For his first residential project in London, Greg Natale crafts a bespoke, eclectic interior that channels the city’s maverick charm. The owners of this four-story Chelsea townhouse, a couple with two teen daughters, have their respective tastes: she prefers glamorous, traditional design, while he appreciates “cleaner” modernism. For Greg, the idea was to create a family home that strikes a harmonious balance of decorative flourishes and clean lines.

Greg Natale adopts an approach to space that is both directional and deliberate. Flat-top portals adorned with wainscoting on the upper levels create a sense of separation and visual ornamentation akin to a decorative collar on a blouse. The formal lounge is a testament to bespoke luxury, pairing a feminine palette of lilac and shades of pink with contemporary furnishings, while the primary bedroom features custom ceiling moulding in a diamond pattern. In contrast to the more indulgent, highly layered rooms, liminal spaces and entrance hallways are pared back, offering a minimalist reprieve—a palate cleanser between richer spaces. Five of six bathrooms feature lively marble and geometric tiles from Greg’s collection.

Downstairs draws inspiration from the homeowner’s wine collection, infusing rooms with deep, rich reds that evoke the warmth of a fine vintage. In London House, every detail, from the bold to the subdued, is thoughtfully designed to delight and inspire.