Q&A: John Hitchcox On YOO’s Mission To Transform Modern Living

James Matthews catches up with YOO founder John Hitchcox, to discover how the pioneering brand fulfils its mission to improve the way people live, work and play.

What was the initial aim behind Yoo?

Most importantly, we wanted to create a community, where property owners and estate guests could interact as much or as little as they wish. This vision stemmed from my early attempts to live a country dream, which didn’t quite transpire to what I imagined. Whilst living and working in London, I was driven by a desire for my two young children to experience the countryside, so we began working on a barn conversion in Sussex, which later became our weekend family home. As idyllic as the home itself was, the lack of a community and a network in the rural countryside did make us feel isolated, not to mention there being little to occupy the children.

It was during this time I came up with the concept for The Lakes by Yoo. I envisioned a design-led and sustainable home in a beautiful countryside setting, where you could invite friends, and experience a natural environment in which to relax, dream, think and generally decompress. I wanted to create a place that was not only fun but also provided a country experience for all ages. Today at The Lakes, we offer experiences from bush craft to sailing, swimming, high ropes, stand-up paddle, tennis, football, fishing, farming, bee keeping, river trails biking, cold water swimming as well as warm water swimming, a spa, a sculpture park, classic car club and so much more - all of this is to keep both adults and children interacting, playing and learning.

If people don’t feel like being social butterflies, they can make use of the acres of countryside space to switch off from the fast pace of daily life. The serene setting encourages residents to step back, observe nature, take relaxing walks, think, dream and simply be.

What sparked the keen interest in sustainable design?

One of the greatest luxuries we can achieve in life is to sustain our planet. Sustainability is at the forefront of our minds; it is so much more than just plants, animals, and nature; it’s a state of mind, a state of calm, mindfulness and tranquility from our busy daily lives. Incorporating sustainability into the design at The Lakes is therefore incredibly important. Our in-house architects work with homeowners to achieve their vision and create a sustainable home. Their base designs are a starting point for most residents, but they can design a home if buyers wish, in keeping with the estate. From there, sustainable touches are weaved throughout, including the use of natural and local materials, such as Cotswold stone and locally woven willow - ensuring the aesthetic blends seamlessly with its rural surroundings.

From your vast portfolio, is there one project that stands out to you?

There are so many different projects across the YOO portfolio. However, at The Lakes by YOO we have converted what is essentially a brownfield site into a piece of nature which has recently been blessed with the status of a site of special scientific interest; this makes it really stand out. We’ve planted half a million trees, rewilded 150 acres, and created eleven extraordinary biodiverse lakes. Aside from these significant environmental achievements, the biggest pleasure is seeing a community of people who love nature, thriving and coming to life, with new friendships and experiences evolving daily.

What is the main factor at the heart of your projects?

Being the son of an architect and the grandson of a carpenter, building and design has been in my life and of huge interest since I was young. Many of my friends are in creative industries such as design, the arts, and music too, which has definitely contributed to several fascinating conversations over the years. Having a passion for design and creating things, is what drives me forward in all of YOO’s projects. Despite my mother wanting me to be an orchestra conductor, I ended up conducting a group of businesses, which are all fun and highly creative.

I first found my feet in the world of property development at the tender age of 19 when a very obliging bank manager lent me £19,000 to buy my first house, which I converted into two flats and sold. This project was the springboard into the world of development and design. In 1991, we founded the Manhattan Loft Corporation, which was a design-focused developer. In 1996, Philippe Starck and I agreed to collaborate and create our global design brand, YOO. From our inaugural collaboration in 1999, we have developed projects in 45 + countries to date, all of which have been great fun.

When partnering with designers or developers, what is it that drives and affirms the partnership?

At The Lakes, we design great environments which enable people to thrive. This is front-of-mind when selecting the talented developers and designers we work with. We aim to collaborate with passionate creatives who are experts in their field, with the goal of fostering their ideas so they can come to fruition as fun and lively projects. Our in-house design team combines over 30 years of design experience with long-standing knowledge of The Lakes estate. For a signature design, we can introduce buyers to one of our creative design partners including Philippe Starck, Marcel Wanders, Kate Moss, Jade Jagger, Kelly Hoppen and Elle MacPherson - enabling them to see the design vision through their eyes. Throughout my career, I have been fortunate to work with so many great designers, including Thomas Heatherwick, Piers Gough, and Steve Leung.

Why The Cotswolds?

The idea was to find something within an hour and a half of London to provide urban dwellers with a place of retreat. We looked at several sites, and this was the first one that I felt a strong affinity with, because of both its location and its potential. So really, the answer is quite simple, the site chose us.