During my tenure as Creative & Product Director at Soho House, I led the design and product teams in developing and launching a wide range of retail products. Our approach was twofold: designing pieces inspired by existing Soho Houses, and creating bespoke products for new openings; many of which went on to be retailed through Soho Home.
The product ranges included furniture, table and glassware, bed linen, lighting, upholstery, and textiles (including the now-iconic beach towels). We focused largely on items found in bedrooms, aligning with the capabilities of our manufacturing partners, while maintaining design integrity and the distinctive Soho House aesthetic.
This hybrid model; supporting the interiors of new Houses while feeding into the retail pipeline, allowed us to grow a strong commercial offer. It gave guests, members, and the wider public the chance to bring a little bit of Soho House into their own homes.
Notable projects during this time included:
White City House, Kettner’s Town House, Greek Street, Amsterdam House, Soho Warehouse, The Ned, Dumbo House, and Soho House Hong Kong.
