Room 1 of Modja Modja House, Amy Croft's boutique bed & breakfast in Margate, featuring cabinets exclusively designed by Jutta Goessl. ©Modja Modja House/Amy Croft
Since NiMi Projects was established, we’ve been lucky to not only work with friends back in Japan, but also meet new, wonderfully creative friends in the UK who we simply want to champion. Amy Croft is one of the most talented artists and creative directors we know — imaginative, industrious and with an impeccable sense of subtle playful design. Her latest project, Modja Modja House, a new bed and breakfast in the heart of Margate, is an aesthetic wonder to visit. She has transformed a space that was once an unassuming old-school sweet shop into a unique opportunity to enjoy fresh, contemporary design within the warm ambience of a welcoming home.
With influences from Japan, collaborations with friends, and Amy’s own creations, Modja Modja House is a hidden gem of beautifully curated design. Every detail has meaning, from the bespoke design pieces, lighting and their soundscapes to the handmade onigiri rice balls or locally baked croissants served at breakfast.
We spoke to Amy about Modja Modja House to discover how it came to be and why we truly think everyone should visit it.
Artist and Creative Director Amy Croft and her original tile design in collaboration with tile manufacturer Huguet featured in Modja Modja House. ©Modja Modja House / Amy Croft.
Modja Modja House is such a playful name for a bed and breakfast. Where does it come from?
I have slightly unruly, curly hair, which my Japanese partner once described as ‘Modja Modja.’ I just loved the sound of it — it stuck. I started doodling squiggles and lines inspired by the phrase, and over time it began to take on another meaning for me: something like unbridled enthusiasm or inquisitive looking — qualities we wanted to weave into the experience of staying at Modja Modja House.
How would you describe staying at Modja Modja House?
It’s an emotional and sensorial experience — a unique place that complements Margate’s eclectic mix of creative outlets. You’ll live among Japanese-inspired interiors, artworks and bespoke design pieces as if you were in your own home. It’s a place to slow down, to relax into an atmosphere carefully curated with soundscapes from our ambient sound machines and, most importantly, to feel taken care of — from the thoughtful details in your room to the considered breakfast each morning, whether that’s handmade onigiri or a spread of locally baked croissants and fruit.
This sounds very close to your heart. What inspired you, as an artist, to open a bed & breakfast?
I’m completely new to the hospitality industry, but I’ve always been interested in the emotional effects of the buildings we inhabit, and how to curate narratives through space — something I’ve explored in my own artworks and curated exhibitions. Designing, making and running a bed and breakfast was a chance to explore these ideas in the real world, outside of any gallery system. It felt like an opportunity to be playful — designing and creating many of the features ourselves, while also commissioning friends.
On a practical level, we also saw it as a way to try a different kind of work/life model — one that could support our own creative production, offer others space and time through residencies and retreats, and allow us to live by this beautiful coastline.
Shoji screen, designed and crafted by Rio Kobayashi for Modja Modja House. ©Modja Modja House/Amy Croft
There must have been some challenges in bringing such an artistic and contemplative vision to fruition.
I think the biggest challenge has been just how long everything takes when you care deeply about the details. When you want every object in the house to feel considered — whether it’s sourced, handmade or commissioned — you quickly realise it’s not the kind of project you can rush. We thought we were being ambitious, giving ourselves a year or two… but it ended up taking over five! That said, I wouldn’t change it. The slow pace meant we could be really thoughtful about every decision — even if it did sometimes feel lik we were renovating in slow motion.
You mention that you commissioned some Japanese designers — what draw you to Japanese design?
My partner, Yuri Suzuki, is originally from Yoyogi in Tokyo, and we try to travel and stay there at least once a year. Through him, I’ve had the incredible opportunity to get more deeply immersed in Japanese art and design culture. Many of my inspirations were introduced to me by Yuri — who is a fantastic artist and designer — or by his mother, Naoko Seki. She worked as an editor, and later editor-in-chief, of a women’s magazine, and now travels around Japan and internationally to see architecture, art, and exhibitions. So, each time we visit, we’re lucky to get an immediate and insightful view of what’s happening culturally.
