A career spanning New York, London and Milan. Twenty years in fashion. Three homes designed from scratch. Gemma brings a stylist’s eye to everything she does, and the home she now hosts is no exception.
Tucked into the East Midlands, Minimal Mid Century DE73 is one of those spaces that photographers and creative directors return to again and again. It’s calm, considered and quietly extraordinary: a family home that doubles as one of the most versatile shoot locations on the platform. We sat down with Gemma to find out what shaped her aesthetic, what she looks for in a great shoot day, and why she thinks outfit styling might be the most underrated part of the whole process.
Gemma’s visual language didn’t arrive fully formed. It developed slowly, intuitively, over years of working across fashion, interiors and creative direction in some of the world’s most design-literate cities.
“My interior aesthetic has evolved quite organically over time, but it’s always been rooted in a desire to create spaces that feel calm, grounded and quietly elevated,” she says. “I’m drawn to organic modernism and warm minimalism: spaces that feel intentional without ever feeling overworked.”
Her reference points are telling. She cites the painter Antoni Tàpies for his use of tone, texture and restraint, alongside architects John Pawson and Axel Vervoordt, both known for interiors defined by materiality, light and a kind of disciplined stillness. Beyond that, it’s European living that continues to inspire her most: spaces that feel genuinely inhabited rather than staged, where natural materials and soft palettes create an atmosphere of ease.
“That balance between simplicity and warmth is something I always come back to in both my home and my work.”
It shows. Walk into Minimal Mid Century and you’re met with limewashed walls, layered textures, a striking marble backsplash and original artwork throughout, all held together by an abundance of natural light and a vaulted double-height ceiling that makes the whole space breathe.
The home is large and open-plan, with 18 distinct spaces available to book across two floors: from a sculptural curved plaster staircase that anchors the main landing, to a main bathroom clad in fluted travertine tiles with brushed brass accents. Outside, an acre of established, south-facing gardens provides a generous outdoor backdrop, with parking for up to six cars on a private drive.
The kitchen is where most Creators head first. The vaulted ceiling, limewashed walls and marble feature shelf create a composition that’s hard to replicate on a set, and Gemma knows it.
“The thing people tend to respond to most is the overall feeling of the space rather than one single feature. It’s the calmness and the way everything flows together,” she explains. “That said, areas like the kitchen with the vaulted ceiling and limewashed walls, the curved plaster staircase and the way I layer textures throughout often get a lot of attention on shoots. There’s a softness to the space that translates really well on camera, which is always my intention.”
For Creators who need practical information: the home is quiet and low in ambient noise, wheelchair accessible throughout the main ground-floor spaces, and comes with Wi-Fi, a wardrobe rail, clothes steamer and tea and coffee on arrival. Three supermarkets sit within a five-minute drive, the kind of practical detail that matters on a long shoot day.
Gemma’s space has already attracted a strong roster of brands that align with its considered, design-led aesthetic. West Elm, Pottery Barn, The White Company, Next and King Living have all created content here, alongside fashion and lifestyle names including Holland Cooper, American Vintage and ESPA.
It’s a natural fit. “I’m particularly drawn to brands that align with a considered, design-led aesthetic, whether that’s furniture, homeware, textiles or elevated everyday pieces,” she says.
What excites her most, though, isn’t the brand name on the brief – it’s the creative latitude within it. “The briefs that excite me most are the ones that allow for storytelling, where I can create a feeling or a moment rather than just showcasing a product. I love when a brand trusts my eye and gives me creative freedom to interpret things in a way that feels authentic to my space.”
Here’s what makes Minimal Mid Century distinctive: when you book the space, you can also book the person behind it.
Gemma offers a layered suite of creative services that span interior styling, creative direction and personal fashion styling. She’s available to bring all of that directly to your shoot day.
For brands and photographers, she typically works closely with the team in the lead-up to a booking to understand the creative vision, then styles the space accordingly on the day. She also has a library of props available. For private clients, she offers interior styling consultations focused on layout, material selection and overall direction, always with an eye on creating something that feels personal and lasting.
Perhaps the most distinctive service, though, is the pre-shoot personal styling session she offers to clients ahead of camera days.
“With over 20 years’ experience in fashion styling, this is something I genuinely love: working with real people to help them feel confident, considered and completely themselves,” she explains. “It’s such an important part of the overall shoot outcome. When outfits feel aligned with both the brand and the environment, everything comes together more naturally on camera, and the final result feels elevated and effortless.”
It’s a perspective that only someone who has worked across both fashion and interiors could offer. For Creators who want their shoot to feel cohesive from the space right through to the wardrobe, it’s an invaluable add-on.
Gemma’s vision for an ideal shoot day is, in many ways, an extension of her design philosophy: calm, easy, collaborative and well-paced.
“I want people to walk in and immediately feel at ease, like the space supports the creativity rather than overwhelming it,” she says. “A great shoot day is well-paced, collaborative and enjoyable. If you hire my styling services alongside the location, I’m always on hand if anything needs adjusting throughout the day, but equally I want people to feel like they can fully use the space as their own.”
The goal, always, is effortlessness: in the space, in the styling, and in the final images. “Ultimately, it’s about creating an experience where everything flows and the end result feels effortless.”
Minimal Mid Century is available to book seven days a week at £155 per hour, with a three-hour minimum and a 10% discount on full-day bookings.
Whether you’re planning an interiors campaign, a lifestyle editorial, a fashion shoot or a brand content day, this is a space that does a great deal of the creative heavy lifting for you. With Gemma also available if needed to style both the space and your team, the results will speak for themselves.
View the full listing and book here →
Explore Gemma’s creative services in The Directory →
Minimal Mid Century – DE73 is listed on Styled Home Studios. Gemma Lomas-Jones is also featured in The Creative Directory as an interior stylist, fashion stylist and creative director available for hire.
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