How Jolie have brought an exclusive “member’s club” feel to FROW Studio

Interior design studio Jolie have brought an exclusive ‘member’s club’ aesthetic to FROW Studio, the Manchester second home of British fashion content creator Victoria Magrath and her husband, Alex.

Drawing inspiration from the classic-meets-contemporary style of the Soho House group, as well as the bustling energy of New York City loft living evoked by the historic charm of the 200 year old cotton mill in which the apartment sits, the vision for Magrath’s apartment transcends mere aesthetics; it’s a multifunctional space designed to cater to both personal and professional pursuits.

As one of the UK’s top fashion influencers, Magrath has travelled the globe and stayed at some of the most luxurious resorts in the world. She was keen to bring that inclusive and welcoming ‘home from home’ atmosphere of the modern member’s clubs she had experienced to her own ‘home from home’, and turned to Manchester-headquartered interior design studio, Jolie, to deliver that vision.

“We connected with Victoria because she recognised that our philosophy and sensory approach to interior design would connect her unique high-end sense of style with a commercial eye,” explains Jolie founder Franky Rousell.

“She loved our experience in the hospitality sector, and found the members’ club aesthetic that we have become known for a perfect fit for the vibe she wanted in her Manchester home. She was also keen to incorporate vintage pieces wherever possible, for both sustainability and to give that soulful edge, and loved that Jolie could provide expertise here.”

Subtle Sophistication

Victoria required the apartment to not only feel comfortable and homely when she visited, but to also be incredibly adaptable as a photographic backdrop for the social media campaigns she regularly shoots, for the likes of Dyson, Cle de Peau and Grey Goose. Jolie’s design for FROW Studio seamlessly blends sophistication, functionality and sensory delight to deliver carefully curated moments, where photography and videography set-ups can take place.

The flexibility of the apartment lies in its core zonal areas, each meticulously designed to evoke specific emotions and cater to distinct purposes, but set against neutral backdrops that allow for spaces to be quickly transformed for photography, as required.

The modern members’ club look is less about big design statements and more about low-key, subtle sophistication. Utilising beautiful textiles, bespoke furniture pieces and ambient lighting, Jolie has carefully curated oversized artwork pieces to offset sculptural styling elements at FROW Studio, providing an impressive sense of scale, form and art direction.

Each area was conceived around the specific emotion Victoria wanted to experience in the space: warm, inviting and impressive in the lounge; sophisticated and engaging in the kitchen and dining area; serene and tranquil in the main bedroom. Each zone has a corresponding fragrance and signature soundtrack pairing, curated by Jolie, to complement the material and colour palettes, and deliver an all-encompassing sensory experience.

A Symphony of Design Elements

Chalky neutrals adorn the plaster walls of the apartment, as a grounding tone to complement the exposed red brick ones. In the lounge, the desired warmth of the space is underpinned by Farrow & Ball’s ‘Skimming Stone’, with warm grey undertones, offering a neutral canvas for the eclectic blend of furnishings and artworks that deliver the sense of comfortable grandeur that Victoria was after.

At the heart of the scheme sits the squishy Truman sectional sofa from Andrew Martin, paired with a marble coffee table from Collection Noir. Layering is key to creating a comfortable yet inspiring space, seen in the injection of fresh harmonious green in the sofa cushions, the uplifting optimism of burnt orange accessories on the sideboard, and the tactile warmth of the Soho Home rug underfoot, which adds a touch of texture to the polished dark wooden floors.

Completing the lounge area is a sideboard sourced from Vinterior, which adheres to the Jolie ethos of sourcing vintage pieces for schemes, and prioritising repurposed materials. “Mid-century touches were a key focus of the apartment,” says Magrath. “Jolie wanted to bring a lived-in, cosy feeling to the space that you can’t quite achieve with modern furniture. The deep orange tone of wood adds so much richness to the space, and it is now one of my favourite pieces in the apartment.”

The existing galley kitchen has been updated using porcelain blue Foundry tiles from Ca’ Pietra, laid in a basket weave pattern that adds an extra level of sophistication to the compact space. Further updates include the addition of a sleek Grohe tap in charcoal to elevate the sink area, and flush brass sockets by Buster & Punch, to reflect a commitment to both style and functionality.

In the dining area, the rustic Grover farm table from Olivia’s takes centre stage, paired with comfortable cafe-style dining chairs and a checkerboard rug underfoot, to exude a casual yet sophisticated flair. “The wooden dining table is a centrepiece of the apartment,” says Magrath.

“It provides a rustic feel as a contrast to other modern features in the space, but the Soho Home rug grounds it in the colours and textures surrounding it. It also divides the living area and kitchen beautifully, with enough space for amazing dinner parties, and a big game of spoons!”

The signature scent for the kitchen-dining area blends amber, sandalwood and patchouli, known for their comforting, expressive and invigorating properties. Green foliage features throughout the living spaces of the apartment, introducing biophilic properties that deliver a sense of harmony, help to diffuse anxiety, and encourage social interaction.

Crafting Spaces for Creativity and Comfort

Jolie has delivered a haven for tranquillity and timeless elegance in the main bedroom, emphasised by the soothing and grounding scent of white patchouli. The walls are painted in Farrow & Ball’s ‘Lime White’, a soft chalky neutral with a slightly green undertone, that provides the perfect backdrop not only for rest and relaxation, but also for any fashion, beauty and homeware campaigns Magrath might shoot in the space.

Bespoke walnut woodwork by Manmade Furniture adds a rich tonal hue that complements the red brick,  and elevates the sense of ‘quiet luxury’, while subtle accents of brass – seen in the lamp from Olivia’s, Armac Martin ‘Bromford’ handles on the wardrobes, and light switches from Buster & Punch – add a further touch of warmth and sophistication.

The guest bedroom has been kept purposefully sparse in furnishings, as it will serve a dual purpose as a photography studio for the Magraths. Conceived as a ‘calm and creative’ space, the atmosphere is accentuated by a signature scent of bergamot and tea, designed to be motivating, uplifting and refreshing.

A cream boucle sofa has been repurposed from the Magrath’s main home as a focal point for photographic shoots, paired with a travertine side table from Collection Noir, and tripod chair from Soho Home, to add a touch of artistic flair. A warm metallic artwork by Kirath Ghundoo has been hung above the sofa to add a pop of colour and personality, infusing the room with vibrancy and charm.

“We loved bringing this space to life, as both a home and aspirational environment for Victoria to share with her loyal followers,” says Rousell. “This feels like the next step in Victoria’s personal style journey, as she looks to collaborate with meaningful brands with a soulful edge, that speak more authentically to her personal taste and style.”

About Jolie

Founded in 2017, Jolie is a full-service interior design studio, working in the commercial & hospitality sector. In an age of real-world social disconnect where screens demand our attention and fast-moving trends drive the physical world we inhabit, Jolie focuses on the power of real, emotionally-driven experiences that can be influenced by environment and interior space.

Their research focuses on human behaviour related to sensory experience; collaborating with neuroscientists in each sensory field, Jolie carefully sources and combines materials and fragrances to imagine each interior.

As a young team, Jolie bring a unique perspective to the world of interior design, embodying the millennial mindset to create spaces where individuals of all ages and backgrounds thrive. Acting as interior consultants or principal designers, Jolie collaborate with contractors, architects, suppliers and project managers to deliver from concept to construction.

For more information about Jolie Interior Design Studio and to see their full portfolio please visit their website here.

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Photo credit: Billy Bolton

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