Meet Daniela, Designer at The London Kitchen Company
Daniela is lead designer at The London Kitchen company. With over 12 years’ experience in kitchen design, discover how Daniela's approach to design gets it right first time, why she thinks bespoke design is key for London kitchens, and where she believes the industry is going.
Daniela grew up in rural Italy, and gained a degree in design from the Polytechnic University of Milan. She began working in interior design, but moved into designing kitchens twelve years ago, working with established brands such as Roundhouse Design, Mark Wilkinson, and Smallbone as a Sales Manager and the Head of Design. Her work has been featured in magazines such as House & Garden and Elle Decoration, and her designs will be displayed on the cover of KBB (Kitchen, Bedrooms, Bathrooms) in March.
What first motivated you to become a kitchen designer? Where did it all begin?
I love cooking - I’m Italian after all! I grew up in the kitchen and I believe it to be a lifestyle - it's a place to eat and gather - I always loved the kitchen environment. But I always felt it was a space which needed some extra design flair to make it a prettier place to be.
When I was 8 I told my mother “I want to be a designer!” She looked at me and said, “what’s a designer?” I come from a very small rural place in Italy where this was unusual.
As a child, I'd spent hours drawing and colouring, putting fabrics together and making jewellery. I always had an artistic side - so I always knew I wanted to work in design.
What aspects of your job excite you the most?
I am excited by the challenge when a client explains what they want, but don’t know how to achieve it.
I am a designer, but also a problem solver. Designing kitchens is different from other rooms - it has to be practical, as well as beautiful - otherwise, it doesn’t work. I get real job satisfaction from seeing how excited my clients are about the designs.
Tell me about your creative process - how is your work different?
My work is different because I listen to the client's needs. I've been told often that I have a knack for translating what clients imagine onto paper.
I believe the key to this is asking the right questions. I ask loads of questions during the initial consultations. We'll chat for at least 90 minutes, and I'll ask everything - even if it's not kitchen-related.... what they do in the day, about the family, who’s the cook, what’s the dynamic in the kitchen. What I'm really doing is trying to understand who the type of person is - whether they have a hectic family life, or want a kitchen to show off - because this informs my design.
Then, I move towards the colours, I discover the feel they want. For example, is it homely, or serious? Then I investigate what appliances they may need; do they bake, do they have healthy eating habits such as steaming their food, do they love cooking on gas?
Once I've understood the daily life of my clients, I then sketch ideas for the kitchen - then and there! I have a skill for visualising a whole layout and colours in minutes, the kitchen appears in my head... I've been doing over thirty kitchens a year for more than twelve years, so it's become second nature now!
Then, I tell my clients a story. For example, 'You start at the fridge to collect food, then you go to the island to chop, then to the bin...' The client can visually see how the kitchen flows, and how my design solves the problems they mentioned - like lack of storage, or creating space for their cookery books. That’s how my design is different from others: I translate questions into beautiful design.
I believe, when asking the right questions, there are usually no changes requested from my client when I present the kitchen. By listening closely, everything is understood and nothing is a surprise. This saves us both loads of time because of thorough brainstorming.
Why is it important to have a bespoke kitchen?
In London, it's fundamental because the spaces are so small. Rooms tend to be more compact and people want more and more storage and space - for washing machines, dryers, two ovens - you name it!
If you don't have a bespoke kitchen, you will never be able to take advantage of and optimise the space. Everything is standard, so you can't fit the kitchen to the space you have. While with bespoke companies, with any unused space - say 20cm between cupboards- you could add a spice rack! Bespoke means freedom to use the full capacity of your kitchen: every possible space is optimised.
What is the most difficult aspect of designing kitchens?
Regulations. Designing kitchens is not just a pretty picture - you need to respect the rules and building regulations. For example, having the correct distance between a hob and a wall unit, and you need to know about the regulations of extraction. It's a very technical job, but also very creative. It's one of the few roles that need a combination of creativity, knowledge (technical skills) and the ability to sell. You need these three very distinct talents to be a good kitchen designer.
Why is The London Kitchen Company different?
Sebastian and the company care a lot, LKC is not only here to make money... Sebastian’s first priority is to deliver a high-quality product and design, so the client can feel absolutely comfortable. Those we work with can trust they will get the best of the best. He treats every kitchen like his own, with the same attention to detail and care of one he would install at his own house, and I do the same.
How has the industry changed over the past 15 years of you working in it - and where’s it going?
It's funny, the industry keeps repeating, not changing. In terms of styles, you see things go around in circles. There was a moment in time when high gloss slab kitchens were an absolute must-have. That lasted about 5 years. Then the classic shaker door kitchens came back. If you look at the history of kitchens, design tends to circle back on itself repeatedly.
I think the big change is the technology in the appliances. In regards to the kitchens itself, thirty years ago everyone wanted just a few small appliances - a toaster, a kettle. But now, demand has changed. I install a boiling water tap in 90% of the kitchens I design - that’s absolutely key these days.
Also, in the past few years, there's a desire for not only boiling water but fizzy and chilled water - and not necessarily integrated on the fridge - that has been replaced by built-in taps too.
Ventilation has changed a lot as well. With technologies like the Bora Hob, you don't need to have an overhead cabinet above the hob anymore, meaning you can put it anywhere now - even on the island! This evolution in technology has enabled us designers to experiment with kitchen layouts.
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