When Sophie Bush moved into a converted loft apartment in London’s east end, she found the interiors market woefully short of material to inspire her new way of living. Warehouse Home became her solution; a magazine to inspire and act as resource, not only for warehouse-dwellers but for all those who admire and aspire to its aesthetics. Now on the brink of publishing her debut book of the same name, we meet Sophie and see how she created her exposed brick wall of an empire.
Hi Sophie, could you tell us a bit about yourself?
I’m the London-based founder of independent media brand Warehouse Home. I have around over a decade’s publishing experience and am lucky enough to have worked for some of the world’s most well-known magazine titles. But I’ve always been passionate about architecture and interior design and I’ve always wanted to run a business of my own. It was the purchase of my home – in a warehouse conversion in east London – that inspired me to launch Warehouse Home.
For those that don’t know, what is Warehouse Home?
Warehouse Home is a bi-annual print and digital magazine providing essential interior design inspiration for loft apartments and warehouse conversions as well as decorating ideas for incorporating vintage, industrial and reclaimed designs, channeling that industrial aesthetic, in any home. There’s an online subscription service. We will shortly be publishing our debut book ‘Warehouse Home’ with Thames & Hudson.
What were the catalysts in identifying a market for people wanting to live in warehouse conversions or, at the very least, get the look?
Through the process of sourcing furniture, lighting and accessories to complement the heritage features of my own warehouse home – exposed brickwork, steel columns, loading bay doors – I realised that there was a widespread enthusiasm for the New York style ‘loft living’ lifestyle and aesthetic. But I also noted that there wasn’t a premium magazine catering specifically to this look. [It] is just as popular with people who don’t live in warehouse conversions as with those who do. It is so easy to incorporate industrial touches in any home and we want to offer our readers all of the inspiration and resources to do exactly that!
So, tell us more about ‘Warehouse Home’ the coffee table book.
It really is a stunning book! We’ve scoured the globe, from New York to Melbourne, London to Hong Kong, selecting the most exceptional homes in former mills, factories, tanneries and, of course, warehouses. ‘Warehouse Home’ is the ultimate resource for everything from how best to preserve and complement original architectural features to style ideas for adapting vintage and reclaimed pieces for modern living. The book has a practical structure, looking at how to make the most of a space while retaining its authentic features, such as exposed brickwork, concrete floors and mezzanines, and showcasing real homes to demonstrate how successful this can be. A ‘Decorative Details’ section provides tips on how to recreate the warehouse aesthetic in any home, with repurposed pallets, bricks and breeze blocks, galvanised piping and more.
How did you find the homes featured?
We contacted leading architectural practices and photographers worldwide. And, once the word was out that we were publishing a book, we received a large number of submissions from homeowners too. We were spoilt for choice! One of the ways we decided to prioritise the content for the book was by making a clear distinction between authentic industrial and ‘industrial style’ buildings. The Warehouse Home book exclusively showcases genuine industrial conversions, celebrating their original architectural features and the various inspirational ways in which homeowners have preserved them.
Would it appeal to people who aren’t lucky enough to live in a warehouse?
Absolutely! We already know that a significant portion of our magazine audience live in contemporary apartments and country houses – but they want to add distinctive industrial touches to their interior schemes. The industrial style is incredibly adaptable and the debut Warehouse Home book is the ultimate source of industrial décor inspiration.
Anything caught your eye at Habitat?
Concrete is the definitive material for a raw industrial scheme. The Milton concrete table and stool set from Habitat is actually intended for the garden but I think it would be ideal for an industrial style kitchen. The Tico concrete bench would also make a fantastic addition to an industrial style hallway.
For a minimalist scheme, I like the Quad ceiling shade. Black metal frames are ideal for minimalist and industrial interiors and look amazing juxtaposed with raw industrial backdrops like brick and concrete.
The black and brass Melrose table is the ideal way to enhance the sense of refinement in an industrial style interior. Brass is sophisticated, elegant. Team with smaller accessories like the Sachi vase.
Do you crave holidays in cosy cottages to counterbalance warehouse living or is it ingrained in you?
I’m really interested in creative interior schemes of all kinds, but of course my head is always turned by an industrial features and décor, whether that’s in a hotel, restaurant or coffee shop! Industrial style inspiration is absolutely everywhere when you look for it!
Warehouse Home: Industrial Inspiration for Twenty-First-Century Living will be published at the beginning of May 2017 by Thames & Hudson.