Rachel Pratt, Co-Owner of DLSM Studio, talks large-scale hospitality projects and shaping the future of design.
DLSM Studio is a strategically-led creative agency who has recently undergone a brand evolution. Formerly DesignLSM, their transformation reflects a new generation, as their owners, Rachel Pratt and Holly Hallam, lead the studio with a strong strategic approach to crafting commercially successful, striking brands and environments, offering strategy, branding, and interior design services.
Originally founded in 1988 by Steve La Bouchardière and Simon McCarthy, DLSM Studio has built a legacy of delivering award-winning hospitality and lifestyle spaces over the past 37 years.
Current owners, Rachel Pratt and Holly Hallam, carry forward the pioneering spirit of the founders as the studio’s presence grows globally. Whilst the head office is firmly rooted in Brighton, UK, their expanding remote team based in the UAE allows to better serve its overseas clientele with an on-the-ground presence.
Here, Rachel, who studied Art at Brighton College and Interior Architecture at the Cardiff Institute, discusses her own design journey as well as the brand evolution of DLSM Studio.
What is your earliest memory of design having an impact on you?
I’ve always been a visual person. From a young age, I spent hours drawing, painting and designing my own spaces — something that was very much encouraged by my family. My mother was a talented watercolourist and my grandmother had been a well-known florist in London during the 1950’s. So, I grew up in a home where creativity and aesthetics were not only appreciated, but also deeply ingrained in everyday life.
I became very aware early on of how your surroundings can affect how you feel—particularly from an interiors perspective. I was constantly rearranging my bedroom, painting the walls in different colours, and experimenting with palettes to see how they changed the mood of the space.
Looking back, these early experiences helped me realise how powerful design can be in shaping our experiences and emotions. I always knew I wanted to work in a creative environment and use design as a tool to enhance how people experience space. It’s that blend of creativity and human connection that still drives me today.
What kind of designer did you aspire to be and who are your inspirations?
During university, I began to develop a strong interest in how people experience and interact with space, and that has continued to shape the kind of designer I strive to be — one who creates environments that are not only functional and beautiful but also meaningful and responsive to human needs.
A major influence for me was the Dutch architect, Herman Hertzberger. His ideas really challenged the early modernist belief that “form follows function”. Hertzberger believed that the interior of a space should be flexible, human-centric and responsive to its users.
That philosophy of designing for human connection and adaptability has really stayed with me, and continues to inform my approach to our projects today.
Italian architect Carlo Scarpa was also a huge influence. He approached detailing with the precision and sensitivity of a master craftsman. He treated every joint, junction and transition as an opportunity for expression – where nothing was incidental, and everything was beautifully considered. His work is a constant reminder that true beauty often lies in the details.
What was your first professional design commission?
Interestingly, DLSM Studio’s first commission (38 years ago) was actually for Bill Wyman, the bassist of the Rolling Stones—which set quite a high bar!
Unfortunately, my own first project wasn’t quite so rock and roll. It was a refurbishment of a local bar — but, in some ways, I probably learned more on that job than many others, it was a real hands-on experience. I had to navigate a tight budget, work directly with different trades, and find creative solutions in real time. It taught me how to be resourceful and how to adapt when things don’t go exactly to plan—which, as we all know, is often the reality in design.
What has been your biggest design commission to date?
One of our studio’s biggest design commission’s that I’ve been involved in to date is Heythrop Park Hotel — a Grade II listed manor house in Oxfordshire, with 337-keys. The project had a refurbishment budget of over £40 million, and we were involved from the very beginning, from strategic F&B concept creation and interior design to on-site implementation, deliver beautiful designs for three restaurants, two bars, six lounges, an orangery, a ballroom and a state-of-the-art theatre.
It was an incredibly complex project, not just because of its scale, but also due to the sensitivity required in working with a listed building. Balancing heritage and contemporary comfort, while navigating planning constraints and modern operational needs — but an amazing opportunity none-the-less. Being part of such a significant transformation, and seeing it come to life from initial sketches to final finishes, was hugely fulfilling for all involved.
How would you describe DLSM Studio as an agency and a community of designers?
DLSM Studio is a truly collaborative and dynamic agency, and what sets us apart is our unique strategic approach to design. This is very much driven by my incredibly talented business partner, Holly Hallam, whose background in strategy brings a different lens to our work. She encourages all of our designers to think far beyond aesthetics—to create spaces that not only look beautiful but also align with our clients’ commercial objectives and enhance the guest experience. It’s a mindset that brings real depth to our design process and makes our work more impactful.
Our people are our greatest asset. The culture we’ve built in the studio is something I’m deeply proud of. We’ve nurtured a team of talented, passionate young designers who genuinely care about what they do. They share our vision, bring innovative creativity to the table, and take real pride in the projects we deliver. Creating a positive, supportive environment where people feel valued and inspired is a top priority for me — and I’d like to think that’s reflected in both the work we produce and the energy in the studio.
