BIID Awards Sponsor Q&A: ABI Interiors

The BIID speaks to Mark Poulain, Commercial Director at ABI Interiors, on the brand’s new flagship Clerkenwell showroom, the value of physical space in an increasingly digital design process, and why supporting the design community sits at the heart of the business.

ABI Interiors is a design-led Australian family business crafting high-quality fixtures and fittings for the home since 2016. Rooted in timeless design, exceptional craftsmanship and everyday functionality, ABI partners with homeowners, designers and architects to create spaces that are both beautiful and built to last. This year, the brand opened its UK flagship showroom in the heart of Clerkenwell, designed in collaboration with Conran and Partners.

ABI Interiors recently opened its flagship showroom in Clerkenwell. Why was now the right time for this next step?

The UK has become an incredibly important market for ABI Interiors over the past few years, and opening a permanent showroom in Clerkenwell felt like a natural progression. For a family business that began in Australia, establishing a flagship in one of the world’s great design cities is a real milestone in our global journey. It reflects our commitment to the design community, and to our customers, in London and beyond. 

For us, this wasn’t simply about opening another showroom. It was about creating a destination where designers can experience our collections as they were intended to be seen, while also providing a welcoming environment for conversation, collaboration and inspiration.

Why was Clerkenwell the obvious choice for ABI?

Clerkenwell sits at the heart of London’s design community. It’s a place where architects, interior designers, manufacturers and makers naturally come together, making it the ideal location for us to establish a permanent presence. 

Being part of this neighbourhood allows us to engage more closely with the people specifying our products every day. We wanted to be accessible, whether someone is dropping in between meetings, looking to explore finishes for an upcoming project, or just wanting to hang out and learn about how we can make the specification process easier. 

We see the showroom as becoming part of the wider Clerkenwell design landscape, contributing to the community rather than just operating within it.

The showroom feels much more like a thoughtfully designed interior than a traditional showroom. What experience were you hoping to create? 

That was very much intentional. Rather than presenting products in isolation, we wanted visitors to experience how our collections work together within beautifully curated bathroom and kitchen settings. 

Working alongside Conran and Partners, we designed the showroom to feel warm, welcoming and considered, bringing a residential sensibility into a commercial setting. Different zones adopt their own material and finish palettes, so a space designed to feel like a home translates that way, helping visitors picture our products in real environments. 

How do you see the showroom strengthening ABI Interiors' relationship with architects and interior designers?

Design is built on collaboration, and having a physical space creates opportunities that just aren’t possible online. 

While digital tools are invaluable, nothing replaces being able to experience products first-hand, seeing the finishes in different lighting, understanding the scale, testing functionality and discussing projects face-to-face. Those moments often lead to more informed specification decisions and stronger working relationships. 

The showroom also gives us the opportunity to support the industry in other ways. Alongside product consultations, we’ll be hosting CPD sessions, networking evenings, design talks and product launch events, creating opportunities for the design community to connect, learn and share ideas. We want the space to evolve into a genuine hub for designers, rather than a traditional retail space.

In an increasingly digital design process, why do physical showrooms still matter?

Design is a tactile profession. The weight of a handle, the texture of a finish, the way materials respond to natural light: these are things you can’t fully appreciate on a screen. A physical showroom provides confidence during the specification process, because designers can interact with products in context before making important decisions. 

That said, we know not everyone can always make it to Clerkenwell, so we’ve invested in a state-of-the-art camera system to host our online design consultations directly from the showroom floor. It lets us walk clients through finishes and products in real time, bringing the experience of the space to those who can’t visit in person.

ABI Interiors is once again sponsoring the BIID Awards. Why is supporting the BIID important to the business?

The BIID plays a vital role in championing excellence across the interior design profession, and we’re proud to continue supporting the Awards. 

Our business has always been built around working closely with designers, so recognising the creativity, innovation and professionalism within the industry feels like a natural extension of that commitment. 

The BIID Awards celebrate the outstanding work being produced across the UK, and it’s incredibly important to us to recognise and celebrate the innovation, creativity and quality driving the industry forward.

Note: ABI Interiors is a BIID 2026 Awards Sponsor. This article has been produced as part of our sponsored partnership programme.