Interior Architecture · Specialist Finishes · London
Designed in section. Delivered to the finish.
Interior architecture, spatial design and specialist finishing for new-build residential — one practice carrying the work from drawing to decorated handover.
Section A–A — The practice
A practice cut from the trade.
Conceptual Designs is a London studio and specialist contractor in one. We design interiors the way our logo is drawn — in section, where structure, services and finish meet — and we carry that thinking through to the applied surface itself.
For developers and main contractors, that means new-build residential decorated to programme and to a standard that survives handover inspection. For designers and private clients, it means specialist coatings and coverings executed by people who read the drawings fluently — because we produce them too.
‘Architecture consists of planning, projection, harmony, modularity, appropriateness and distribution’
— Vitruvius (c.90–c.20 BC)
Section B–B — Our story
Built since 2013.
Conceptual Designs was founded in 2013 by Martin Yordanov as the natural evolution of his self-employed practice as an interior architect and specialist decorator — a one-man discipline that grew into a company without losing the habit of doing the work properly.
2013
Founded in London. In its early years the practice acted as principal contractor on refurbishment and renovation projects across the capital.
2018
Delivered the internal fit-out and decoration of The Water Tank at Keeling House — a duplex penthouse conceived by Brian Heron Architects within the former water tank crowning Denys Lasdun’s Grade II* listed tower. The project won Best Historic Intervention in New London Architecture’s ‘Don’t Move, Improve!’ awards.
Since
Working closely with developers and architects across London and the South East, principally as a specialist decorating contractor and designer on new-build residential schemes.
2023
Adrian Simion, having risen through the company from manager, became director and shareholder — and has since procured and delivered some of our most ambitious schemes for developer partners.
Today
A studio and specialist contractor in one: designing in section, and finishing what we draw.
Section C–C — Services
What we take on.
CD–01
Interior architecture
Spatial reconfiguration, detailed design and drawing packages that are buildable as issued.
CD–02
Spatial design
Layouts, proportion and setting-out resolved before anyone is on site — not after.
CD–03
Decorating — new-build residential
Programme-led decoration of apartments and houses for developers, delivered to handover standard.
CD–04
Spray-applied coatings
Factory-quality sprayed finishes achieved on site — joinery, doors, linings and full rooms.
CD–05
Fire-retardant coatings
Certified fire-retardant and intumescent systems, applied to specification and documented for building control.
CD–06
Specialist finishes
Polished plaster, microcement and decorative surface systems where the wall itself is the feature.
CD–07
Wall coverings
Panoramic murals, silks and fine papers — measured, matched and hung by specialists.
CD–08
Kitchen & furniture wrapping
Architectural vinyl wrapping of kitchens, wardrobes and fitted joinery — renewal without replacement.
Section D–D — Leadership
Martin Yordanov Founder · Principal designer
Conceptual Designs was founded and is led by Martin Yordanov — interior architect, spatial designer and wall coverings specialist, with more than twenty years on London sites and a master’s in art and design behind the drawings.
Martin remains the practice’s principal designer and its senior hand on the wall: every panoramic mural, silk and specialist paper the studio takes on is set out and hung under his direction.
Adrian joined the board in 2023, having risen through the company from manager — and his arrival changed the shape of the practice. Alongside a sharp commercial strategy, he brought genuine proficiency in the modern means of decorating: spray-applied coatings, intumescent systems, and kitchen and furniture vinyl wrapping.
Those capabilities have elevated the range of services Conceptual Designs offers today, and Adrian continues to procure and deliver some of our most ambitious schemes for developer partners.
Section E–E — Selected work
Work on the walls now.
Photography in preparation
Project plates from current and recent commissions — new-build decoration, sprayed and fire-retardant systems, specialist finishes and panoramic wallcoverings — are being photographed and will be published here. In the meantime, examples of the wallcovering craft are on the founder’s portfolio at martiny.co.uk.
