“When I was still quite young, I went to work for [the Swedish architect and designer] Martin Brudnizki, who sent me off to New York to set up his office there. We then won the Soho Beach House Miami project, so I was knee-deep in that for a couple of years. When [Soho House founder] Nick Jones decided he wanted everything in-house, I went to work for him. There was something about those early houses that was genuine and authentic, it was about finding old pieces and the rooms not looking too perfect, which was unusual for hotels at that time.”
James is now set to work on The Zetter Bloomsbury project, which opens later this year, applying the same level of detail and thought to their newest outpost. “We bought these old Japanese mosquito nets out in the South of France and we didn’t know what to do with them, so we started playing with lampshades and the light it gives off is amazing.
“And then there’s this early 20th-century teal French linen, which we’re planning to use on the trim of a bedspread for one of the rooms. There are a tonne of nuances that you always hope people will notice in a project and it’s about allowing yourself the time to try different things without knowing exactly how they will turn out.”
Never short of inspiration, he loves to visit houses such as Stourhead in Somerset and Houghton Hall in Norfolk – “As well as looking through old magazines and vintage historical design books,” he explains. “And of course, being surrounded by the amazing history we have here at the studio. We’re always testing out ways of doing things and doing mini mock-ups. But being creative doesn’t necessarily mean thousands of colours and different fabrics – it could equally be something pared back. It’s just about looking at something in a different way.”
Further reading
Thurstan
James on Instagram
This summer, James brings his signature aesthetic to the 2025 WOW!house at Design Centre Chelsea Harbour (3 June – 3 July), creating a richly layered snug in collaboration with lighting brand Hector Finch – a study in understated luxury, crafted with antique textiles, earthy tones, and bespoke pieces from some of the UK’s finest makers.