A Smarter Way to Design: Reflecting on IHG’s Sustainability Conversation
A few weeks ago, we were lucky to be included in the invite only IHG event at Clerkenwell Design Week; BEYOND THE BUZZWORDS, A smarter way to design. An open conversation on sustainability led by Sarah Duncan of Sleeping Lion and Sam Hall, Director, Interior Design at IHG.
This discussion was a snapshot of years of discussion and research led by IHG with the aim of improving the carbon footprint of their hotels including working with their preferred suppliers to create more sustainable products for hotel fit out.
The talk was an open, non-judgemental discussion designed to bridge the knowledge gap in our industry. The confusion, noise, and buzzwords often cause a ‘switch off’ when sustainability is mentioned. The belief that it’s too complicated or unachievable is hindering urgent action, no matter how small.
Shared Values
We love that IHG is investing so much into tackling sustainability, and we really admire their approach, which aligns perfectly with Bell&Swift’s values. At Bell&Swift, we believe in making the right decisions by always questioning and collaborating to find the best solution for each project we undertake. Some solutions are simple, some small, but together they add up to meaningful progress.
Specialising in conversions and refurbishments, we always begin by asking: do we need it at all? We approach every project by thoroughly understanding the existing space and carefully reviewing what can be retained, refreshed, or refinished. It’s an approach that’s already shaped several of our projects, where smart decisions on reuse and refurbishment have made a real difference to both carbon footprint and cost. At Hilton Leeds, we overclad the existing bar—changing the aesthetic while retaining as much as possible. The guestrooms also followed a tailored approach, with some receiving hard refurbishments and others soft. We often support our clients in defining the refurbishment scope of works—finding the best way to refresh and reposition a hotel while staying commercial and challenging what can be retained all while ensuring maximum impact on completion.
At Marriott Glasgow, the restaurant underwent a light refurbishment, while the reception and bar received a harder refresh. Even so, we kept the existing bar and reception desk, choosing to overclad and refinish rather than replace. The end result is dramatically different—with minimal intervention. In the guestrooms, en-suites were upgraded in varying degrees, from vanity-only updates to full refurbishments. It’s a mindset we bring to every project, and one we’re committed to continuing as work with our clients make smarter, more sustainable choices.
Progress Over Perfection
One of the most powerful takeaways from the event was that progress beats perfection. Start with one simple switch like specifying non-blended yarn in carpets, choosing carbon-absorbent paint, or eliminating a single-use product. Even one specification change can make a significant impact. By embedding these changes into our daily practice and growing them gradually, sustainable choices become second nature.
Together, through these steady, conscious steps, we are moving confidently in the right direction.
Preparing for Upcoming Legislation
It was pointed out that legislation is coming which will require the client to track and report the carbon footprint of each fit out project. So, its likely we as Designers will be forced to change the way we work and be more mindful of the full life cycle of the products we specify in our projects. and take advantage of the opportunity that interior design offers.
Let Technology Do the Heavy Lifting
Technology is a powerful ally in driving sustainable choices. Platforms like Madaster, Monark, and Replacer support circular economy principles by tracking materials, facilitating reuse, and helping teams make informed decisions throughout a building’s lifecycle. These tools provide valuable data on material origins, environmental impacts, and reuse potential—removing much of the guesswork from sustainable specification.
Alongside these, practical systems such as colour-coded sourcing help project teams quickly identify sustainable products, simplifying decisions on-site and in procurement. Integrating these tools reduces errors, improves transparency, and embeds sustainability at every project stage.
Rather than adding complexity, technology streamlines processes and lets us focus on what matters—making better, greener choices that benefit both the environment and budgets. Let’s let tech do the heavy lifting so teams can focus on creativity and quality without sacrificing sustainability.
Looking Ahead
Like IHG, we don’t have all the answers, and recognise that sustainability is an evolving challenge. We aim to collaborate with the wider industry to drive much-needed change. We look forward to being part of this ongoing conversation.