From Concept to Creation

From Concept To Creation

Inside The West Palm Beach Showroom with SWD’s Head of Joinery Catarina Marcao

When SWD chose West Palm Beach as the location for its first US showroom; the intention wasn’t only to enter a new market but to also do something different within it. In a setting that’s often defined by softer palettes and familiar coastal references, the decision was made to step away from what feels expected and instead create a space that reflected SWD’s identity and the pride that we take in our craft. 

We sat down with our Head of Joinery who designed the showroom, Catarina Marcao, to discuss the inspiration behind the interiors. 

What Was Your Main Source of Inspiration?

From the very beginning, we wanted to create more than just a showroom; we envisioned a place where people could gather, where we could host events, build relationships and encourage collaboration. Entering a new market, those connections are incredibly important to us and the space needed to reflect that openness along with a sense of welcome; but also, be distinctly SWD. 

The starting point of the showroom was the bar; which quite fittingly sits at the centre of the space. What makes the bar even more special however, is the story behind it. The colour that we used is one which I originally created months ago for my children’s bedroom. It’s a shade that holds personal meaning and seeing it evolve from something so intimate into a central feature of the showroom has been quite emotional. Since then, it has also become very popular; which makes it even more rewarding.

What Was Your Process When Designing a Space Like This?

The process began with creating a moodboard for each area; we explored ideas, materials and overall atmosphere to define the direction of the space. This stage allowed us to bring together inspiration and make sure that each room had a clear identity, whilst still feeling part of a whole.

From there, we moved into sketching and translated those ideas into initial concepts. These were then developed into CGI visuals, which allowed us to better understand proportions, finishes and how the space would feel. At this stage, we refined and adjusted the design to make sure that both aesthetic and functional aspects were cohesive.

Once the overall concept was established, we honed in on the functional details; selecting finishes, fabrics and materials, before incorporating these into the CGI models to fully visualise the final result.

The next step involved budgeting and aligning the design with project requirements, followed by the preparation of detailed production drawings. We then closely monitored the production process, including the development of prototype pieces to ensure that everything met our expectations.

Finally, a thorough quality check was carried out to see that every element was completed to the highest standard and ready for installation.

Why Did You Choose Certain Colours, Textures and Patterns for the Showroom?

The choices around colour, texture and pattern were very intentional and we naturally moved away from trend-driven palettes like pastels and instead focused on richer, more timeless tones.

Once we defined the overall colour palette and the doors, we brought together a mix of new pieces and others from our existing collection. By combining natural materials like wood with carefully selected marbles, we introduced a sense of depth to the space; with the natural veining and individuality of each hand-selected marble piece complementing the warmth of the joinery.

Alongside this, more tactile finishes such as fluted details, veneers and liquid metal-like effects, enhance the layered feel of the space; balancing traditional craftsmanship with contemporary expression.

As for patterns, we kept them subtle and architectural; allowing the joinery itself to take centre stage. Slatted panels and detailed surfaces create visual interest without overwhelming the showroom.

Ultimately, every choice was about creating a cohesive environment; one that feels layered, timeless and true to the SWD brand.

Why Has the Space Been Designed to be Zonal?

The space was designed to be zonal to better showcase our main product; the doors. However, from the start of any project, we approach design with the understanding that every beautiful element also needs to serve a purpose. In the showroom this meant creating a space that’s visually engaging, but also easy to navigate and interact with. By creating distinct zones within the showroom, we were able to emphasise that journey, with visitors naturally moving from one space to another, just as they would in a real home.

This approach also made the overall flow of the showroom more engaging. Each zone is connected but still has its own identity; offering clients a better understanding as to how our products can be integrated into their own spaces. Ultimately, the zoning creates a more immersive experience. 

How Did You Translate SWD’s British Identity into A Space Designed for a US Audience?

More than anything, the space is a reflection of SWD’s core process. From initial concept through to final installation, each stage was guided by a consistent approach. The result is an environment that sparks ideas and conversations; a place where clients, designers and collaborators can explore possibilities and imagine how these elements could translate into their own projects.

‍

From West Palm Beach Back to the Workshop

Whilst the showroom marks a new chapter for SWD in the US, our foundations remain firmly rooted in England. The same principles that shape the space in West Palm Beach; careful material selection, considered detailing and a commitment to traditional joinery, are carried through every project, regardless of location.

The showroom brings together a mix of bespoke pieces alongside designs that are drawn from existing collections, including the new Palm Beach Collection. Rather than presenting these as separate, they are integrated throughout the space, demonstrating how each design can sit within a wider environment and adapt to different settings.

In many ways, the space reflects how SWD approaches every project. Collections provide a starting point; a framework that can be refined, adjusted and developed; but the process remains inherently bespoke. Each detail is considered in relation to the whole and makes sure that the final result feels resolved rather than assembled.

What has been created in West Palm Beach is not simply a showroom but a continuation of that approach. A space shaped by the same craftsmanship and attention to detail that defines SWD’s work in England, translated into a new context.

To find out more about our bespoke approach, explore the SWD collections and begin creating your own story; one defined by craftsmanship, character and the moments that unfold beyond each threshold.

‍