to interior design?
I followed a very successful career path in hospitality spanning 30 years, in my early career, I worked in operations, and during that time was lucky enough to be involved in many new openings and redevelopments, across several different hospitality businesses, More recently, I have worked in senior operational leadership positions, in new concept development, innovation, and strategy in many of the large, (and some smaller), hospitality businesses.
It was during my time in a smaller pub business, where I had complete creative and operational authority, that despite having loved renovating my own home, and helping some of my friends, that I finally realised that I could combine my love of curating spaces and developing concepts, and that I am pretty good at turning properties that lacked soul, not only into gorgeous designs, but in the commercial developments, I have also added considerable commercial value. After creating several very successful pub and bedroom developments, the spark was truly ignited, and I went back to study Interior Design to ensure that technically I was able to design spaces too.
How does your hospitality experience your design work?
Every decision I make considers the impact on the end users. During the redevelopments, I learnt a huge amount, whilst much of it was great, I learned first hand the impact of poor design in a commercial space; a poor layout decision that makes life more challenging for the operator, be it missing sales opportunities, (if it’s too hard for the team, many will avoid it), or creating layouts that negatively impact the guest experience. These decisions can also negatively impact your return on investment. Labour is one of the biggest and most influential cost lines of running a restaurant or bar, and this can be impacted heavily if you get the design wrong. I am always thinking about what happens after the install. I genuinely care about the long-term success of the business I work with.
Of course all of that learning translates into home design, when I am completing a kitchen design, I apply the same logic as I do in commercial space, and whilst it your home, you might not be looking for an improvement in speed of service in the same way you would a restaurant, but the ergonomics and flow, will have a positive impact on how you feel, getting the design right, can help make life a little more effortless, and if that helps take the stress out a a busy weekday morning of getting the kids fed and off to school, then it is adding a return on your investment just the same, but perhaps not financially.
What makes Design@Studio17 so unique?
We aren’t perfect yet, but we are certainly striving to be sustainability is important to us, we are anti-trends, longevity is essential, and your space should last long past a fleeting moment. We source eco-conscious materials and suppliers, avoid fast furniture at all costs, and always work with local suppliers & small businesses, supporting artisans and the local community. Aside from being conscious of a negative impact, we actively strive to have a positive impact – we work with two charities. In the UK, we support Standing Tall, a charity that supports people who have experienced homelessness, providing them with a bedding bundle to support them as they transition into their new chapter of independent living (a good night’s sleep is essential to setting them up for success). Further afield, we also support The Sorcha Children Foundation, an orphanage in Uganda, supporting 50 children to help break the cycle of poverty through education and support. We aspire to leave a positive impact on our clients, the planet, and those less fortunate, we belief that everyone needs a little sanctuary that they call home, and when you work with us, you can now your investment is helping us achieve that.
What sets Design@Studio17 apart from other interior design studios in a competitive market?
For commercial partners, with 30 years in hospitality and a proven track record in leadership, strategy, innovation, and commercial operations, we are able to think beyond the aesthetics, from the flow of your visitors, the impact on your team, operational practicality, commercial ROI, and a design that creates an exceptional experience for your visitors, we offer a 360° approach to design and we will work with businesses long after the design to ensure you are successful.
How does your work promote wellbeing through design?
There are so many aspects to this, I seek out the friction, be it in your home or business, life is busy, so its essential that we remove additional stress, no matter how small, it all adds up. Spending time with a family in their home or observing a team in the workplace helps help me identify the things that aren’t always immediately visible, and we then design to fix that. Then, its materials, using natural materials is not only good for your health, it creates a sense of calm. When you stand barefoot on your floor, if you choose a natural material, you can feel the difference. Our bedding bundles are 100% cotton to support a restful night’s sleep, and of course, when you choose natural products, you aren’t bringing toxins into your home. I also use lighting not only to support your circadian rhythm, but to create a sense of peace. The ‘big light’ is strictly for emergencies.
What creative challenges have you faced as a creative entrepreneur?
Despite my backstory of large corporations, I underestimated the additional work and responsibilities around running your own business. I knew the different hats that would be needed, marketing, IT, accounts, etc., but in a landscape that is constantly changing, it can be difficult to keep up, our values and purpose keep us grounded. I am lucky enough to have developed some partnerships that are invaluable. All of my success in hospitality came from developing and leading teams that knew their purpose and worked together; the same applies as a design studio, but now our teammates are our suppliers, our contractors, and the artisans we work with; collaboration is key. I guess my years in hospitality have instilled a belief that it is not just the output of the creative process that is important; our clients should enjoy the journey. We can only create a seamless experience for our clients when we work together, and when we all work together, we get to all have some fun on the way too.
What keeps your design style fresh yet timeless?
I am driven by the client, the space, and its intended purpose; I take inspiration from the building, it could be its history, the rolling hills around it, or the bustle of the city it sits in. I believe the design has to connect to the property if it is going to stand the test of time. I weave that in with what the client loves, and even when they aren’t sure, I am able to learn what they would love. I really just need to know how they want to feel, and a few of their favourite things, and I am able to come up with a design that works for them. Then I underpin what I call the science, ensuring it not only feels fresh and timeless, it functions perfectly, ensuring it works now and for the years to come.
What advice would you give to aspiring designers?
Oh this is the most difficult to answer, I think just two pieces of advice;
1) There is so much advice out there when you are starting out, some so loud that it may make you doubt your own decisions at times. I have met designers that didn’t formally study, when others insist you will only be hired if you get a degree, some who run their own businesses having come through studios, when others didn’t, and for some it just started as a hobby, all as equally successful. I was also told repeatedly that I must niche down, that I should choose commercial or residential, and it wasn’t out of arrogance that I ignored it, I just genuinely enjoy both and I wasn’t ready to give one up. You do need an anchor though, that helps you and your clients know why they should work with you. Find your own path, for some that will be in a studio, for some freelancing, and for others running their own studio, it’s your journey, do what feels right for you.
2) I believe in the art of the possible but not everyone does, the amount of times I have been told its not possible, or I am crazy is quite something, sometimes, I think it was because I was female, but more often that not, because it is tricky, so find your team and find your collaborators that believe in that too; creating functional, beautiful spaces that enhance lives is definitely not a one person job, and when you work as a team you can create magic.
Actually maybe three.
3) You never stop learning, make time to explore, and learn, it is so easy to get tied to a desk, but getting out and about is good for your creative juices, your energy and of course your clients. I am going to take some of my own advice and do this more this year! The only downside is I do have a habit of buying vintage furniture even when I don’t have a home for it yet, but you cannot regret leaving a beautiful piece behind.
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