Sera London Q&A
Sera London, creator of some of the most beautiful interior spaces we have ever seen and location to our AW 15/16 shoot. Drapes of lace, antique suitcases and rooms framed with stunning house plants create the perfect setting. Each room looks like an open gallery; stunning wallpaper creating an aura of artwork yet still feeling as functional as any home should be. We wanted to get to know the designer behind such beautiful aesthetics, Sera Hersham Loftus, owner of North London home, that is featured in her book ‘Seductive Interiors’ and location to where she tests her ideas for clients…
Q. Hi Sera, please tell us how it all started! Has interior design always been what you have looked to do or did this just happen organically?
A. I love changing rooms around. As a child I’d come home and spend hours in my room changing the furniture around. Sleeping one side of the room one night the other the next. Experimenting with lights by draping fringed scarves on the lampshades. Using my bed as a sofa and sleeping on cushions on the floor. To this day I still love to do this. I often move my bed into my studio and use it as a bedroom and use my bedroom as a study as it’s the only room with a TV and bookshelves. If I have lots of people to dinner I change the refectory table into a bar and dot lots of little tables around the room draping them in fringed shawls creating it into a little French bistro. I have lots of fun changing the spaces, my shower room at the moment houses my winter fur coats and I use my powder room as a bathroom.
I am an interior decorator and I make lampshades as art pieces. I also design sets for fashion shoots and art films. I grew up with my father being an art dealer. I was used to living with painter’s works such as Lowry and David Hockney and Howard Hodgkins paintings around our home whilst growing up. I remember every Saturday my father taking me to window shop all the galleries in Mayfair where we lived and I developed a taste and an eye for art from a very young age. On a weekly basis I was taken to the art auctions at Sotheby's and Christies to witness my father buying exquisite works of art for his clients. I have kept most of the auction books showing works of Matisse, Miro, and Picasso. That line by bookcases. I became a decorator and set designer in my 20's and also had 3 children in my 20's. My children grew up with me learning my craft. I have a distinct style which is very bohemian mixing unserious antiques with oriental bric a brac. Always laced with up lit plants in all corners of the rooms. It's a very romantic dreamer’s style of free living. I devised my lighting plan of no ceiling lights, just table lamps and wall lamps and (up lights all on dimmers) to back light my indoor garden. At night we live in a softly lit dream…
Q. What would you say your signature is?
A. Feminine, bohemian, romantic and heady.
Q. How often do you change the décor of you own home and have you ever had a favourite design?
A. I change it as much as I can. Experimenting with spaces feels so creative and is a mega turn on!!!! E.g. how it feels to have a dining room in the sitting room and a bedroom in the sitting room. I am inspired every time I go to markets, picking up pieces of fabrics or furniture that may re inspire me to create a whole new ambience.
Q. You have mentioned before that you love to shop for vintage, is this aesthetic what you like about Ghost?
A. I only wear vintage and Ghost. I love the fabrics of the dresses, I love that Sam mixes satins with lace like I do with my lampshades. I love the bias cuts, it flatters every shape making a woman look like a woman should look.
Q. What do you find is the most important part of putting home décor together? And do you think this is the same as putting an outfit together?
A. The most important thing to do when putting a home together is to make it a haven… an escape from the mundane and into your fantasy place where, when you step through the door you feel you are enchanted, seduced and creatively romantic. Yes I totally think dressing a home is like dressing a woman. Just add accessories like lamps and cushions and lots of plants. But the colour palette of designing a collection of clothes is the same as designing a room…
Q. If there were three things you couldn’t live without, what would they be?
A. Family, Music, friends