Irrepressible expansionist, founder and CEO of Soho House, Nick Jones – who now counts 25 outposts of his members’ clubs around the globe – has paired Soho Home (his homeware retail arm) with Anthropologie to create a 30-strong furniture collection. ‘There’s a lot of crossover,’ says Chris Sotz, head of Anthropologie home. ‘The brands are beautifully styled, casual and cool, and there is a timelessness because we take cues from eclectic styles and periods.’ Both have gone global, with a presence in many of the same destinations – the pair have clearly seen an opportunity in transforming this mutual admiration into a joint venture.
‘Our core customers are women in their 30s and 40s with an affinity for great design,’ explains Sotz. ‘Interiors are her sport. Well-travelled with second homes, they are looking to decorate several places. They want something unique all the time.’ This cosmopolitan ethos and approach to aesthetics is also at the heart of Soho House – the clubs import the tried-and-tested formula of the brand wherever they go (Cecconi’s restaurants, great art, cool bars, rooftop pool and so on), but also always immerse themselves in their locales, both aesthetically and culturally, which is reflected in Soho Home’s offering.
Designed and produced by Anthropologie, the range takes inspiration from two Soho House clubs in particular where Sotz and his team spent time: the original venue on London’s Greek Street and the more recent modernist property Soho House Barcelona.‘We immersed ourselves,’ he says, ‘enjoying the community spaces and inhaling the experience. We took lots of photographs and started to think about what spoke to us and how to incorporate the soul of the houses into the products.’
The collection is expansive, with furniture, textiles, lighting, tableware and glassware. The classic Georgian architecture ofGreek Street was interpreted through scalloped detailing on upholstery, Chesterfield sofas and elegant turned details on cabinetry and tables in English oak. Meanwhile, the Barcelona-inspired pieces have a modernist feel, epitomised by the ‘Santiago’ leather sling chair (right) and marble-topped occasional tables, but there are also Catalan-inspired ceramics.
Art deco is an influence that runs throughout the collection, in the velvet upholstery and furniture with marble and brass inlays, and is best exemplified by the ‘Adriana’ seating and ‘Marianna’ bed. ‘One of my favourite pieces is the curved Chesterfield Tête-à-tête,’says Sotz. ‘It’s in sumptuous velvet with a braided fringe trim. I also love the ‘Amoret’ swivel chair with its sharp barrel-back and ikat woven upholstery.’
So, with 25 destinations to be inspired by, is this just the start of a beautiful relationship? ‘We think so – it’s built organically over time and we’re testing it out, so time will tell.’
This feature appeared in ELLE Decoration October 2019
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