3271 - Star in the east

45 images 1 2 3 »

The hipsters of the East End take some persuading – but it looks like Shoreditch House is going to be Britain’s hottest new club. The arrival of Nick Jones’s Soho House group in London’s oh-so-Noughties East End was not a wholly simple affair. With the original Soho House – opened in 1995, in Soho – now synonymous with vodka-and-tonic-swilling media types, and its Notting Hill outpost, the Electric, heaving with BlackBerry-toting movie princesses (male and female), some people had started to feel that the brand was a little stale. How did he expect such a complacent, commercial group to slip seamlessly into Britain’s hippest neighbourhood? You can put as many bowling alleys as you like in your venue, or rooftop swimming pools, zinc-topped bars, City views, billiard tables and the world’s longest Chesterfield (it’s 52ft long, cost £35,000 and is covered in mustard mohair), but the cool crowd won’t buy in if they think it’s full of the wrong people. Writer Kate Spicer

  • Add to lightbox 32714501 View job
  • Add to lightbox 32714502 View job
  • Add to lightbox 32714503 View job
  • Add to lightbox 32714504 View job
  • Add to lightbox 32714505 View job
  • Add to lightbox 32714506 View job
  • Add to lightbox 32714507 View job
  • Add to lightbox 32714508 View job
  • Add to lightbox 32714509 View job
  • Add to lightbox 32714510 View job
  • Add to lightbox 32714511 View job
  • Add to lightbox 32714512 View job
  • Add to lightbox 32714513 View job
  • Add to lightbox 32714514 View job
  • Add to lightbox 32714515 View job
  • Add to lightbox 32714516 View job

1 2 3 »