HOUSE TO HOME
Having grown from a single London club to a global empire, Soho House now has designs on your home, with a new product range based on its super-cool interiors
‘It was a response to our guests and members,’ says Nick Jones, founder of global network of members’ clubs and restaurants Soho House, of its first homeware range. ‘ We were constantly being asked, “where can I get your sheets, where are the towels from, who is the glassware by?” As more houses opened, we decided to start designing everything to go in them ourselves. The next step was to make those things available for people to buy.’ The result is Soho Home, a collection of over 450 items including textiles, lighting, tableware, upholstery and accessories, all designed to encapsulate the laidback yet luxurious vibe found in Jones’s venues. Four years in the making, Jones, group design director Vicky Charles, and European design director James Waterworth all admit that it’s been a steep learning curve. ‘The opening of Soho House Chicago really got the project moving, but we soon realised that it takes a lot more time to develop some products than others’, says Vicky. ‘ What the research has given us, however, is a Rolodex of experienced manufacturers and craftspeople from all over the world’. Now, the in-house design team works with companies such as Italian linen weaver Frette, iconic Staffordshire pottery Burleigh, and traditional furniture maker George Smith to name but a few. ‘They’re great partnerships’ says Jones. ‘ You’re not only getting the feel of Soho House, but the quality of these suppliers, which is phenomenal’. Design inspiration is taken from the houses themselves – currently customers can shop from Chiswick’s High Road House, Babington House in Somerset, the group’s newest rural outpost Farmhouse, which opened in Oxfordshire in 2015, Soho House New York and, of course, Chicago. Going forward the plan is to develop collections from the 13 other existing properties, plus any new locations as they launch (Barcelona, Mumbai and Amsterdam are currently under construction).
The aim, says Jones, is to deliver goods within 48 hours. ‘I’m an impatient person, I want things now,’ he says. The website also carries a selection of vintage pieces sourced by the team. Previously available only to members, the range will be offered to non-members from September. So how do they expect it to fare with those not already au fait with Soho House style? ‘It isn’t pretentious or flashy. It’s reasonably priced and good quality,’ says Jones. ‘I think more than just our members will appreciate that.’ (sohohome.com). Portrait From left, James Waterworth, Vicky Charles and Nick Jones Products, from top Vintage rug, from £795; ‘Barwell’ coupe, £28; ‘ Whichford’ teapot, £75; ‘Spoon’ armchair, £1,800; ‘Portobello’ cashmere throw, £450