Spanning 55,000 sq ft and featuring more than 60 rooms, Aynho Park consists of a main house and two wings creating a formal forecourt. 'And our goal was to find a magical place that resembled anything but a retail store. So far, I think we’re off to a good start. And that is what we found here: a place of wonder, enchantment, and history.' 'We do believe you don’t get a second chance to make the first impression in this lifetime,' says Friedman. A unicorn still guards the entrance, numerous architectural plasterworks adorn the walls and a 10ft statue of Hercules remains on the grand stairway. Alongside the extensive home furnishings collections from RH Interiors, visitors will find a collection of rare art, antiques, and artefacts from around the world. Gone are the taxidermied polar bear, the feather lamps, the sculptures and the secret underground party rooms. Gone are the giraffe suspended by balloons in the orangery, the giant glitter balls, and the Dr Who’s Tardis. Famous not least for its eclectic and extraordinary contents, those who knew Aynho Park might well be surprised by its transformation. It recent owner Perkins who began the restoration of the Palladian mansion and its gardens over a 15-year period, transforming it into one of the 21st century’s most hedonistic party wonderlands. Originally built in 1615 and refurbished by Sir John Soane in the early 19th century, the prestigious estate remained in the ownership of the Cartwright family until the mid-20th century, and its architecture and grounds are a testament to their enduring legacy. 'At the time, Aynho Park was not for sale, but we met with the owner, James Perkins, and the story unfolded from there.' 'We were searching for a location that would enable us to introduce ourselves in an inspiring and unforgettable fashion, in a manner that communicated our values and beliefs, and rendered our brand more valuable,' he says. To make its grand debut in Europe, RH England chose Aynho Park for a number of reasons, explains Friedman. Much more than being a seller of sofas and suchlike, investing in and restoring historical buildings – notably its vast RH New York gallery in the Meatpacking District – for today’s design cognoscenti, has become RH’s primary MO. The not-so-secret strategy? Showcasing design within an unexpected architectural framework, positioning RH as a place- and tastemaker for the modern age.
RH is not your average furniture brand, and its CEO Gary Friedman has built his own reputation as a retail visionary, having transformed the company’s fortunes during his 20-year tenure.
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