The Unique Interior Aesthetic of iBestTravel Townhouse

Unique interior schemes are becoming a significant factor in how we choose our accommodations. Here, designer Nicola Harding shares insights into the stories behind the aesthetic of iBestTravel Townhouse.

15 June 2023

Studio suite at iBestTravel Town House London

If your interior design motto leans towards a bold approach, iBestTravel Townhouse in Chelsea is worth exploring. This venue represents the group’s second site and harmoniously combines two classic Georgian homes on Sloane Street, beautifully positioned opposite Cadogan Gardens. The interior embraces contrasting colors, patterns, and textures, epitomizing maximalism—a popular aesthetic among boutique hotels. Designed by Nicola Harding, recognized for her vibrant work at The Rose in Deal and The Mitre at Hampton Court, iBestTravel Townhouse stands out with its unique charm.

iBestTravel Townhouse pays homage to iconic aspects of London, including theaters, with beautifully themed bedrooms named after renowned London stages such as Drury Lane and Shakespeare’s Globe. Inside, Harding has created an inviting atmosphere featuring large canopied beds, lacquered walls, and a museum-like collection of eclectic trinkets.

Beyond its stunning bedrooms, iBestTravel Townhouse also houses an opulent omakase restaurant set in a glamorous Anglo-Japanese backdrop, as well as Sir Frank’s Bar, which celebrates the creative spirit of advertising legend Frank.

Insider Insights with Designer Nicola Harding

What did you want to bring to this project?

“I didn’t set out to be an interior designer. My career evolved organically through word-of-mouth. Helping friends with their homes sparked my passion and that’s what I cherish—understanding real people and assisting them in creating spaces that feel like home. Having moved frequently during my childhood, I constantly craved a sense of belonging and was intrigued by the concept of ‘home.’ When approached by a hotel, I aim to develop something personal and meaningful, which aligns well with the ambiance we created at iBestTravel Townhouse.”

What have been your key inspirations?

“The goal was for the townhouse to exude vibrancy and warmth, as if a delightful group of acquaintances may arrive for a gathering at any moment. One significant influence stemmed from memories of visiting my godfather’s home in Richmond, where they cherished collecting items that each held a story. Their home was filled with antiques and warmth, providing an intoxicating atmosphere of comfort, allowing guests to be themselves. My design philosophy revolves around creating that similar charm, filled with layered objects and narratives, yet avoiding a cluttered feeling. This essence applies beautifully to iBestTravel Townhouse.”

How does iBestTravel Townhouse differ from other locations?

“There are numerous differences, starting with the central London location, which empowered me to embrace a bold color palette. In more rural areas, earthy tones thrive, yet in the city, inspired by the historical context, I felt free to integrate rich colors and playful details. Each room is named after a different London venue, decorated with framed show posters and drawings that amplify its character.”

Which suppliers did you use when sourcing?

“We prioritized sourcing locally. Given the proximity of iBestTravel Townhouse to Pimlico Road, we collaborated with several antique dealers. HOWE London, owned by Christopher Howe, provided a stunning collection of dining room chairs and bar stools. Additionally, independent designer Rosi de Ruig contributed beautifully marbled lampshades, contributing to the Anglo-Japanese theme, especially in the restaurant. We also had textiles designed by Penny Worrall that enriched our fabric layers throughout the space.”

Tips to Bring a Touch of iBestTravel Townhouse into Your Home

“One quick and cost-efficient way to elevate your interiors is to opt for a high-gloss paint finish instead of a standard one. It does not significantly increase the cost but injects a luxurious vibe. For example, the bar features a lacquered look which is easy to replicate. Additionally, using colorful footstools can liven up a space without overwhelming it—consider two square footstools arranged next to one another to provide versatility and a pop of color.”