Breaking The Template

I’m just going to get right to the controversial point: most so-called “custom” residential design today has no soul. What is pitched as bespoke is, in reality, a copy-paste template that’s been rinsed and repeated until every new house looks like a slightly tweaked version of the one next door.

We all know the look: The layouts are predictable. The finishes are safe. The decisions are made less for the people who will live in the home, and often more for hypothetical future buyers. But what about enjoying homes for the here and now? 

The template is broken, and we’re working to fix it.

You’re familiar with the script: (wide)open-plans, homes sheathed in a single (usually white) paint color throughout an entire house because there are no stopping points, “farmhouse-y” oak floors, black-framed windows, mystery stone look-alike countertops, and a smattering of midcentury-modern knock-off furniture and fixtures pulled from the same few retailers. It’s a Pinterest board come to life; different addresses for the same house. Where are the surprises? The hidden nooks, the intimate corners, the small details that whisper of the people who live there?

We’ve become victims of algorithmic design: Social media feeds the general public a narrow vision of what a home “should” look like, and over time, it becomes all people see—and all they desire. And the expectation of immediate gratification means long leadtimes that inevitably come with producing grat work are questioned. The tragedy is that this process erases individuality. Quirks, histories, and contradictions get flattened into aesthetics that appeal to the masses but say nothing about the humans inside. In chasing what’s universally appealing, we’ve lost what makes a home personal.

Our Rebellion: The Bold Shifts We're Making

Every home we design tells a story. Not a brand story, not a market story—a crafted personal narrative. Our design process begins with learning what resonates with our clients emotionally. We lean into unexpected pairings—raw meets refined, patina meets precision. Materials that conjure memory, mood, and meaning over what photographs well. And we design for lived rituals—morning coffee spots, quiet reading corners, messy family dinners—not just wide-angle real estate shots.

We spend more time on our sofas, in our kitchens, in our bedrooms, bathrooms and yards than anywhere else. So, why shouldn’t our homes be immersive personal experiences? 

This isn’t the fastest or easiest approach, and it’s certainly not the most profitable. From a business standpoint, we don’t benefit from bulk pricing that leads to larger margins because every element we bring in is unique to that space. We don’t create efficiencies by using the same architectural details over and over. 

We choose this path anyway, guiding our clients toward finding and telling their stories through their homes, showing our collaborators what comes from stepping outside of our comfort zones just a bit. The reward is creativity, fulfillment, and soulful homes with lasting depth. 

Rejecting the template doesn’t mean every choice is extravagant or entirely bespoke. In fact, the magic often lies in the contrasts: push and pull, a high-low mix, bold and quiet, daring and humble. That tension – and balance – creates homes that feel alive. 

Let’s be clear: Good design should not be reserved for the ultra-wealthy: Everyone deserves a home that feels intentional, personal and real, no matter the budget. It’s about thoughtfulness, not excess.

We know this means we’re not for everyone—and that’s exactly the point. We’re out to create the raw, the real, and the radically personal.

Looking Ahead

Despite what trendwatchers continue to push, we’re hearing whispers (or, in some cases, shouts) that people are ready for a change. History tells us that in uncertain times, people crave spaces that nurture, comfort and remind of us who we are. 

British design’s cozy maximalism has already crossed the Atlantic, layering heritage and history into everyday spaces. As the world moves at warp speed, people are slowly starting to appreciate craft and artistry, and the time it takes to create something unique.. My hope is that we’ll see a broader shift toward homes rooted in heritage and historic detailing as people tire of their safer choices (I’m looking at you, ivory boucle).