The art of the moodboard

Moodboards are a simple, streamlined way to ensure that all the elements of a design work harmoniously together. They act as a miniature representation of the interior scheme, including everything from bathroom tiles to joinery mesh, soft furnishings, and flooring.

But with so many products, materials and finishes available, where do you start?

For Jemma, the first step in creating a moodboard is defining the overall ambience of the scheme, and selecting the flooring material. Once those initial decisions are made, the hard work of curation begins. Curating a moodboard is a deliberate and thoughtful process, where hundreds of samples are collated, compared and (eventually) pared down to the products that will be included in the scheme.

Flooring, furnishings and finishes: every element is carefully chosen

As well as ensuring that the moodboard works as a whole, each room also has to have a defined aesthetic and cohesive product selection.

“When I’m putting moodboards together, I’m thinking about the room setting,” Jemma says. “I begin by visualising the overall aesthetic I want to create, and then think about what the layers would be. You’re looking at everything that’s going into the room - the wallpaper, the drapery, the furniture - and the layering of it all.”

A luxurious, rich-toned moodboard suitable for a media room

The moodboards featured in this article were created for Stoke Homes, a Canterbury-based building company. The finished moodboards will hang in their showroom to give potential clients ideas and inspiration for their interior scheme.

This meant that unlike a standard design project, where the client’s personal style drives the interior design, Jemma had free rein from an aesthetic perspective. However, there were still constraints; the moodboards had to suit the homes’ locations and architectural style,and appeal to Stoke Homes’ potential clients.

Jemma pushed the brief a little further, blending ‘standard spec’ products with feature elements and eye-catching details. “I want clients to know you don’t just have to do the standard spec,” she says. “We can extend it, push things out, add a bit more luxe and personality.”

All about the details: Jemma talks through the finer points of each scheme

Asked if there are any common misconceptions about moodboards, Jemma says clients often underestimate the difficulty and time required - especially when they just see the finished product, and not the effort and thought behind the scenes.

“It actually takes hours to curate the scheme,” she says. “There’s such a process we go through of curating, and culling, and sourcing.

“Looks easy, took forever!”

Looks easy, took forever: beautiful details from the Stoke Homes moodboards

To start your own interior design journey, book a design consultation. We’ll work with you to create a stunning space inspired by your story.

While our residential interior design process doesn’t include moodboarding, your designer will create a stunning flatlay showcasing your chosen interior products.