
Circle Conversations | Julian Vogel
Julian Vogel has the kind of energy that makes a room feel warmer the moment he walks in. Co-founder of the global communications behemoth ModusBPCM, he’s a natural connector—of people, ideas, and beautiful things. A Londoner through and through, Julian moves through the worlds of fashion, design, and culture with effortless style, curiosity, and a soft smile that says he’s exactly where he’s meant to be.
@mrjulianvogel | @modusbpcm | @maisonmargauxltd
What do you like about London, Julian?
It’s my home. It’s where I went to school and university. My family are here—my husband and my two grown-up children. I love travelling, but I love coming back. The history, the architecture, the mix of cultures. There’s so much happening and changing.
London is a city where moving just a mile can feel like entering a new neighbourhood with its own shops, cafés, and rhythm. I grew up and studied in North London, lived in Belsize Park where we could walk to Hampstead Heath and the shops, then moved to Marylebone, which feels more village-like and closer to the centre, and now live in Covent Garden, right in central London. I love visiting Columbia Road and Borough Market, especially during the lockdown when outdoor spaces were precious.
London’s appeal is its incredible diversity—you can meet people from all over the world, and the mix of culture, theatre, museums, and history always offers something interesting. My mum was an antique dealer, so I grew up appreciating craftsmanship, and London’s mix of old and new keeps me curious.
Julian at home, in TERRA Top Ocean.
Nowadays, people say the era of cities like London, New York, and Paris is over, with second- and third-tier cities becoming more exciting. In London, there are lots of empty flats. What do you think about these shifting trends?
What could be more exciting than these cities? They will always have a glamour and pull. I do agree that second- and third-tier cities and towns have much more to offer than they used to. People have been forced out of London by costs and prices. But also, the way we work has changed and allowed people to have more balance. Working from home has given us more freedom to choose where we live. But look at all the new independent restaurants that have opened. The old neighbourhoods that have changed. I guess we have more choices.
Julian’s personal treasures and his own handmade pottery.
You are very much a tastemaker in a way. So what are your favourite places in the world?
I’m inspired by so many things—places and people. Also my family and friends.
My favourite places right now? Hotel De L’Orange Sommières in France, a small hotel owned by friends near Montpellier in the South of France. It’s an old house full of charm with courtyard gardens on the edge of a medieval town. A Saturday brocante market with treasures to buy, sometimes just to photograph. I enjoy finding things more than owning them and often give them as gifts.
La Colombe d’Or in St. Paul de Vence—I’ve been going for the last 30 years. It’s such a happy place for me. An incredible terrace to sit and people-watch. The pool with its deep green mosaic and Calder sculpture.
In London, I love Columbia Road Market on sunny Sundays, seeing the street turn into a flower market with people carrying plants and flowers. V&A Museum Storehouse—I’m obsessed; it’s like Raiders of the Lost Ark.
I love cities like Barcelona and have just been to Sylt in Germany. There are so many places I want to go. I’ve never been to India or Australia. South America is next on my list. I’m hoping to go to Peru next year and take the Belmond Andean Explorer. I like the idea of slow travel - travelling by train across the landscape.
Will you give us examples of who you consider stylish?
Style is such a hard thing to quantify. For me, stylish people seem to make it look so effortless but so individual at the same time. It can be so unexpected. The French woman with just a white shirt, jeans, and a scarf. The older Italian man in a pressed linen suit.
I follow people like Lucinda Chambers—her sense of style in both fashion and interiors is always inspiring. I’m obsessed with people like Tilda Swinton for her otherworldly looks, and Kate Moss for her effortless cool—she always seems to carry whatever she wears, whether styled or chosen herself. I’m also fascinated by old photos of Paul Newman and Steve McQueen, with their unique masculinity and energy.
Talking about energy, every person has their default facial expression. Yours is a soft smile.
Even though sometimes underneath I might be like a swan swimming really fast. I'm doing this course called Positive Intelligence, a daily practice. I think we all spend too much time in our heads and not being present. I'm trying to be much more connected to my body-feeling your feet on the ground, your weight on the chair, just being present. If we can just focus and be present, I think it's much better for us.
Julian in his living room, in FORTE Sweater in Ocean and SEREN Throw in Chocolate.
Sounds similar to meditation?
Some of it is like mindfulness, some of it meditation, some of it recognising what triggers you. When you spot it, you can choose not to be triggered.
And what else do you do for your well-being?
I work out. The Corinthia Hotel London is just around the corner. I can get up, be there in five minutes, and there's a spa and a pool. For me, it's a great way to start the day.
One of our clients is the wellness resort Lanserhof. I was in the mountains outside Munich in January - it’s all about a reset of your body and mind. A real focus on gut health. It was a wonderful way to start the year.
And what drives you in life, in general?
My father passed away at the beginning of the year. He was quite difficult, and nothing was ever good enough. In my younger years, I was definitely trying to prove something to him.
But now, I think the real driver is curiosity. Meeting people, finding out what makes them tick, creating projects that bring people together. Whenever I'm feeling a bit despondent I know that creativity is a positive force for me. A visit to the V&A or a trip to Sarabande Foundation to see what the latest cohort are producing. I'll immediately be inspired by a technique or an idea.
My children, Lola and Oscar, are a huge driver for me. They are 24 and 22. I’m excited to see where life takes them and what they do. I’m very proud of them.
You are, of course, a master of communication for brands and businesses. On a personal level, do you think it's relevant for people to be aware of their own way of communicating and hone it, so to speak?
Thank you. That’s such a great question. I think a lot of the world’s problems are caused by a lack of communication or lack of awareness of how we come across. So many misunderstandings.
