30th November 2021 |

We’re currently working with some awesome ambassadors for the Glug x ibis Styles mood board competition and we thought it was only polite to put them under the microscope, introduce them and showcase the mood boards they've created! 

Up first we have award-winning interior designer, Clare Morton. Clare Morton is the creative director of Studio Morton, the interior design agency that she established in 2012. 

After a successful career in the film and advertising industries, Clare leapt interiors after studying at the Sir John Cass School of Art at the London Metropolitan University which she’s since returned to as a guest lecturer. 

Clare’s bold and eclectic work centres around the design of residential, commercial and property development interiors in London. Enriched by her worldwide travels, she has a keen eye for unique and eclectic pieces of furniture. With all her clients she combines creativity, attention to detail and professional expertise to create vibrant and liveable spaces which pop with layers of colour and pattern.  


Mood Board for ibis Styles - Clare Morton

What were you trying to communicate within your mood board design?

I wanted to communicate the essence of London Punk - the music, the fashion, the DIY aesthetic, the experimental hairstyles, the “influencers” of the movement - and how this essence could be developed in a hotel interior.


How did you interpret the ibis Styles brand and then implement this through your mood board?


The ibis styles brand - It’s fun, daring and experimental and has a real sense of place.  The brand is memorable and nods to the culture in the area where it’s hotels are situated.

I created a Punk London mood board which I think is memorable and pushes boundaries in terms of bright colours, a mix of interesting materials such as baby blue PVC and yellow perspex and concepts for bespoke pieces including lighting features.



Is there one key element of the ibis Styles brand that inspired your mood board?

How they dare to go there!  I had a look around ibis Styles Southwark and was blown away by the Wizard of Oz Tornado carpet that they have created for the Wizard of Oz floor… I thought, OK the bar has been set, I can push my design to be as fun and creative as it can be!


If you could design an ibis Styles hotel, what would the storytelling be/how would it look?

It would look like my punk mood board! Design IS about storytelling and taking the customer on a journey, I’d make an impactful first impression to set the tone in the lobby and then continue this but more subtly through the other communal areas and into the bedrooms… ibis styles have quite paired back bedrooms… which I understand the reasoning behind - people need to get a good nights sleep! I would do the opposite in the bedrooms and make a big statement in the these when people open the door to their room I would want them to have a big wow!


When developing a mood board where do you begin?


Always thinking about what I would like to communicate for some time before I start, I would then sketch out how I’d like my mood board to look in terms of the layout before hitting Pinterest, Google Images and Instagram to look for inspiring images which communicate my initial ideas.


What would you say is the most important thing to remember when mood boarding? 

Don’t put anything on there that you don’t feel truly communicates you creative idea… less can be more and anything irrelevant can be confusing, everything should be there for a reason.

Have you focused on any particular theme, or area within your mood board?


PUNK!  Because it’s London and I love the punk aesthetic and what the movement gave the world and how it still inspires visual culture now.


Where in the world would you love to design a hotel?

Rajasthan in India, I’m all about colour and patterns which Rajasthan is too… I’m a bit of a luxe hippy so I’d love to fuse the inspiring arts and crafts of Rajasthan with a more western luxury look and feel.


What’s your favourite period in history for interior design, and why? 

Mid Century Modern which evolved in the 50s and 60s, the post-war era. There was a feeling of optimism and freedom after WW2 plus new materials and manufacturing techniques had been created out of necessity during the war… all of these came together to influence designers into creating interiors that at the time seemed very futurist but are what we would now refer to as ‘retro’.

How is your design reflective of your own practise within the creative landscape?

I use a lot of colour and try to create memorable designs that are enjoyable and impactful... my work always relates to the local area… I design a lot of offices and show homes that reflect the specific part of London that they are located in. They have a similar end user/target market of ibis Styles.


Where do you source your imagery from when mood boarding?

Pictures I take myself when I’m out and about, google images, Pinterest and Instagram… I look in magazines for ideas and then find the magazine images online

You can check out Clare's portfolio and channels by visiting her website.

If you want to speak to Clare and get advice on your own mood board for our Glug x ibis Styles competition, or hear her talk then make sure to attend our upcoming event. You can purchase your tickets here [see more]. Make sure you get in quick before it sells out!

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