What Virgile + Partners does

Virgile + Partners is a London-based multidisciplinary design studio founded in 1990 as an integrated offer within Imagination Group, a global brand and communication agency. The studio provides bespoke architectural, interior, brand strategy, graphic/digital, and spatial design services to enterprise clients in luxury retail, luxury hospitality, and adjacent sectors such as premium health clubs. It operates from a single West End studio at 25 Store Street, London, with international project delivery supported by Imagination Group's global office network across the Americas, Asia Pacific, and the Middle East. The client base includes marquee luxury names — Harrods, Harvey Nichols, Bloomingdale's, Galeries Lafayette, Hyatt/Andaz, InterContinental, Burberry, Swarovski, and Maria Tash — for whom the firm has delivered flagship department store interiors, hotel interiors, restaurants, bars, and concept stores across the UK, Europe, the Middle East, India, Russia, and the US.

The studio's core capability is the integration of interior designers, architects, brand strategists, and graphic/digital designers under a single creative vision, led by Creative Director and Managing Director Ewald Damen (who assumed leadership from founder Carlos Virgile in 2017). Notable deliverables include the Harrods Ground Floor Accessories Luxury Rooms, the Andaz New Delhi hotel (401 rooms, 45 suites), the Bloomingdale's Men's Shoes & Accessories concept at Dubai Mall, Harvey Nichols Birmingham's 'controlled disruption' flagship, the H Beauty standalone retail concept rolled out across four UK sites, the Galeries Lafayette Mumbai flagship (90,000 sq ft, opening 2025), and the InterContinental Düsseldorf K'659 restaurant. Projects are characterised by bespoke architectural responses that challenge conventional retail and hospitality formulas.

The business model is a project-based professional services consultancy. Revenue is derived from bespoke design fees negotiated per engagement rather than published rate cards; the firm operates exclusively B2B with no consumer-facing channels. Go-to-market relies on direct relationships, referrals, industry publications featuring Ewald Damen's thought leadership, and the Imagination Group network. The firm is appointed without formal pitches for major commissions, indicating reputation-driven acquisition within the luxury sector. The legal entity is Imagination Europe Limited (UK private limited company), with Virgile + Partners operating as the trading brand within the parent conglomerate structure.

Name

Virgile + Partners

Legal name

Imagination Europe Limited

Website

https://virgileandpartners.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based multidisciplinary design studio founded in 1990 as part of Imagination Group, providing bespoke architectural and interior design services to enterprise clients in luxury retail, luxury hospitality, and premium health clubs globally.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141), Architectural Services (541310)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

Keywords

• Luxury retail design
• Hospitality interior design
• Architectural design services
• Department store design
• Bespoke design consultancy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Design Consultancy Services: Virgile + Partners generates revenue as a professional services design consultancy, providing bespoke interior and architectural design services to luxury retail, hospitality, and department store clients. Revenue is derived from project-based fees for design, architecture, and consultancy engagements across international markets.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Virgile + Partners is a bespoke design consultancy delivering interior design, architectural, and brand strategy services for luxury department stores, hotels, restaurants, private members clubs, and mixed-use retail developments. The studio integrates interior designers, architects, brand strategists, graphic/digital designers, and spatial designers to deliver full-scope design from concept through execution for high-profile luxury brands worldwide.

