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Soho House Founder Plans Retro Venture in Heart of Mayfair

Image: online.wsj.com

The founder of Soho House, Nick Jones, is known for ruling that “compulsory casual” wear in any of his establishments is a must and members are banned from wearing ties. However, with his new more retro venture, Little House, which he plans to open in Mayfair, Jones is leaning toward a more refined ambience.

Located in one of London’s most elite neighborhoods, Mayfair, Jones’ new venture will be called Little House and it is expected to open this month sometime. Featuring a retro ambience, wood paneling, antique furniture, leather dining booths and fireplaces, the new establishment will have a more traditional feel.

“I’ve always loved Mayfair but I just never thought we were grown up enough before. Now I think we’re ready for it. People don’t want a modern club in Mayfair, it will have a more traditional feel but done in a very stylish way,” said Jones. “There are lots of people in arts, in fashion and other creative types in Mayfair. It probably isn’t for the hedge fund people It’s probably not big enough for them.”

Expected to measure in about half the size of the Soho House, Little House will include a lounge and bar with dining options inspired by New York and Italy. Maintaining Jones’ adoration of the arts, Little House will also feature an art collection curated by celebrity portrait painter Jonny Yeo and arts writer Francesca Gavin

Founded in 1995 as a private members’ club for people in the West End’s media and creative industries, Soho House has expanded around the world and currently has locations in Berlin, New York, Miami and Hollywood. There are also plans to open new properties in Toronto, Mumbai, Istanbul and Chicago over the next two years. A majority stake in the Soho House group was sold this year for £250 million to supermarket billionaire Ron Burkle and Jones reportedly made £25 million from the deal. He is married to broadcaster Kirsty Young.

Source: This is London

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New York February / March 2014
New York February / March 2014