“Artful and soulful” is how London-based interior designer Sophie Ashby describes her creative outlook.

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Indeed, the award-winning designer’s projects marry colorful canvases and photographs bold enough to stop you in your tracks alongside equally eye-catching furnishings. When edited through her lens, it’s a beguiling blend that just works. “I find it very instinctive and hard to explain what I’m drawn to,” muses Sophie of the curation process. “I just choose what I love, what speaks to me, what moves me, and go from there.”

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Sophie, the latest Expert to launch a Showroom, founded her studio a decade ago and has decorated private homes across some of the finest addresses in London (including the exquisite former home of J.M. Barrie, who penned Peter Pan). While there are some shared features across her projects (exaggerated headboards and patterned rugs are a weakness) it’s the uniqueness of each space that makes her work so desirable.

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Sister, Sophie’s own line of furniture and rugs distills her eclectic viewpoint into heirloom-worthy collectibles, but as she explains below, the success of a room lies in a confident cocktail of old and new.

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What’s inspiring me right now

I’m endlessly inspired by new artists and makers I discover, as well as the joy of traveling and being in nature. Currently, I am loving the work of our newest Artist in Residence, Sammi Lynch, a recent graduate of the London Drawing School (and whose new collection is on show at our gallery, Blewcoat, in central London). I adore her use of softly blended colors and simplified forms to create dreamlike landscapes.

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The color I’m excited about

I find myself often returning to apple green and have used it in quite a few of our recent projects—not just as a paint color but also across kitchen cabinetry, murals, and textiles. I love the fresh, youthful feel it brings.

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The first thing I do when decorating a room

Invariably my projects start with art. It plays an undeniable role in my design process, often very literally as I will take a piece of art and build an interior around it, other times more figuratively.

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What makes a room feel complete

For me, a room doesn’t feel finished without plants, personal objects, and a few cozy blankets. The presence of books and special ‘things’ is ultimately what makes a space feel lived-in.

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What I buy vintage versus new

A large portion of most of my projects contain vintage pieces we’ve sourced: seating, lighting, tables, rugs, cabinetry, objects, wall hangings, tapestries, and textiles. But I would say the magic is in the mix, so I love pairing antiques alongside new pieces—whether it’s a vibrant, contemporary artwork or a statement light.

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Where I source art

Some of my favorite galleries are Amelie Paris, Cobb Gallery, Blank Projects, and Addis Fine Art London. Other go-to's include Tat London for vintage paintings, the RA for prints and posters, Wondering People and The Shop Floor Project for a treasure trove of special things, Artilleriet for an eclectic mix of unique but affordable pieces, and Adire African Textiles, an amazing London-based gallery who have a spectacular collection exploring the textile traditions of Sub-Saharan Africa.

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My clients bring lots of artist relationships to the table too, so I’m constantly learning and evolving my eye and style. And I love working directly with artists on commissions to create truly unique work for our projects.

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My formula for a cozy room

Soft lighting, warm tones, comfortable furniture, and lots of texture. Cozy nooks and little pockets of sanctuary are some of my favorite spaces to create.

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One thing I recommend to all my clients

Make the art selection part of the process from the beginning—don’t let it be an afterthought.

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How I curated my Showroom

It’s truthfully a curation of my favorite things—from the Ellie Daybed to the Patchwork Rug. They are foundation pieces that embrace color and pattern whilst still being easy to live with. These pieces are on show at our studio in London and never fail to make me smile every day. I’m also excited about all of the rugs and the Beak chair, which I love because it’s super comfy and it swivels. It looks beautiful from all angles and has a very elegant line to the back.

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Something you’ll never find in my projects

Gray! I find it a very sad, dull color and I prefer shades that have some warmth to them.

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On launching my first book

It means so much; it’s a celebration of where we’ve been, how much I’ve grown, and how excited and grateful I am about our future and place in the world.

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