So yes, I do think people should be more aware of how they show up. But at the same time, it’s not about being fake. It’s important for me to be authentic.
Natural tactility in Julian’s home – SEREN cashmere throw in Chocolate and his handmade pottery.
How did you decide to go into pottery?
I started making at school when I was about eight. Because I couldn't draw, art teachers told me I couldn't do art. I didn't realise you could learn to draw. So I always did ceramics and pottery, going to evening classes over the years. It's incredibly relaxing—meditative. Now I go to Pottery Studio London in Victoria. I love the process of making something. Elemental—earth, water, and fire.
Last year, I went with my twin brother to Leach Pottery in St Ives for a week-long throwing course. Bernard Leach started pottery in 1920 after going to Japan. We did the course in his studio. The evening class I do is two hours a week, so five days of seven hours was like doing six months in a week. That was a breakthrough because now it's more about making exactly what I want rather than accepting any random piece.
I've always been inspired by Japan and Japanese ceramics and the idea of wabi-sabi—it doesn't have to be perfect; imperfection is part of it. I met this amazing ceramicist, Kate Malone. She's part of a charity, Fired Up 4 Clay, raising money to put pottery studios into schools because it's the one thing anyone can do. They have already raised enough money for 15 studios in 15 different schools. It's quite a soft way of infiltrating - how great to give a school a ceramic studio.
Do you enjoy hosting?
Yes. Whether at home or through the events we organise at ModusBPCM for our clients. A meal with friends or family at home. I love having people around the table. It's so rewarding and fulfilling—maybe it's the counterbalance to social media - actually being in the room together.
We're so central here in Covent Garden, so it is the place people gather. Just before lockdown, we started a tableware company called Maison Margaux. My husband had an events company, Polar Black. They were finding it hard to rent interesting china and glasses. We're designing and manufacturing our own china, linens, glasses, cutlery. It’s been five years and the company is doing really well. We’re now designing for hotels and private members’ clubs. We work with illustrators and artists. I guess it brings together my love of ceramics and hosting!
“Good drinks always help” – Julian’s eclectic bar and his mom’s recipe book.
What do you think is the secret to being a good host?
I think it's about being empathetic and thinking about what people want and need. Thinking about who to invite and who will get on. Table plans have become a bit of a game for me. People can be anxious if they haven't met before. I spend time introducing people, making sure no one is left on their own. Good drinks always help, maybe something interesting about the drink - a talking point. Food should be delicious and seasonal. Music always helps. If it's a lot of people, we have friends with a catering company, Opus 11, who help with waiters and sometimes chefs. Otherwise, you're too busy organising and cooking to enjoy the party.
Do you cook?
I love cooking. I love anything Italian. I love Ottolenghi and Honey & Co, with their mix of Eastern and Western spices. There's one recipe I love: chicken stuffed with bulgur wheat, onion, spices - put it in the oven, and once ready, you just serve it. I like things that are quick and easy but delicious. And I love dessert. I've got a sweet tooth. But even just an incredible bar of chocolate broken up onto a beautiful plate.
Sometimes in France, my parents-in-law will just put a basket of locally grown strawberries on the table. It doesn’t always have to be complicated.
So, what does fashion mean to you?
When I started in the eighties, it was about self-expression. I would plan what to wear and was lucky to know all the designers, who would let me make personal orders. Now I see it more as a uniform. I wear a lot of navy. It's still an expression, but for myself rather than for others.
I have this code about smart/formal and casual - wearing a formal suit with trainers, or jeans with smart shoes. I've always loved the play of proportion. For work, I've got a sort of uniform, often all black since I need to be lots of things to lots of people in a day. On holiday, I might wear the same thing for days.
I find it interesting when people find a signature style that maybe only they know is special. I just inherited some pieces from my father’s wardrobe—some exquisite Loro Piana—European artists' jackets and coats that I had tailored, as well as some knitwear. They're really oversized, but it’s nice that I'm wearing his cashmere coat. Maybe that's the timeless thing—it's not about the value, but that they belonged to that person.
I think denim is the only fabric that gets more and more beautiful with age. I can't think of another fabric. I love how it changes over time. My dad worked for Levi's, so it was always denim in the house. It can start off really stiff and structured, then feel like an old friend, then start disintegrating.
Julian’s pottery creations.
What's beauty for you?
Beauty plays with all our senses. It’s something that is incredibly important to me. It is also everywhere if you look for it—a simple flower, the sky.
I appreciate the time and thought put into craftsmanship. Beauty is not just how something looks but how it’s constructed, the materials, and the colours chosen.
I also appreciate beauty that comes with age. Recently in Amsterdam, I saw three women in their seventies with long white hair and bright eyes, dressed with real individuality. They radiated energy and happiness, and I was fascinated by them. I notice how people express themselves through clothes—not about a particular look, but about thoughtfulness and self-expression.
Strength?
Strength of mind and will. Strength for me is being able to deal with challenges, pick yourself up, dust yourself off, and get on with things. Realising you have this inner strength you can tap into and count on. Also having the strength to support others.
Softness?
I think about fabric and touch. From the moment we're born to the moment we die, we're covered in textiles. A newborn baby is wrapped in a blanket, and when you die you are wrapped in fabric. There's something about touch and texture I've always loved. Maybe it goes back to cuddling—I'm a hugger.
Blue?
It’s definitely my colour. When I think of blue, I think of water—the deep blue of the ocean.
Timeless?
I think of nature. The peace and quiet of a garden, and the knowledge that some trees were here before us and will be here after us.
Julian with KOMO Throw in Charcoal.