Hay-Joung Hwang and Simon Kitchin are the driving forces behind Hay Designs, one of the nation’s premier landscape design firms which specialises in crafting custom solutions for both residential and commercial environments. Here we talk to Hay about her design ethos and how the tranquil ambience of her gardens is achieved…
C&B: “Hay, your portfolio is fabulous and you’re clearly very talented at working with both bijou terrace spaces and larger gardens. What first inspired you to become a garden designer?”
HJH: “My journey to becoming a garden designer stems from a deep-seated love for nature and the outdoors, combined with a passion for artistic expression. From a young age, I was fascinated by the way landscapes could evoke feelings and tell stories, and be so much more than just the sum of their parts. As I grew older, I became increasingly aware of the impact that thoughtfully designed spaces can have on our well-being and quality of life. This propelled me to explore how I could blend creativity with practicality to create beautiful, sustainable, and meaningful outdoor environments. The opportunity to transform ordinary spaces into extraordinary gardens that resonate with people’s emotions and connect them more closely to nature is what motivates me every day. Each project is a new canvas, a chance to create something unique and personal, which is incredibly fulfilling.”
We operate from several locations at any point in time; our head office located in a charming mews property in the heart of Clapham Old Town, in South West London; we’re particularly fond of this location because of its delightful ambience, which not only enhances our work environment but also reflects the unique character of our company. Our dedicated project teams operate from a variety of sites according to the needs of our clients”
Hay-Joung Hwang, The Gardenists
C&B: “How would you best describe your style?”
HJH: “Our design style is a sophisticated fusion of classical elegance and modern innovation, meticulously tailored to meet the specific needs of each client. We blend timeless elements from classical design, characterized by symmetry, rich details, and a focus on harmony and order, with the sleek, minimalist aesthetic of modern design, which emphasizes clean lines, functional simplicity, and a focus on forward-thinking and environmentally sustainable technologies. This approach allows us to create spaces that are both cultured and contemporary, offering a versatile environment that resonates with the personal taste and lifestyle of each client. Whether it’s a serene and inviting home garden or a cutting-edge commercial terrace or interior, our designs are crafted to enhance functionality while reflecting a refined aesthetic that transcends trends.”
C&B: “What profile of clients do you typically attract and what style of garden do you produce for them?”
HJH: “Our clientele primarily consists of UHNWIs who seek unparalleled expertise in creating bespoke luxury environments. These clients either approach us directly, drawn by our well-established reputation for excellence and discretion in the luxury market, or they are referred to us by prominent interior architects who recognize our ability to deliver exceptional, personalized results. Our strong network and the trust we’ve built within the industry allow us to maintain a connection with individuals who value and seek out the highest standard of design service.”
C&B: “What type of plants and shrubs do you find you’re installing most regularly, and why?”
HJH: “The selection of plants, shrubs, and trees for our landscaping projects is carefully dictated by the character and aspect of each location, ensuring that every design is in harmony with its surroundings. We prefer to focus on native species whenever possible, as they are better adapted to the local climate and ecological conditions, promoting biodiversity and sustainability. Additionally, we engage in a thorough, in-depth discussion with each client to ascertain their preferences and specific desires for their outdoor spaces. This collaborative approach helps us tailor our plant choices to not only enhance the natural beauty of the environment but also reflect the unique tastes and lifestyle of the client.”
C&B: “Do you install gardens internationally and if so, where?”
HJH: “The majority of our work is concentrated in prestigious areas within London and South East England, where we have established a strong reputation for excellence in garden design and installation. However, we have expanded our horizons on several occasions. Notably, we have previously undertaken commercial project design work in South Korea, which was a rewarding experience that broadened our portfolio and provided valuable international exposure. We have recently observed an increased interest in our services from various overseas locations. This growing demand underscores our readiness to engage more significantly with international projects, and we are excited about the possibilities of bringing our expertise to new and diverse environments.”
C&B: “How do you use lighting, art and music in your landscapes?”
HJH: “In our landscape designs, lighting, art, and music are used strategically as feature elements to enhance the overall ambiance and aesthetic appeal of the space. We integrate these elements judiciously, ensuring they complement and elevate the wider design when appropriate. Lighting is tailored to highlight key architectural features and landscapes, creating an inviting and dynamic environment throughout different times of the day and night. When appropriate and according to the client’s requirements, art plays a pivotal role in our designs as well; we take particular joy in supporting up-and-coming artists who focus on producing works suited for outdoor display. This not only helps in promoting new talent but also brings unique and culturally enriching elements to our projects. Music can be incorporated to create a sensory experience, seamlessly blending with the natural sounds of the environment to enrich the atmosphere of tranquillity and delight in our outdoor spaces.”
C&B: “Have you won awards for your projects and if so what and where?”
HJH: “Yes, our team has previously been awarded medals at the RHS Chelsea Flower Show in 2016 and 2018, the Chaumont sur Loire Garden Festival 2014 and recently at the Suzhou Flower 2024. These awards are a testament to our team’s hard work, dedication, and passion for design and horticulture. We’re incredibly proud of their efforts and the recognition they have earned on both national and international stages.”
C&B: “Are you involved with RHS Chelsea this year?”
HJH: “We’re not exhibiting at the RHS Chelsea Flower Show this year. However, we have thoroughly enjoyed the experience of exhibiting there in the past and will certainly look to do so again in the years to come. The event is deservedly world renowned and always provides a fantastic platform for creativity and innovation in gardening and landscaping, allowing us to showcase our work alongside the best in the industry in such vibrant and inspiring atmosphere.”
It’s a privilege to be able to follow this path and share the beauty of nature through my designs and it’s inspiring to be involved with such an energetic and expanding team. We’re very much looking forward to witnessing more of our designs being realised on this journey we’re embarking on.”
Hay-Joung Hwang, The Gardenists
WEBSITE: http://www.thegardenists.co.uk
