Softroom

What Softroom does

Softroom is a London-headquartered architecture and interior design practice founded in 1995 by Christopher Bagot and Oliver Salway, both Bartlett (UCL) graduates. The firm specialises in sculptural interiors across hospitality, cultural, commercial, transport, healthcare, retail and residential sectors, with a portfolio of landmark projects including the 19,000 sqm Turkish Airlines lounges at Istanbul Airport (anchored by a 1km+ parametric timber 'Flow Wall'), the Virgin Atlantic Clubhouse at Heathrow, interiors across all four Virgin Voyages Lady Ships, the V&A Jameel Gallery of Islamic Art, the Westfield London Café Court, Yotel New York, and the NHS 'GP Practice of the Future'. Technically, the practice combines parametric/computational design, bespoke fabrication methodology, and integrated lighting design (often via collaborators such as Cinimod Studio and Eckersley O'Callaghan) to deliver award-winning, materially expressive interiors. The business model is fee-based professional services: projects are won through RIBA and international design competitions, public pitches (Archiboo/MIPIM), and long-standing repeat client relationships, with revenue concentrated in the UK but delivered across more than ten countries via a network of executive architect collaborators.

Name

Softroom

Legal name

Softroom Limited

Website

https://softroom.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Softroom is a London-based architecture and interior design practice, founded in 1995 by Christopher Bagot and Oliver Salway, specialising in sculptural interiors for global brand and institutional clients across hospitality, cultural, transport, healthcare, retail and residential sectors.

Ownership category

akta.pro rank

Product category

Architecture and Interior Design Services

NAICS

Interior Design Services (54141), Interior Design Services (541410)

akta.pro primary industry

Retail & Hospitality Fit-Out (Stores, Restaurants, Hotels) (IMAFANAB)

akta.pro secondary industry

Commercial Interior Fit-Out (Offices & Corporate) (IMAFANAA)

Keywords

• Interior architecture services
• Sculptural interior design
• Hospitality interior design
• Museum exhibition design
• Parametric timber fabrication

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Architectural and Design Services: Softroom generates revenue through commissions for architectural and interior design projects across hospitality, cultural, commercial, transport, and residential sectors. Projects include new builds, refurbishments, competition entries, and design consultancy.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Softroom is a London-based architecture and interior design practice delivering sculptural interior design, master planning and workplace design commissions across hospitality (airport lounges, hotels, cruise ships, restaurants), cultural institutions (museums, galleries), commercial offices, transport infrastructure (footbridges, train station lounges), healthcare facilities, education buildings, and residential developments. Projects are commissioned individually through competitive tenders, design competitions, and long-standing client relationships.

Product overview

Softroom is an award-winning architecture and design practice offering a comprehensive range of architectural and interior design services across diverse sectors. Their portfolio includes major hospitality projects (Virgin Atlantic Clubhouse, Turkish Airlines Lounges, Virgin Voyages cruise ship interiors), cultural institutions (V&A Arts Education Centre, The Jameel Gallery of Islamic Art), transport infrastructure (footbridges, airport lounges), commercial spaces (Bloom Offices, Yotel hotels), and residential developments. The practice specializes in sculptural interiors with innovative but functional design solutions, with projects ranging from conceptual WallPaper* magazine designs to large-scale built environments. Their work spans healthcare, aviation, maritime, museum, retail, and urban planning sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Architecture and Design Services Award-winning architectural and interior design services spanning sectors including hospitality, commercial, cultural spaces, transport, retail, and residential; delivered as individually commissioned projects.
• Turkish Airlines Lounges International and domestic airport lounges at Istanbul Airport featuring the signature Flow Wall, a kilometre-long parametric timber structure across 19,000 sqm.
• Virgin Atlantic Clubhouse Flagship 2,500 sqm airport lounge at Heathrow, including library, bar, deli, full-service restaurant, spa and hot tub, delivered to a budget of £11 million.
• Virgin Voyages Ship Interiors Interior design suite for Virgin Voyages cruise ships including central Roundabout atrium, Galley food market, shops, bars, and chillout areas across four 110,000-ton vessels.
• V&A Arts Education Centre Arts education facility at the V&A Museum featuring practical art studios, digital media lab, workshops, seminar rooms, and a 140-seat auditorium.
• The Jameel Gallery of Islamic Art Gallery refurbishment at the V&A Museum featuring a unique floating, non-reflective glass case for the 10.5m x 5m Ardabil carpet and comprehensive exhibition design.
• Yotel New York Full hotel design combining Japanese capsule accommodation with first-class airline aesthetics, including 669 guestrooms, suites, restaurant, lounge, bar, automated check-in and luggage robot; delivered to LEED Gold standard.
• Virgin Atlantic Upper Class Suite Aviation interior design setting new standards for Virgin Atlantic Upper Class cabin experience on Boeing 747 and Airbus A340, featuring integrated design, controllable lighting and on-board bar.
• Student Residences and Hub (Glyndwr University) RIBA open competition-winning student accommodation project for Glyndwr University featuring 500 residences and a social hub across 15,400 sqm, delivered to a £27M scheme budget.
• Kielder Belvedere Award-winning forest shelter in Kielder National Park featuring stainless steel cladding and golden glass canopy, serving as ferry and visitor waiting point.
• Westfield London Café Court 6,000 sqm, 1,000-seat dining lounge at Westfield London with sculpted timber ceiling, sinuous built-in seating, domed infinity ceiling and 13 culinary operators.
• Bloom Offices (AXA Paris) 15,000 sqm office building refurbishment on Rue de Bercy, Paris, designed for insurance and financial services client AXA.
• Eurostar Lounge at Gare du Nord Business Premier lounge at Gare du Nord, Paris, redesigned within historic station architecture and conceived as a grand Parisian apartment with a central circular bar.
• GP Practice of the Future (NHS) Design concept for NHS GP surgeries featuring calming interiors, enhanced information technology, remote consultation capabilities, and innovative experiential design.
• Network Rail Footbridge Design RIBA competition finalist design for fully accessible pedestrian footbridge featuring a transparent form and slim steel box girder construction for Network Rail.

