Johannes Huebl

‘I am a German-born photographer and creative director/ designer, now based in New York. At university, I studied cultural science and photography. And after graduating, I travelled around the world as a model, spending time in Tokyo, London, and Paris. I currently live in New York, where I have been for the past 15 years, working in my second career as a photographer and creative director.

‘My favourite Soho House is now Farmhouse. I used to always name the Berlin House first, as it embodies everything I am looking for when coming home to the city, and I immediately feel at ease and taken care of by the amazing people who run the House. But since I stayed at Farmhouse, I can’t wait to go back. I hope I can go this year when travelling becomes safe again and experience it together with friends. I love the English countryside, and the grounds and amenities are spectacular.

‘On a typical day during 2020, I would start my morning with a cappuccino in front of my computer while I check in for the day and catch up on European emails. After that, I work out at home. I created a 60-minute daily-changing routine with my friends over Houseparty. It has helped a lot with keeping all my friends and myself motivated, and physically (and therefore mentally) happy. And it’s a great way to kick-start the day.

‘My work schedule during the past year has had some adjustments due to not being able to work on location and without larger crews. Instead, I either photographed around my neighbourhood, on my rooftop, or (when it was safe again) outside on location and in well-ventilated studios. A good amount of time went into adapting to a different type of storytelling, restructuring work flows, and digital meetings. So, naturally, I spent more time at my home office than at Soho Works or travelling to and from locations.

‘I also launched my clothing design collection with Frescobol Carioca this year. I was speaking regularly over Zoom and FaceTime with editors and buyers, as well as hosting the odd Instagram Live session. I ended up being busy researching and developing my shoe line and was even able to have in-person meetings with the brand in Milan by September 2020. 

‘I think this year has shaken up everyone’s routine and opened new perspectives. Technology has advanced and we are using it more than ever, so I was able to adjust my usual patterns and keep productive throughout. One positive change is that I’ve started cooking twice a day for my wife and myself. It’s another activity that we hadn’t been able to appreciate in our usually hectic lifestyle, as well as being a useful skill that we’ll keep for the rest of our lives.’