The rigid 9-to-5 is history. In the years following the global pandemic, the lines between professional ambition and personal joy have not just blurred; they have dissolved.
Today’s Londoners are no longer looking for a stiff office to work in and a separate, stuffy club to drink in. They demand a “third space”: a flexible, hybrid environment where they can be productive, educated, and social, all under one roof.
Responding directly to this cultural shift, Home House, one of London’s most iconic private members’ clubs, today announces a rebrand and strategic repositioning. The rebrand follows a two-year period of extensive research and insights conducted in collaboration with brand and cultural strategy agency Truth Consulting, and branding development with design studio OMSE, developed in close consultation with the clubs’ members.
This in-depth work explored how expectations around work, leisure, luxury and community are evolving across London’s private members’ club landscape and the wider experience economy. The rebrand unifies the collection under a refreshed identity. It introduces a clear dual offering designed for the modern hybrid lifestyle: Home House for socialising and culture, and the newly christened Home House Studio (formerly Home Grown) for professional growth and productivity.
Solving the “Work-Life” Dilemma.
“The research we conducted for Home House Collection was rooted in the lived reality of today’s members,” said Bridget Dalton, Head of Truth Futures at Truth Consulting, who led the strategic insight.
“We explored how expectations around work, leisure, and luxury
are evolving. Our brief was to roam beyond the current status of the private members’ club category, embracing a future where art, wellness, business, and leisure intersect seamlessly.”
The result is a collection that caters to the whole person. Members can now pivot instantly from a morning of “best practice” business workshops to an evening literary club or a high-energy house party.
Two Houses, One Philosophy Starting February 2026, the brand will operate as two distinct but connected entities, united by a philosophy of “Respectfully Kind, Seriously Fun, and Intentionally Different.”
• Home House (Portman Square): The Cultural Heart. Set across three Georgian townhouses, originally designed by Robert Adam, this remains the social hub. It is designed for those seeking exclusive experiences, wellness, and a vibrant food & beverage scene, all set against historic architecture. The offering includes 23
distinct bedrooms, rotating art installations curated in collaboration with Canopy Collections, and a dynamic events calendar ranging from the ‘Sipping Society’ wine nights to the club’s legendary Halloween and Summer parties.
• Home House Studio (Great Cumberland Place): The Engine Room. Rebranding from Home Grown, the Studio is a dedicated co-working club with a dynamic social scene. It is purpose-built for entrepreneurs, professionals and creatives who need structure without stiffness. It features flexible lounges, private phone booths, meeting rooms, and 35 boutique bedrooms. The member events
programme here is varied, offering business talks and workshops designed to help members scale their ventures, alongside a rotating art programme curated by MTArt Agency and events that allow members to connect socially, relax, and have fun.
A New Look for a New Era
Speaking on the design, James Kape, Founder of OMSE, said, “When Home House first opened in 1998, it was quietly radical, preserving the rituals of a private members’ club while stripping away the rigid exclusivity of the past. When we began this project, that original spirit was still very much alive, but the brand expression had become fragmented over time.
Our work was about returning to that founding energy and re-expressing it for 2026. Reimagining Tradition became our strategic anchor, guiding everything from the brand architecture and naming to the visual identity. Visually, we evolved the wordmark and introduced an ‘HH’ monogram and system that reinterprets classical architectural details of Robert Adam’s style through a fluid, contemporary lens.
This evolution is more than a new look; it’s about clarity of purpose, how the brand speaks, how the teams show up every day, and how the House continues to grow as one coherent, future-facing brand. Starting today, Home House are once again rewriting the script of what a members’ club can be”
Andrew Richardson, CEO of Home House, commented: “Home House was founded on the belief that tradition should evolve rather than stand still. This next chapter reflects that original vision by creating places that feel open, welcoming, and relevant to how people live today. By bringing Home House and Home House Studio together more clearly under one brand, we’re strengthening what makes our clubs special: a culture rooted in respect and kindness, a sense of fun and ease, and spaces where people feel
comfortable to work, connect, and be themselves.”