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

ELLE Decoration (UK) - - Style News -

‘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

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