TREND: Perfectly Imperfect Surfaces
We’re often asked to cost plan for interiors that will be filled to the brim with reclaimed FF&E. But lately, the trend to incorporate sustainable building materials has gone beyond FF&E and in fact, beyond reclamation. According to Houzz, the top trend spotted at the 2024 Clerkenwell Design Week was ‘‘Perfectly Imperfect Surfaces”.
We couldn’t agree more! In our most recent cost plans for the nation’s newest hospitality venues, we keep coming across Natural Clay Plasters from Clayworks. With so many variables and factors to consider in achieving this look, Greenway Associates developed a natural clay plaster cost calculator as well as some value-engineered options to achieve a similar look.
In this article, we share how this trend can be achieved with 3 different budget levels.
£ - FOR THE BUDGET CONSCIOUS
The natural clay plaster look is most definitely a vibe, but not every budget stretches that far, and not every venue requires a custom masterpiece.
We recently paid a visit to The Hero in Maida Vale, a pub managed by the Public House Group—who are also the entrepreneurs behind The Bull in Charlbury & The Pelican in Notting Hill. Their latest venue in Maida Vale showcases the ‘Perfectly Imperfect’ trend beautifully!
Even Jay Rayner has caught onto this hospitality trend in his latest Guardian review. Of the Hero entrepreneurs, he quips: "They haven’t met a wood panel they couldn’t sand, a wall they couldn’t rag roll. The saloon bar look is very much: “I got left this pub by a distant relative and when I get some cash together, I’ll decorate.” It takes a lot of money to make it look this make-do-and-mend.”
Jay’s opinion aside, the new owners of the Hero have completely transformed this space through the clever use of mouldings and dutifully applied limewash paint techniques which combine to create a clay plaster effect on their walls and ceilings. The result? A feeling of familiarity and an undeniable old-world charm.
The clay-plaster-effect on the walls evoke a warm, nostalgic charm of old British homesteading. The cozy ambience is complemented by a hearty menu of classic dishes, gigantic jars of homemade pickles, hanging dried herbs in the reclaimed wooden pantry and cask ales from the barrel. The atmosphere feels timeless and comforting.
We’ve often seen this finished achieved with Bauwerks Limewash Paint which starts at £8/m2 coverage in product costs only, not inc. delivery or application.
The Hero in Maida Vale (all pics taken by The Hero)
££ - FOR A MID-LEVEL BUDGET
If you can’t bring yourself to simulate the natural clay effect with lime wash paint, we have came across a new tile collection inspired by traditional terracotta. Marazzi, based in Italy, is a global leader in the tile industry. They have recently produced a new collection called “The Slow Collection” which simulates hand-rammed clays, intentionally uneven with many small flaws.
The slow-living philosophy is beautifully reflected in its soft, welcoming aesthetic, and echoes a rediscovery of materials and techniques from the past. Each tile is rich in unique detail and personality, thanks to the 3D Ink Technology.
Marazzi’s Slow Collection - Terracotta Inspired Tiles
££££ - FOR A TOP-END BUDGET
We’ve recently been asked across multiple projects to cost plan using a company called Clayworks, who are a leading manufacturer of natural clay plaster products. Based in Cornwall, their natural clay plasters are crafted from abundant raw materials, ensuring that any space not only looks good but also does good, with no Gypsum plasterboard or multi-finish required in application. Natural clay plaster surfaces regulate relative humidity naturally, allowing your walls to breathe while absorbing toxins, odours, and sound. They also passively regulate temperature and are easily repaired, making them a practical and sustainable choice for the long haul. Essentially, they do everything except make you a cup of tea!
Clayworks has supplied a host of high-end hospitality spaces across London, Dubai, California, Hong Kong and beyond. We particularly love the fit-out in West African restaurant Akoko, located in Fitzrovia and designed by Rene Dekker.
Natural Clay Plaster Walls in Akoko Restaurant, Fitzrovia, London - Photo by John Carey
Classic Finishes
The Clayworks Classic Finishes are the essentials of the plaster world—timeless, versatile, and always stylish. With tonal variations, textures, and depths, these finishes can adapt to any design whim.
Custom Finshes
For those who prefer their walls with a bit more character, the Clayworks Custom Finishes are the way to go. With 88 standard colours and the option for bespoke hues, this range allows you the freedom to choose unique effects and textures to your liking.
Rammed Earth Finishes: Nature’s Artwork
One of the standout offerings from Clayworks is their Rammed Earth finishes. These finishes pay homage to the ancient practice of building with earth and minerals. The layering of colour and texture in Rammed Earth finishes evokes a connection to the natural landscape, providing a sense of gravity and intimacy that’s hard to beat.
The Costs of Clay Plaster
In costing this product, it must be taken into account that both the material and its application are artisanal. Of course, the usual factors must be considered, such as the height of walls and the accessibility of the site. However, unlike paint or tiles, this product will require a little more handling than most. The product will arrive in 25kg bags that will require shipping from Cornwall to site. The volume of product will likely be considerable and it will require dry storage on site. Given its unique materiality, should your space have multiple trades working on interiors at one time, the rest of job must stop completely while natural clay plaster is applied. Usually that will add around an extra week onto a programme.
From experience, we can share that cost will also be directly tied to the chosen thickness of the plaster, the chosen texture of finish, and any customisation. As a minimum, to achieve the ‘perfectly imperfect’ look, natural clay plaster will require a minimum of 2mm thickness. Any customisation or deeper patterns will required a thickness of around 7mm or more, remembering that the cost is exponential with every 2mm of thickness added. What else? Well, Finally, it is worth considering whether your local plasterer can apply this in a way that achieve the design you’re after. If you’re after customisable effects, artisan tradesmen may be required.
Greenway Associates have developed a natural clay plaster cost calculator which takes into account all of the above factors, and are happy to talk through any cost enquiries you may have on this - simply drop us an email.