Product overview

Virgile + Partners is a London-based design studio offering bespoke architectural and interior design services across luxury retail, hospitality, and health club sectors. The company operates as a single integrated design service rather than a platform-with-modules architecture. Their portfolio includes branded retail environments (H Beauty beauty retail concept, Harvey Nichols store designs, Harrods departments), complete hotel interiors (Andaz New Delhi, InterContinental Düsseldorf), restaurant and bar designs (Hong Kong Club, Kö59 restaurant), health club spaces (Third Space Mayfair), and luxury concept stores (Mavenry Malta, Galeries Lafayette Mumbai). Projects are delivered through close client collaboration, applying tailored design solutions that challenge conventions and create distinctive environments for luxury brands worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• H Beauty Bespoke retail design concept for Harrods' standalone beauty stores, featuring luxury brand boutiques, Champagne Bar, make-up play tables, blow-dry services, fragrance and mask bars, creating an accessible and interactive premium beauty environment.
• Third Space Mayfair Bespoke luxury health club interior design for Third Space in London's Mayfair district, featuring 11,000 square feet across two floors with five training areas, face recognition entry system, UV-treated fresh air, and premium hospitality design elements.
• Harrods Ground Floor Accessories Rooms Luxury fashion accessories department design within Harrods' Knightsbridge store, featuring Italian marble slabs color-coded for each designer room, Edwardian architectural restoration, and controlled brand insertion framework for luxury brands.
• Harrods Signature Own Label Redesign of Harrods' Signature own-label collection space commemorating 175 years of the Knightsbridge store, featuring elevated luxury environment with refined visual merchandising and product display.
• Harvey Nichols Birmingham Flagship Contemporary boutique environment design for Harvey Nichols Birmingham implementing 'controlled disruption' concept with free-flowing store layout, contrasting materials, and departure from traditional shop-within-shop department store approach.
• Harvey Nichols Menswear Knightsbridge Lower-ground level menswear boutique design for Harvey Nichols London flagship, creating specialized boutiques with eclectic, non-formal approach using alternative product presentation methods.
• Harvey Nichols Fine Jewellery Dubai Dedicated fine jewellery department design within Harvey Nichols Dubai store, featuring 3-storey void atrium with vibrant, dynamic design reflecting Harvey Nichols brand identity and luxury jewellery brands.
• Andaz New Delhi Hotel Complete hotel interior design for Hyatt's Andaz brand in New Delhi, encompassing 401 residential-style guestrooms, 45 suites, public areas, restaurants, bar, studios, spa, ballroom, and private apartments with contemporary Indian design elements.
• InterContinental Düsseldorf - K'659 Restaurant Lobby transformation and new restaurant design for InterContinental Düsseldorf, featuring elegant day-to-night social hub, K'659 restaurant by celebrity chef Björn Freitag, with transparent architectural façade connecting lobby and dining spaces.
• Bloomingdale's Men's Shoes & Accessories Dubai Contemporary menswear concept for Bloomingdale's Dubai Mall, featuring open oval space design with Art Deco heritage references, signature black and white palette, and circular overlapping wall architectural elements.
• Bloomingdale's Bed & Bath Dubai Bed and bath area design within Bloomingdale's Dubai home store, capturing Art Deco elegance with black and white palette, softer hues, flowing architectural lines, and intuitive fluid movement between product categories.
• Mavenry Concept Store New concept store for Bluerock in Sliema, Malta, pioneering contemporary luxury retail by blending fashion, accessories, shoes, beauty, fragrance, and hospitality under one roof with emphasis on sustainable design.
• Maria Tash London Boutique Luxury piercing brand boutique design within Harrods Luxury Accessories rooms, featuring customer journey enhancement from jewellery selection to personalized piercing treatments, including private medical rooms and VIP spaces.
• Rubaiyat Fashion Store Riyadh Fashion department store design in Riyadh inspired by creative art gallery with sculptural furniture, local artist collaborations, and modern luxury environment breaking from traditional regional design approaches.
• Galeries Lafayette Mumbai Lead designer role for India's first Galeries Lafayette flagship spanning 90,000 sq ft across five levels in heritage buildings, blending Parisian Maison Particulier concept with Indian palatial architecture and Art Deco influences, opening 2025.
• Hong Kong Club New Delhi Innovative destination restaurant design within Andaz Delhi hotel, featuring 292 covers across two floors, double-height spaces, island bar, open kitchens, and hidden private dining rooms in a floating glass pavilion with Chinoiserie-inspired contemporary design.

Quantifiable outcome

• Andaz New Delhi received Telegraph expert rating of 9/10
• +1 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered notable, core, flagship and minor.

