DE S IGN CENTRE
“WOW!HOUSE HAS CREATED MOMENTUM, CREDIBILITY AND INTRODUCTIONS THAT HAVE GONE ON TO TRANSLATE INTO TANGIBLE BUSINESS OPPORTUNITIES"
Lisa Montague, CEO of the Sanderson Design
Group, was keen from the start, as they had been involved in showhouses in the USA for many years, and had no doubt that “the standard would be, as it is with everything the Design Centre does, exceptional.” For WOW!house’s debut, they collaborated with emerging designer Brandon Schubert on the Morris & Co. Courtyard Bedroom, a project that successfully reimagined the brand’s storied heritage through a new lens. “It was a huge help to me professionally,” says Schubert, “it put my name out there in public, in a way that few other opportunities could.” Montague agrees that the exposure has been phenomenal: “Word of WOW!house has spread internationally, giving us a global platform to engage with trade professionals, design lovers
magazine or on social media, but as kitchens are hardworking rooms it’s invaluable for visitors to see them in the flesh: to open the cupboards, touch the worktops and discover the latest innovations for themselves.” For their WOW!house project with Studio Vero in 2024 they unveiled a brand-new Martin Moore collection and “quickly secured our first two Legacy Kitchen projects as a direct result. Henry Prideaux’s stunning pink scheme in 2023 meant we had a run on pink painted kitchens!” Getting the right room sponsor and designer
“WORD OF WOW!HOUSE HAS SPREAD INTERNATIONALLY, GIVING US A GLOBAL PLATFORM TO ENGAGE WITH TRADE PROFESSIONALS, DESIGN LOVERS AND EVERYONE IN BETWEEN"
and everyone in between.” And Schubert is still receiving messages from people
asking where
ABOVE: Meaningful moments captured over the years, including (top two images) room designer Benedict Foley in conversation with design journalist Busola Evans in the Zoffany Entrance Hall, and Guy Goodfellow and Steven Rodel in the Drawing Room they designed for Tissus d’Hélène. Daily tours bring each roomʼs narrative to life for visitors
they can get the ‘Bamboo’ wallcovering. Bernie de Le Cuona has also supported rising stars, the first time with United in Design and then with Christian Bense in 2023: “Christian was relatively unknown, and having done WOW!house, he’s now on the map, knows all the journalists and is in the [House & Garden] Top 100”. Bense had visited the first WOW!house and was eager to participate. “It allowed us to show first-hand what we were capable of producing as a studio and prove to the industry that we were a serious contender,” he says. For Richard Moore, the excitement lay not only
in collaborating with great designers and brands but also in engaging with a passionate audience. “You can only show so much of a kitchen in a
together is creative alchemy. In 2024, Guy Goodfellow worked with new creative director Steven Rodel on the Drawing Room, a project that brought to the fore the evolving nature of their practice. “We saw the potential to create a scheme where textiles were not simply decorative flourishes, but integral to the architecture and atmosphere of the room,” says Goodfellow. Helen Cormack, founder of Tissus d’Hélène and a staunch supporter of WOW!house, sponsored the room, worked closely with them and provided many custom fabrics for the space (she also previously
sponsored Joanna Plant’s Bedroom in 2022). “The level of organisation, support and enthusiasm creates a rare balance of professionalism and energy,” says Goodfellow about his time working with the WOW!house team. “It makes the whole experience both seamless and enjoyable.” Industry giant Alidad took some convincing to
take part when he designed the Watts 1874 Legend Room in 2024. Once the Design Centre team confirmed he could raise the ceiling by nearly four metres, he agreed and became fascinated by the history of Watts. The result was an opulent, multi- layered room brimming with fabrics, antiques and art. “Most of my interiors don't ever get photographed and, for the few that do, the camera cannot capture the atmosphere,” says Alidad. “So, for me, it was quite important for people to see a
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