What are the key characteristics you look for when bringing new talent into your studio?
We’re not just looking for great designers —we’re looking for people who will truly connect with our vision and contribute to our culture. It’s really important to us that new team members share our passion for design, have a real thirst for success, and aren’t afraid to challenge creative ideas. We want people who will push us, help us grow, and bring fresh perspectives to the table.
We believe that innovation and creativity thrive in an environment where everyone feels empowered, so we look for individuals who are curious, open-minded, and brave enough to try new things. Collaboration is at the heart of what we do, and we value those who understand the importance of working as a team — encouraging each other’s strengths and being mindful of one another’s weaknesses. That kind of mutual support is what helps us evolve as a studio and deliver work we’re genuinely proud of.
Ultimately, we want to build a company that everyone is excited to be part of—a place where talent can flourish, ideas can grow, and people feel inspired every day.
Where is the majority of your work based? And how has travel helped to shape and influence your ideas on design?
At the moment, around 40% of our work is based in the Middle East, with a strong focus on large-scale hospitality. That region has been an exciting space for us creatively — it offers incredible opportunities to explore bold ideas, push boundaries, and engage with different cultural narratives and client expectations.
The nature of our clients and projects demands a global mindset. Designing for guests who are well-travelled and seeking meaningful, memorable experiences really raises the bar — it’s no longer just about creating something beautiful, but about curating an atmosphere that connects emotionally, culturally, and experientially.
Travel has had a huge influence on the way we think about and approach design. Experiencing different environments, architectural styles, materials, and ways of living helps broaden our perspective and inform more considered, layered design solutions. Whether it’s the tactile richness of a Moroccan riad, the elegance of Japanese minimalism, or the vibrancy of Middle Eastern hospitality, these global influences inspire us to design spaces that are not only visually compelling but also deeply rooted in a sense of place and purpose.
One of our latest designs for a five-star hotel in central London, The Trafalgar St James (Curio by Hilton), is actually inspired specifically by travel, with the concept narrative titled ‘Exotic Ports of Call’. The Cunard Shipping Company was formerly headquartered in the historic building and offered travel around the globe for goods and passengers alike. When Cunard’s Laconia set out as the first World Cruise in 1922, the stage was set for global cultural exchanges that had not yet been experienced by leisure travellers in those days. This golden era of travel, exploring new lands such as the Bahamas, Cuba, and the Mediterranean, revealed fascinating alternative ways of life, tropical landscapes, and a glamorous travelling experience on ships with opulent and elegant Art Deco interiors, all of which inspired the detailing in our own concept.
Overall, travel reminds us that great design is about storytelling — drawing from context, culture, and human behaviour to create spaces that truly resonate.
What do you think should be a key focus for designers in 2025 and beyond?
As we look ahead to the coming years, I think designers have an exciting opportunity — and responsibility — to shape environments that are more responsive to how people want to live, work, and connect in an increasingly complex world.
One of the most important focuses will be designing for agility. Flexibility, convenience, and speed are no longer just nice-to-haves — they’re expectations. People want spaces that adapt effortlessly to their needs, whether that’s shifting between work and leisure at home or navigating a hybrid hospitality environment. Thoughtful, intuitive design that supports multiple uses without compromise will be essential.
At the same time, there’s a growing appetite for creative expression. We’re entering a period where boldness, personality, and originality are going to be celebrated. Interiors have the power to inject energy into our daily lives, and I think we’ll see a strong move toward design that’s emotionally uplifting and richly layered with meaning.
I also believe designers will increasingly explore the value of play—not just as a visual aesthetic but as a functional, intentional element of wellbeing. Creating moments of lightness, surprise, and interaction can be a powerful way to connect people with their environment and with each other.
Another important trend is the return of nostalgia. In uncertain times, people often look to the past for comfort, and we’re already seeing a resurgence of familiar forms, vintage references, and traditional craftsmanship. The key is to reinterpret these elements in a way that feels fresh and relevant, tapping into emotional resonance without feeling overly retro.
Lastly, I think we’ll see a growing desire to slow the pace. In a world that’s constantly accelerating, design can offer a counterbalance — spaces and products that invite us to live more intentionally, appreciate the everyday, and find beauty in simplicity. That sense of stillness and mindfulness will be incredibly valuable as we move forward.
The future of design lies in creating spaces that are both adaptable and emotionally intelligent — supporting the full spectrum of the human experience.
If you hadn’t become an interior designer what would you be doing?
I always wanted to be a fine artist and still dream of having my own art studio one day. At college, I was once told I didn’t “speak like a fine artist”—a comment that has stayed with me. Looking back, I wish I’d challenged it, but at 18, I just went accepted what I was told. That said, I’m incredibly glad my life took the path it did. I couldn’t be prouder of what we’ve built at DLSM Studio and the work we’re creating as a studio.
www.designlsm.com | IG: @dlsmstudio_
