Emerging Design Studio 28 a.m. Is Redefining Urban Living Through Biophilic Design That Draws on Eastern Philosophy
A closer look at the talented individuals selected for Next in Design - Homes & Gardens' 2026 initiative, offering support to emerging British interior designers
Nature is an infinite source of inspiration for me: the rough texture of tree bark, the delicate veining of a leaf,' explains Next in Design member Winnie Tam of 28 a.m. studio. But it’s the energy of urban living that informs her practice, which specializes in what she calls 'city sanctuaries'; she understands the need for a restorative space to recharge.
Born in China, Winnie spent her early years in Hong Kong before moving to the U.K., where she trained in architecture, later landing roles in commercial design firms and learning about interiors along the way. She took the plunge and established her own studio in 2022, offering an integrated approach to interior and architectural design informed by Eastern philosophies.
In this open-plan kitchen, American oak joinery anchors the space against crisp white marble, while an expansive picture window frames a view of the garden beyond.
Her London Victorian terrace home was her first project, reconfigured with an addition that invited natural light into dark, narrow corridors and revived the interiors with a medley of clay plaster, jute, iroko timber, and terracotta. Since then, an impressive portfolio has spanned several U.K.-based period properties, refining 28 a.m.’s considered design language, rooted in natural materials and warm, muted tones that reject visual noise. Winnie has ambitious plans to become a studio with global reach; she recently opened a second base in Hong Kong.
For Next in Design judge Jo Bailey: 'Winnie stood out for her ability to balance clarity and restraint with emotional depth, creating interiors that feel both highly considered and profoundly restorative'. To achieve this, Winnie tells us, she thinks of herself as an illustrator – uncovering the spaces her clients desire by understanding their daily rituals. While she favors minimalism, her schemes are by no means simple. Likening her practice to drawing a flawless egg, she explains: 'At a glance, it appears effortless, natural, and balanced; the complexity is hidden within.'
The door surround is made of Iroko timber, framing the view into the dining area, where a linen-draped table sits beneath a delicate bamboo pendant.
Homes & Gardens: Did you always know you wanted to work in interiors?
Winnie Tam: I’ve been obsessed with design for as long as I can remember. In my younger years, I moved constantly between graphic design, furniture, fashion, and product design – I just loved creating things. Architecture felt like the most conventional path (I come from quite a traditional family), so I pursued that. But I’ve never believed there’s a hard boundary between architecture and interiors. What fascinates me about interiors is the incredible duality of scale: you’re shaping the architecture of a room while simultaneously obsessing over the smallest tactile details – textures, palettes, materials, light – details that completely influence how someone feels in a space.
Homes & Gardens: Do you think your heritage has shaped the way you work?
Winnie Tam: I was born in China, raised in Hong Kong, and moved to London when I was 16. The longer I lived in the West, the more I found myself gravitating back toward Eastern philosophy, literature, and aesthetics in search of deeper meaning and beauty.
I spent two years in Japan at one point, and that became the ultimate catalyst. I was captivated by the humility, restraint, and sensitivity embedded in everyday Japanese design culture – qualities that trace back to ancient Chinese influences. That experience ultimately shaped the ethos of 28 a.m.: restorative interiors grounded in Eastern sensibilities and emotional calm.
The living room pairs a modernized shoji screen over the window with a bamboo and paper pendant to cast a soft glow.
Homes & Gardens: How does your architectural training inform your practice?
Winnie Tam: I spent years working in large commercial practices on civic, residential, and workplace projects. Early on, I worked in concept teams focused on big ideas, but I felt disconnected from how those ideas actually became reality.
To bridge that gap, I intentionally moved teams and immersed myself in construction detailing and material behavior. That experience completely shaped my design philosophy. I’m obsessed with materials being used honestly and intuitively.
Homes & Gardens: And do you have a favorite architect?
Winnie Tam: I was really obsessed with Junya Ishigami’s work. I worked in his office in Tokyo when I was younger, and his approach left a lasting impression – highly minimalist, always pushing structural boundaries in a way that feels incredibly delicate.
He hasn’t built a huge number of projects, and I often feel he is as much an artist as he is an architect. If something isn’t 100% perfect, he simply won’t allow it. What I love most about his work is its sense of lightness, transporting you somewhere beyond the everyday world.
Rich burgundy walls finished in tactile lime paint catch the natural light to create a velvety texture
Homes & Gardens: How did you know when it was the right moment to start your own studio?
Winnie Tam: For years, starting my own studio felt like a distant dream. Then, just before the pandemic, the name '28 a.m.' came to me, and I impulsively registered the company online for £12. At first, it was simply a creative outlet alongside my corporate architecture career.
Eventually, I realized I was investing more passion into my 'Plan B' than my supposedly secure 'Plan A.' In 2022, I took the leap. Around the same time, I became a mother and hired my first employee within the same month my son was born – chaotic timing, but incredibly rewarding.
Homes & Gardens: What do you think defines the spaces you create?
Winnie Tam: We design what I call 'city sanctuaries'. Having lived in dense urban environments my entire life, I understand the craving for a home that feels restorative and grounding. Our projects use natural materials alongside warm, muted palettes to reduce visual noise and create a sense of calm. Ultimately, I believe great design should feel effortless. The best interiors don’t scream for attention; they quietly shape how you live, feel, and move through the world.
A seamless application of continuous tiling wraps the walls and floor to eliminate visual noise, accented by a sculptural freestanding bath and handcrafted timber pieces
Homes & Gardens: What's the smallest detail you feel has the greatest impact on making a room feel considered?
Winnie Tam: The smallest thing I can think of that can make a real difference is switches and outlets. They’re so easy to change, but they have a surprising impact. When you see high-quality switches and outlets in an interior, you immediately get the sense that the owner cares about design and pays attention to detail.
Homes & Gardens: Is there something you wish people were braver about when designing their homes?
Winnie Tam: I’m fortunate that my clients tend to embrace unique ideas and enjoy trying things that aren’t ordinary, so I actually think they’re all quite brave. The projects with the best outcomes are usually the ones where the client and I are completely aligned aesthetically. When that happens, the process becomes frictionless, collaborative, and genuinely enjoyable for everyone involved.
Homes & Gardens: You described your work as full of juxtapositions - are there any contrasts that you favor in design?
Winnie Tam: Old and new – a great example is David Chipperfield’s restoration of the Neues Museum. I admire the way fragments of the original building were preserved, creating a dialogue between past and present. There’s a real harmony between the old and the new.
And also, East and West - this probably stems from my own upbringing and heritage. I’m deeply drawn to the fusion of cultures and the richness that comes from bringing different traditions, perspectives, and aesthetics together.
Next in Design is Homes & Gardens’ platform spotlighting emerging studios shaping the future of decoration. Winning designers are championed across editorial, events and industry networks, celebrating fresh perspectives and distinctive voices. The initiative is guided by an industry board.
Our weekly In The Loop newsletter is for any design professional who wants to know about the latest product launches, industry news, events, job opportunities and profiles of inspiring creatives. Sign up here to be part of our circle
