Over the past 20 years, former caterer Nick Jones has built Soho House into a global empire of private members clubs, restaurants, spas and now Soho Home, an online homewares store. He sat down with Dezeen to discuss his approach to design (+ slideshow).
Jones spoke to Dezeen at Soho Farmhouse, a 100-acre farm in Oxfordshire that has been converted into a luxury resort.
The farm, which opened last year, was converted in collaboration with architecture studio Michaelis Boyd. However, since then Jones has brought all his design services in house, employing a team of 50 to 60 designers around the world to roll out the Soho House look at its ever-expanding network of properties.
Soho House founder Nick Jones
"I think that, above all, it's got to be comfortable," he said, when asked to explain the brand's design approach. "I'm constantly reminding our designers that it's not about them. It's not about a mood book, it's not about a portfolio at the end of the day; it's always about the customer, it's always about the member."

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Is this a reaction to the kind of spartan, minimal design that appears on sites like Dezeen"
"I think so," he said. "When we design a place it has to feel like it has atmosphere with no one in it."
The original Soho House private members club at 40 Greek Street in Soho, London
Soho House Gro...