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Introducing Mitchell & Eades. Where luxury meets lifestyle.

13 September 2020

Pioneering female entrepreneurs merge interior architecture and design studios to launch Mitchell & Eades.

Melbourne-based Hayley Mitchell and Samantha Eades have joined forces to create Mitchell & Eades – a luxury product with a lifestyle edge. Hayley, founder and CEO of Design BY QU, and Samantha, founder and CEO of SED, have formed a global partnership to combine timeless sophistication with a contemporary vision of human experience.

When Hayley and Samantha were introduced in June 2019 they knew they had the potential to offer a multi-faceted design approach all under one umbrella. By combining the best in hotel with the best in hospitality their approach is based on human experiences, behaviours, rhythms and routines. Now, more than ever, people want to connect – to feel the warmth of hospitality and the luxurious feeling of being at ease in a space.

Mitchell & Eades are uniquely positioned to offer a luxury and lifestyle design strategy which is truly bespoke. Luxury is something that cannot always be seen. It is felt, heard, touched, smelt and remembered. It shouldn’t be immediately obvious or easy to describe. It is a feeling, a moment in time where you feel transported – a mysterious and alluring sensation that encompasses your entire body. It is a complex feeling which takes time to unpack, sparking curiosity and leaving a lasting impression.

Have you met Hayley?

Originally from London, she takes a lot of inspiration from the countries she has visited. Living across three continents – London, Singapore, Bangkok and Melbourne – over 12 years, she is inspired by every street she walks on and every person she speaks to. Hayley believes that every building has a story waiting for someone to bring to life. DBQ was created four years ago driven by this feeling of luxury, style, context and attention to detail.

Hayley has worked on some of the most successful hotels in Asia and Australia including the Yangon Excelsior, which was a finalist in Conde Nast Travellers 2020 Readers’ Choice Awards.

Have you met Samantha?

Born in Albury, Samantha has spent the last 20 years building up her business empire. SED emerged six years ago to provide effortlessly crafted, emotive spaces for people to live, work and eat in. With over 18 years in the industry, Samantha and her team have led the transformation of numerous local and internationally acclaimed hospitality spaces from Melbourne to New York. Her vision to “create hospitable, multi-sensory spaces around the finer details: touch, sound and smell” is clear to see in all of her projects, including the recently opened Ce La Vi in Shanghai.

Both Hayley and Samantha design with function in mind, along with the understanding that they have two clients – the guest and the operator. They are empathetic to how staff move through a building, but also how it should be hidden from the customer’s experience of the space.

So, what does Mitchell & Eades bring to the table?

Mitchell & Eades are currently working on some of the most exciting projects for the next few years including Six Senses 600 year old Fort Barwara in Rajasthan, which can be found on Forbes ‘most anticipated’ list.

Additionally a luxury wellness and culinary lifestyle experience in Yangzhou, China, an F&B venue by a renowned operator on the famous Flinders Lane in Melbourne, and a three storey restaurant in a heritage property at Circular Quay, Sydney.

With a focus on hospitality venues which stand the test of time, combined with a level of empathy for design which extends far beyond the aesthetic, Mitchell & Eades’ knowledge will transcend any expectation, globally.

More articles

projects by Hayley Mitchell
& Samantha Eades

Caption By Hyatt, Tokyo

Coming soon

Bonbon Cafe at The Lana

Coming soon

The Salent, Curio Collection by Hilton

Coming soon to Yangzhou

IHG Chongqing

Coming soon


Private residence Nanjing


Private Penthouse Sydney