One thing I’ve been especially drawn to is the use of subtle hues and colour palettes in Japanese design — something I first became aware of through the book A Dictionary of Color Combinations by Sanzo Wada (1883–1967). I started paying more attention to this sensibility in the work of fashion designers like Mina Perhonen, Issey Miyake, and CFCL (Clothing for Contemporary Life), as well as in interiors. These ideas inspired the colour palette of Modja Modja House, and the handmade noren curtains I design and make.
Another aspect I’ve loved while travelling in Japan is the sense of poetry and pleasure in small objects — whether intriguing stones found in nature or symbolic lucky charms. Last year, I bought a small Kyoto clay bell that greets our guests with ‘Okoshiyasu’ — a warm Kyoto dialect meaning ‘welcome to travellers from afar.’ Inspired by this, I’ve arranged small objects in each of the rooms at Modja Modja to spark curiosity and the imagination.
Amy's private tatami mat room in Modja Modja House. ©Modja Modja House / Amy Croft
Can you tell us more about Modja Modja House’s many unique design works?
The pieces we chose for Modja Modja House all come from friends whose work we’ve admired for a long time. Tomoko Azumi has been a family friend for many years, and a neighbour when we lived in Clapton, London, so when we began planning the bedrooms, we knew we wanted to include her elegant Tra-ra clothes rail and Tra coat stand.
Through Tomoko, we were introduced to Jutta Goessl (Co-Founder and Creative Director of Odd Universe), who took on the very first commission for Modja Modja House. She designed bespoke cabinetry for the bedrooms and dining room, made from a richly tactile, buttery-soft dark red plastic, paired with bright red accents and ash wood brackets.
Another special commission was a shoji screen by London-based Rio Kobayashi. We had already bought his Mikadosan Chair (2017), and knew we wanted to collaborate with him on something unique for the house. A shoji screen felt like the perfect fit — bringing both drama and privacy to the room layouts.
I also really love some of the smaller, more playful additions we’ve made — like the Tempo Reverie mobile by Loris Gomboso, available through NiMi Projects. It’s positioned over the tea and coffee area, where I imagined guests gently adjusting its wooden leaf and watching its slow movements while waiting for the kettle to boil. A quiet moment of interaction that adds to the overall rhythm of the space.
You’ve included some of your own stunning artworks, too, how did you choose these pieces?
Themes of perception and light have long been central to my work, and I’ve included a photographic series in Bedroom 2 titled Luster (2013). It explores the phenomenon of binocular luster — a visual effect where each eye sees something slightly different, creating a flickering dance of colour that the brain can’t fully resolve. It felt like the perfect narrative for this room, which experiences the widest range of natural light shifts throughout the day — from cool, quiet mornings to warm, golden sunsets.
More recently, I’ve been working with a traditional Korean patchwork technique called bojagi, designing and making bespoke Japanese noren curtains. These now hang throughout the house, gently dividing guest and private spaces while still allowing light to pass through and tint the rooms with subtle colour. Returning to this kind of handwork has been a real joy. Each piece is sewn in my studio here at Modja Modja House and feels like a quiet tribute to the Omega Workshops, Charleston House, and the Bloomsbury Group — places where art, craft, and daily life were completely intertwined.
It’s also exciting that one of these curtains — Noren Noren #003A — is now available to buy through Nimi Projects! The collaboration feels like a natural extension of the spirit we’ve built here: thoughtful design, handmade detail, and an invitation to slow down and notice the beauty in everyday rituals.
Do you have a personal favourite feature of Modja Modja?
I think I’ve already mentioned the sensorial side of Modja Modja House — but it really is my favourite part. The changing light and shifting sounds you experience while staying here probably best capture our combined interests: Yuri is fascinated by sound, from ambient lulls to techno, and I’m drawn to the play of light — whether experienced first-hand or captured through photography and film.
We’ve tried to bring these elements into the guest experience by including ‘Ambient Sound Machines’ in each bedroom and the dining room. These were designed by Yuri Suzuki for E&Y, and allow guests to create their own evolving soundscapes through a simple, tactile interface. The result gently merges with Margate’s natural sonic backdrop — including, of course, the occasional seagull.
An onigiri (rice ball) breakfast served with miso soup at Modja Modja House. ©Modja Modja House / Amy Croft
Tell us about the beds and breakfasts.