• Third SpacenotableStrategic or Co-development Partner · 1 January 2021Virgile + Partners was appointed without a formal pitch to design the Third Space Mayfair club — their first assignment from the health club operator. The successful project led to ongoing work redesigning the Third Space Marylebone location, marking entry into the health club design sector.
• Imagination GroupcoreOthersVirgile + Partners is an integrated offer within the Imagination Group, a global brand and communication agency. This partnership provides access to a global network of offices across the Americas (New York, Detroit, Los Angeles), Asia Pacific (Hong Kong, Shanghai, Sydney), and the Middle East (Doha, Dubai, Mumbai). The relationship provides cross-referral opportunities and shared client relationships across the global network.
• HarrodscoreStrategic or Co-development PartnerVirgile + Partners has an ongoing strategic partnership with Harrods, having delivered multiple projects including the Ground Floor Accessories Luxury Rooms, Signature Own Label space, H Beauty concept (with stores in Lakeside, Milton Keynes, Edinburgh, Bristol), and the Harvey Nichols Beauty Hall. The partnership demonstrates deep collaboration in concept development and execution.
• Aditya Birla GroupflagshipStrategic or Co-development PartnerVirgile + Partners is Lead Designer for the Galeries Lafayette Mumbai flagship — a 90,000 sq ft project in partnership with Aditya Birla. The project involves full architectural and interior design concept from connecting two heritage buildings to realising all fashion, accessories, destinations and beauty offers.
• Juniper Hotels / Hyatt GroupflagshipStrategic or Co-development PartnerVirgile + Partners delivered the Andaz New Delhi hotel — a comprehensive project including 401 rooms, 45 suites, all public areas, restaurants, Hong Kong Club, spa, and ballroom. The project involved collaboration with Bauer Latoza Studio (building architecture), SWBI (local implementation), Crackwell (external landscaping), and Rajeev Sethi (art consultant).
• Al TayernotableStrategic or Co-development PartnerVirgile + Partners has delivered multiple projects for Al Tayer Group, including Bloomingdale's Men's Shoes & Accessories at Dubai Mall (2023) and Bloomingdale's Bed & Bath in the Dubai Home Store.
• IHG (InterContinental Hotels Group)notableStrategic or Co-development PartnerOngoing collaboration with IHG on the Crowne Plaza Belgrade project — full interior design of the iconic brutalist hotel part of the Belgrade Sava Center. Also completed InterContinental Düsseldorf Kö59 restaurant and lobby redesign.
• BluerocknotableStrategic or Co-development PartnerVirgile + Partners was engaged by Bluerock to create the Mavenry Concept Store in Sliema, Malta — a visionary multi-category retail concept blending fashion, accessories, beauty, fragrance, and hospitality under one roof with a focus on sustainable design.
• Galeries LafayetteflagshipStrategic or Co-development PartnerVirgile + Partners is Lead Designer for Galeries Lafayette's first Indian flagship in Mumbai, opening 2025. The 90,000 sq ft project spans five levels across two heritage buildings, representing a defining moment in luxury retail for India and a landmark project for the studio.
• Rajeev Sethi (Art Consultant)notableStrategic or Co-development PartnerRajeev Sethi served as art consultant on the Andaz New Delhi project, helping create big installations that emphasize traditional and local crafts in a contemporary way as part of the progressive art program.
• Bauer Latoza StudionotableImplementation/ SI/ Consulting PartnerBauer Latoza Studio collaborated on building architecture for the Andaz New Delhi project alongside Virgile + Partners' interior design scope.
• SWBI (Local Implementation Architecture)minorImplementation/ SI/ Consulting PartnerLocal implementation architectural firm SWBI collaborated on the Andaz New Delhi project for local architectural execution.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hirsch Bedner Associates (HBA): Global hospitality interior design firm specializing in luxury and lifestyle hotels for chains such as Hyatt, Marriott, and IHG. Highly comparable given Virgile + Partners' Andaz and InterContinental projects.
• Wilson Associates: International hospitality and luxury retail interior design firm with a track record of luxury hotel and resort projects. Comparable in client base and luxury-segment focus.
• David Collins Studio: London-based luxury interior design studio (now part of SOM) specializing in high-end retail, hotel, restaurant, and members' club environments. Strong direct peer given overlapping London luxury clientele.
• Yabu Pushelberg: Toronto- and New York-based luxury interior design firm serving flagship hotels, high-end retail, and residential projects. Direct comparable in scope, client caliber, and integrated multidisciplinary practice to Virgile + Partners.
• Tony Chi Studio: Boutique hospitality interior design studio known for luxury hotel and restaurant work for brands including Hyatt, Mandarin Oriental, and Waldorf Astoria. Comparable scale and luxury hospitality positioning.

Emerging players

• Heatherwick Studio: London-based design studio with high-profile retail and public-space projects (e.g., Coal Drops Yard). Comparable brand-led, integrated creative approach but more focused on public realm and signature architectural gestures than ongoing retail rollouts.

Broad incumbents

• CallisonRTKL (now part of Arcadis): Large retail architecture and design firm serving global department stores and shopping destinations. Broader incumbent competing in the same luxury retail design category but with significantly larger headcount and broader geographic footprint.
• Foster + Partners: Global architecture firm with a luxury hospitality practice (e.g., Apple Park, Bloomberg HQ). Larger incumbent sometimes co-existing on flagship projects alongside interior specialists like Virgile + Partners.
• Benoy: International architecture and design firm with significant retail, hospitality, and mixed-use work. Larger incumbent competing for similar luxury retail and hospitality briefs.
• Gensler: Global architecture and design firm with substantial retail and hospitality practices. Broader incumbent that competes for flagship retail/hospitality briefs but at much larger scale and broader portfolio than Virgile + Partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/virgile-partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Virgile + Partners