Explore the latest projects from the UK’s commercial interiors industry, featuring the best of workspace, hospitality, living and public sectors.

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STAY provides a ‘live-work-play’ ecosystem in Camden

Ready for a new way of living and working, STAY offers flexible accommodation combining the comfort of home with the luxury of a hotel.

07/07/2022 3 min read

The way we work, live and socialise is changing. During the pandemic there was a mass exodus of London, with many moving to surrounding areas and beyond. As restrictions ease and urbanism increases, a new breed of hybrid accommodation is becoming increasingly popular for those who need a space to live and work without the limitations of a rental or the costs of a hotel. Offering the familiarity and comforts of a home with added flexibility, STAY is a design-led concept serviced apartments brand based canal-side in London’s vibrant Camden area, catering to an active new generation of business and corporate travellers.

The design philosophy for STAY Camden has focused on creating a calm and relaxed space for guests. Led by Yaara Gooner, the space was designed inhouse by a team who take influence from the local area as well trusted design principles and developing trends across the serviced apartment and coworking sectors.

Residents also have access to sister brand LABS, a flexible office space provider with locations dotted around the Capital. The Hawley Lock space sits below the apartments, offering meeting rooms, private workspaces and coworking facilities with the same tranquil and bright design vernacular.

Heavily inspired by hospitality spaces, STAY and LABS share a focus point at the Camden location – a calming reception area filled with comfortable lounge chairs, towering palms, natural light and a warm atmosphere. Yaara Gooner took inspiration from hotel lobbies around the world: “I’m endlessly inspired by hotel lobbies, they are a portal into the rest of the hotel and a reflection of the buildings spirit,” she comments. “The best hotel lobbies always seem to satisfy most of the senses; visually appealing, luxurious textures, beautifully scented and intuitive music.”

As part of the design process, the design team worked with local London suppliers to curate pieces which provide unique, sustainable additions to the space. A six-foot reception desk has been handmade using marble off cuts which would usually go to waste, created in partnership with Marble Partners and celebrating the uniqueness and diversity of the local area of Camden.

Upstairs, apartments have been designed to provide spaces for guests to work, live and entertain. Neutral and highly textured one, two or three bed apartments are furnished and finished down to art, appliances, cutlery and include balcony views across Camden’s canals. Collaborating with Menu, furniture with a distinct Scandinavian style has been selected, including pieces from independent creators. When the team were unable to source furniture in the right style, they commissioned bespoke elements. A hero piece in every apartment is the knitting chair, originally made famous by Ib Kofod-Larsen, this iconic design has been reimagined into the world of modern Danish design. The elbow sized cut-outs allow for optimal reading (or, of course, knitting), providing a simple yet thoughtful design that captures the sense of calm.

Externally, the design and construction of STAY Camden have been designed to blend in with the surrounding area. Timeless red brick has been selected, using large heritage style windows in keeping with industrial Camden. The original archways run through the entire Hawley Wharf project, providing a home for shops, bars and restaurants on the building’s doorstep – all within a short walk to Camden’s bustling High Street.

As the working landscape changes rapidly, spaces like STAY provide a convenient, flexible option for many – offering ready-to-go communal living in the heart of the Capital.


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