The Hertford Apartments, recently unveiled, are the result of a collaborative effort between Albion Nord, Buckley Gray Yeoman and Shepherd&. Building on Albion Nord’s original concept, Shepherd& developed and delivered the interiors of Apartments One and Two, bringing the design through to completion.
The wider Hertford development and hotel were overseen by Timothy Shepherd, Managing Director of Shepherd& and formerly at BGY ID, ensuring continuity of vision throughout the project. Marko Gligorov led the technical design and delivery across the residential, while Freda Shepherd and Sara Rosellini led the creative direction, FF&E, styling and overall design development of Apartments One and Two.
Together, the team created a refined and highly personal residential story telling experience in the heart of Mayfair.
The team oversaw a comprehensive design process, carefully considering every detail, from character creation, furniture selection to final staging. Working cohesively throughout, Shepherd& grounded the creative direction in Mayfair’s history – its elegance, materiality and cultural life – layering art and music through a research-led approach that balances expression with function, in close dialogue with the client.
The design team imagined real residents homes, designing interiors that support a multi-faceted character and lifestyle for each apartment. Designing for people, not just spaces, the Shepherd& team developed two fictional, yet relatable, residents to guide the interior narrative; the actress and the fund manager. Apartment One is bright and composed – mornings shaped by light, soft textures, velvet and patterned layers. Generous sofa and a pianola anchor the space, alongside metal touches and a large library filled with theatre, art and science. Personal clues, Oskar Zieta’s art pieces and aspirational photographs of a fashionable London scene, add quiet depth. Calm, but layered, the space reveals itself through light, sound and touch.
Apartment Two shifts to a moodier register, with low light, deep materials and an atmosphere built around music. Vinyl, vintage Japanese games and a well stocked cocktail cabinet suggest ritual and memory, the space is tactile, intimate, and designed for evenings of conversation and music.
Across both, a multisensory approach defines the experience. Large screens enables seamless interactions, while subtle accessories that link to lifestyles – theatre binoculars, shared objects. Less staged, but composed, the interiors have presence, comfort and a story beneath the surface that feels lived in. While these characters shaped the creative process, the design demonstrates a holistic idea of homes that are genuinely ready to move in. The apartments have been styled accordingly; staged as if their residents have just stepped out. Vintage pieces were sourced from Flea markets, sitting alongside bespoke furniture and contemporary pieces, curating the unique ambience.
The project was further enriched through collaborations with Dr. Vranjes on the fragrance experience, Sue Whimster Curtains on the bespoke window treatments and Segmento for bespoke furniture, adding further layers of comfort and character to the residences.
Selected pieces throughout the apartments were sourced through Shepherd&’s network of independent designers and makers, introducing a layer of collectable design and craftsmanship to each residence.
In Apartment one, ceramic works by Pani Jurek sit alongside Zieta Studio’s distinctive inflated aluminium pieces, creating a dialogue between texture, reflection and light. Together, they offer a contemporary reinterpretation of familiar decorative objects, bringing a playful quality to the interiors.
In Apartment two, Shepherd& commissioned an exclusive shelving piece by East London studio Six Dots Design. Handmade in London, the bespoke metalwork acts as both functional storage and a sculptural focal point within the apartment.
The most distinctive elements of the Hertford Apartments are the connection to The Shepherd Mayfair hotel. Uniquely positioned through their work with The Shepherd Mayfair hotel, Shepherd& approach the apartments with the same hospitality mindset. Residents of the apartments will benefit from services linked to the hotel; making them experience an extension of the luxury hotel into everyday living.
The Hertford Apartments are as much about collaboration as they are about design. For Shepherd&, the collaboration is between the beautifully designed homes and the stories about how people live. The atelier created apartments that feel authentic to Mayfair, imagining the personalities behind the spaces.