Starck property venture brand by Someone

Philippe Starck’s property company Yoo is this week drumming up interest for its latest über-luxurious properties, with the help of London consultancy Someone.

The Lakes by Yoo, located on private lakes in the Cotswolds and aimed at the fashion cognoscenti, feature Jade Jagger by Yoo-designed interiors.

Some one has created the identity and promotional materials for the development, having won the project without a pitch last month. According to Someone partner David Law, the consult ancy will continue to work with Yoo as brand guard ians.

Law says, ‘The lakes are exclusive, they are luxurious, but unlike other lux-living opportunities, they have a lightness of touch and wit running through their design. Many of the items we have designed so far carry this wit through the way they interact with their audience.’
Invitations are being sent out to target potential buy ers. ‘The brief was to create a mail er that intrigues but is not too stuffy,’ adds Law.

The Lakes by Yoo are the latest development by Manhattan Loft Company founder John Hitchcox and Starck’s designled property company Yoo, which launched in 1999 with a Jacques Vanzo-designed brand identity. It has properties dotted around the globe.

The Lakes by Yoo properties feature glass-and-wood exteriors, outdoor kitchen barbecue areas, saunas, hot tubs, and exterior fireplaces. Intended as second homes, services will include on-site concierge and hotel-service housekeeping.

Longer-term plans include a hotel and spa.