High-end rentals are par for the course in St John’s Wood as the area is well known for its popularity with corporate relocation clients. And in an area where the average weekly rent is £1,889, it’s no surprise that interior décor is a cut above the typical renter’s jumble of temporary IKEA and inherited pieces.
Carly Madhvani of NW3 Interiors was called on by an American couple to help them furnish their flat in St John’s Wood after an appointment to a senior position managing a hedgefund spurred their move to London.
Despite the fact that this was only a temporary move for three years, the pair planned to take any furnishings accumulated back with them on their return home.
Madhvani said: “This was the first rental I’ve worked on, as usually people who are renting don’t want high end. As these clients want to entertain there, the flat needs to be beautiful.
“They wanted furniture which would stand the test of time in durability and also style, in colours that were interesting but classic and luxurious. The rooms should be different, but also work together, individual but interchangeable.”
With this in mind, Madhvani picked a broader colour scheme than she would usually consider, using eight colours rather than her standard five, and instead using similar tones.
Shades of red, beige, navy blue and chocolate brown were used as a base along with a more muted brown, while sage green acted as an accent colour, while brands such as B&B Italia, Knoll, Vitra and The Rug Company gave the desired modern luxe look.
Marble was chosen for incidental tables for its classic elegance and chameleon like properties and chairs and tables can easily be swapped in and out of different settings in the three reception rooms.
Madhvani worked on a casual, intimate tv room, an understated library for the man to work in at weekends and a more formal entertaining space leading off the library. Because these rooms are quite open plan, they needed to have a distinct look but also harmonise, leaving the option open to swap pieces of furniture in and out if necessary.
“Proportion was very important too - they wanted furniture that was as large as possible, but not so large that they couldn’t easily transport it back to the States,” said Madhvani.
“Because the homes are much bigger over there, they wanted to make sure they’ll be able to use all the furniture again. For example, they wanted the rug to be bigger so that it would translate back home, so we positioned it under the sofa.”
Photos by lighttrapper photography
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