LCP/PrivateOffice Founder & Chair, Naomi Heaton, tells us all about her latest venture The Other House, a residents club with luxury club flats and apartments in London.
Tell us about your background
I didn’t make my start in hospitality, although the concept of The Other House, which was more than ten years in the making, is very much shaped by my career and identifying a gap in the market. After building my career as a director of well-known agency Saatchi & Saatchi, I thought I was destined for a life in advertising. Little did I know that buying my first home in London’s Camden Town would later transform into not one, but two successful businesses.
With a passion for interior design, I started my own business buying, renovating and selling properties in central London, which lead to the founding of LCP/PrivateOffice. One of London’s leading real estate investment companies, it advises overseas buyers and manages a large portfolio of properties on their behalf. It was at LCP/PrivateOffice that I observed the rapidly changing lifestyle of millennial tenants who were looking for smaller apartments in London with more aspirational interiors and services on demand, in the very centre of London – wanting to be ‘where its at’. At the other end of the spectrum, I could see hotel guests looking for a greater sense of place and wanting to feel like a local. I spotted the opportunity to mash this all together and rethink the hospitality sector – whatever the length of stay. That’s when I created The Other House.
What is the hotel’s USP and what does it bring to Kensington?
South Kensington is a wonderful neighbourhood, filled with stunning Victorian architecture and cultural landmarks, however, it has nothing quite like The Other House. In fact, London hasn’t seen anything like it before – that is because we have created an entirely new sector within hospitality – ‘Residents Clubs’. Residents Clubs blur the lines between hotels, serviced apartments and private rentals, acting as a second home for resident’s whatever their length of stay, whether it’s a day, a month, a year or more. Think hotel meets private members’ club – providing a new sense of place, ownership and engagement, with spaces that create amazing experiences.
Whether it’s acting as a private club for locals, a pied-à-terre for out-of-towners, a long term base or neighbourhood haunt – The Other House brings something completely unique to South Kensington – with openings in Covent Garden and Belgravia in the pipeline.
Tell us about the architecture and design…
The inspiration for the interiors was derived from the local culture of South Kensington – a unique area brimming with art, design and tradition. The spirit of whimsy and English eccentricity was the starting point for the design – guided by beguiling gardens, interesting architecture and the language of arches of the nearby Gloucester Road tube station. This narrative is echoed throughout the entire building, connecting spaces, leading residents from one experience to the next. We wanted to create a voyage of discovery, a world that is fantastical and flamboyant, rich and textured, but also relaxing and comforting in equal measure. All brought to life by the very best of British craftsmanship.
How would you define the guest experience?
We offer our residents the luxury of choice – be as visible or invisible as you like – have the services and amenities of a more traditional hotel stay, or be completely independent and self-sufficient in your own Club Flat.
We believe that our residents and members are people who share our values. People who aspire to make a difference, who care about making a positive environmental and social impact and who search out and value new and varied experiences. We cater to this by providing aspirational interiors that are both beautiful and sustainable, stimulating members events that align with our values, superb club facilities and locations that are second to none. Our residents are all on different journeys but they all know where they want to be.
The Other House offers all of the comforts of home and a great neighbourhood vibe, so our residents can live like locals. It is your ‘other house’ for as long as you’re in town.
What are your favourite aspects of your Residents Club?
It’s fascinating to see something that you have conceptualised and worked on for nearly a decade, finally come to life. From the moment we opened our doors, The Other House took on a personality and energy of its own, that instantly you could see people respond to. We have said from the offing that we will be sustainable, offer exceptional experiences, have a positive impact and let our residents be in control. We’ve done it and people ‘get it’ – so I suppose I love all of it in it’s entirety – that we have been able to create something spectacular whilst holding true to our values. It is extraordinarily exciting to have created a new way of staying which will lead the market.
Who does The Other House cater to?
A very diverse crowd, given our unique model. We have the countryside commuters using us as their pied à terre in the midweek, guests from the UK and abroad who are staying with us for a few nights and looking for a really cool and different place to stay, local members who are drawn to the community and amenities of our private club, and long-term residents who are staying with us for up to a year or more. We cater to all of these audiences, in an environment that feels convivial, comfortable and inclusive.
Which is your favourite room and why?
That’s like asking a mother ‘who is your favourite child?’. I think the Turret Club Flats are particularly special. Flanked at either end of our ‘block’, both have gorgeous Victorian ‘porthole’ windows, vaulted ceilings and are wrapped in a whimsical wallpaper of clouds and swallows, to match the rooftop views across London. It makes for an incredibly comfortable and very special stay in central London.
What can you recommend in the local area?
As London’s arts and science district, the choices here are endless, but for me, it has to be the Victoria and Albert Museum. With a keen interest in interior design, I love nothing more than wandering through the unfolding displays of Domestic Interiors since the Renaissance, to fuel my inspiration. From Chinese ceramics to Alexander McQueen evening dresses, it’s a powerhouse of exciting exhibitions.
