An Interview With… James White

When Elliot and I founded MAWD back in 2010, our ambition was to create spaces with a strong sense of identity, rooted in storytelling rather than a house style. As the studio has grown internationally, our projects have become more complex and culturally diverse, but that principle remains unchanged. What has evolved is our ability to translate that thinking across different sectors, scales and geographies. Whether it’s a branded residence in New York, a workplace in London or a hospitality destination in the Middle East, we continue to focus on creating meaningful, human-centred environments that are both timeless and commercially relevant.

Luxury today is no longer defined by a universal aesthetic. The most successful projects are those that feel authentic to their location. We begin by understanding the cultural, architectural and social context of a place, then layer that knowledge into the design narrative. At The Dorcol Residence in Belgrade, for example, the design draws inspiration from the local neighbourhood and the river, while our work at The Greenwich in New York responds directly to the views across Manhattan. The goal is always to create something globally sophisticated but impossible to imagine anywhere else.

A decade ago, luxury was often associated with exclusivity and visible opulence. Today, it is far more nuanced. Clients value authenticity, wellness, comfort and experiences that enrich everyday life. They are looking for spaces that feel personal rather than performative. We see this particularly within branded residences, where buyers are investing not only in design quality but in lifestyle, service and a deeper emotional connection to where they live.

For us, it begins with understanding people and the experience. The client brief, architecture and context are all critical, but they become meaningful when connected at a personal level and envisioned through the lens of the client or guest who will actually experience the interior. In the design process each acts as a layer that helps inform the overall narrative.

Technology is enabling us to work with greater speed, precision and intelligence, but it is not replacing creativity. At MAWD, AI and advanced visualisation tools help us test ideas, analyse data and communicate design intent more effectively. They also improve operational efficiency across the business. Ultimately, design remains a human discipline. Technology is most valuable when it enhances our ability to make better decisions and spend more time focused on creativity, strategy and client outcomes.

The greatest shift will be towards longevity. Sustainable design is not simply about selecting responsible materials; it is about creating spaces that remain relevant, adaptable and valuable over time. We are increasingly focused on flexible planning, circular design principles and specifying materials with a lower environmental impact. The most sustainable project is often the one that people continue to love and use for decades rather than needing to replace.

The boundaries between hospitality and residential design are becoming increasingly blurred. People want homes that offer the comfort, service and experience traditionally associated with luxury hotels. This goes beyond aesthetics and includes wellness amenities, flexible social spaces, concierge services and a stronger emphasis on community. Much of our branded residential work reflects this shift, where the expectation is no longer simply a home, but a complete lifestyle experience.

The most exciting work is often happening in regions experiencing rapid cultural and economic transformation. The Middle East and US regions continue to redefine what is possible at both an architectural and urban scale, while London and Milan remain highly influential through their focus on craftsmanship, materiality and design innovation. What is particularly interesting today is the growing exchange of ideas between regions, creating a more globally connected design conversation than ever before.

Space planning. People often remember how a space made them feel rather than any individual design feature. The way you move through a project, how views are revealed, how light changes throughout the day and how public and private spaces are balanced can fundamentally shape the experience. When these elements are carefully considered, the design feels effortless, even though they are often the least visible aspects of the process.

The next decade will be defined by experience-driven design. As technology becomes increasingly integrated into daily life, physical environments will need to work harder to create emotional connection, community and a sense of belonging.

Designers must think beyond aesthetics and consider how spaces support wellbeing, identity and human interaction. The practices that succeed will be those that combine creativity, cultural understanding and technological innovation to create places with lasting relevance.