behind the design

Admired by as many as those who envy, SOHO House is private members' club originally aimed at those in the arts and media, but more recently expanded to include those with a 'creative soul'.  The company branched out with 'Soho Home' and offered members and the public a slice of their creation by offering the very furniture and homewares they had in their luxurious rooms across the globe. 

Inspired by Little Beach House (Barcelona), Soho House's new First Home collection was designed for modern living. JW was approached to design a fitting range for this new venture which needed to have a feel of originality to fit the brand, but a strong commercial element to fit the "First Home" concept.

JW began the process by looking back to move forward. Inspiration was found on a take on Scandinavian designer Louis Poulsen. Traditionally Louis echoes simplistic shapes and sticks to basic colours with flashes of contrast. JW tried this on a conical format and evolved a simple pendant lamp. As the desk lamp would feature in nearly every room of the First Home hotels, JW spent time to develop a strong, appealing lamp that would be desirable to use, to look at and be brought home. A quirky twist was developed with the floor lamp, as two heads branch out from one stem in modern take on the natural growth of a sapling.

The Apex family was a proven success, and a statement on how commercial design appeals even appeals to the "creative soul".