Beyond
the Horizon.

On a quiet London street set back from the Thames lies Winch Design, a studio where imagination takes tangible form. Custom yachts, private aircraft, and commissioned residences are conceived and realized here. The yachts are realized in collaboration with a select few shipyards in Germany, the Netherlands, and Italy—industrial spaces that provide the exacting precision required to bring these luxurious creations to life. The studio’s process blends design mastery with a commitment to originality, producing projects that reflect both technical skill and a refined understanding of how clients inhabit their spaces.

Upon entering Winch’s studio, one is met with understated elegance. Neutral tones and considered spaces communicate refinement without excess, while a curated hardcover volume from Assouline's Legends Collection rests on a coffee table, documenting the firm’s evolution. Ideas move fluidly from sketches to renderings, and a superyacht model, sleek and contoured, embodies the Winch approach and exemplifies a philosophy of tailored, highly personal design. "Beauty. Uniqueness. Perfect Proportion. At Winch Design, every design – be it for land, sea or air – is imbued with these things." These tangible representations connect principle and practice, giving form to the ideas that guide the studio’s work.

A discreet elevator leads to The Bridge, Winch Design’s flagship space flooded with natural light through floor-to-ceiling windows and offering views of Wandsworth Park and the shimmering river. Herringbone wood flooring grounds the space, while a sculptural rug subtly mirrors the movement of water. Here, architectural models and initial concepts mark the start of client visions.

A live-edge wooden table with radial rings and inlaid brass plaques commands attention in the room, tracing the company’s milestones from its founding in 1986. Dixon explains, the rings are “a signifier of time," much like the growth rings of a tree, reflecting the firm’s steady evolution since its founding. This tangible timeline mirrors Dixon’s own path, defined by reinvention and rigorous creative discipline. Reflecting on the studio's work, he emphasizes the diversity of their portfolio and the ability to uphold exceptional workmanship and an exacting eye for detail across different styles.

Dixon’s formative training as a furniture and product designer informs his meticulous approach. He is inherently interested in how pieces fit together and how they will be manufactured, a perspective that shapes both the studio’s interiors and bespoke creations. Luxury and materiality are central to Winch Design’s work. Dixon explains that for clients, luxury can mean consistency, citing one whose multiple global properties feature identical closet layouts to ensure a seamless daily routine. He also notes, "Tactility of things is very important. Materiality and using things authentically is often a mark of luxury in our projects." In this vision, luxury is deeply personal, engaging the senses and reflecting craftsmanship that is thoughtful and precise.

Winch Design’s commitment to uniqueness defines every project. Their designs, Dixon notes, are known by the word 'bespoke,' embodying both originality and meticulous attention to detail. In the studio, the principle of being “relentlessly creative” guides their approach: "We’re always looking for, not only different solutions, but a different approach to things," he explains, adding, "we purposefully don't do the same thing twice." "A big part of our job as creatives is to push the envelope and continually challenge what we may have done before. That's the only way that things push forward." This philosophy shapes every commission, encouraging entirely new ways of thinking. Even in private aviation, yacht sensibilities inform aircraft interiors, redefining space while meeting exacting certifications. As Dixon observes, "Rules are there for contesting in a creative world." Clients seek seamless experiences across yachts and aircraft—a challenge the studio embraces. Beyond these domains, Winch Design has also explored conceptual designs for trains and submarines, extending their bespoke vision to entirely new realms.

This philosophy is evident in projects such as Phoenix II, a 90-meter superyacht recognised as "one of the most iconic projects in our portfolio." Dixon describes it as a "beautiful, beautiful boat" with a "very rich New York art deco inspired interior… fantastically homogenous in colour and detail. Very powerful.” The stainless-steel phoenix on the bow, extending the yacht's length, creates an "incredibly recognisable” icon, carefully engineered to balance aesthetics and weight.

Excellence pushed technical boundaries with structural glass across two full decks. Dixon notes, " She was one of the first boats to really harness the technical properties and benefits of structural glass. She has two deck high, flush fitted glass right around her whole superstructure." Manufacturing and installation were complex, but the result achieved a "very individual, dramatic looking exterior," demonstrating the studio’s ability to merge technical innovation with design intent.

