The inside story

Words by Hannah Tapping

An interior design studio where architecture leads and artistry follows. For Thirty Stories, every room begins with its own narrative. 

The pairing behind Thirty Stories – Frankie Pritchard and Indie Robinson – has somewhat reimagined the South West’s interior design narrative, bringing an unpredictability that transcends functionality. “We feel that interiors shouldn’t feel boxed in by trends. We believe in design that allows properties to truly stand out in a competitive market,” they explain.

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.

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 it’s a sun-drenched Cornish retreat or a city apartment abroad. 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.” 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. In conversation with Frankie and Indie, I was curious to learn more about the process behind the plot.

“Although it’s never too late to get us involved,” explains Frankie, “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.”

Frankie and Indie work with clients as closely or as independently as is required, but the common thread is that they always view the design as a whole. It’s this approach that minimises impact should things need altering and by delving into every detail, it removes a level of stress from the client. The duo’s expertise spans the full interior design gamut; specialist kitchen and bathroom designs, lighting design, internal and external layouts, technical specification, project management and finishes. “Think of every decision that needs to be made finish-wise when building a house,” continues Indie, “and that is what we do and how we will organise and plan. We are involved from start to finish in renovations and builds and heavily contribute to decision, making and management of each project. On our last project we were picking things as small as guttering colours!”

Project management, particularly in a renovation or build, is an often invisible yet essential process that goes on behind the scenes of any Thirty Stories project: “We pride ourselves on dealing with and juggling a host of things that the client never sees. In doing so, we remove all of the stress and unnecessary decision, making which saves on both time and money. True interior design should go hand in hand with project management in order to create something truly special and exclusive.”

While being detail-oriented, Frankie and Indie also like to think of themselves as disruptors, unafraid to challenge the traditional interior design landscape and bold enough to break a design ‘rule’ or two. “Asymmetry and imperfection, clashing fabrics, clashing colours, mixing metals, acquiring something unusual and using it within the design… all of these approaches actually create balance, steering away from a design that feels too contrived,” adds Frankie. “We quite often have a gut feeling about a design or room; even when shopping for bespoke pieces, we get a feel for what will look good in each project and space.  Antiques and commissioned pieces can take projects to different and unexpected outcomes. We love the creative process of finding these items and have learned that not everything has to be certain or planned from the beginning.”

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.“

And in terms of a renaissance in interior design, what does the future hold for Thirty Stories?  “As much as we love a contemporary build, and minimalist style definitely has its place, we believe that craftsmanship and intricate detailing within the bones of the building should be brought back into modern architecture and building; much as it was during the Arts and Crafts movement, which aimed to restore the value of craftsmanship and revive traditional skills in the modern era. We can definitely already see a shift in this direction, but would love to see more.”

A Thirty Stories project will always stand the test of time. Simply put, this is a studio where designs are done well, intended to last long beyond fashions and fads that inevitably date and fade. A Thirty Stories home is designed as just that – a home. And, as the saying goes… that is where the heart is.

thirtystories.co.uk