Behind the design: Creating a Rich, Layered Scheme with Michael Smith

We caught up with Michael Smith, founder and creative mind behind Studio Goose, the hospitality and boutique residential design studio celebrated for its richly layered, characterful interiors. With a distinctive eye for colour, pattern and unexpected detail, Michael creates spaces that feel both immersive and deeply considered. Following the opening of his latest project, House of Gods Hotel in London, we explore the thinking behind the scheme, from its decadent palette and theatrical details to the fabrics that bring the interiors to life. Here, Michael shares his approach to creating spaces with personality, and why bold pattern has such an important place in his work.

1. How do you begin your design process? Do you start with a feeling, a reference, or a material?

It always starts with one question: how should someone feel when they walk into the space? Everything else, from references and materials to colour and light, is about creating that feeling and heightening the emotions a space can give you.

2. The final result at House of Gods is so striking. What was your initial inspiration for the room?

House of Gods is maximalist by design and boutique in attitude, a brand built on glamour, indulgence and a little bit of drama. We wanted to capture that with deep, rich colour, striking statement patterns and an overall feeling of unapologetic decadence, so every guest feels like the star of the show.

3. A bold pattern can feel daunting. How do you make a statement fabric feel confident rather than overwhelming? 

Let the pattern be the hero. We treat a statement fabric as the centrepiece and build the scheme around it, whether that’s a complementary palette or a deliberate clash. That’s what makes it feel confident rather than chaotic.

4. What drew you to Tiger Velvet for this space, and how did it meet the demands of a contract environment?

Tiger Velvet is a confidently striking fabric. The gold is rich and catches the light, adding to the opulence of the room, and the pattern is a true statement piece. Just as importantly, it performs. In a hotel, fabrics have to withstand constant use, cleaning and strict fire regulations, and this one does all of that without compromising on luxury.

5. What is your non-negotiable for a hotel room?

It has to wow you from the moment you open the door. Hotels are a very competitive market, and that first reveal is your spotlight moment. It’s where a guest should instantly feel celebrated.

6. What is your favourite thing about completing a project?

Seeing people experience it. That’s why we do it. Watching people enjoy a space you’ve designed is priceless, and visiting with family and friends is the best feeling of all.

7. For readers hoping to bring a little of that drama home, where would you suggest they start? 

Start with the room you spend the most time in. That’s the space that should feel most like home and say the most about you. Start small and have fun: pick one piece to be brave with, such as an upholstered headboard, an armchair or a pair of cushions. A single statement fabric can transform a room without committing to the whole scheme.

8. Finally, what are your top picks from the James Hare collection?