“We treat each project like a person – layered, emotional and with a story to tell,” say YOUTH. And with a confident hand (and tone), the Manchester-based design studio bring these stories to life with complete authenticity – embedding brand identity into the fabric of each space they step into.
Finding a sweet-spot in commercial ventures, YOUTH specialise in high-end interiors injected with a contemporary – and sometimes industrial – edge. Or, as co-founders Oliver Collinge and Liam McGroarty prefer, a “refined rawness.”
As such, the duo often leave materials exposed, stripped back to ensure their architecture is always highlighted and never hidden. A YOUTH space – you could say – is one that is highly crafted, but never styled.
For the Manchester-based studio, design is more than aesthetics. It’s more than architecture. Instead, it’s about finding purpose, crafting a feeling and leaving each space with a trail of brand-inspired nuances that deepen the design. “The brand isn’t layered on top – it’s built in from the start, through atmosphere, tone and rhythm.” See this isn’t a cherry-on-top kind of deal, for YOUTH branding is only the beginning.
Despite the humble intentions of its co-founders – “YOUTH was never about building an empire – it was about building meaning,” – the studio has since curated a blackbook of discerning clients looking for experiential, brand-led spaces including the likes of Voodoo Running, General Store, KERB and more recently, Adanola.
Here we sit down with Oliver and Liam to unpack how they translate brands into buildings, why Instagrammable intentions are sucking the soul out of our spaces and what the future of retail design looks like…
A chat with Oliver Collinge and Liam McGroarty of YOUTH…
How did you guys first meet?
We met at university – two designers with similar instincts, but different ways of seeing. After graduating, we went our separate ways, working for independent studios and learning how things could be done. But YOUTH came from a different place – a shared belief that we didn’t need hierarchy to do good work. We started with no titles, no ego, just a desire to create spaces that felt real and human. YOUTH was never about building an empire – it was about building meaning.
You work largely on commercial projects, what inspired the step in this direction?
Commercial, yes – but not in the traditional sense. We work across retail, hospitality, wellness and living – all spaces where people come to connect or reconnect. What draws us in is the diversity – from intimate retail moments to larger hospitality and living environments. This range gives us space to explore and evolve, while staying true to our studio’s visual language. We’re often brought in for our point of view – to shape more tailored, character-led spaces with brands who want something deeper. That freedom to define our own direction is what keeps the work alive.
What is most challenging about working in this space?
Pace, pragmatism, and compromise. These projects move fast. Timelines are tight, budgets are real, and stakeholder expectations are layered. Our challenge is to hold on to the soul of an idea – to protect its integrity while navigating a shifting set of constraints. But it’s in that tension that great work can emerge.
And what do you love most about working with commercial briefs?
It’s real. It’s fast. It demands clarity. Commercial work pushes you to design with purpose – no fluff, no indulgence. You’re constantly translating abstract ideas into physical spaces that actually work, that people move through, feel and respond to. There’s pressure, but also pace, and we like that. We get to build things that live in the world, not just in our heads.
A lot of these projects require brand translation – what is your process of getting to know a brand or client you’re working with?
For us, it starts with building character – not just of the space, but of the brand. Who are they, really? What do they believe in? What does it feel like to step into their world? We treat each project almost like a person – layered, emotional and with a story to tell. A lot of our clients come to us because they already connect with our style, so there’s usually shared ground to begin with. From there, it’s about building a relationship. That connection helps us get under the surface of what they’re trying to do. And that becomes our starting point – not just for design, but for direction.
How do you like to leave traces of brand identity in a design?
We always design with a brand in mind – whether one exists yet or not. It’s a core part of our process. Even if there’s no brand team on board, we’ll define one: a feeling, a lifestyle, a character. That clarity gives the interiors a backbone. It’s never just about choosing materials – it’s about creating a world that feels lived-in and intentional. The brand isn’t layered on top, instead it’s built in from the start, through atmosphere, tone and rhythm. That’s what makes a space resonate beyond aesthetics.
With the high street continuing to miss the mark when it comes to retail, how important has the customer experience become?
Vital. Shopping has shifted from necessity to narrative. People want experience, not just products. The best retail now feels more like hospitality: warm, immersive, human. Design is central to that – it sets the tone, builds the mood, and slows time. When done well, it creates a space people want to return to, not rush through.
What do you think is currently missing from the hospitality world when it comes to design?
Stillness. There’s been so much focus on impact and on being ‘Instagrammable’ that some spaces have lost their sense of presence. We crave slowness. Authenticity. Places that feel crafted not just styled. Hospitality design should offer a gentle landing – somewhere you can exhale, not just pose.
You say your studio style is often described as ‘refined rawness’ – what does this mean to you?
To us, ‘refined rawness’ is about restraint. It’s letting the raw elements of a building – the grain of the timber, the patina of age, the weight of stone – breathe. But it’s also about control: considered lines, thoughtful detailing, a quiet sense of balance. It’s soft and structured. Poetic, but not precious.
Our work is tactile and atmospheric; it leans into natural light, honest textures, and a sensitivity to rhythm and pace. Whether it’s a ceremony space in the Cotswolds or a co-living building in London, we’re always asking: how do you want to feel here?
What is a project you’ve loved working on and why?
Most recently, it would be Hyll Hotel, deep in the Cotswolds. Each space has its own atmosphere, but all were connected by a quiet, grounded rhythm – our rhythm. Natural materials, honest detailing, space to pause. It’s a project that allowed us to build a world, not just a building – a place people can retreat to, celebrate in and reconnect within. For us, it’s become a kind of pinnacle – a clear reflection of our values, our direction, and how we want to design moving forward.
What projects would you like to do more of?
Retail for brands doing genuinely interesting, culture-led work. The ones who come to us because they get the aesthetic, and want a space that feels distinct, not generic. We like building environments that carry a brand’s energy without spelling everything out. That usually means working with people who trust us to push things a bit to create something that actually resonates.
What are you currently working on?
We’re continuing work on Hyll Hotel with the next phase of spaces including a ceremony room and event areas. Then we are rolling out new stores for Adanola, designing a club in Milan called Bibo, and working on Trinity – a luxury residential development. And finally, we will also be reworking the next chapter for Pollen, a well-established café and bakery brand.
Feeling inspired? Sift through more of YOUTH’s portfolio here.
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