The resurgence of Slow Design in the era of AI

In an age where artificial intelligence and digital automation are reshaping industries at an unprecedented pace, the quiet yet powerful movement of Slow Design is quietly graining traction.

As part of London Design Week 2025 at the Design Centre Chelsea Harbour, we brought together industry heavyweights to shine the spotlight on Slow Design in all its glory.  How do we prioritise slow design in a fast-paced world? How can we change value perception to better appreciate sustainable craftsmanship and intentional design to foster a more harmonious future? How can we preserve British artisanal craft in the face of mass production?

We were joined by Nicola Cox from Cox London, Bill Amberg from Bill Amberg Studio, Laura Hammett from Laura Hammett Living and Eve Fitzhenry from Crucial Trading who shared their invaluable insights into the irreplaceable value of traditional craftsmanship.

An approach which champions craftsmanship, sustainability and the human touch above mass production, we are increasingly convinced that the Slow Design movement, with all its many facets, holds the key to shifting the entire consumer value proposition, placing greater worth on quality over immediacy.

The Philosophy of Slow Design

Slow Design is more than just a reaction to mass production; it is a design philosophy that prioritises quality, authenticity and longevity above all else. Slow Design seeks to create pieces that are timeless, both in aesthetics and durability. The movement encourages mindful consumption, placing greater emphasis on the emotional connection between product and purchaser. Unlike the fast-paced world of digital design, where products are rapidly churned out, often with planned obsolescence, slow design encourages us to stop. To appreciate. To design and consume with intention.

Experts in crafting with meaning, our panellists explored the beauty of how handcrafted products tell stories – of the artisan’s skill and dedication – thereby implicitly adding tangible value to the item. Mass produced, off-the-shelf products simply cannot compete in the same way given the lack of human touch in their making. Yet when products are handcrafted, each piece is painstakingly thought through.

As a society we are too focused on the now – we are impatient and unwilling to wait for design that matters. We see it every day and perhaps if we are honest, working in the home décor and design sector, are even guilty of perpetuating the cycle –  encouraging consumers to focus on price above quality and therefore place value on the wrong things.

As PR professionals in this industry, we have a responsibility to educate consumers that there is a better way – to work hard at showing the value of these handcrafted items, to tell the right stories that unlock emotional connections to products and ultimately, to shift the value proposition towards intentional design.

The Balancing Act: AI and Slow Design

As our experts explored changes that will inevitably come with the development and implementation of AI across all industries, we were struck particularly by Bill Amberg’s thoughts around trust, or lack thereof it. People will begin to mistrust what they see and hear online as it can so easily be manipulated or deep-faked. What they will trust, is what they can touch. This simple statement hold so much weight. Brands ignore its truth at their peril.

Bill heralded the return to primitive senses in design, exploring how the value of something will depend on how something feels. Far from being squashed by AI, slow design that prioritises exquisite craft and quality materials will see a resurgence for the very fact that it has been honed by human hand.  This excites us!

Training the Next Generation of Makers

Yet there’s a real problem.  As highlighted in the discussion, one of the biggest threats to the slow design movement is the lack of next-gen pioneers that will uphold it. This country has long held a global reputation for its craftsmanship, from its historic guilds of master artisans to its dominance in textile manufacturing and furniture making during the 18^th and 19^th centuries, setting standards of quality worldwide. However, industrialisation and globalisation shifted the focus to mass production, eroding the prominence of craftsmanship.

This concern is held by many as fewer young people are entering in to traditional trades such as leatherwork, woodwork, metal forging and textile weaving. Nicola Cox was especially passionate about the need to invest in the next generation of craftspeople through apprenticeships and mentoring programs, stressing the need to provide spaces to that allow freedom to ‘craft’; be it art collages with spaces to experiment with materials or access to professional workshops where they can learn to hone their craft from masters.

By inspiring a new generation of artists who can blend these historic crafts with innovation, the movement will gain traction with relative ease.

Champions of Craftsmanship

We handpicked our expert panel to generate industry debate around this topic, comprising studios that are leading the way in this renewed appreciation for craftsmanship and training.

Bill Amberg Studio – renowned for its expertise in leatherwork, the studio seamlessly blends traditional techniques with contemporary design. The studio is committed to preserving the craft of leatherwork, handcrafting bespoke leather furniture, interiors and accessories.

Cox London – with its commitement to hand-making all of its pieces, this studio epitomises slow design with its emphasis on the bespoke. Using traditional forging, sculpting and finishing techniques, Cox London creates exceptional lighting and furniture designs.

Laura Hammett – specialising in bespoke interior design schemes, she brings a deeply personal and handcrafted approach to luxury living spaces. Incorporating pieces from Laura Hammett Living in her projects, her incorporation of hand-finished details and artisanal materials ensures quality craftsmanship as standard.

Crucial Trading – known for its high-quality natural flooring, Crucial Trading prioritises sustainable materials and traditional weaving methods. Its handcrafted rugs and runners offer an alternative to synthetic, mass-produced alternatives, reinforcing the value of slow design in home décor.

We are hugely grateful to all our panellists for their wisdom and willingness to be involved in this discussion. In a world increasingly defined by speed, slow design offers us something invaluable – a chance to reconnect with the artistry of the human hand.

The more slow design is talked about and the more studios that are willing to invest time and resources into prioritising this approach to design, the better our homes and our planet will be!