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PROJECT TYPE: Design implementation for two luxury show flats

PROJECT LOCATION: Southend-on-Sea, Essex

All photographs by Lucy Swainsbury @snapdragonstudio
A detail shot of a laid dining table and living area of a contemporary, new. build apartment in Southend, Essex. The table is laid with neutral woven table mats, black crockery, gold cutlery and grey smoked wine glasses. In the centre of the table is a textured, terracotta vase with eucalyptus sprigs.


I was involved in this project from the offset, working with the architects, kitchen designers and trades. An initial concept for a show apartment had been designed by Suna Interior Design. Changes on-site resulted in a different part of the development needing to be styled. I was engaged to take the design concept and realise it in two luxury apartments. 



Having scoped the project, I prepared and agreed on a budget and then sourced everything from window dressings and furniture to artwork and plants. Hiring a storage unit provided me with the flexibility to introduce items when appropriate and keep to the tight schedule. 


Collaboration with the site managers and subcontractors was essential for ensuring everything would be professionally installed and finished within the pressing deadline. We planned the laying of flooring, hanging of wallpaper, installation of window dressing and furniture assembly.  They fitted my bespoke headboards and the artwork. I could then style both of the apartments.

A living space of a. contemporrary apartment with a.  grey/blue feature wall, a dark wood bench displaying a textured lamp and peacelily plant, a coral pink curved sofa with two contrasting cushions and a black metal coffee. table in the foreground with a round gold metal tray holding a decanter and glasses.


The interior design style was contemporary luxury; evoking an aspirational lifestyle for the target market. 


In the first sea view property, this concept had to flow through the expansive living, dining and kitchen space, two bedrooms, a bathroom and a wrap-around terrace. The second, one-bedroom apartment has a parkland view. With less natural daylight I had to pay particular attention to colours, texture and additional lighting.


I like to view furniture and fittings in the flesh, but in the global lockdown, this wasn’t an option. When selecting high-end products, this felt like a risky strategy! Thanks to a good eye for detail and plenty of communication with the retailers, I am happy that the right choices were made.  



The show apartments have gone down a storm with my client, the estate agent and prospective buyers. Feedback has been overwhelmingly positive and the apartments are selling fast. I am delighted to have worked with such a great team.

A detail image of the master bedroom in a new build apartment in Southend, Essex. The image shows a wallpapered feature wall behind an upholstered headboard. The bed is dressed in white linen with taupe and blue cushions displayed. There is a small bedside table with a gold lamp and books.
The living/dining area of a new build apartment in Southend. The image shows a contemporary sofa with a mix of colourful cushions and map posters displayed behind. The dining table in the foreground is set with neutral crockery and wine glasses.
The dining and kitchen area of a new build apartment in Southend, Essex. The contemporary kitchen has white units, black trim and white quartz worktop. The main wall is papered in a small geometric pattern wall paper. There is a dining table in the foreground with. a dark wood bench and green upholstered chairs.
A view of the living area of a new build apartment in Southend, Essex through a round mirror on the wall opposite.

 Would you like to have a chat about your development project?

Please call Alix Stoney

on 07747 555879 to discuss your project requirements or use my contact form.

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