Soho House Group has been expanding its highly coveted Soho House members club portfolio across the UK, Europe and USA. As part of this drive to give members more sheer pleasure - Shoreditch House, designed with Tom Dixon, has taken the opportunity to add a hotel and enhanced Cowshed beauty treatment offer to the club based in East London. The brief involved creating the perfect night's stay (or two) in the city, taking over a disused pub, 'The Swan Tavern' on the corner of the site.
We were selected by Nick Jones to work collaboratively on designing the concept for the Rooms and the Cowshed. Sharing an affinity for people and what will make their stay exceptional, led us to work closely on ideas surrounding the 'perfect hideaway in the city'. 26 rooms were designed to feel like they 'had always been there' - drawing on the 'room above the pub' analogy and combining home comforts with aspirational detail. The Cowshed spa and cafe on the ground floor was designed to create a local, sociable buzz - ensuring warmth and difference around the beauty offer.
The experience customers have is to feel looked after, and pampered - feeling like the home you wish you could live in. The Rooms have been booked out since launch with extensive coverage from reviewers citing the Rooms as their 'favourite new place'. Unrecognisable from the pub days back in the late 19th century where rooms were let out to 'whoever would pay for them...'
"Household brought energy and ideas to the table. We always start with a blank piece of paper, and together we created something fresh and desirable for our guests"
Nick Jones - Founder and CEO Soho House Group
