In 1931 Boris moved from his second London studio at 150 Whitechapel Road to larger premises at 106 Whitechapel Road, and by 1934 he had purchased a former pub at 14 Whitechapel Road (pictured) which was converted into a studio, with living accommodation above. This became Boris’s best known studio where he firmly established himself as the photographer in the East End. On the exterior, there was a large red neon sign proclaiming ‘Boris Studio’ stretching diagonally across the first floor, framed by blue and white lights.
Internally, the building was restructured with a broad, sweeping staircase, covered in thick rubber, leading up to the studio and reception. In place of painted backdrops, Boris designed modern wooden sets made with interchangeable components, such as steps, fireplaces, pillars and windows. These sets, combined with his unique lighting techniques, culminated in Boris creating photographs which exuded the sophisticated style and glamour of Hollywood.