We’re all familiar with that hotel-as-lifestyle holistic design aesthetic of establishments like Ace Hotel, with their Instagram-worthy decor, mood lighting, cozy nooks, and rooms appearing less like a bedroom and more like a living and socializing area. Stepping into the East London home of Paul Firmin and Niko Dafkos, cofounders of Earl of East the travel-inspired fragrance and homewares brand you instantly get that “put on some vinyl and stretch back out on that daybed” feeling too.
“We’re inspired by the places we stay on our travels, where the entire space makes you feel like you don’t just want to book a room and go, but you want to actually hang out and spend time there,” explains Paul. “We’ve tried to recreate that feeling at home with different zones, so it can function as a bit of everything, and when we walk through our front door, we feel like we’ve left London behind.”