House Guest: Deidra Hodgson

On a bright morning in Bermondsey, London, we met with interior designer and stylist Deidra Hodgson at one of her latest projects: a mixed-use building with two floors of offices for WatchHouse and apartments on the upper levels. While adding the final styling touches, she shared insights into her journey from Aesop to running her own studio, her design process, and her passion for creating hospitality spaces.

You originally trained in graphic design in New Zealand. How did that evolve into interior design?
My degree was in media arts so I experimented in various forms of creative pursuits, I originally thought I was going to study photography or industrial design but I ended in majoring graphic design, I cant now remember why, perhaps some subtle influence.

All of our tutors were practising artists so it wasn’t exactly commercially focussed and I spent a lot of time doing things by hand, collaging, cutting and putting together zines etc. Cut to the real world and I realised it was not going to be quite like that. I missed making things so I started merchandising and making props for retail stores - which is how I started working for Aesop. Over a period of a few years I moved from Visual Merchandising, doing props, department store windows, pop ups etc to designing temporary spaces then permanent spaces and engaging architects to work on the ones which were designed externally.

Your time at Aesop seems to have shaped your approach significantly. What stayed with you from those years?
Yes, it was my apprenticeship. I think a few things have been imprinted, one is taking a localised approach to design - understanding the site, the area, the demographic before undertaking the design process. Another would be where to look for influence, it was never at other retail spaces, always to look to books, art, nature but not competitors. I think that's why Aesop stood so far ahead of everyone else, it was always utterly unique.

How does the places you’ve lived and worked influence the way you design today?
I would say travel is my biggest influence. I'm drawn to the nuances of every city and culture—there's always something new to bring back. Coming from New Zealand, I'm still struck by how quickly you can be immersed in a completely different culture and atmosphere.

What usually sets a project in motion for you — the space, the brand, or the atmosphere you want to create?
When working with a new client it's a deep dive on the brand, really breaking down what they want to portray and how they want to connect. Then developing that into a language, that language will always be affected by the space it ultimately sits in, but ideally there is a familiarity, an ambience, that will envelop the site.

You’ve designed many cafés and hospitality projects. What continues to draw you to them?
I love how these spaces bring people together and become part of their daily rhythm. When a coffee shop is done well, it becomes an extension of home—a place where real community happens.

What do you think makes a space feel genuinely welcoming rather than overly designed?
Great question. I think the space needs a personality, ideally that connects authentically to the brand and that it doesnt feel trend driven or forced. Personally I like it when things arent too precise, or too perfect. 

What’s a key lesson you’ve learned from working in interior design?
A quote from Paul Klee resonates ‘One eye sees, the other feels’.

Away from work and travel, how do you like to host at home?
Abundantly! If I am going to do it then I’ll do it well. 

As a designer with a keen eye for detail, is there one personal object that’s particularly special to you?
Quite a few, actually. I only buy things if they feel special—mostly vintage or antique. I'm drawn to objects with a story and patina. My latest was a Murano glass vase I found in New Zealand; I paid 40 NZD and hand-carried it through Australia, the UAE, and finally home.

What personal rituals or habits help you stay inspired?
Going to exhibitions for sure, I feel completely energised afterward but my true obsession is visiting houses, be it National Trust, artist or architects homes. My other fail safe is the RIBA library, never lets me down.

Favourite city for coffee culture?
Milan

One material you return to again and again?
Timber

Favourite cuisine?
Toughie, probably Italian

Favourite piece in the Monoware collection?
My cutlery! I love the muted finish of the stainless steel, its perfection.

Follow Deidra on Instagram
Photography by Lluis Tudela for Solo Magazine Issue 15