LW Design Group has come a long way, from its humble beginnings in a garage in 1999 next to the erstwhile Dubai Zoo in Jumeirah. Over 25 years, the firm has evolved into a globally recognised powerhouse in architecture and interior design, with offices serving Dubai, Hong Kong, São Paulo and Denmark. As the firm celebrates this milestone, Founding Partner and CEO Jesper Godsk reflects on the journey that has transformed LW into a name synonymous with innovation, collaboration and timeless design.Pioneering Scandinavian design in Dubai.
In the late 1990s, Dubai’s design landscape was defined by opulence. It was here that the founding partners of LW saw an opportunity to introduce a modernist approach. “It’s somewhat ironic that three Scandinavians chose to establish themselves in such a luxurious environment, but we recognised a unique opportunity to introduce modernism into Dubai’s architectural and design landscape. We envisioned the potential for growth in design and aimed to reshape both the physical environment and the way the world perceived Dubai,” shares Godsk.
A pivotal moment in LW’s early history came with the studio’s triumph in an international competition to design the Hyatt Regency at the Creek. “This victory launched our first large-scale contemporary hospitality project in the city and set the tone for LW’s approach – one that blends innovation, modern aesthetics and a deep understanding of the local context. It laid the groundwork for a legacy of transformative design that continues to define our work today,” he explains.
Defining moments
The move from the firm’s humble beginnings to its purpose-built office in 2006 symbolised a turning point. By then, LW had grown into a multidisciplinary firm with over 100 professionals, integrating architectural and engineering divisions. This period also marked its foray into creating iconic brands. A standout early project was The Noodle House, developed in collaboration with the Jumeirah group. The concept redefined casual dining in Dubai with its communal seating and no-reservation policy, eventually evolving into a successful chain. LW eventually also became known for designing ground-breaking and iconic hospitality destinations such as Buddha Bar, Vida Downtown, Za’abeel House by Jumeirah, Media One, the Dubai Edition and, most recently, SIRO One Za’abeel. “These defining moments reflect our commitment to pushing boundaries, fostering innovation and contributing to the vibrant culture of Dubai’s hospitality sector,” says Godsk.
An evolving design philosophy
For LW, staying ahead in design means focusing on people rather than trends. “Travel and hospitality looked dramatically different fifty years ago,” notes Godsk. “Hotels are no longer just about aesthetics; they’re spaces that foster interaction and adapt to changing lifestyles.” LW’s designs embrace flexibility, creating environments that are as functional as they are beautiful. “Our focus is on creating spaces that foster interaction, accommodate diverse activities and enhance the overall experience for guests. By embracing flexibility and innovation in our designs, we ensure that our spaces are not only functional but also resonate with the contemporary values and behaviours of today’s travellers,” he adds. This user-centric philosophy has guided LW in crafting spaces that balance visual appeal with operational excellence, ensuring lasting impact in a fast-evolving industry. “Our design philosophy is a reflection of our belief in the enduring power of connectivity, adaptability and thoughtful, user-focused design,” says Godsk.
Global expansion
With offices on four continents, LW draws inspiration from diverse cultural contexts. “Dubai has long served as an international hub for designers and architects, instilling a cross-cultural ethos within us from the very beginning,” says Godsk.
“Our choice of locations is not arbitrary; each city holds personal significance and fosters a unique connection to Dubai and the broader world. This personal engagement enriches our understanding of local contexts, enabling us to create designs that resonate deeply within each cultural landscape. While we immerse ourselves in the local nuances of each city, we maintain a strong connection to the LW Brand and its core DNA, ensuring that our design philosophy is translated globally while remaining culturally relevant.”
The next chapter
With new partners Cristina Wakamatsu, Rachel Kidd, Pooja Shah-Mulani and Andrew Harms joining the leadership team, LW is poised for a bright and dynamic future. “Each partner has risen through the ranks, fostering a deep understanding of the brand and its foundational values. This intrinsic knowledge enables them to seamlessly integrate the essence of LW into the company culture, positioning them as the torchbearers of our legacy,” states Godsk.
Godsk and his fellow Founding Partner Colin Doyle, who established LW’s architecture arm in 2003, remain grateful for the unwavering trust from their clients, colleagues and community. “This trust has fuelled our passion and commitment to delivering excellence, fostering a sense of family within our organisation that transcends typical workplace dynamics. Additionally, the confidence we place in our partners and collaborators has been a cornerstone of our longevity in the industry, allowing us to create a robust network that continually inspires us,” he shares. As LW takes on projects in Kenya, Canada, Malaysia, Brazil and beyond, the firm is excited about the future. “The opportunity to engage with such a diverse array of locations and projects not only ignites our creativity but also enriches our design philosophy,” notes Godsk. “We look forward to sharing innovative projects that reflect the diverse tapestry of global culture.”
As LW looks to the future, its vision remains clear: to continue crafting spaces that connect, inspire and evolve, while leaving a legacy of creativity and integrity. “We hope to leave behind a legacy that inspires future generations to innovate and evolve while upholding the core values that have shaped our journey. Our vision is for LW to continue to flourish as a beacon of creativity and integrity long after the founders’ departure, ensuring that the spirit of our mission lives on in everything that follows,” Godsk shares.
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