Designing in Value: MoreySmith Unveils the Transformation of Two Fitzroy Place

Renowned design and architecture studio MoreySmith has unveiled its latest workspace refurbishment at Two Fitzroy Place, marking a significant increase in rental value and underscoring the commercial impact of people-focused design.

A Landmark Refurbishment in Fitzrovia Commissioned by AshbyCapital and Aviva Investors, and located in the heart of Fitzrovia, London, the 80,000 sq ft office building is home to a diverse tenant base spanning finance, technology, law, and real estate. MoreySmith was engaged to reposition this legacy asset into a contemporary, premium workplace that not only meets but exceeds modern tenant expectations.

MoreySmith is a multi-award-winning interior design and architecture studio based in London. Founded in 1993 by Linda Morey-Burrows, the practice has an extensive portfolio of commercial, workplace, development, leisure and residential projects.

Proven Commercial Value

Jordan Adair, Partner at RX London, commented: “We have seen a clear increase in rental value when MoreySmith has upgraded existing properties. Fitzroy Place rents were historically in the £80-£90s per sq ft prior to its new design. Now we are seeking rents from £135+ per sq ft. Similar uplifts have been observed following refurbishments at 45 Pall Mall, 20 Rathbone Place, and 23 Savile Row. The team really understands top-end, sophisticated commercial design, which evokes an emotional response from occupiers when stepping foot into a MoreySmith building.”

A Holistic, Human-Centred Approach

Founder and Principal Designer Linda Morey-Burrows attributes the rental uplift to a deep, research-led approach to workplace design: “It’s easy to talk about wellbeing in the workplace but implementing it meaningfully— especially in buildings with diverse and evolving user demographics—is the real challenge and our biggest strength.”

Sustainability and Wellness at the Core

Wellness and sustainability continue to be central to MoreySmith’s ethos. Over the past three years, the studio has refurbished more rooftop spaces than in any previous period of its 30-year history. As part of the second phase at Two Fitzroy Place, the practice has secured planning permission for a new roof terrace, further enhancing the building’s amenities.

To date, the project has delivered a new entrance, reception, lift lobby, and lift cars, as well as two floors of Cat A workspace and terraces. The design team re-used original materials where possible—retaining beautiful bronze panels and marble flooring in the reception—while introducing high-quality natural finishes, artisanal detailing, and carefully curated amenity spaces. Features include a bespoke coffee bar, cycle storage, premium shower and changing facilities, and refined breakout areas. “We are delighted that our design has already contributed to increased rental values and extended the life of this building,” added Morey-Burrows.

 

Recent Examples of Design Driving Commercial Returns

45 Pall Mall

At 45 Pall Mall, MoreySmith added a large roof terrace, completely re-designed the reception and achieved a BREEAM Excellent rating through environmentally responsible choices throughout design, specification, and construction. The refurbishment conducted on behalf of JP Morgan significantly improved the building’s Energy Performance Certificate (EPC) from F to B—making it both more sustainable and commercially attractive. The result: the highest achievable rents on the iconic street in 2023.

20 Rathbone Place

Following a reception refurbishment at 20 Rathbone Place, the building realised a marked increase in rental value. Building on this success, JP Morgan has commissioned MoreySmith to refurbish the building’s 5,000sq ft roof terrace, incorporating a garden and an extension with an amenity space with a bar-style counter – features anticipated to drive further value.

23 Savile Row

Commissioned by Lazari Investments, MoreySmith transformed 23 Savile Row into a dynamic, high-specification workspace that put hospitality at the forefront. Nicholas Lazari, Director, commented: “The redeveloped spaces at 23 Savile Row reflect our ambition to offer enhanced opportunities for dining, socialising, and entertaining, in and out of office hours. The upgraded entrance and reception deliver a hospitality-grade experience. MoreySmith’s aesthetic sensibility and attention to detail make them the ideal partner for this transformation.”