Jacu Strauss, Lore Group

Born in the Kalahari Desert of South Africa, Jacu Strauss’ early years were marked by his imagination—crafting dollhouses from wine boxes and drawing urban streetscapes in the dirt. With limited access to TV or the internet, he turned to encyclopedias and magazines to fuel an inner world that laid the foundation for his future.

At 18, he left for London on what was meant to be a brief gap year. It quickly turned into a journey through banking, architecture studies in New Zealand, and ultimately, back to the UK. His career took a turn when he joined Tom Dixon, where he helped dream up the transformative Sea Containers hotel.

That philosophy continues to anchor his work as creative director at Lore Group, where he oversees a diverse portfolio of hotels. From the charming Pulitzer Amsterdam to the intimate sophistication of the Lyle in Washington, DC, Strauss designs with both whimsy and purpose—always seeking to humanize spaces through material, form, and story.

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