In Profile: Five Minutes With Joanna Wood of Joanna Trading

Joanna Wood






Name: Joanna Wood

Company: Joanna Trading Limited

Position within company: Principal






Tell us a little about your background in design (education, experience, etc)

Educated at Queensgate School, London

Worked as PA to Chief of Personnel United Nations Geneva

Interior design apprenticeship with Alannah Dowling

Asprey’s Interior Designer

All before starting my own interior design company (Joanna Trading) in 1980 followed by the opening of my Joanna Wood shop on the Pimlico Road in 1985.


How would you describe your personal interior design style?

Classic contemporary with results that provide comfort and practicality as a key priority.


Where does your design inspiration come from?

Everywhere and anywhere really, but in particular I take inspiration from the theatre and the ballet. Travel also has a big impact on my new ideas particularly when considering texture and pattern.


In what direction do you feel that design is moving towards in a general sense?

I think it’s starting to have a softer approach with comfort back as a top priority.


Name five key themes to consider when approaching design in 2013 and beyond.

Chateau Chic – Inspired by French design with attention to detail and fading glamour, sleek, chic and never shabby.

Brass & Bronze – gold is the new chrome.

A rich colour palette drawing from shades of turquoise, royal blue, orange, caramel, old rose pink and amber.

Luxury touches including white fur, feathers, pearls, cashmere, contemporary crystal, bamboo.

Large blocks of colours, large florals, 60’s geometrics, and reliefs in mixed materials including cotton, mohair, silk, linen.


If you could offer one piece of advice when it comes to interior design schemes, what would it be?

If in doubt always ask for a sample!


How important are The International Design and Architecture Awards as recognition of talent and achievement?

It is an honour and privilege to be shortlisted for the awards. The International Design and Architecture Awards are particularly special as they are voted for by my peers within the industry.


What projects are you currently working on?

I’m currently working on a dozen or so projects at the moment includingthe re-modelling of the All England Lawn Tennis Club which is an honour to be involved with. I’m also working on a house in Holland Park, a country house in Wiltshire and a penthouse on Park Avenue, New York.


What are your aims and goals for the next twelve months?

Survival, it’s a busy period at the moment which is when I work best but I also need to ensure that work-life balance stays in focus!


Final thoughts; tell us a little more about yourself

Your most treasured possession? My family

Your favourite holiday destination? Anywhere that technology can’t reach.

Your favourite hotel / restaurant / bar? Le Caprice

Your favourite book / film / song? The Leopard by Giuseppe Tomasi di Lampedusa.

Your favourite food and drink? Anything Italian.

Your favourite way to spend an afternoon? Antique shopping – I love the Marché aux Puces which is full of unusual objects.

If you weren’t a designer, what would you be? A set designer

Anything else interesting? I’m mad about horses, gardens, Matisse, Rome, roast beef, roses, giraffes and Christmas.