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Two founders wrote a guide to personalizing rental apartments. Eight case studies, shot in London, Paris, and New York.
May 7. Earl of East, the London home-goods studio, released Home for Now: Living Well Without Staying Long. The book documents eight rental apartments where the tenants installed furniture, lighting, and objects without permanent fixtures. Co-authors Paul Firmin and Niko Dafkos shot each space over the course of a year.
The case studies skip the usual staging. One flat in Hackney has a single vintage Eames chair next to a folding table. Another in Paris keeps the landlord's beige walls and layers rugs in three sizes. A Brooklyn studio uses only freestanding track lighting, no hardwire. The book indexes each object by brand and approximate cost. Most pieces land under £300.
Earl of East started as a candle line in 2014. The studio expanded into ceramic tableware, then linen, then small furniture. Firmin and Dafkos both rented through their twenties. The book pulls from that period. The introduction runs two pages and names no design theory. The rest is photography and object credits.
The rental-interiors category has become dense in the past three years. Apartment Therapy published a similar guide in 2024. West Elm opened a rental-focused pop-up in Brooklyn last summer. This one skews younger and cheaper. The Paris flat cost the tenant €140 total to furnish, not counting the bed.
The book ships this month. Hardcover, 240 pages, £32. Earl of East is hosting signings in London, Paris, and New York between May 10 and June 2.
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