New chapters
- Jun 29
- 5 min read
Words by Hannah Tapping
Creators of layered and timeless designs, for Thirty Stories no two briefs lead to the same page.
The first time I met Frankie Pritchard and Indie Robinson of Thirty Stories, I was struck by a passion and enthusiasm for design that was as refreshing as it was infectious. Meeting them again to talk about some new projects, they are no less fervent. Thirty Stories’ approach is rooted in personality and character: “We love sourcing antiques and unique pieces that can either take centre stage with bold, eclectic flair or gently complement a contemporary, minimal aesthetic. Antiques shouldn’t be considered old-fashioned, rather an opportunity to introduce depth and texture into modern living spaces and to begin a conversation between old and new.”
Frankie and Indie’s work is not defined by a particular style, instead they blend genres – Mediterranean, industrial, Art Deco, rustic, eclectic – to create layered, nuanced interiors that feel alive and personal. Each timeless design takes its cues from the client’s brief and the period and personality of the house, resulting in spaces that are unmistakably Thirty Stories: in essence, never off-the-shelf.
I’m interested to find out how each project is approached by a studio with such a varied portfolio: “A purely intuitive design can sometimes lead to an un-liveable or impractical space, while an entirely methodical design can feel clinical or soulless. We would say these two go hand in hand, although the balance has probably stayed the same in terms of our process. Our intuition has definitely increased with the more clients we work with and how to interpret what they need and what they’re trying to achieve. Each project is a very personal experience for ourselves and our clients, there is always a blend of emotional response with practicality and it’s how we balance this from the outset. A lot of interior designers’ work is hidden and juggling many plates is only achieved by a methodical process.”
There is a school of thought that says interiors should be timeless; another that says they should be entirely of their moment. So I ask Frankie and Indie where Thirty Stories sits within that conversation? “There is definitely space for both and this is what makes design and creative output so satisfying. We have admiration and find inspiration in interiors that go one way or the other. We personally like to think of our interiors as timeless overall, however within our designs you may hone in on particular aspects that may be considered of their moment. For example, particular colour combinations or using antique pieces in contemporary designs. We always try to bring a design feature into a scheme that you may not initially think will go on paper and might almost make you feel uncomfortable, but when you see it, it actually, naturally blends.”
Frankie and Indie go on to tell me that: “Hiring a designer is one of the most important things you can do to create a home and a level of comfort that you may not have thought possible. Interior design explores how someone lives in a house to the nth degree and can boost so many factors such as functionality created in an aesthetically pleasing way and creating connections with the outdoors. Not only does it benefit how someone physically uses a space but can alter your emotions, stress levels and behaviours in a space for the better. Although it’s never too late to get us involved, we would always advise bringing us on board as early as possible. If you’re thinking of phoning an architect, then you also need to be phoning us. We like to design cohesively, considering everything at once, in order to ensure a flow from inside to out. Especially if it’s a large project, it’s always good to involve us early on so we can work closely with the architect and the relevant trades to ensure no stone is left unturned before work gets underway.”
Juggling the dichotomy of creating spaces designed to be both looked at and lived in, I wonder if these two ambitions are ever truly at odds? “Yes, they probably are at at times, particularly a maximalist space vs minimalist. We often admire extreme minimalist spaces, however when designing we can’t help but keep adding a few more layers. We both agree that we couldn’t live as extreme minimalists either, so perhaps that’s why we tend to push the boundaries of this slightly when designing spaces of this nature. Although these spaces can definitely be lived in too, they do need extra planning to conceal the day-to-day living and things we naturally accumulate. We strongly believe that concepts as opposed as these, can be combined and balanced within the same property. To us, a house that is well designed has to be comfortable and practical to be lived-in, which ever style it takes on.”
Looking at the body of work Thirty Stories has built, there appears to be be a quality – something intangible – that runs through all of it, even when the projects themselves could not be more different. “We would like to think you can recognise a ‘feeling’ through Thirty Stories projects that invokes a sense of homeliness and lived-in aesthetic. A home is a place where furniture and items like artwork and antiques are collected throughout someone’s lifetime and this is how we try to envisage all of the homes we work on. When visiting our projects in person, they always have a feeling of warmth from the combination of the material finishes, quality, proportion and detailed curation. The sense is that everything has always meant to be there,” they explain.
Bespoke products by local makers and commissioned artwork, are central to the Thirty Stories ethos: “Every project we touch carries a sense of place and personality, whether that be a modern coastal retreat, or an historic town house. We’re set up to work wherever our clients are, bringing the same creativity and attention to detail to every corner of the country and beyond.” For Thirty Stories, each property is individual in terms of inspiration and the feeling they get from it to begin with. The same goes for client inspiration, meaning every project has a different starting point which leads the pair on different paths every time: “We never replicate designs, although our work process is tried and tested, resulting in homes that feel layered, interesting, homely, lived in and unique.” What results, are designs that tell the story of a home and those who dwell in it. These are always distinctive and considered and sometimes, completely unexpected.
Thirty Stories is one of this year’s winners of the Homes & Gardens Next in Design Award, celebrating emerging studios set to change the design industry. They have also been shortlisted for the South West & Wales Residential BIID Interior Design Award 2026 for The Apple Cart.
