Liz Bell, President of the British Institute of Interior Design (BIID), discusses why designers must look beyond green claims, collaborate earlier with architects and developers, and focus on creating homes that deliver lasting value for both people and the planet.
Please introduce yourself and your role at the British Institute of Interior Design (BIID).
My name is Liz Bell, and I am the 2025-2026 BIID President. I have been a member of the institute for many years. I became registered in 2019, and then joined the Professional Practice Committee where I helped write the new 2021 Code of Conduct. I eventually moved on and Chaired the Sustainability Committee and helped produce the first BIID sustainability Strategy and Sustainable Specifying Guide.
I currently sit on the BIID council of directors, which oversees all the important things the BIID are working on to provide our members and promote our industry.
I feel hugely privileged as the President to be the face for our organisation this year to help promote the benefits of the BIID both to Designers, industry partners and the wider construction industry and clients looking to work with Interior Designers.
The conversation around sustainability in interiors has moved beyond surface-level decisions. How are designers now approaching sustainability in a way that genuinely impacts long-term residential design?
I think Sustainability has become intrinsic to how many designers are working now. For each project you have so much to consider. There is the work proposed going to have a negative impact and how can you lessen that. Whether that’s through reuse/ repurpose, recycling or at the very least specifying as sustainably as possible. Of course, it’s a balancing act of achieving what the client wants, at the appropriate budget with the best positive impact.
How do you see the relationship between interior design and occupant wellbeing evolving within new build homes?
Wellness is a huge part of the design thinking within all areas of Interior Design. My clients are invested in having healthy homes, which often results in them wanting sustainable, healthy finishes and calming human centric designs with smart controls. Many more clients are also investing in renewable technologies, solar PVS and ASHP’s, to power their home. This not only helps them reduce their energy use but also provides future protection from volatile and unpredictable energy costs and availability.
Are there common misconceptions within the industry when it comes to sustainable materials or ‘green’ design claims? And what are they?
Certifications are useful but not all great products have certification, nor does every type of certification adhere to the same rigorous standards. It is still necessary for designers to apply broad overview thinking when selecting materials.
For emerging designers entering the industry, what practical knowledge around materials and specification do you believe is often overlooked?
Products and materials all have different properties which need to be carefully considered within the context of their application to your project. It’s not enough to assume that something is green because the supplier claims it is, since their justification may not apply to your particular project. As an example, cement has high embodied carbon so isn’t often considered sustainable against other materials such as wood, but in some applications it could be considered more sustainable as it is much more durable. It depends if you are looking to build something which will last 100 years, or a new patio which the next owner will rip out 5 years later, you have to think about full life cycle and what could happen later.
By understanding the principles of selecting finishes and fittings sustainably, you can easily spot greenwashing and choose things which are the best option for each project.
How can interior designers better collaborate with architects and developers to ensure sustainability is embedded early in the design process rather than applied retrospectively?
Positive collaboration with other design professionals on a project will always create a better design, but particularly with sustainability as you can consider the projects impacts at every level and step of the process. For example, on a Passiv Haus, you need to know where things will be installed into any external walls and plan for these installations early on to ensure you don’t puncture the membrane which is tested at the end of a project to achieve the Passiv Haus certification. It’s also vital that the builders on site also understand and align with the principles of the design.
I think approaching all discussions with positivity and being open to learn from one another is the best way to forge long lasting professional relationships and reaching your combined goals for the client.
In your experience, where do material choices have the greatest impact in a home, and where are compromises most often made?
This is a tricky question as clients will often get excited and want to spend more on the finishes, but we always suggest to clients that it is longer term better to get fundamentals right. For example, getting the electrics, plumbing and flooring right is more important. If compromises need to be made, good quality but not branded fittings are the best places to make savings whilst still achieving an impactful, beautiful finish.
We also tend to advise on spending more on the things users are interacting with the most, to ensure durability. You can spend less on tiles or paint without having to compromise on function and aesthetic.
How do you see digital tools and data shaping decisions around materials, space planning, and user wellbeing?
Many more suppliers are providing data sheets and getting certifications for their products. Whilst these can be hugely useful, I’d caution designers to be mindful of who produced these reports, why and note that smaller companies who might have amazing products won’t necessarily be able to afford to produce similar reports or certifications.
Looking ahead, what skills or mindset shifts will define the next generation of interior designers working in the UK housebuilding sector?
I think more companies are looking to AI to reduce their costs and streamline their processes. Younger generations tend to be more adept at using AI and open to new technologies and ways of working generally. However, Designers should be mindful that AI use itself often has huge negative effects on the environment and is not always accurate.
I think there will always be a place for Interior Designers to add that personal touch which AI cannot. Businesses will need to ensure they’re investing in young designers still rather than replacing their role with AI.
