Design Beyond the Surface

Words by Jamie Crocker

Creating characterful kitchens that echo modern life without losing integrity or warmth.

Kitchen Kit’s Design Director speaks with the calm authority of someone who knows a well-designed kitchen is never really about the kitchen. It’s about people – how they move, how they live, how they talk to each other while chopping herbs or waiting for the kettle to boil. Over the course of two conversations, he outlines a vision of kitchen design that is as thoughtful as it is grounded, always led by the client yet shaped by a rich vocabulary of form, finish and function.

What does “design-led and client-focused” mean to you, and how do you begin the process?

It means really listening. We begin with a conversation – not just about preferences or styles, but about how someone lives, what they cook, where they gather and how they unwind. From there, it’s about translating that into spatial arrangements, materials and features that feel intuitive. Every client is different – some cook five nights a week and want deep pan drawers and knife blocks within arm’s reach; others are more concerned with how the space looks from across an open-plan living area. A kitchen should be more than a sum of cabinets and appliances – it should work beautifully and quietly reflect its owner. When we get that balance right, clients don’t just see their new kitchen. They recognise themselves in it.

How do you tailor designs to suit the rhythm of entertaining and modern living?

Most people want spaces that move effortlessly from day to night – from breakfast bar to dinner party, from quiet coffee to impromptu celebration. We design for that kind of flexibility. That might mean a statement island that anchors the room while offering seating and storage, or layered lighting that shifts the mood as the day changes. Materials are important too – tactile but robust, elegant without fuss. The kitchen has become the centre of so many domestic rituals. It’s where people decompress, gather with friends, help with homework, pour a glass of wine, or have the morning news on in the background. So we think carefully about transitions – how one moment slides into another – and how design can support that gently, without ever getting in the way. Ultimately, it’s about designing a space where people want to spend time, whether they’re cooking, relaxing or hosting.

You work with Masterclass, Nobilia and Ballerina. How do you handle their distinct design languages?

Each brand brings different textures and tones, and that’s a gift rather than a constraint. We use them like an artist uses colour – judiciously, with a clear eye on what the client needs. Some favour a more Germanic aesthetic with strict lines and symmetry; others are drawn to softer profiles and muted palettes. The key is not to let the brand dominate, but rather to let the brief steer us toward the right palette of elements. 

These partnerships give us the flexibility to offer a wide range of styles – from handleless contemporary to traditional Shaker designs – while still guiding each client towards a solution that feels coherent, grounded, and above all, theirs.

Let’s talk about flow. What does spatial planning mean in a domestic kitchen?

It’s everything. A beautiful kitchen that’s awkward to use will always disappoint. Good planning allows you to cook without doubling back on yourself. It considers how light moves, where guests naturally linger, and how to balance openness with intimacy. Architectural principles – symmetry, repetition, proportion – play a big role, even if subtly. When it’s right, you feel it instantly. It’s not about drama, but quiet confidence. We might place the hob so that someone can still talk to guests while cooking, or frame a window with cabinetry so that the view becomes part of the experience. 

Flow is about encouraging ease – not just in terms of function, but in how people feel when they move through the space.

With the Devon showroom now open, what new possibilities does that space offer?

It gives us the freedom to show ideas in action – not just door samples, but full kitchens you can walk into and imagine yourself using. We’ve curated displays that reflect a range of lifestyles and sensibilities, always with an emphasis on quality and tactility. It’s a space designed to spark conversations and test ideas. For us, it’s not a showroom in the traditional sense – it’s more like a design gallery, somewhere to slow down and explore what’s possible. Clients can interact with different finishes, see how lighting alters atmosphere, and explore concealed technology. It’s also a place for us to test new ideas, from bold colours to cutting-edge layouts, and get direct feedback. The space speaks to our design ethos – personal, thoughtful, and thoroughly liveable.

How do you keep pace with innovations in materials and technology?

We keep an open mind. Durability is high on the list – clients want surfaces that echo natural stone but are easier to live with. We’ve seen big advances in engineered materials that offer both beauty and resilience, especially for families or cooks who really use their kitchens. Technology has become more discreet, and we embrace that – from smart ovens with intelligent food recognition to smart lighting and hidden sound systems. But it’s never about novelty. If tech improves the experience without imposing on the space, we’ll use it. And if a traditional solution does the job better, we’ll go with that. 

The aim is never to overwhelm, but to integrate quietly, so that everything feels intentional and nothing feels forced.

How do you interpret the idea of ‘local’ in an increasingly global design landscape?

For us, being in Cornwall or Devon isn’t a gimmick – it’s part of our vocabulary. We don’t replicate the sea or cliffs in every project, but there’s a sensibility that comes from living and working here. It might be a finish that echoes slate or sand, or a layout that embraces slow living. Local, to us, means rooted thinking – understanding materials, context and the emotional cadence of the region. And even when working with international suppliers, that mindset carries through. We consider the view from the window, the quality of daylight, and the materials that feel right in a particular setting. A kitchen designed in Padstow should feel different from one in Totnes – not because of style, but because of sensitivity to place.

Clients are increasingly concerned about sustainability. How do you address that responsibly?

Longevity is our starting point. A well-made kitchen that still works and looks good after fifteen years is far more sustainable than one that’s replaced every few. We guide clients towards durable materials, efficient appliances and suppliers with strong environmental credentials. But beyond that, we also design for adaptability – kitchens that can evolve rather than be discarded. Reducing waste isn’t just about recycling, it’s about designing with care from the outset. We only offer manufacturers who state sustainability as a key priority within their company makeup, and we educate clients about the lifecycle of materials. Sustainability, for us, isn’t a checklist – it’s a mindset that runs through the entire design process.

What trends do you anticipate shaping kitchen design over the next decade?

We’re already seeing kitchens take on more roles – workspace, social hub, retreat. That will continue, but with more emphasis on adaptability and atmosphere. Technology will become more invisible, and clients will expect their spaces to feel grounded without being static. I think the best designs will come from balancing innovation with restraint – using smart features where they help, but never letting the space feel over-engineered. The kitchen will become more human, not less. I also see a continued move toward natural textures – timber, brushed metals, tactile ceramics – and a deeper focus on emotional comfort. People want spaces that support their lives, not overwhelm them with gimmickry.

What’s the reaction you want when someone walks into a finished Kitchen Kit project for the first time?

I want them to stop – not because it’s flashy or imposing, but because it feels instinctively right. Like it belongs to them already. There’s usually a pause, then a smile. That’s when we know we’ve got it right – when the space starts to speak to them before they even touch a handle or switch on the lights. It’s a kind of quiet pride. They see their life reflected in the design. And that’s the goal – not just to build a kitchen, but to create a place people feel proud to inhabit. We’re not selling lifestyle fantasies; we’re helping people shape the backdrop to their daily rituals – meals, memories, moments. And if they walk in and feel seen, we’ve done our job well.

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