Nick Jones, the visionary behind the global Soho House private members' club empire, is embarking on a new venture with St. Clement, a luxury hotel in London. This marks his first major project since stepping down from Soho House in 2022, and it represents a significant shift from the private club model he perfected. Jones aims to reinvent luxury hospitality by focusing on a seamless and generous guest experience, moving away from what he perceives as outdated hotel practices and the challenges of scaling membership-based clubs.
St. Clement, located at 180 The Thames, will feature 90 rooms, including 15 river-view suites, and will prioritize guest convenience. Key amenities like minibars and laundry services will be included in the room rate, which starts at £600 per night. The hotel also promises a streamlined arrival process, eliminating traditional check-in desks. Bathrooms will be stocked with practical, high-quality items such as proper dental care, sunscreen, and shaving cream, emphasizing a sense of generosity rather than "nickel and diming" guests.
The hotel is designed by Eagle + Hodges and will house an all-day restaurant, Cafe Clement, which is already open, along with Bobbi's Bar, open until 3 AM, and Florence Knight's rooftop restaurant, Lunette, opening in September. The property also boasts a health club with a 25-meter pool, gym, and spa, alongside an extensive ecosystem of retail and dining options, including a grocer, bakery, cafe, wine bar, and home decor shop. This comprehensive offering is intended to create a holistic experience for guests.
Jones's pivot to a luxury hotel model with St. Clement comes as Soho House has faced criticism regarding overcrowding and declining service due to its rapid expansion, becoming, as some suggest, a "victim of its own success." While St. Clement still carries the "Soho House DNA" in its aesthetic, its core pitch is different: it focuses on not annoying guests and providing "good old-fashioned hospitality done in a slightly more relaxed way," rather than the "belonging" ethos of Soho House. The financial strategy also differs, moving from a membership-dependent model to one based on high-margin room revenue, especially with 15 long-stay apartments to provide stable income. Jones aims to capitalize on the high demand for luxury hotel rooms in central London, where a square meter of real estate can generate significantly higher returns as a bedroom compared to a bar or communal workspace.
