Place YOO Call Home

YOO was founded on a simple but powerful idea: to create places where people feel part of a community, while still having the freedom to retreat and disconnect. For founder John Hitchcox, this vision grew from personal experience. A weekend barn conversion in Sussex, intended to give his young family a taste of rural life, revealed the isolating reality of the countryside without a social network or activities for children.

That experience led to the creation of The Lakes by YOO — a design-led, sustainable community set within nature. The aim was to offer a countryside escape that balanced tranquillity with fun and connection. Today, residents can enjoy everything from sailing, swimming and paddleboarding to cycling trails, bushcraft, fishing and farming, alongside a spa, sculpture park and classic car club. The focus is on shared experiences that bring people of all ages together, while acres of open landscape provide space for quiet reflection and escape from modern life.

Sustainability sits at the core of YOO’s philosophy. Hitchcox sees it not just as an environmental responsibility, but as a state of mind rooted in balance and wellbeing. At The Lakes, in-house architects work with homeowners to create properties that blend seamlessly into their surroundings, using natural and locally sourced materials such as Cotswold stone and woven willow. Each home is designed to be both distinctive and in harmony with the wider estate.

Among YOO’s global portfolio, The Lakes stands out. A former brownfield site has been transformed into a flourishing natural environment, now recognised as a site of special scientific interest. Half a million trees have been planted, 150 acres rewilded and eleven biodiverse lakes created. For Hitchcox, however, the greatest reward is seeing a community come to life — friendships forming and shared experiences unfolding every day.

Design has always been central to Hitchcox’s life. The son of an architect and grandson of a carpenter, he entered property development at 19 and went on to found the Manhattan Loft Corporation in 1991. His collaboration with Philippe Starck led to the launch of YOO in 1996, and since then the brand has delivered projects in more than 45 countries.

Collaboration remains fundamental. YOO works with passionate developers and designers, and offers buyers the opportunity to create signature homes with creatives such as Philippe Starck, Marcel Wanders, Kate Moss, Jade Jagger, Kelly Hoppen and Elle MacPherson.

The Cotswolds was chosen for its accessibility and character — within 90 minutes of London, yet deeply rooted in nature. As Hitchcox puts it, the decision felt instinctive: the site didn’t just fit the vision, it chose them.