SBID Regional Winner: The Shelford Project and the Art of Emotional Precision
By Pavlina Campbell:
There are projects that challenge you, and then there are projects that quietly affirm everything you stand for. The Shelford Project was one of those. Nestled in the heart of Cambridge, it began not with grandeur or excess, but with a shared desire to create a space that felt calm, connected, and deeply personal.
This week, that quiet clarity was recognised in a very public way. I’m honoured to share that the Shelford Project has been named the SBID 2025 Regional Winner for the UK Region in the Residential Budget Up To £50,000 category.
But this isn’t a story about budget. It’s a story about trust, collaboration, and the power of design to elevate everyday life.
Shelford Project in Cambridge has been selected as the SBID 2025 Regional Winner for the UK Region
A Shared Vision, A Creative Partnership
From the beginning, the Shelford Project was a collaboration in the truest sense. The client wasn’t just receptive—they were deeply involved in every decision, bringing a clear vision shaped by Nordic simplicity and Japanese serenity. Their aesthetic instincts aligned beautifully with mine, creating a rhythm of trust and creativity that carried through the entire process.
Together, we explored slightly out-of-the-box materials and subtle design gestures that carried emotional weight. Whether it was a textured wall finish that softened the light or a quiet corner designed for reflection, every choice was made with intention and mutual respect. Their encouragement allowed me to push boundaries gently, crafting a space that felt both grounded and elevated.
This wasn’t just a project—it was a shared journey. And the result is a space that reflects not only my design philosophy, but the client’s clarity, openness, and belief in the power of thoughtful design.
Shelford project Hallway Bespoke furniture all designed by Pinterior.space
Creative Precision Over Excess
The Shelford Project was never about doing more—it was about doing just enough, beautifully.
A palette of soft neutrals and warm woods created a sense of calm
Thoughtful lighting layered intimacy and clarity
Every material was chosen for its emotional resonance, not just its aesthetic appeal
This was designed as quiet confidence. No drama. No spectacle. Just clarity, care, and cohesion.
Shelford project - Dressing room, Designed by Pinterior.space
Cambridge as Muse
Cambridge has always been more than a location—it’s a character in my work. Its layered history, its academic elegance, its quiet dignity. The Shelford Project drew from that, subtly echoing the region’s architectural rhythm while creating something distinctly personal.
It’s a reminder that design doesn’t need to shout to be heard. Sometimes, the most powerful spaces are the ones that whisper.
Dressing room designed by Pinterior.space
Final Thought: A Moment to Honour the Craft
Winning the SBID Regional Award is a celebration of many things: the client’s openness, the studio’s commitment to emotional storytelling, and the belief that design—at any scale—can be transformative.
This project reaffirmed that when creativity is paired with clarity, and when trust is met with care, the result is something quietly extraordinary.
To the client: Thank you for your trust, your vision, and your hands-on collaboration.
To the SBID: Thank you for recognising the power of subtlety.
To my studio: This is just the beginning.
