Spring Place Beverly Hills is housed in a building designed by Belzberg Architects

Francesco Costa

Is he the new Nick Jones? Is he the new Adam Neumann? Or is Francesco Costa a totally different type of entrepreneur to the founders of Soho House and WeWork? His Spring Studios and Spring Place businesses, which operate in New York, LA, London and, soon, Milan, offer hip coworking spaces, club membership and studios for shoots, and are becoming a creative force in themselves. Clients include Procter & Gamble, Louis Vuitton, Estée Lauder, Marc Jacobs and Tom Ford. Milan will represent another big step in the global reach of a group that is harnessing the creative energy of its members in a way that might just be making the all-conquering Soho House group feel a little envious. LUX Editor-at- Large Gauhar Kapparova, a Spring member, fires some questions at the Italian creative rainmaker over lunch in London

Gauhar Kapparova

LUX: Does anything else like your business model exist, and how did you think of it?
Francesco Costa: There is nothing like it, we put together workspace, creative agency, production, events and content creation.

LUX: Did you always intend to create Spring Place even when you were creating Studios?
Francesco Costa: No, the idea came later when we saw there was a request for space from our friends and associates.

LUX: How important was the buy-in of creative leaders?
Francesco Costa: Very. Spring is a platform created for them.

Follow LUX on Instagram: luxresponsibleluxury

LUX: Spring Place is set to open soon in Milan, following on from NYC and LA. Why is this model so successful?
Francesco Costa: Because the community we serve has many occasions to meet socially, but not so many to meet and interact professionally.

LUX: Why Milan?
Francesco Costa: Milan has an incredible energy. Milan was the art capital of the world in the 1960s, then the fashion capital of the world in the 1980s. Today, it is the centre of design. And, I am Italian.

The meeting space and bar (above) in the LA building

LUX: Did you need to get the buy-in of the big fashion houses for Milan and how did you do this? Who else? Agencies? Celebrities?
Francesco Costa: Most of the fashion houses in Milan are already our clients or investors or friends. I expect a big support from them.

Read more: The opening of Turkey’s newest contemporary art museum OMM

LUX: Is there a signature look and feel to all of the Spring locations, or does the design of each space reflect the personality of its host city? How will the Milan space be different?
Francesco Costa: Every one is different, but there is a common factor: the quality of design and the modernity. Milan will be the same .

The Spring Studios building in New York City and the bar (below)

LUX: There is an obvious logistical advantage in signing up for the whole Spring ‘package’ (production, location, content, events, workspace and entertaining), but does this joined-up approach somehow open up more creative opportunities as well?
Francesco Costa: My goal is to give opportunities beyond the obvious advantage of signing up for ‘a package’.

LUX: Tell us about examples of the creative community supporting or encouraging their peers through the Spring network.
Francesco Costa: There are so many; our members just had the opportunity to invest in the real deal one year ago at one third of the actual stock price.

Each Spring Place location – from LA (above) to NYC and soon Milan – is unique, but the common factor is “the quality of the design and the modernity,” says Costa

LUX: Fashion, film, advertising, digital, media, print – is one more important than others for you? How do they work together?
Francesco Costa: They all work together, but fashion pays for everything.

LUX: How do you communicate with your community and bind them together?
Francesco Costa: By email.

Read more: Lenny Kravitz on creativity and champagne

LUX: Are you the new Soho House?
Francesco Costa: No. Soho House is where you grab a beer, Spring is where you create a new venture or idea.

LUX: Is food and entertainment an important part of the Spring brand?
Francesco Costa: Very!

LUX: What are your biggest challenges?
Francesco Costa: To find amazing buildings like the NYC and LA ones.

LUX: What’s your ten-year plan?
Francesco Costa: To have Spring in every major creative city, a Spring audience, and great brands incubated out of Spring.

Notes: Costa co-founded Spring Place with Alessandro Cajrati; Olivier Lordonnois is its CEO. Costa reinvented the Spring Studios concept after buying it as a studio facility in London.

Find out more: springstudios.com

This article was originally published in the Autumn 19 Issue.

Spring Place New York: members-only collaborative workspace and social club

Co-working spaces are already well integrated into our urban landscapes. Companies like WeWork provide communal offices for start-ups and self-employed workers whilst the likes of Soho House invite members to use their residences for wining, dining and the occasional signing of a multi-million deal. Spring, however, aims to marry the two by offering physical studio spaces to rent and membership to a network of high profile brands and individuals. LUX Editor-in-Chief Darius Sanai speaks to the co-founder and CEO Francesco Costa about his vision

Francesco Costa

LUX: Can you tell us about the concept of Spring?
Francesco Costa: I see Spring as a brand and an experienced company. It’s a brand that helps other brands and individuals in the luxury and aspirational industries to grow their businesses. We work with already established brands and freelance individuals, and it is the connection between these more established brands, emerging brands, talented young people and established talents that creates a unique environment.

