Sella Concept at London Design Festival

Sella Concept unveiled two key projects during the London Design Festival. This design duo have all the hallmarks of ones to watch.

It’s one of the crucial dates in my diary, and a regular feature here on Hello Peagreen, the week-long London Design Festival. It kicked off this week in slightly quieter form than previous years. But it’s mission is still the same, to promote London as the centre of the design world and as a powerhouse of creative industries. One company which was showcased at this edition was Sella Concept, a design studio producing interior design, branding, curation and set design.  Founded by Tatjana von Stein and Gayle Noonan, the duo are the kind of designers who can turn their hands to all sorts of projects.

So, you’ve never heard of Sella Concept? For LDF they’ve created an installation at the Conran Shop in Chelsea, taking over the famous shop window for the Festival. And they’ve also just completed their first Co-working space the GovTech hub, PUBLIC Hall project. 

Who are Sella Concept?

Sella Concept was founded in 2016 by Tatjana von Stein, a self-taught, German-born designer who moved to London in 1999, and Gayle Noonan, a multidisciplinary designer with years of experience. Sella Concept is an international design studio specialising in interiors, installations and identities. They create spaces which tell stories and devise timeless environments. Special attention is paid to sensory details designed to stir emotion and promote certain behaviour. Sella Concept’s creative, holistic approach to interior design has been applied across a wide range of industries, ranging from workplaces and retail places to restaurants, hotels and clubs.  

The Conran Shop Installation 

The Conran Shop founded in 1973, is one of the world’s leading lifestyle retail stores. For the 2019 edition of the London Design Festival, their window installation has been created by Sella Concept, celebrating the heritage and legacy of contemporary design. The installation Ad Infinitum, draws inspiration from Mexican architect Luis Barragán to create a display emphasizing The Conran’s Shop’s passion and enthusiasm for innovation. The impressive installation uses reflections, curved forms and straight, sharp edges to devise a truly stunning display showing the best of The Conran Shops products. It’s been going down a storm on Instagram too. It is well worth going to see if you are in the neighbourhood, as a mere photo does it but little justice.  Plus it’s always lovely to walk through the store imagining owning the design classics it contains.

PUBLIC Hall 

A workplace designed by Sella is soon to open its doors in Westminster. The first GovTech-focused workspace is the collaborative brainchild of venture firm PUBLIC and workspace accelerator Huckletree, to create a shared workspace that will nurture startups.

The space located in Westminster’s Horse Guards Avenue in a building that dates back to 1884 was formerly a home for MI6. Its striking heritage-meets-modern interior is the result of a collaboration between PUBLIC, Huckletree and Sella Concept.  The aim was to create a new open-plan workplace in order to build a diverse community of investors, start-ups and innovators to help them form relationships with civil servants and connect with Westminster policymakers and shape the future of public services.

The site placed many constraints upon the design, but retaining the grandeur of 600 feet long space built in the French Renaissance style was at the core of the concept. Sella was responsible for the look and feel of all aspects of the space, which needs to accommodate up to 250 members. As well as an open-plan workspace, this includes communal areas such as meeting rooms, a library and the bar. They made use of furniture, paintwork, fixtures and other design elements to both highlight historical features and add modern touches, as making structural changes was no within scope. The overall feeling is of openness and light, where corridors lead into expansive workspaces and communal areas.  PUBLIC Hall, is set to begin a new phase of its history as Westminster’s only co-working space focused on public-sector technology innovators and start-ups. 

I’m sure we’ll be seeing more of Sella Concept at London Design Festival in the future. To read more posts about London Design Festival take a look here.