St James’s Through Horst Friedrichs’ Lens 

Born in Germany in 1966, Horst Friedrichs has built a reputation as one of the world's most distinctive observers of people, places and subcultures. His reporter-style photography captures authentic moments as they unfold, whether on city streets, inside workshops or behind the doors of some of London's best-known institutions.

His latest book, ‘Quintessential Shops of London’, celebrates the places that give the capital its unique character - so of course, several of St James's most beloved names feature within its pages. 

We were fortunate enough to spend the day with Horst as he explored the neighbourhood, seeing St James's through his lens and discovering what catches the eye of a photographer whose work is rooted in curiosity. 

An Eye for Detail 

Walking through St James's with Horst is watching someone observe the world. While many a businessman hurries through the streets, Horst notices the details - the architecture, textures and unexpected characters that roam the neighbourhood. 

Our walk begins on Jermyn Street, where it becomes clear that he is constantly scanning the world around him, looking for moments that might reveal something larger. Here, he spots an impeccably dressed gentleman, perfectly at home amongst the neighbourhood's tailors. A conversation begins, and a portrait is taken. 

"The most important thing is, when you photograph people, you need to be nice," he tells us. "Compliments bring you very far. Ask, when you take a picture, explain who you are and what you want, and most people say 'yes'." 

Outside Berry Bros. & Rudd - one of London's oldest wine and spirit merchants and Horst’s neighbourhood favourites - he stops to admire the building itself. 

"What I love here is the texture," he says. "You can really imagine two, three hundred years back." 

A building steeped in history, it’s a telling observation that signifies how he tells stories through his work, and shows moments where the past still feels present. 

A Neighbourhood Name 

Spending time with Horst, you can tell how connected he is to St James's. As we wander through the neighbourhood, he pauses regularly to greet familiar faces. Shopkeepers say hello, conversations pick up where they left off… There's a genuine warmth to his relationship with the area and the people who make it special. 

When asked about his favourite shop, he answers with Floris. 

"The best perfume shop in London," he says. "If you want to get the perfume from James Bond or Marilyn Monroe, this is the place you need to go." 

Founded in 1730 and still family-owned today, Floris represents the kind of craft that St James's is known for. 

His favourite hidden corner of the neighbourhood is equally as revealing. Tucked away beside Berry Bros. & Rudd is Pickering Place, a pocket of calm and the smallest square in London. 

It's exactly the kind of discovery that rewards those willing to slow down and observe the world around them, as Horst so beautifully does. 

See it for Yourself 

If you'd like to experience Horst's work first-hand, his photography is currently on display at the Pavilion in St James's Market throughout the summer months. 

The Pavilion (“an architectural wonder,” according to Horst), is the perfect setting for showcasing a selection of photographs from ‘Quintessential Shops of London’, featuring other neighbourhood names like John Lobb and Lock & Co. Hatters. 

We invite you to take some time to visit the Pavilion this summer, and discover St James's through the eyes of one of contemporary photography's best storytellers. 

Looking for more ways to spend summer in St James’s? Visit our guide of 7 things to do this season, then tag us at @StJamesLondon once you’ve decided where you’re heading first...