Soho House
During its transformation into a boutique hotel and spa, Shoreditch House was reimagined through a distinctly British lens — the concept of a pub with rooms. Developed during our founder Keith Fowler’s tenure at Household Design, the project began with Soho House Group’s acquisition of the long-derelict White Swan pub. The design narrative drew on local heritage to create an overnight city stay that felt intimate, characterful and rooted in place.
Rather than focusing on scale, the emphasis was on perfecting the essentials: premium linens, beautifully executed bathrooms and thoughtful details designed for a flawless night’s sleep. Hotel guests were also granted access to the private members’ club upstairs, bridging hospitality and community through design.
The interiors were brought to life through collaborations with local artisans and heritage British manufacturers – including H.E. Smith, tilemakers for the London Underground, and Catchpole & Rye, known for their classic sanitaryware – resulting in a design language that epitomises comfort and quiet luxury in the East End.
