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Studio Spotlight
AIME Studios
AIME Studios is Ennismore’s in-house creative studio, made up of Graphic Designers and Interior Designers who bring its hospitality brands to life. We caught up with Charlie North and Lucinda Charles from the Interior Design team to talk creativity, collaboration and what goes into designing hotels that guests genuinely connect with.
For those meeting AIME for the first time, who are you?
Charlie North – Global VP Design: Ennismore has four studios covering F&B Consultancy, Partnerships, Digital Product & Tech Innovation, and AIME Studios, which itself consists of two design studios: Graphic Design and Interior Design. Together, we provide design services across all Ennismore brands, helping to enhance and evolve both brand identities and physical spaces as we enter new markets.
What kind of projects does the studio work on?
Our Interior Design team works across complete hotel projects, from guest rooms and lobbies to event spaces, co-working areas, gyms, spas, restaurants, bars, retail stores and nightclubs. We’ve even designed crèches and kids’ clubs. There really isn’t anything we won’t embrace.
At what stage does AIME become involved?
The Interior Design team becomes involved from the earliest stages of a project, carrying out detailed research and site visits to understand the location. Depending on the complexity of the development, projects can span anywhere from six months to three years.
How do the Interior and Graphic Design teams work together?
The two teams work both independently and collaboratively. The Graphic Design team sets the scene by defining the brand identity, tone of voice and overall feeling, while the Interior Design team translates those principles into three-dimensional spaces.
We study the architecture, local neighbourhoods and cultural nuances of every destination, using local design vernacular to inform our work before infusing it with each brand’s DNA. The result is hotels that feel culturally relevant while remaining true to the brand.
Our Projects
Bedrooms
Lobbies & Lounges
Restaurants & Bars
Event Spaces
Working From
What’s the biggest advantage of having an in-house creative studio?
Our biggest advantage is our deep understanding of Ennismore’s brands and our ability to make informed creative decisions that evolve them in meaningful ways. Because we work so closely with operations teams throughout the process, projects are more coordinated, timelines move faster, and the end result doesn’t just look good—it works operationally too.
What role does local culture play in your design process?
Local culture isn’t something we layer on at the end—it’s the starting point. In Rome, for example, understanding local coffee culture meant recognising that a hotel lobby couldn’t simply function as a lounge. It needed a standing coffee counter because that’s how Italians drink their coffee: quickly, standing up and socially. Miss details like that and the space feels imported rather than authentic. We get there through deliberate research into how people perceive quality, the rituals that shape everyday life and how spaces are actually used. Those insights become the design pillars we establish at the very beginning of every project, so cultural relevance is built into the brief from day one.
What’s one detail guests always notice?
Lucinda Charles, Senior Design Manager:
We’re often contacted by guests asking about our rugs, paint colours and bespoke light fittings because they want to recreate elements of our interiors in their own homes. It’s one of the biggest compliments we can receive. Home is such a personal space, so knowing guests connect with our interiors enough to want to live with them every day is incredibly rewarding. It also reflects exactly what we aim to achieve with every project: creating hotels that feel warm, welcoming and truly like a home away from home.
What’s a typical day at AIME?
There isn’t really a typical day at AIME, and that’s one of the most exciting parts of the job. One day we might be in the studio developing a new design concept. The next could involve sourcing vintage pieces at an antique fair, travelling to site for construction meetings or selecting fabrics and finishes for a new scheme. The variety keeps every project fresh and makes every day both creative and rewarding.
What’s something that would surprise people about the team?
We’re a relatively small team of 15 interior designers, and because so many of us have worked together for years, we’ve developed a highly collaborative and efficient way of working. It also means we’re able to help new team members settle in quickly and feel part of the team. To date, AIME Studios has designed more than 6,000 guest rooms across 20 hotels in 15 countries, alongside more than 50 restaurants and bars.
Why do people stay at AIME?
On average, our team members have been with AIME for more than seven years, which says a lot about the culture we’ve built. It comes down to the people, the brands and what AIME stands for. Regardless of role or seniority, everyone is encouraged to share ideas and contribute creatively. We work collaboratively, without ego, so people feel heard, supported and empowered to learn from one another. There’s a genuine sense of respect across the studio, and we love celebrating each other’s successes along the way.
AIME Studios
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