Hotel Designs gets an exclusive sneak preview of the Social Business Space created by the design studio Design Command, at this year’s Independent Hotel Show, in partnership with James Hallam Insurance Brokers…
Award winning London based design studio Design Command, led by Founder & Creative Director Clare McDonald, will be bringing the space to life, creating a calming and serena space for visitors attending The Independent Hotel Show 2026 to meet and connect. We caught up with Clare to find out a little more about the design and the concept behind it.
HD: Can you introduce the overall design concept for the Social Business Space and explain what you want visitors to experience when they enter?
CM: Our Social Business Space interprets ‘Shaping Tomorrow’ by bringing classic hospitality elements in a fresh and contemporary way. A calming palette of blues, greens, natural woods and earthy neutrals is layered with a textured tapestry mural and our team’s handmade artwork to create warmth, character and individuality. The space has been designed as a welcome retreat from the busy exhibition hall, offering visitors a choice of places to network, meet, work or relax. Soft seating, sheer curtains and warm layered lighting create an intimate and comfortable atmosphere, encouraging guests to slow down and unwind.
HD: How have you interpreted the Independent Hotel Show’s 2026 theme, ‘Shaping Tomorrow’, through the design of the space?
CM: We have taken classic elements and brought them together in a fresh and inviting way. Wall panels in two tone colours form a subtle stripe design. Newmors tapestry mural complements the wall panel design and brings a rich texture to the space. Our own personal artworks displayed alongside bring character and individuality something we always encourage clients to bring their own stories, references or creative ideas into a project.
HD: What were your main sources of inspiration when developing the concept?
CM: For the concept we reflected on our own practice when we design hotels & restaurants, we always look to balance current trends with long term thinking, creating interiors that evolve, adapt and continue to perform.
HD: How will the choice of colours, materials, textures and finishes help establish the space?
CM: We have a consistent palette of blues and greens applied to the walls; these tones are also reflected in the mural we have chosen. The furniture will have natural wood tones and a mix of earthy neutrals.
HD: The Social Business Space needs to support networking, informal meetings and moments of relaxation. How have these different uses influenced the layout and choice of furniture?
CM: Drawing from past experience in the space at previous shows we recognised the importance of managing the flow of people coming into the space for different reasons. The bar has been placed to the left of the entrance so the queue for refreshments will not impact those in the main seating area.
We have supplied dedicated standing space with three poseur height tables that can be used for quick casual conversation. There are two sets of dining tables and chairs for guests to sit with a laptop or a quick bite to eat. The right side of the interior consists of sofa’s, poufs, coffee tables and armchairs to invite guest to sit and properly relax without the interference of the coffee bar and entering guests.
HD: How are you approaching the challenge of creating an intimate and welcoming hospitality environment within the scale and activity of an exhibition hall?
CM: For this space we have chosen to focus more on soft casual seating over more formal table and chair arrangements. This will help with the acoustics through sound absorption but also make the interior separate to the more formal external setting. The space will be surrounded by sheer café style curtains to help provide a sense of privacy without completely blocking out views to the surrounding exhibition hall. Cool natural paint colours and landscape mural will calm the eye from the bright lights of the hall.
HD: What role will lighting play in defining the space and creating the right mood throughout the day?
CM: The space features a number of lighting styles, to create a diffused hospitality feel for a relaxed environment for causal conversation between guests. Table lamps with warm light settings adds that hospitality feel, floor lamps and wall scones act as statement pieces.
HD: Would you like to highlight any supplier parters who have contributed to this design?
We have a number of suppliers who have been kind enough to supply products for the space. We pride ourselves in collaborating with a diverse range of suppliers and manufactures across our varied portfolio of projects. The stage interior includes: Newmor, Leta, Balsan, Contessa Curtains, Franklite, Meganite and Ivy Cruz.
HD: What role has sustainability played in creating the space?
CM: Sustainability has influenced some of the supplier materials we have chosen. Also, the process of procuring the items you see in the space, everything here is on temporary loan and will be returned to the supplier to be used again.
HD: What do you hope designers, operators and other guests will take away from experiencing the completed Social Business Space?
CM: We hope they find the space a welcome break from the busy show.
The Independent Hotel Show, in partnership with James Hallam Insurance Brokers, takes place at Olympia London from 5-6 October. Find out more and register for your free trade ticket at independenthotelshow.co.uk.
Hotel Designs is proud to be a media partner with Independent Hotel Show.
Main image credit: Independent Hotel Show
