Meet The Hotel Designer Who Worked Under Tom Dixon Before Launching His Own Studio

Jacu Strauss, Creative Director of Lore Group is behind the redesign and launch of One Hundred Shoreditc; the award-winning Dutch hotel Pulitzer Amsterdam; and the boutique hotel Riggs Washington D.C. Strauss began his architectural training in New Zealand and studied at the Bartlett School of Architecture and Westminster University in London before joining Tom Dixon’s design studio. He is now London based, and splits his time between Amsterdam and Washington.

Are there design elements and inspirations from New Zealand as well as England that you bring into your work? I am lucky to have lived in many beautiful places around the world. I grew up in the Kalahari Desert and as a child had to create my own entertainment using what I could find around me. When I lived in New Zealand in my early 20s, I was able to appreciate how wonderful a balanced lifestyle can be and how nature, architecture and design should interact. There is so much richness and variety in Britain culturally, architecturally and in the natural environment. I have lived in England longer than anywhere else and I am still constantly inspired by the incredible history.

You split your time between London, Amsterdam and Washington—what inspires you about these (distinctly different) cities? How does this get expressed in your work? London is home but I’m lucky enough to spend a lot of time in Amsterdam and Washington DC, including having lived in both cities during design and completion of our hotels. Both are unique and beautiful in their own right. Amsterdam and Washington DC have their own grandeur yet at the same time there is also a level of the understated and I love to play on these opposing ideas.

What did you learn working for Tom Dixon and how did you develop your own design identity and signature style? Tom Dixon is a designer I had long admired, and I was lucky to be offered a role doing his interior design projects after graduating from Bartlett as an architect. It was during this time that we designed the hotel that went on to become Sea Containers London—my first hotel project, and with that my love of hospitality projects was born. Tom’s influence, his passion and approach to design was a key turning point in my career. He made me understand the values of storytelling and how design can lift one’s mood. Tom also taught me the importance of experimenting, this is something that resonated with me. I love to play with contrasting elements: old and new, rough and smooth etc.

How would you describe your signature style? I start with a blank slate on each project. This makes for more work, but I’m happy not to have a “cookie cutter” style that we simply replicate with each hotel. But my designs are always classic with personality to suit each building and location.

What excites you about design and what are some of the changes within the industry that are currently exciting you? There is such a broad appreciation for design nowadays, and there is a real movement to celebrate variety. For someone like me in hotel design it gives me license to do what I want to do, with the understanding that it may not be for everyone, but those who don’t like it can find what they love nearby or elsewhere.

How do you balance form and function within a hospitality project? I have to wear more than just a designer’s hat for our hotels. I’m able to make the rules, but this means I also have to deal with the consequences, so it requires a very specific way of thinking. This pushes me to find a balance between what looks great, but will stand the test of time and be comfortable and inviting for our guests.

What excites and inspires you about the hospitality industry? Hospitality is experiential and relies on fundamental senses. It is an opportunity to delight, and allow guests to experience something they may not yet be brave enough to commit to long term in their own environment. It also requires a respect for operations, service, and atmosphere. I consider them all equally important.

As someone who I imagine travels a lot—what is always in your suitcase and why? I always have a large cashmere scarf, small when folded yet large enough to be used as a blanket on the plane or if you get caught out in the cold. I always have a trusty blazer and a smart pair of shoes, just in case. I also always take a spare pair of glasses, nothing more annoying than losing or breaking glasses when traveling and not having a backup pair. I also always travel with my own tea!

What is your favourite space in One Hundred Shoreditch and why? I am particularly fond of Seed Library, on the hotel’s lower level. We were able to turn a subterranean nightclub into a tranquil, warm and energetic cocktail lounge. We were able to use the bones of the space, but with the correct furniture, custom tapestries and artwork (created with my team), and simple but effective lighting. As a result, we have created a magical space loved by each visitor.