Nina+Co
Redesigning Sustainability: An Exclusive Interview with Nina Woodcroft of Nina+Co
We’re delighted to sit down with Nina Woodcroft, the creative force behind Nina+Co, a London-based design studio celebrated for its forward-thinking interior design and unwavering commitment to sustainability. With over 15 years of experience, Nina has earned a reputation as a trailblazer, redefining design norms and championing eco-conscious innovation. From using recycled materials to embracing zero-waste principles, Nina+Co’s groundbreaking projects showcase how discarded materials can be reimagined into stunning, environmentally mindful design elements. Join us as we dive into Nina’s inspiring journey and her studio’s remarkable achievements.
Silo by Nina+Co / Photography by Sam A Harris
Your journey from office assistant to company founder is truly inspiring! How has your diverse experience in the design industry influenced the ethos and vision of Nina+Co?
That’s an interesting question! I often wonder how things might have been different if I had taken a more conventional route, like studying interior design. But honestly, coming into the industry without those preconceived notions may have given me the freedom to shape Nina+Co in a way that felt authentic and unique. From the very beginning in 2014, I wanted the studio to stand out, not just in design but in how we approach our work, with care and consideration at the heart of everything we do.
Nina+Co. has a reputation for being truly unique. What do you think sets your studio apart from other interior design firms in terms of design style, client experience, and overall service?
When I take on a project, I’m all in; it’s not just work; it’s something I live and breathe. I find myself dreaming about the colors, the concepts, and every tiny detail. Honestly, it can be pretty exhausting because I pour so much thought into ensuring we’re doing right by both the client and the planet at every step.
As for our design style, it’s hard to view it objectively, but I create spaces I personally want to inhabit, places that make me feel good. Thankfully, that approach seems to resonate with many people, which is incredibly rewarding.
MONC Eyewear Store by Nina+Co / Photography by Handover Agency
At Nina+Co, your passion for working with both ancient and emerging materials is evident. Was this focus part of your vision from the very beginning?
Absolutely! From the start, I founded Nina+Co with the goal of blending the old and the new, seeking out innovators and disruptors who are pushing the boundaries with groundbreaking biomaterials while also collaborating with craftspeople who preserve ancient knowledge and skills. I genuinely believe these elements hold the key to moving away from mass-produced, low-quality materials that too often end up as waste. It’s about creating a future rooted in craftsmanship, sustainability, and quality.
Your designs showcase a deep commitment to sustainability. How do you approach selecting and incorporating sustainable and recycled materials, and how do you balance this with achieving your design vision?
Our approach is rooted in practicality and environmental responsibility. We prioritize materials that can biodegrade or be easily recycled, sourcing them as locally as possible to reduce environmental impact.
To ensure longevity and recyclability, we avoid glue and rely on mechanical fixings, making it easier to separate materials at the end of their use. I’ve always been one to ask the tough questions of makers and suppliers to truly understand how sustainable a material is. It often requires a lot of digging, especially when working with larger companies, but it’s worth it to align our designs with both our vision and our values.
MONC Eyewear Store by Nina+Co / Photography by Handover Agency
Let’s talk about Silo in London, the world’s first zero-waste restaurant by chef Douglas McMaster. The concept is truly groundbreaking! Can you share more about the philosophy behind this innovative approach and how it’s reflected in the restaurant’s design and operations?
Silo is a remarkable example of zero-waste thinking brought to life. Chef Douglas McMaster is a true pioneer in this space, embedding his zero-waste philosophy into every aspect of the restaurant’s operations and supply chain. He works directly with farmers, using returnable containers, transforms leftovers into dishes, and composts anything unusable, all in an effort to close the loop.
The approach even extends to recycling glass bottles in-house with a glass crusher that turns them into a fine powder. A potter upstairs then uses this ‘raw glass’ to create plates and bowls for the restaurant. For the interior, we embraced the same philosophy, using materials that were either waste or thoughtfully sourced to biodegrade or be repurposed. We crafted wall lights from crushed glass, grew furniture from mycelium, created a 12-meter bar top from premium recycled plastic, and installed a regenerative cork floor. It’s all about aligning the design with Silo’s vision of sustainability and circularity.
Implementing a zero-waste philosophy is no small feat. Can you share some of the unique challenges the restaurant faced while adopting this approach and how the team overcame them?
One of the most unique challenges came with creating cocktail lounge furniture from mycelium, a remarkable raw material derived from fungi. Mycelium is incredibly sustainable, rapidly renewable, widely available, and fully compostable at the end of its lifecycle. However, it had never been used as furniture in a commercial setting before, so we had to address plenty of questions and concerns. Thankfully, with a forward-thinking client willing to embrace innovation, we pushed forward.
The process involved growing the mycelium in molds until it took shape, then thoroughly drying it to halt growth and make the material strong and rigid. Unfortunately, some of the early stools weren’t dried well enough, and they began to decompose and grow mold. While these went into the compost, we learned from the setback, grew new ones, and ensured they were properly dried. The result? Stunning furniture with a dappled texture and a surface reminiscent of travertine stone, beautiful, surprisingly strong, and entirely in line with Silo’s zero-waste ethos.
Of all the projects you’ve worked on, which stands out as your personal favorite? What makes it so special in terms of design, sustainability, or other aspects that resonate with you?
It’s so hard to pick just one favorite; I genuinely love them all for different reasons! Since we’ve already talked about Silo, I’d like to highlight two other projects: the Monc eyewear store and Big Beauty. What makes these stand out is their adaptability. Both spaces were designed so that the entire setup could be picked up and relocated to a new retail unit without generating waste. Despite this flexibility, neither space feels temporary or transient.
They are incredibly tactile and immersive, offering a warm, calm, and welcoming atmosphere, something I think sets them apart from much of today’s retail design. It’s that blend of sustainability and thoughtful customer experience that makes these projects so meaningful to me.
Big Beauty by Nina+Co / Photography by Anna Batchelor
Monc Eyewear Store by Nina+Co / Photography by Handover Agency
Lastly, what advice would you give to young designers who are passionate about incorporating sustainability into their work or aspiring to make a positive impact through design?
One of my favorite quotes is by Maya Angelou: “Do the best you can until you know better. Then, when you know better, do better.” It’s a reminder that we’re all on a journey of growth and learning. While it can be tough to put this into practice, especially since we need more significant systemic changes in industries and the economy, it’s not impossible. It takes reflection, humility, energy, and real commitment.
There are incredible creatives out there who are transforming entire systems and inspiring change on an industry-wide level, and that’s something to strive for. Stay curious, seek out others to learn from, share knowledge, and reflect honestly on your past work. By doing so, we can equip ourselves with the tools, confidence, and network to make a meaningful, positive impact through design.
