Hotel Designs

As ABI Interiors prepares to open its second London showroom in the heart of Clerkenwell, the Australian-born brand is entering a new chapter in its growth within the international specification market. Designed in collaboration with Conran & Partners, the space has been conceived not simply as a product showcase, but as an immersive environment that blends elements of residential, hospitality and retail design.

In this conversation, Mark Poulain, UK Commercial Director at ABI Interiors, and Simon Kincaid, Partner and Principal Interior Designer at Conran & Partners, discuss the thinking behind the project and the synergy between the two brands. From creating a ‘home-from-home’ setting that encourages collaboration and conversation, to balancing operational needs with a highly considered design narrative, the new showroom reflects a shared vision for how design brands engage with architects, designers and clients today.

Ahead of its opening in late spring, Mark and Simon explore how the partnership has shaped the concept, and how the Clerkenwell space has been designed to evolve alongside the needs of the hospitality and specification industries.

Hotel Designs: What is it about the DNA of ABI Interiors and Conran & Partners that creates such strong synergy between the two brands?

Simon Kincaid: With ABI Interiors, there’s a clear focus on modernity and innovation, and those are qualities that strongly resonate with Conran & Partners’ design approach. There is a residential thread that runs through how ABI promotes itself and designs its products – something deeply rooted in the brand’s heritage.

That perspective aligns closely with our own. At Conran & Partners, we apply residential design principles across hospitality and commercial projects, creating spaces that feel considered, comfortable and authentic.

Mark Poulain: Absolutely, Simon. From our perspective, as a premium manufacturer, we’re keen to collaborate with a premium London design house that shares our history, integrity, and standards.

With our new showroom just at the end of your road, the opportunity to build a genuine partnership has been fantastic.

Simon: We also noticed elements within the ABI portfolio that are boutique and bespoke. That’s something we value as well — applying boutique design principles at scale. If you can retain a level of detail, something abstract, unusual or crafted within a large scheme, it keeps the design feeling human and connected, rather than losing that personal touch.

Ultimately, in Clerkenwell, an area with so many showrooms, the key is creating a space that truly responds to visitors’ needs and works for you operationally — somewhere that encourages clients, specifiers and collaborators to keep coming back.

Renders of the new Clerkenwell Showroom of ABI Interiors, designs by Conran & Partners

HD: What is the shared vision for the new ABI experience so far?

Mark: For us, stepping into the London specification market, and Clerkenwell specifically, is about putting ABI Interiors firmly on the map within the international specification community. It’s the next stage in our journey, connecting our Australian roots with the UK market and everything in between, so it’s a very important moment for our growth.

It also represents a new route to market for the business. Historically, we’ve been very consumer-focused, but this move allows us to engage more directly with designers, specifiers and commercial projects. Clerkenwell is exactly where we want to be to support that next phase.

From the outset, we talked about creating a ‘home-from-home’ environment — a semi-immersive experience where visitors might feel as though they’re sitting in their own kitchen or dining space. It’s intended to be a collaborative environment where conversations can happen naturally.

Ultimately, we want to position ourselves as a trusted partner and advisor. It’s not about pushing products; it’s about working alongside clients and supporting their projects in the right way. The concept design so far really captures that vision.

Simon: At Conran & Partners, we work across multiple sectors — residential, hospitality and retail — and what’s interesting about this project is that it blends elements of all three.

The concept was to balance hospitality and retail. Upstairs feels more domestic, a flexible space for welcoming guests, hosting events, and working as a team. Downstairs is the heart of the showroom, designed to showcase the full product range and evolve over time.

While it functions as a retail environment, the focus is on introducing visitors to the ABI Interiors brand through a welcoming, residential-style experience rather than a purely transactional one.

On the ground floor, for example, the kitchen island integrates elements of the product range so visitors can experience them at the right scale and in a natural setting. Additional pieces are incorporated within the joinery, creating a premium retail experience where the products can be both discovered and understood within context.

The materials, lighting and tactile qualities of the space also draw heavily from hospitality design. That sense of atmosphere and flexibility helps people feel comfortable, encouraging them to spend time in the space and return again.

Mark: One of the most rewarding aspects of this project has been the partnership itself. Simon and I have known each other for many years from a specification perspective, but this is the first time we’ve had the opportunity to work together in a client-designer relationship.

The Conran & Partners team have really understood what we’re trying to achieve. They’ve captured the depth and quality of our product offering and integrated it thoughtfully into the space, which will allow us to showcase the brand in a much richer way.

We’re incredibly excited about the result. The attention to detail and the way the products are presented will give us a fantastic platform as we open the showroom in late spring.

Image credit: ABI Interiors

HD: How has the collaboration between ABI Interiors and Conran & Partners influenced the creative direction and design of the showroom?

Mark: For us, the collaboration has been key to how the project has evolved. From the beginning, we wanted to give the team an open brief so they had the freedom to create something truly special. I think they’ve taken our objectives for the building and translated them into a design that will work incredibly well for us.

There’s a real understanding of what we’re trying to achieve as a brand, and that deep appreciation of our business has resulted in a concept that feels both thoughtful and practical.

Simon: During the briefing process we spent a lot of time exploring both the aspirational and operational requirements. It’s important to separate out the design aesthetic and concept from the practicalities of how the space will actually function.

In this project, part of that thinking was about carefully integrating — and in some cases discreetly concealing — operational elements within the design. One of the key ideas we developed together was what we described as ‘purposeful flexibility’.

The different areas within the showroom each have a clear role, whether that’s for product display or consultation, but they can also adapt when needed. If you’re hosting an event, for example, or refreshing the product displays, the spaces can easily shift and evolve.

Throughout the process we worked very closely with Mark and the wider team, bringing together creative direction, operational needs and brand storytelling. The relationship was very positive and fluid, with a strong level of trust in delivering the concept.

Image credit: ABI Interiors

HD: How does the showroom reflect the evolving needs of the hospitality and design industries?

Mark: What we’re creating with this showroom is something a little different from what’s currently in the market. We wanted to design a space where clients and collaborators can come in, feel relaxed and experience a genuine sense of partnership.

Of course, there’s still the need for a highly detailed product showroom — which is what the lower ground floor delivers — but the wider environment is about creating a place for conversation and collaboration.

Hospitality design itself is evolving. There was a period where hospitality spaces were increasingly drawing inspiration from residential design. In many ways, that relationship is now working both ways, and what we’re creating here — a warm, welcoming, residential-feeling environment — is very much in line with how hospitality spaces are developing today.

Simon: Across both specification and retail environments, there’s a growing focus on creating spaces that have energy and a sense of immersion. It’s not just about displaying products, it’s about creating an experience where visitors can connect with the brand as much as the products themselves.

Flexibility has also been an important consideration. For example, the joinery has been designed so that product displays and finishes can be easily changed over time. New ranges can be introduced and materials refreshed while the overall architectural framework of the showroom remains consistent.

Another key part of the brief was thinking carefully about the different types of visitors who will use the space. That’s something we’re particularly passionate about in design: putting the user first.

In this case, that could mean commercial specifiers visiting for a project, design studios bringing in client teams, individuals discovering the brand for the first time, or long-standing partners returning to explore new collections. The showroom has been designed to accommodate all of those different interactions and scales of engagement.

Mark: I think that will become very clear once the doors open. Our consumer audience, our commercial partners and our hospitality clients will all be able to use and enjoy the space. It’s designed to be welcoming and relevant to everyone who interacts with the brand. We’re looking forward to welcoming clients, colleagues, partners and friends from across the industry to experience the new Clerkenwell showroom with us.

ABI Interiors is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: Ray Phillips