Quantifiable outcome

• Voted 'Interior Design Practice of the Year' nearly 20 years after founding, following RIBA Stirling Prize nomination with first building in 2000
• +3 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Turkish Do&CocoreStrategic or Co-development PartnerTurkish Do&Co operates and caters the Turkish Airlines lounges designed by Softroom. Do&Co furnished the lounges and collaborated with local designers to create installations including an Aegean taverna and tea room.
• ADD, IncminorImplementation/ SI/ Consulting PartnerListed as a collaborator in Softroom's network of executive architects and designers for delivering projects globally.
• AECOMminorImplementation/ SI/ Consulting PartnerListed as a collaborator in Softroom's network of international executive architects and designers for delivering projects globally.
• Aeroports de ParisminorStrategic or Co-development PartnerListed as a collaborator in Softroom's network of international executive architects and designers for delivering projects globally.
• ARUPminorImplementation/ SI/ Consulting PartnerListed as a collaborator in Softroom's network for delivering projects globally.
• Eckersley O'CallaghanminorImplementation/ SI/ Consulting PartnerStructural engineering collaborator on multiple projects including Network Rail Footbridge and Termite Pavilion.
• Rockwell GroupminorStrategic or Co-development PartnerPartner firm on Yotel New York project alongside Softroom's design leadership.
• Hardel et le BihanminorStrategic or Co-development PartnerArchitecture firm collaborating with Softroom on Bloom Offices project for AXA in Paris.
• Seventh WaveminorStrategic or Co-development PartnerCreative directors working with Softroom on Eastland Mall extension in Melbourne.
• Artists, Craftspeople and Lighting DesignersminorStrategic or Co-development PartnerSoftroom has brought to life over 25 Wahaca restaurants through rewarding partnerships with artists, furniture makers and lighting designers who each contribute individual ambience.

Scale indicators11 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Universal Design Studio: UK design studio with a comparable hospitality, retail and workplace specialism, founded by a peer-generation British designer. Direct competitor for hotel, retail and commercial interior commissions.
• John McAslan + Partners: London-based architecture practice with strong cultural, transport and education portfolios. Competes for UK cultural institution and transport-sector commissions similar to Softroom's V&A and rail work.
• Foster + Partners: Elite UK- and globally-based architecture and design practice with a comparable scale and prestige profile. Competes for the same flagship hospitality, cultural and transport commissions as Softroom and shares the same London design pedigree.
• David Collins Studio: UK luxury hospitality and restaurant interior design studio with comparable specialism in award-led, sculptural hospitality interiors, particularly restaurants, hotels and members' clubs.
• Rockwell Group: US-based architecture and design firm with shared Yotel New York collaboration with Softroom. Comparable specialism in hospitality, entertainment and restaurant interiors.
• Heatherwick Studio: London-based design studio of similar size and cultural profile to Softroom, with overlapping strengths in sculptural, experiential public and hospitality design. Both firms compete in the boutique, award-led segment of UK architecture.
• ACME (architecture practice): London-based architecture and urban design practice of broadly comparable size and culture. Competes with Softroom for cultural, residential and master-planning commissions in the UK and internationally.
• Tonkin Liu: Boutique London architecture practice with comparable size, awards profile (RIBA Stirling) and specialism in sculptural, parametric design. Direct peer for high-profile competition-led commissions.
• Conran and Partners: Heritage UK design practice with strong hotel, restaurant and retail interior expertise. Competes with Softroom for hospitality and commercial interiors commissions in the UK market.

Broad incumbents

• Gensler: Global architecture and design firm operating at a much larger scale. Competes with Softroom for commercial interior commissions in retail, hospitality and workplace, but offers a broader portfolio of services and deeper bench.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/softroom_news
• Instagraminstagram.com/softroom_news
• Facebookfacebook.com/100054335628128
• LinkedInlinkedin.com/company/softroom-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Softroom