Family
In a 19th Century Flemish House, the Interior Gallery of the Founder of the LoHo Studio
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Jo Hoeven and Esther Noben, Abel 9 months
The interior by Belgian designer Jo Hoeven and his companion Esther Noben reads like a book. The story of a family where every generation has its own chapter. A narrative – which here at The Socialite Family we love following – where each object plays its part, drawing on graphic lines and the intertwined chapters of its previous and current occupants. In this building in the centre of Bruges, with its typical nineteenth-century Flemish architectural details, the co-founder of the creative studio LoHo is shaking up the ambience established by his parents, the former owners. Destined to be a boarding house when they moved in, this family home has now become a showroom where art is freely expressed under the impetus of Jo and Esther, who are now in charge. A home where the mind wanders when considering its use. Is it a gallery or just an unusual home? “Why choose when you can have fun blurring the lines?” At least that’s what the decor suggests. The couple even went so far as to create a bed & breakfast project called KOOJ within these walls. Jo’s design pieces are on display in all the rooms, from the most vintage to the most contemporary. From Memphis creations, to Carine Boxy’s textile creations and Michel Martens’ plastic works alongside his own prototypes featuring organic silhouettes. A place where clay takes centre stage, like the masterly bathtubs and minimalist washbasins in the house’s two bathrooms. A creative signature with raw charm that presents objects as both natural and sophisticated, and a theme that will also be omnipresent in Jo’s new Bruges project. A guest house 2.0 called Jonojé.
Location
Bruges
Author
Juliette Bruneau
Photographer
Eve Campestrini
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TSF
Jo and Esther, can you introduce yourselves?
Jo
I am the co-founder of the design studio LoHo which I run with my business partner Karel Loontiens. This professional adventure began when I decided to set up a B&B concept called KOOJ in my house. That’s when Karel and I met and decided to make our first clay bathtub together, which later became LoHo’s first design. At the time, we didn’t know that the planned B&B part for which the bathtubs were designed was also going to become our showroom and office. Esther, my companion, also shares my creative spirit. We both studied art and architecture in secondary school. Esther was the most studious and graduated as an architect in Hasselt, while I preferred to focus on the creative aspect by studying art and interior design in Ghent. When I was younger, I’d often go shopping in Antwerp with my mum. She was and still is passionate about fashion and the practical arts. From an early age, she’d ask me about my tastes and for my opinion on the clothes she tried on. She continued to take an interest in my tastes when I started my design studies.
Esther
I grew up in the countryside. My father greatly inspired me with the objects he made, as well as his choice of modernist furniture that he used to furnish our home. Sadly, he died very young. Some of these pieces are still very dear to me. Each piece is in the same style and easily found its place in our family home in Antwerp. I studied typography in Antwerp, and I began to develop my interest in the creation and development of brands. This led me to Toykyo, a bold and original design studio based in Ghent, where I am the artistic co-director of a multi-talented team. It’s this studio that constantly pushes me to define my taste, and it’s here where I developed a unique graphic style.
TSF
What artists and designers have influenced you and your work?
Esther
I’m not really influenced by anyone in particular, my goal is to continue to transform the way we run Toykyo depending on how the world evolves. Integrate new methods, find new ways to make better designs. It goes without saying that the artists in my team and my partner play a huge role in all this. I would say that what influences our work the most is the way we combine our skills with our client’s desires, whether we’re talking about fashion, gastronomy & hospitality or artistic partnerships.
Jo
I’ve been asked this question before and rather than losing my own identity by answering it, I would say that what motivates me the most is being surrounded by creative minds, always willing to make sacrifices for what they do best, which is to create.
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The building was constructed at the end of the 19th century. Our family is the third one to live here. My parents bought it in 2000 and wanted to turn it into a boarding house.
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TSF
Tell us about the history of this property which is situated in central Bruges. How did you plan its layout and decoration?
Jo
The building was constructed at the end of the 19th century. Our family is the third one to live here. My parents bought it in 2000 and wanted to turn it into a boarding house. At the time, local city regulations forbade this type of project, so they decided to keep it and mainly lived on the ground floor. I was 12 years old when my mum and dad asked me if I how I felt about leaving our old house to come here. It was a no-brainer. The idea of having a public park in front of my home instead of a busy road – which meant I couldn’t play outside – made it a far more attractive prospect. The fact that I spent most of my childhood here meant I got to know the rooms and how to adapt them to my taste once my parents were no longer there. I wanted to create my own pieces of furniture, matching the style I had in mind.
TSF
Jo, you’re the co-founder of the design studio, Studio LoHo. Where can we see your creative signature style in your home – which is also a guest house?
Jo
As with our studio, I focused on using natural materials for technical reasons, because there aren’t any synthetic products that precisely match their colours and textures. Although fired clay and ceramics are ancient mediums, we are trying to innovate at Studio LoHo by using clay for unexpected purposes. You’ll now find our new models, which have been designed using our knowledge of ceramics.
TSF
Which rooms do you love spending time in on a daily basis?
Jo
Definitely on the second floor. In one of the smallest rooms with a balcony that has stunning views of the park. Obviously, nothing beats a sunset in a tropical paradise, but the ones here come pretty close! (laughs)
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The fact that I spent most of my childhood here meant I got to know the rooms and how to adapt them to my taste once my parents were no longer there.
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TSF
How would you describe The Socialite Family?
Esther
A medium where you can discover beautiful houses and read stories about the people who live there.
TSF
Which design from our collection would you choose to incorporate into your decor?
Jo
The Iroko angle shelf with the Tubo lamp on it or beside it. I really love the smell of wood with an Iroko finish, and I know exactly where I would put it!
TSF
Do you have any go-to places in Bruges that you’d like to recommend?
Jo
Well firstly, there’s Jonojé, our latest hospitality project, which will open its doors next November. This is a new guest house in Bruges that will also be a showroom for Studio LoHo. We will be able to invite clients, architects, friends and design enthusiasts. Anyone who’s travelled a long distance to visit us can stay in one of the 5 suites. For this new living space, we focused more than ever on custom natural stone and ceramic designs.
TSF
Where will we find you in the near future?
Jo
2023’s due to be an exciting year for our studio. I’m glad I’ve got to where I am now, but I know the best is yet to come with ever more challenging adventures in the planning.
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As with our studio, I focused on using natural materials for technical reasons, because there aren't any synthetic products that precisely match their colours and textures.
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