West Lodge — interiors, branding & brochure, Ealing

West Lodge open-plan living and dining with teal sofa and garden doors, Ealing — interior design by HDEY — Open plan — teal, walnut and herringbone, with the garden at the end of it

What we delivered

Layout optimisation
Interior design concept
Specification
Development branding
Brochure design
Website
Hoarding design
Internal CGIs

The project

West Lodge is nine apartments — one, two and three-bedroom — in a contemporary building on a quiet residential street in Ealing, a few minutes’ walk from the shops and restaurants of Uxbridge Road and Ealing Broadway. Luxgrove Homes commissioned us for a complete interior design solution, and for the marketing that would sell it.

The brief was to match the building’s period-looking exterior with an interior finish to the same standard. Ealing Common and Gunnersbury Park are nearby, the Ealing Filmworks cultural quarter with its eight-screen Picturehouse was arriving, and four schools within reach hold an Outstanding Ofsted rating.

This was our first collaboration with Luxgrove Homes, who have since appointed us on nineteen schemes across their portfolio, including Ivy Gardens, Montpelier Mews and Artscene.

West Lodge exterior, a red brick building on a residential street in Ealing, London — The building — red brick, on a street of them

West Lodge communal entrance hall with deep green walls, brass post boxes and mosaic flooring, Ealing — by HDEY — The communal hall — the first room, and often the last one designed

Layouts and specification

We optimised the layouts first, across all nine apartments, so each one reads as generous — and then specified the interiors to a single standard that runs from the entrance hall to the top floor under the eaves.

Tall ceilings with coving. Walnut kitchens against marble, with brass tapware and herringbone underfoot. Bathrooms in white Calacatta marble. Bespoke hand-painted wall panelling in the principal bedrooms, with the teal velvet headboards set into it.

The communal areas were treated as part of the product, not the leftover: deep green walls, brass post boxes, patterned mosaic flooring, and the name set in the panelling. It is the first thing a buyer walks through and the thing they show visitors.

West Lodge living and dining space with media wall and teal sofa, Ealing — interior design by HDEY — Living — the media wall built in, not bolted on

West Lodge kitchen with walnut cabinetry, marble splashback and brass pendant, Ealing — by HDEY — Kitchen — walnut, marble, and one brass pendant

West Lodge galley kitchen with walnut units and marble splashback on herringbone flooring, Ealing — by HDEY — The galley plan, given the same specification

West Lodge brass tap against a marble worktop, Ealing — specification by HDEY — Brass against marble, close up

The bedrooms

The principal bedrooms carry the hand-painted panelling, with brass bedside lighting either side. The rooms are quiet otherwise, which is what lets one strong colour work.

Walk-in wardrobes in dark joinery, opening through to the ensuite, so the sequence from bedroom to dressing to bathroom is continuous.

West Lodge principal bedroom with teal velvet headboard and hand-painted wall panelling, Ealing — by HDEY — Principal bedroom — the headboard set into the panelling

West Lodge bedroom with teal headboard, panelling and skylight, Ealing — interior design by HDEY — The same detail, under a skylight

West Lodge bedroom with teal headboard, artwork and rooflight, Ealing — interior design by HDEY — Top floor — the rooflight doing the work

West Lodge bathroom with Calacatta marble, herringbone tiling and black-framed shower screen, Ealing — by HDEY — Bathroom — Calacatta, with a black frame to hold it

West Lodge walk-in wardrobe in dark joinery opening to the ensuite, Ealing — by HDEY — Wardrobe through to ensuite, drawn as one move

West Lodge cornice and coving detail, Ealing — interior specification by HDEY — Coving — the detail that dates a specification if you skip it

West Lodge coving meeting a skylight reveal, Ealing — by HDEY — Where the coving meets the rooflight

West Lodge apartment hallway with artwork and planting, Ealing — interior design by HDEY — Hallway — styled as a room, not a corridor

West Lodge top floor living space with kitchenette under the eaves, Ealing — by HDEY — Under the eaves, where the plan had to work hardest

West Lodge internal corridor looking through to a bedroom, Ealing — interior design by HDEY — The sequence through the apartment

The identity

The mark is a WL monogram, drawn as two cream shapes cut across a deep teal field, taken straight off the interiors.

The same teal runs through the communal hall, the hoarding and the website, so the scheme reads as one thing whether a buyer meets it on the street, on a screen or through the front door.