Known for her strong sense of placement within interior spaces, Louisa Grey has developed a unique style that keeps her one step ahead of the pack.
Her tendency to experiment with materials — rough and distressed — might just come from her background in Textile Design and a degree from the Chelsea School of Art.
To find the right inspiration, Grey is constantly on the move, traveling from one corner of the globe to the next, where she works on projects that allow her to develop a personal philosophy while embedded in the creative process.
Over the years and projects, she has collaborated with major brands like Loewe, Carl Hansen, Novi, Naked Kitchen, and has even realized design sets for Elle Decoration UK.
We caught up with her in the London studio, between trips, where she talked about her past, present and future projects.
How would you define your style?
My work in the field of design comes from a desire to create serene and refined environments. I always try to create what I call a “simplistic elegance”, or rather, a natural and progressive aesthetic.
Like many others, I began feeling bombarded by over the top images years ago. And so I was really attracted to more minimal aesthetics that were able to create harmony both in the physical space as well as within the people who live them.
Modern society, which rocks further and further from our calm and serene center, really needs simplicity — maybe with a touch of subtle and refined luxury.
Maybe it’s for this deeper and innovative philosophy that Loewe chose you to realize an installation?
Probably. It was a team effort. I was asked to collaborate with Studio Small and to work with creative director Bodo Sperlein.
Jon Day took care of the photography, whom I really admire on a personal level and with whom I’ve had the opportunity to collaborate in the past. All the elements of the project were in perfect harmony with one another.
Installation by Louisa Grey for Loewe
In your work, how much do you follow trends?
Little. No matter the trend of the moment, for us, the “evergreen” concept is always the cardinal point of the discreet luxury we’re looking for. In our projects, we don’t always go to big brands, but often, we look to surround ourselves with items that have been truly thought out with profound consideration.
I really believe that as a society, we’ve been pushed to buy things we don’t need, or that don’t even give us a sense of well-being or joy. Our current and future aesthetic develops around the idea that everyone should be able to find joy in the objects around us.
So for you, everything revolves around the ability to choose the right objects?
Yes. In our work, we want to emphasis the act of acquiring each piece individually and to evoke wellness rather than disorientation in an environment. Our clients want to embark on a journey, an experience, within their own personalized sanctuary, with great potential for satisfaction and inner fulfillment.
The studio of Carl Hansen by Louisa Grey
Where do you think the world of design is headed to?
I’m already seeing a lot of requests from individual clients — some will have extravagant plans, others will opt for simple restylings, and others still will get a mix.
Just like with art. With which artists do you collaborate?
We have a series of artists that we like to work with — many emerging talents. My favorites at the moment are WHY-J with the series S-M-A-S-H-E-R and the Bikis ceramics. We like to work with artists to remodel their work, making it “custom made” for us to use.
On some occasions, we’ve also found artists whose style is already perfect for us, which can give the project a very special touch and synergy. We love to add narrative elements in our work, to create a conversation among the furnishings.
Interiors by Louisa Grey for Naked Kitchen
What do you love most about your job?
I love the initial brainstorming with clients about what they’d like to obtain by working with us. It’s there that I start to get ideas and develop a scene.
Where do you produce your creations?
We work in a colorful context, but only with a limited number of hand-selected craftsmen and manufacturers to realize the final pieces.
We do our best to produce everything within the confines of the UK, but sometimes it’s not possible based on where the project is. In that case, we produce locally to reduce the environmental impact, logistics, and the cost of shipping.
Set design by Louisa Grey for Elle Decoration UK