The beds at Modja Modja House were, in fact, one of our biggest and most carefully considered investments. I had the pleasure of meeting the founder of Naturalmat and was thrilled when they chose to partner with us, allowing us to offer truly luxurious beds — the very same ones featured in some of Margate’s finest hotels. These beds combine comfort and sustainability, crafted from organic wool and natural fibers. They’re dressed in crisp, breathable cotton percale sheets, ensuring a fresh and restful night’s sleep.
Each morning, breakfast is served on a curated collection of ceramics by Mervyn Gers. Guests can enjoy a choice between handmade Japanese onigiri or a continental spread featuring locally baked croissants and seasonal fruit.
Is sustainability and community an important aspect to Modja Modja House?
We try to keep things as sustainable and community-focused as we can by supporting brilliant local businesses wherever possible. All the skincare products in the rooms come from People Care. Planet Care. (formerly Haeckels) — a certified B Corp based here in Margate who make everything from seaweed they harvest locally. Our breakfast croissants are from Oast, the wonderful bakery just around the corner. And in the rooms, we’ve avoided single-use plastics entirely, choosing refillable options and reusable materials instead. It’s all part of a slower, more thoughtful way of doing things.
You also support artists with a residency programme. Was this always part of your plan?
Yes, we’ve just started hosting artists through the residency programme, but it was something we’ve been dreaming about from the beginning. The idea is to offer time and space for artists to think, experiment and recharge, with the hope that the house, its atmosphere and Margate’s unique setting might offer a shift in perspective. It’s a way of extending the spirit of Modja Modja beyond hospitality — to make space for creativity in a more open-ended, informal way.
Our first resident was Detroit-based electronic artist and DJ Rebecca Goldberg, who spent time here last year working with field recordings and ambient sound. She walked the coast, recorded the harbour, the gulls, the rain — and transformed those into a new EP called Dancing Dreamland. Rebecca is returning to Margate this summer for a special launch event, and that experience has really shaped how we think about the residency going forward — showing how even a short stay can spark something meaningful and lasting.
Dining room decor at Modja Modja House. ©Modja Modja House / Amy Croft
What are your favourite things to do in Margate that you’d recommend to guests?
One of my favourite things is walking part of the Viking Coastal Trail — it’s such a beautiful way to take in the coastline, and you can tailor it to your mood or energy. You can start in Margate and head toward Broadstairs or even on to Ramsgate if you’re feeling ambitious. The stretch past Botany Bay is especially stunning, with its chalk cliffs and peaceful beaches. And if you don’t fancy walking back, you can just hop on the Loop bus and be back in Margate in no time.
Another lovely (and very Margate) experience is trying out one of the seaside saunas. The People Care. Planet Care. (formerly Haeckels) community sauna is free — a brilliant thing for the town. Another option is Sea Scrub Sauna which sits right on the main sands and is a really special spot to warm up and take in the sea view.
Closer to Modja Modja, I always point guests toward the Shell Grotto — it’s just around the corner from us and feels like stepping into a secret world. On your way, have a poke around Scott’s junk shop — it’s a bit of a treasure trove.
And of course, for anyone curious about Margate’s art scene, there’s Turner Contemporary, but also some fantastic independent spaces like Carl Freedman Gallery, Quench Gallery, and the Tracey Emin Foundation Studios, which are right at the bottom of our road. There’s always something unexpected to see.
For more information about Modja Modja House, visit www.modjamodja.com and follow modjamodjahouse on Instagram (It’s all beautiful).
For Modja Modja House x NiMi Projects guests, there is also a 5% Discount Code.
Be sure to use NiMi5 when booking!
Amy Croft is known for her curation of a series of exhibitions for Sto Werkstatt in London, with a focus on architecture and materiality — including Re.presence: How to See Architecture (2014), The Glass Chain by Space Popular (2017), and Droplet by Bureau de Change (2016). Alongside her curatorial work, she is also a maker, creating hand-sewn noren curtains using traditional Korean bojagi techniques. These are produced at her studio within Modja Modja House, the boutique B&B she runs in Margate. Croft has exhibited work internationally, with solo projects in the UK, Austria, and Morocco, and has been supported by prestigious organisations including the Leverhulme Trust and Arts Council England.
You can find out more about her work at creative.amycroft.co.uk.