Master of the House, Nick Jones’ aspiration to achieve “flip flop glamour”


Posted: December 16th, 2010 | Author: | Filed under: Allan T. Shulman, Inspiration, Soho House | Tags: | Comments Off on Master of the House, Nick Jones’ aspiration to achieve “flip flop glamour”


Nick Jones, founder of the Soho House empire, has had a busy year, with hotel openings in Miami, Berlin, London and West Hollywood. He says his goal is to create places for socializing with “other unpretentious people who hate techno music and just want a simple roast chicken in a casually glamorous setting.” Mr. Jones designs his members-only clubs and small hotels to location: Miami he describes as”flip-flops chic,” while Berlin makes strategic use of bright color. “I went with chintz because it’s so gray there,” he says. But there are a couple of elements you’ll find at all of the properties: comfortable tufted velvet sofas and good food.

I always start designing with a blank piece of paper. I then go out and find the right space. Next, design to the location, and think about the locals who will be using it.”


Mr. Jones sent the project’s architect, Allan T. Shulman, back to the drawing board, asking him to expand the club and hotel into spaces once reserved for condos.“We needed the space to put in the Soho House features,” Mr. Shulman said. In the redesign, he said, he added a spa (under the Cowshed brand, also part of Soho House UK) and a rooftop pool, as well as what Mr. Shulman called “an elaborate and discreet series of spaces” for eating, drinking and socializing. Soho Beach House encompasses the former Sovereign Hotel, a landmark 1940s Art Deco building, and a new 15-story tower.

Though the facade and lobby of the Sovereign have been restored, the other interiors are entirely new. The original Sovereign had about 100 guest rooms, Mr. Shulman said; Soho Beach House, with twice the square footage, has only half that many. (The largest rooms are 1,500 square feet)

The décor will include about 140 artworks, many contributed — that is, bartered — by Soho House members “as part of a food and drink program,” Mr. Jones said.

Source: http://www.nytimes.com/2010/09/08/realestate/08soho.html

Source: http://www.coolhunting.com/travel/soho-beach-hous.php



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