Winners: London Design Awards

We’re thrilled to share that our latest project with BioSculpture, our fully realised end-to-end project taking inspiration from the returning Neo Art Deco design cues we spoke about here, has won a Silver London Design Award 2025.

Bio Sculpture has built decades of credibility as one of the pioneers of healthy nail care, known for professional-only treatments that prioritise science and wellbeing. Their move into experiential retail wasn’t just about creating a space; it was about carrying that heritage forward, showing how a trusted classic could feel fresh in a new setting.

This thinking aligned with one of the key insights from our trend reporting: the resurgence of Neo Art Deco. A hundred years after its first wave, this design language is being reinterpreted with a contemporary lens, balancing bold forms with modern restraint. This parallel, Bio Sculpture’s history reimagined for retail, and a design era renewed for today, became the foundation of our strategy.

We set out to create a space that feels timeless yet current, a physical expression of heritage meeting innovation. The design translated strategy into a physical experience that feels both familiar and fresh. Neo Art Deco cues run through the space in subtle ways - softened curves, layered material contrasts, and refined detailing that echo the era without slipping into pastiche. The palette was chosen to feel calm yet elevated, with tactile finishes that speak to quality while staying welcoming.

Biosculpture for Etch represents the perfect blend of concept and service design, warmly inviting customers into an entirely new brand world that feels both welcomingly familiar and refreshingly modern at the same time. 

        David Roberts, Creative Director

We’re pleased the judges liked it too.