Home House rebrands to luxury co-working space

Home House, the luxury private member’s club in Marylebone, is rebranding to cater to a new era of London where the lines between work and social have blurred thanks to the Covid-19 pandemic. According to the club, there has been a cultural shift; a demand for a ‘flexible, hybrid environment where they can be productive, educated, and social, all under one roof’. Enter Home House Studio, which will turn the private member’s club into a luxury coworking space.

The rebrand follows a two-year period of extensive research and insights by the Home House team, developed in close consultation with the club’s members. The club explored how expectations around work, leisure, luxury and community are evolving across London’s private members’ club landscape and the wider experience economy, which then led to this new evolution of the brand. The rebrand introduces a dual offering designed for the modern hybrid lifestyle: Home House for socialising and culture, and the newly christened studio (formerly Home Grown) for professional growth and productivity. Members can now pivot instantly from a morning of “best practice” business workshops to an evening literary club or a high-energy house party.

“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 studio is envisioned as a dynamic co-working club 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 programmes include business talks and workshops designed to help members scale their ventures, alongside a rotating art programme and events that allow members to ‘connect socially, relax, and have fun’.Speaking about the rebrand, Home House CEO Andrew Richardson said: “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,” he added.

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