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In the latest edition of The Designer Edit by the Independent Hotel Show, we speak with Luke Birchall, Creative Director at DV8 Designs. Luke’s journey into interior design began in an unexpected place, thanks to a perceptive English teacher and a part-time role at an architecture practice. Since then, he’s built a rich and varied portfolio of hospitality projects across the UK, from reimagined heritage hotels to vibrant contemporary spaces.

We sat down with Luke to explore what drives his creative process, how great design enhances the guest experience, and why sustainability is no longer just a consideration—it’s a responsibility. With the 2025 theme of the Independent Hotel Show set to be ‘Redefining Luxury’, Luke also shares what luxury means to him today, and how thoughtful, experience-led design can offer something far more meaningful than simple opulence.

How did you first enter the world of interior design?

I entered the world of interior design in quite an unexpected way. It was actually my English teacher who spotted a part-time opportunity at an architecture practice and thought I’d be a great fit. I took on the role of an office junior, and it was there that I began learning and gaining a solid understanding of the architectural side of the industry. Before long, I started working on real projects, including ones for De Vere Hotels- and that’s really where it all began.

What do you love about designing for hospitality?

What I love about designing for hospitality is that no two projects are ever the same. Every hotel comes with its own unique set of challenges, I always say it's like designing for a ‘mini town’. There’s always a lot of retrofitting, creative problem solving and thinking on your feet, and I thrive on the variety and complexity; it keeps the work exciting, and it constantly pushes you to adapt and innovate.

What are some of the key hotel projects you’ve worked on in the UK?

Over the past decade, we’ve been fortunate to work on some fantastic hospitality projects across the UK. Some of the standout projects include St Paul’s Sheffield, The Mere Golf Resort & Spa & The Stanneylands,  Cheshire, The Guiness Arms Hotel Part of The Guiness family, The Bel Air Nightclub at The Belfry Golf Resort & Spa in the Midlands, and the Last Drop Village Hotel in Bolton. These experiences have allowed us to approach hospitality design from many different angles, whether it’s reimagining heritage buildings or creating contemporary, functional spaces that truly elevate the guest experience.

What are some of the key considerations for designing hotel spaces?

When designing hotel spaces, one of the most important factors is creating a seamless and memorable guest experience. The check-in process needs to be smooth and efficient, especially after a long day of travel. The moment guests walk into the lobby, they should feel that instant sense of excitement and anticipation for their room.  As designers, our job is to make sure everything is in place, everything looks great, and the space feels comfortable and welcoming.

In the rooms themselves, the goal is to create an atmosphere that feels cozy and inviting. Lighting plays a huge role in achieving this, as it can completely transform the mood of the space. Ultimately, the hotel should feel more luxurious and more comfortable than your own home offering a sense of escape and indulgence that makes guests feel truly pampered.

Is there anything you wish hoteliers knew about your role?

It would be how the public's perception is shaped by the design and atmosphere of the space, even beyond what they consciously notice. The smallest details, like the layout, lighting, or the flow of a room can make a huge difference in the guest experience. It's not just about creating a visually appealing space, but about curating an environment that aligns with the hotel’s brand and the expectations of different types of guests.

The design can set the tone for a 1-star or 5-star experience, and it’s often in the subtleties. Guests form their impressions in seconds, and service is key, but the environment also plays a big role in that immediate reaction. The ability to surprise and delight guests through design, whether it’s a unique feature or a personalized touch, is essential in creating memorable stays. That’s what truly elevates the guest experience and gives the hotel a competitive edge.

What sort of details would you look for in a brilliant design brief?

A great design brief should include key details like the project’s demographic, financial goals, and marketing strategy. It’s important to understand the client’s operational needs and how design can support those goals. The customer profile is also essential to tailor the space effectively. The brief should highlight both business objectives and specific design requirements.

How do you keep on top of new design innovations?

I keep up with new design innovations by staying connected with trusted suppliers, engaging with industry professionals, and, most importantly, by travelling around and experiencing new things. Events like the Independent Hotel Show also offer great inspiration.

How are sustainability considerations changing the world of interior design?

Sustainability is transforming interior design by moving beyond surface aesthetics to focus on long-term impact and environmental responsibility. Instead of choosing materials for their visual appeal alone, designers now prioritise durability, reuse, and ethical sourcing. The industry is shifting away from trend-driven designs to creating spaces that evolve over time.  Educating clients about the value of sustainable choices is key, highlighting that smart spending leads to lasting results. With growing interest in recycled and low-impact materials, sustainability is no longer a trend but a mindset. Designers are now expected to lead with purpose, not just follow style.

The theme for the 2025 edition of the Independent Hotel Show is ‘Redefining Luxury’ – what comes to mind for you when we talk about luxury interior design for hotels?

When I think about luxury interior design for hotels, it’s about creating a space where guests can switch off from the real world and feel time slow down. Luxury isn’t just opulence; it’s about making guests feel relaxed and rejuvenated, with every detail, from layout to materials, enhancing that sense of escape.

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