That’s A’moire
Winner, The london Standard New Homes Awards 2022
“best Small development”
A Hollywood Regency duplex in Victoria, SW1
That’s A’Moire is a 1,400 sq ft three-bedroom duplex within the new-build residence to the rear of Westminster Fire Station, a Grade II listed Edwardian landmark in Victoria, London SW1.
Studio L London acted as Creative Director for the wider residential conversion and designed three bespoke show homes for launch. Set across the ground and lower-ground floors, the apartment’s private position within the residents’ courtyard gave it an exclusive feel, while the design embraced its lower-light setting with a conceptually layered interior inspired by Hollywood Regency glamour, and the 80s’ bold theatrical decor. The result is a distinctive home with atmosphere, character and a strong sense of individuality.
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The concept began with Slim Aarons’ photograph “Joan Collins Relaxes” and a decadent moiré fabric by Dedar, which set the tone for the monochromatic primary bedroom with 1950s Hollywood glamour and 1980s attitude.
A pastel lavender Schumacher sisal covers the entrance walls, paired with a rare signed vintage David Marshall mirror over an antique Swedish bombé chest. From there, the apartment moves through a quieter four-elements narrative: earth in the bespoke ombré stair runner, air in the Japanese washi paper in the open-plan living space, water in Jennifer Shorto’s immersive guest bedroom, and fire in the undulating moiré primary suite.
Each bedroom has its own personality, from the transportive calm of the Shorto room to a Memphis-inspired teen bedroom in Schumacher’s “Deconstructed Stripe” and vintage 1980s lighting. The primary bedroom is the showstopper: a lush monochromatic moiré fantasy with a bespoke asymmetrical swag canopy, custom bed and textiles chosen to shimmer, seduce and surprise.
"The reveal stopped us in our tracks. Genuinely one of the most surprising and stunning rooms I've ever walked into."
— Estate Agent, Westminster
PROJECT DETAILS
LOCATION
Victoria / St James’s, London SW1
PROJECT TYPE
Three-bedroom bespoke showhome duplex
SIZE
1,400 sq ft
ROLE
Creative Director
Interior design
FF&E procurement
Furniture and soft furnishing design
PRESS
SheerLuxe — Hollywood Style In A London Apartment
Homes & Gardens — Inspired by Slim Aarons, this glamorous apartment is a lesson in basement decorating
Livingetc — 5 ways to hide power outlets by clever interior designers
ACCOLADES
Winner, The Standard New Homes Awards 2022 — Best Small Development
Shortlisted, British Homes Awards 2023
Shortlisted, New London Awards 2022 — Housing and Conservation
Shortlisted, RIBA London Regional Award 2025
PHOTOGRAPHY
Nick Rochowski, Studio Rochowski
STYLING
Laura Marino, Studio L London
PARTNERS
Alchemi Group
Openstudio Architects