Design Legacy, Modern Luxury: Inside the New Reception at 149 Tottenham Court Road with MoreySmith
Award-winning architecture and design studio MoreySmith has revealed the transformed 1,830 sq ft reception at 149 Tottenham Court Road, right in the heart of a multi-tenant commercial refurbishment in Fitzrovia. Known as Maple House, the building was originally designed by Richard Seifert in 1973 and has quite the backstory. It once housed Maple & Co, the world’s largest furniture and upholstery store at the time, famous for furnishing the homes of Queen Victoria and King George V. Now that’s what we call design legacy!
Designed as part of a broader repositioning of the building, which will include a members’ club and rooftop terrace (to be designed by MoreySmith and unveiled later this year), the reception sets a new tone of understated luxury and hospitality-inspired design for Lazari Investments.
Blending heritage and innovation, MoreySmith retained and celebrates the building’s original brutalist features while introducing tactile warmth, elegant detailing, and bespoke craftsmanship throughout.
Linda Morey-Burrows, Founder and Principal Director of MoreySmith said:
“Our ambition was to create a reception space that felt both refined and inviting — a place where people genuinely want to spend time. We took a sympathetic approach to the architecture, allowing the original brutalist structure to shine, while layering in contemporary design elements that speak to comfort, materiality and craftsmanship.”
Key features include a carefully reconstructed Rosso Levanto marble reception desk, warm timber coffered ceilings with integrated lighting, and a handcrafted metal feature wall with a curtain-like wave form — all designed to soften the space and add a sense of quiet luxury.
Morey-Burrows added:
“Designing with integrity means respecting what exists, while elevating it with meaningful interventions. Every detail, from the reused rug and bespoke AV art screen, to the use of British craft and sustainable materials — was chosen to tell a story of quality and consideration.”
Additional highlights:
- Bespoke Coffee Bar: Curved to mirror the reception desk, made from striking Calacatta Viola marble and integrated with Scanomat coffee technology.
- Sustainability in Practice: Reuse of existing materials including Cassina furniture and marble, resized and reconstructed by skilled craftsmen.
- Craft-Led Details: Styling from local makers and artists, including ceramics by Amanda Sue-Rope and Jane Cairns, and an AV art screen by Jefrey Blondes, and paintings by Susan Derges.
- A Cohesive Identity: A custom motif, inspired by the building’s original concrete column, appears throughout the interior in architectural details and finishes.
This reception space now serves as the welcoming heart of 149 Tottenham Court Road, offering a rich, immersive first impression that connects past and present with elegance and intention.