Asked to name his hobbies, Nick Jones is quick to reply: “Eating, drinking, and napping.” It’s rare, of course, to be able to turn pastimes into a career, but Jones has done so spectacularly.
Soho House, a concept nearly 25 years old, started as a row of houses in its namesake London neighborhood and now boasts 23 iterations around the world, each reflective of the neighborhood surrounding it. Locations include Barcelona, Istanbul, Toronto, Mumbai, Hollywood, Chicago, Berlin, and Los Angeles. The most recent outposts in Brooklyn and Amsterdam have solidified the brand’s staying power.
The British-born Jones struggled as a child with dyslexia, but his supportive parents made sure they found the proper school to address his learning difficulties. Nonetheless, his poor exam performance did not suggest an obvious career path—except, perhaps, hospitality—which in those days, he says, was often the choice for those who couldn’t do anything else. Despite this, Jones’ penchant for conviviality persuaded him to enter the field. Plus, he adds, “eating, drinking, and [sleeping] are always going to be a part of everyone’s life.”
As it turns out, Jones already showed a leaning in that direction. He got into catering at 17, and “I always loved when my parents entertained,” he says. “I enjoyed it when [they] could give people a good time. That’s where I come from in hospitality—giving people a good time.”
He began his career at Trusthouse Forte (now the Forte Group), then became the marketing manager of London’s Grosvenor House in Park Lane. “I always wanted to open a restaurant,” he says, which he did at age 24 with Over the Top. Unfortunately, his first venture didn’t work out, but it led him to Café Bohème, which is still flourishing today, 25 years later. In fact, when the upstairs became available, Jones decided to try his hand at a private membership club. The first Soho House began in those rooms with a mission to cater to London’s creative set.
Jones’ approach to design has always aimed for comfort. Early on, he employed well-known designers—Ilse Crawford, Tom Dixon, Martin Brudnizki, to name a few—but today he relies on an in-house team, whose charge from Jones is to design for the member. The result is much like an eclectic curated home.
His future plans include something a bit more downscale: Mollie’s Motel and Diner, a roadside property “that has nothing to do with private membership.” The first is set to open in December in Manchester, England.
“I’ve never thought of what I might do outside of hospitality,” Jones says. “I’m not sure anyone would have me. I might be happy behind a bar somewhere, if necessary. But that’s hospitality, so I guess I’m stuck.”
