Located at a historical heritage building on 94 Fulham Road, London, Deco Moore | Studio by Sia Moore Architecture Interior Design sits at a prime corner spot just 15 minutes from Knightsbridge, a hub for luxury brands and a tourist magnet. Previously, this property was occupied by a bohemian-styled antique shop called Edition 94, recognizable by its burgundy facade.
The interiors of Edition 94 were highly neglected, with a basic decor – antique items displayed on shelves and console tables, lacking wall cladding, ceiling decor, and limited to spotlight lighting. After the shop closed in January 2022, Sia Moore took over the property in February 2022, embarking on a three-month renovation.
The project’s focus was to transform the neglected shop into a modern, elegant, and timeless “interior design and furniture” showroom, spanning 101m2 across two storeys. The ground floor was repurposed as the showroom, and the basement became storage, with vinyl flooring to prevent scratches when moving large items. The basement also includes a WC and a small kitchenette.
In the showroom, lacquered shelving with classical lath details and matching wall panels in white matte lacquer add elegance, complemented by a beige, white, and hard-coal colour palette. A welcoming seating area with an electric fireplace, sofas, and a marble coffee table enhances the ambiance. The facade was painted dark coal, with a white canopy displaying Deco Moore Studio branding, and gold-plated brass signage with italic typography, illuminated by spotlights for a sophisticated exterior.
The overall renovation of Deco Moore | Studio aimed to create a luxurious, high-end retail experience for the upper-class clientele, accomplished through carefully curated design elements and refined architectural choices.
