December 6, 2021

Fusion By Design – Double cause to celebrate

This year sees Fusion By Design celebrating its 20th anniversary and over the past two decades it built up a stellar client base that includes the likes of Carluccio’s, Pizza Express and Greene King, while also winning a number of accolades along the way. The most recent addition to its collection was at the Northern Design Awards 2017, where it was successful in the Commercial Interior Design Project category for its work on the All Star Lanes bowling alley complex in Brick Lane, London

“We’re very proud of this latest award, particularly as the project was for a new client of ours,” explains Cheryl Duerden. “We did a small project with All Star Lanes in Holborn but the Brick Lane development was a much bigger scheme so we’re delighted with how it turned out. We are actually working on a new site in Westfield WhiteCity so hopefully we will continue our collaborations with All Star Lanes.

“In terms of the Brick Lane project, the objective was to come up with a venue that was about much more than bowling. We wanted a concept where people can just come in for a drink or a bite to eat. With this in mind we relocated the bar to give it better street presence and to make it more convenient for people passing by. At the same time, we wanted dining areas for larger groups. We now have a much better balance within the venue that suits everyone’s needs with a variety of different areas. There are private lanes on the upper floor as well, which we have given the feel of an external roof terrace, almost like you’re stepping out into a Brooklyn penthouse. The client was very pleased with the end result.”

“Awards of this nature mean a great deal to us as a company. It’s fantastic recognition for the business but also really underlines the hard work of everyone within the team.”

Cheryl Duerden

While ensuring that the client is happy is always the main priority, the award recognition that has followed the completion of the scheme has been a very nice cherry on the cake for Fusion By Design.  “Awards of this nature mean a great deal to us as a company,” adds Cheryl. “It’s fantastic recognition for the business but also really underlines the hard work of everyone within the team.”

The company’s desire to develop an ongoing relationship with All Star Lanes going forward mirrors the repeat business it enjoys with its existing clients, a testament to the consistency it is able to provide.

“Obviously delivering quality is paramount but another area where we excel is in the originality of our designs, all of which vary markedly from project to project. By starting at the concept stage we’re able to come up with something that is totally fresh and new for each of our clients.”

This approach has obviously worked well for Fusion By Design given its growing collection of awards and the fact that it has been in operation for 20 years in what remains a very competitive sector. The aim now is to build on this further by strengthening its links with existing clients, while at the same adding new customers to its portfolio. “We’re looking at all areas of the leisure market in which we currently operate, including bars, restaurants and hotels,” concludes Cheryl. “We recently completed a small hotel in Hungerford called the Three Swans that was a really nice project to be involved in, while we also carried out the development of some villas for Butlins down in Minehead. We’d love to work on other schemes for them in the future.”

With its reputation having been further enhanced by its latest award success, Fusion By Design has plenty to look forward to in 2018, in addition to celebrating its 20th anniversary.