Brand Documentary Magazine # 81 SOHO HOUSE
n 1995, Soho House opened its first location in London as a progressive members-only club for film, music, and other creatives. Its membership pool clearly sets it apart from other traditional member clubs targeting men of certain titles or net worth. Founder Nick Jones sought to create a “home from home” where likeminded people could socialize all day over food and drinks—an idea that later became the core brand concept. Today, there are 27 houses in Europe, America, and Asia, alongside a comprehensive spa, home collection, and restaurant brand portfolio that collectively suggest a Soho House lifestyle.