about

My Approach

I design emotive, narrative-led interiors shaped by character, atmosphere, and how people truly live.

My work is rooted in holistic thinking—where concept, identity, budget, procurement, and delivery are considered as one, not in silos. This allows me to create spaces with a strong, singular personality and a cinematic, slightly nostalgic quality, while ensuring they function beautifully and endure over time.

I am completely hands-on and lead every project personally, from the first conversation through to the final detail.

My story

My career is built on a proven, award-winning philosophy: that exceptional design and commercial intelligence are intrinsically linked. As co-founder and Creative Director of London-based Alchemi Group, I drove our boutique residential development portfolio to over £1bn in assets.

Our projects won prestigious accolades, including a RIBA London Regional Award. We became known for rescuing and reviving complex retrofits and listed buildings. This is where I refined my approach—creating and protecting design integrity at scale.

When we launched our uniquely designed showcase homes, private clients began seeking our aesthetic for their own homes, inspiring the founding of my dedicated residential practice, Studio L London, in 2016.

  • In 2001, I co-founded Alchemi Group, a multi-award-winning boutique residential development management company with offices in London, New York City, and Connecticut. Relocating to London full-time in 2009, I stepped into the role of Creative Director and identified a clear niche: the market lacked design-led, thoughtfully interior-designed residences. Cookie-cutter solutions were the norm. I set out to break the mould.

    Through a mix of instinct, blissful ignorance, and gumption, I began. Within two years, persistent "no's" turned to "yes's" as our first small development launched in Victoria. From there, the trajectory was set. I led holistically—setting each project's concept, appointing architects, specifying and pre-procuring interiors, and designing the bespoke show homes that defined its market positioning.

    Our USP became seeing potential in the overlooked—championing retrofit over demolition for complex, often listed buildings. Within six years, we became a sought-after name, recognised for unwavering design integrity. At our peak, we managed a portfolio worth £1bn in assets. Our work received prestigious recognition, including RIBA, New London Architecture Awards, International Design & Architecture Awards, WAN Awards, and Evening Standard Awards.

    My approach was considered rare: a firm belief that commercial intelligence and high-quality, bespoke design could coexist at scale. By embedding myself within the team—alongside architects, quantity surveyors, and technical consultants—I ensured the original design intent was protected throughout each project's lifecycle. The results set a new benchmark in prime central London's residential landscape.

    The direct requests from private clients who experienced our showcase homes led organically to the founding of Studio L London in 2016.

Philosophy

I believe interiors profoundly influence how we feel, live, and experience daily life. My work begins by understanding a client's deepest ideals, translating them into a wholly individual aesthetic.

I create interiors with soul—spaces evocative of a particular time and place, yet entirely personal. Mastery of scale, proportion, and flow is paramount. From this foundation, colour, pattern, material, and detail are applied with confidence to create spaces that are joyful, distinctive, and deeply expressive, while remaining practical and enduring.

Sustainability is approached quietly and thoughtfully. With deep experience in existing and listed buildings, I value restoration, reuse, and longevity—designing homes that age beautifully and continue to support those within them.

“If Laura's interiors are gorgeous and I could move into them tomorrow!”

- Fiona Forsyth

Conde Nast Group Property Director