By Jo Aynsley, Creative Director, Jeffreys Interiors

There is a moment I particularly enjoy when walking into a newly completed penthouse or contemporary apartment for the first time. The architecture is refined, the proportions are carefully considered, and the light is often extraordinary. Yet the interior is entirely untouched - a white box waiting for its identity. For many buyers, that blankness can feel intimidating. For me, it represents one of the greatest luxuries in modern residential design: absolute creative freedom.

New-build homes are often misunderstood. They are sometimes perceived as lacking the character of period properties, but in truth they simply ask a different question of design. Rather than inheriting personality, they invite you to create it. When approached with intention, craftsmanship and imagination, they allow for a level of individuality that historic properties rarely permit. This beautiful penthouse in Edinburgh’s prestigious New Eidyn development was just that; a residence demonstrating layered natural materials and investment furniture pieces.

Much of what people associate with the charm of period homes is, at its core, craftsmanship. The detailing, the material integrity, the sense that spaces were created with skill and permanence in mind. When designing for new builds, reintroducing that craftsmanship with bespoke joinery, architectural panelling and tailored ceiling treatments allow us to create depth and rhythm within modern interiors, without compromising their clarity or elegance. I am particularly passionate about collaborating with specialist makers and artisans. Handcrafted elements introduce nuance, individuality and authenticity that cannot be replicated through mass-produced solutions. These layers of design are what give a new home its emotional weight and sense of longevity.

Another misconception surrounding contemporary homes is that they encourage trend-led design. I take a very different approach. True luxury should feel enduring. At Jeffreys Interiors, we focus heavily on proportion, material integrity and timeless design language. Natural materials such as stone, timber, leather and hand-finished plaster offer depth and tactility while developing a beautiful patina over time. They allow interiors to mature alongside their owners, rather than feeling static or disposable.

I encourage clients to invest in pieces that will remain relevant and admired for decades. Furniture, lighting and art should feel curated and considered, not simply selected to follow current taste. This is where true value lies — in creating homes that feel as compelling in twenty years as they do on the day they are completed.

I am often asked how to introduce character into contemporary architecture. The answer extends far beyond visual design. Lighting, spatial flow, acoustics and tactile detail all contribute to how a home feels to live in. I am particularly interested in how interiors support the rhythm of daily life - how spaces transition from entertaining environments to moments of quiet retreat, and how they adapt effortlessly to different times of day. Contemporary penthouses, with their openness and scale, offer remarkable opportunities in this respect. Through careful zoning, layered lighting and considered material transitions, we can create homes that feel both expansive and intimate.

Luxury is evolving. Increasingly, it is defined not by grandeur alone, but by individuality, craftsmanship and authenticity. The most exceptional homes are those that feel irreplaceable because they are so closely aligned with the people who live within them. A new build offers a rare and remarkable opportunity to achieve this. It is not simply a finished property. It is an invitation to create a home with its own story, its own character and its own sense of legacy. When approached thoughtfully, the white box becomes something far more powerful than an empty space. It becomes the beginning of a home that could exist nowhere else.

Learn more about this project

Featured