Follow LUX on Instagram: the.official.lux.magazine

We now do creative agency production, post production and digital; we have studios, we have event spaces, we have co-work spaces and all of this together means that our clients or members or even our shareholders see us not as transaction opportunity, but as a long term opportunity. We are building a community and as a member of that community you are entitled to certain benefits. For example, we did an Estee Lauder campaign with Misty Copeland, the first African American Female Principal Dancer with ABT (American Ballet Theatre) and then we started working with ABT, and now we are the agency for ABT. We create certain content for them and some programming and then through us ABT got in touch with other brands that they want to sponsor ABT, and that creates further opportunities. That’s how this ecosystem works. Of course, the physical space has a key role because a lot of co-brands are trying to complete this without the investment – by that I mean not just a financial investment but an investment in time and the effort of finding a physical space – and it’s very difficult to do without having a physical hub in New York, Los Angeles, Paris, London, Milan where people can actually meet, where people can create opportunities. I think it is impossible to achieve what we are trying to achieve now.

An example of Spring’s stylish co-working space at Spring Place New York

LUX: When you started Spring, was the intention always to go in this direction? Or did it start more as a studio space that companies could use?
Francesco Costa: It’s interesting because everything started as a real estate investment in New York. Myself and Alessandro Cajrati, my business partner, had the idea to create a studio event space, a hub for fashion. Our partner was Jimmy Moffat, the creator of Art and Commerce, let’s say he was our expert in the field. And then we discovered this company in London called Spring Studios (founded in the late ’90s strictly as a studio space), which we thought could be a good partner – they approached us and we liked their vision.

Read more: 6 Questions with world record-breaking sailor Giovanni Soldini

The music room at Spring Place NY

Robin Derrick had just joined and Robin’s vision was to create content for companies that were functioning in the digital space. Then at a certain point, when the project in New York was growing, we saw that there was a synergy in what we were doing so we merged the two companies (the American investors remain the majority investors). That’s how Spring Studios as we now know it started.

Then a bit later, approximately two and a half years ago, there was a co-worker revolution which attracted a lot of attention – it became a kind of trend – and I thought it was interesting to give a physical space to the fashion community. The fashion community, but also the art community and other communities involved in the business of culture, tend to travel a lot and have a lot of social interactions. Frieze is a good example, or events or fashion shows or dinners that fashion brands put on, but there was no place where you could meet more professionally and during the daytime so I thought that there was a need for this kind of space, a place where CEOs or the head of communications can connect and collaborate with other brands and individuals.

The main dining room at Spring Place NY where professionals can meet and socialise

LUX: How does your business model work? How do you benefit from the collaborations?
Francesco Costa: There two things that I get out of it: one is the attachment to the brand, to the physical space. The co-brand has an advantage working with Spring or being at Spring which brings them closer to us. The second is on the offer and the pricing. For example, we have showrooms that we rent for 2000/3000 dollars a day and we don’t rent for 2000/3000 a day because the real estate is better that the real estate next door which rent for 1000 a day, we rent it at that cost because the odds are that a journalist or a CEO or a famous blogger walks by, sees the product and thinks that it’s worth talking about or engaging with. I actually have a recent example of this. A very small, new shoe brand run by two young women with limited capital, launched their product in one of our showrooms and a buyer for one of the biggest retails was in the space for another meeting at that time. He saw the product, loved it and they signed a multi-million contract. This is what we offer, and this is what I mean about the benefits the community can provide.

Travelling professionals and members of Spring can also make use of the bar area to meet with friends or relax

LUX: Finally, can you tell us a little bit about the brands that work with you and the kinds of projects you might work on together?
Francesco Costa: Of course – Estee Lauder might shoot a campaign in the studio, but that’s just the start. If we talk about our clients for whom we do the production, we have Tom Ford, Marc Jacobs, L’Oreal to name a few. We do their campaigns. Then we have a whole other set of partners or clients for whom we run events. For example, we work with Universal Music, we did the Grammy’s week in January, New York Fashion week twice a year, Tribeca Film Festival, the list goes on.

To learn more about Spring’s studios and events visit: springstudios.com