The studio does not follow a single style. Clients may want a classical residence and a contemporary aircraft; every project is interpreted individually. Dixon emphasizes that personal passions, travel, and cultural exposure often shape visual identity. For instance, a yacht concept drew inspiration from repeated trips to Africa by a shipyard collaborator, illustrating how external experiences are woven into design narratives.

Materials and craftsmanship are essential. The studio maintains a materials library that evolves continuously, a treasure trove where designers assemble boards and suppliers introduce new products. Innovations include wall panels made of crushed eggshells resembling a coral-like effect, an alternative to leather using palm leaf, and an increased use of cork. An in-house specialist researches sustainable materials and eco-conscious alternatives. Craftsmanship is also prioritized, with ongoing support for small-scale artisans through the Queen Elizabeth Scholarship Trust, sustaining skills in glasswork, alabaster, wood turning, and other specialized crafts. Many artisans operate literally like a "one-man band," yet their capabilities are remarkable.

The studio embodies a refined focus on design, textiles, and technology. Its materials library is meticulously curated, presenting a spectrum of textures, palettes, fabrics, veneers, and surfaces. Along the corridor walls, clients encounter hyper-realistic visualizations produced by the studio’s visualization team, as well as sketches and photographs that vividly convey the essence of each project. Integral to the space is the internal staircase, a functional staircase adorned with framed images that chart a range of staircase projects. One intricate drawing depicts a "tree of life" staircase, carved over the course of roughly a year, with owls and forest animals intended to impart an understanding of nature to a client’s grandchildren. Another photograph captures a wooden helix staircase, its components joined with precision, inspired by Japanese craftsmanship and echoing the form of a DNA helix. Nearby, framed prints chronicle Winch Design’s charitable initiatives, from rides and skydives to collaborations with cancer care centers and ocean conservation foundations.

Technology enhances the design process without replacing experience. Dixon states, "We are using 3D printing quite a lot. We have a couple of machines here in the studio. Pretty much 24-7 those machines are pumping out 3D models." Physical models are "particularly useful for ourselves in the studio to develop our designs" and "really engaging for our clients to put something in their hands at a pretty early point." Advanced modeling software allows the creation of realistic visuals that nearly resemble photographs. While AI can assist in idea generation, Winch Design emphasizes that it cannot replace "50 years of experience designing yachts and planes."

Despite the studio employing over 150 people, Dixon remains closely involved in nearly every project. He says, "It is my duty as custodian of the studio here to make sure that every element has Winch DNA and is speaking to the values and the philosophies of design that we have created over the years." This oversight ensures adherence to the studio’s principles and a consistent quality across all projects. Dixon reinforces that modern luxury is defined by experience, not just objects: "It is not so much about the tangible product, it is about how they then enjoy it. Enjoy those spaces and how it facilitates what they like to do in their lives."

For yacht clients today, Dixon observes, "Less formality now in yacht design and yacht layout than there ever has been." The focus is on flexible, informal spaces for family life, including wellness facilities like spas, gyms, and beach clubs. The question becomes, "How can I enjoy the lifestyle and enjoy the water with family?" Aircraft, by contrast, present a different challenge. Passengers are "a captive audience" for extended periods, requiring careful attention to the placement of amenities and the tactile quality of every surface. Dixon recounts an aircraft design featuring a fully functioning library and another with a hand-painted artwork across the bulkhead—a commissioned feature reflecting the owner’s passions and transforming a constrained space. Across all projects, narrative and personalization are key. Clients frequently seek designs that reflect their personal stories, identity, and experiences. Dixon draws inspiration from travel, recalling a particularly special passage through the Swedish archipelago from Stockholm to Helsinki, describing it as a "stunning journey on the water through thousands and thousands of islands."

At Winch Design, luxury transcends objects—it is the art of shaping experiences, crafting spaces that resonate with personal meaning. Each project is a dialogue, a convergence of imagination, skill, and client vision, where every detail speaks to a life well-lived. And it all begins with a single conversation in The Bridge.