The internationally renowned exclusive members club has just embarked on an exciting journey into private ownership with a whopping $2.7 billion deal, shifting its sights towards enhanced cultural experiences
Having built a unique community of over 270,000 discerning members from around the globe, Soho House knows what makes today’s elite travellers tick. With 46 iconic properties spanning 18 countries, including the likes of Soho Works, the Scorpio Beach Clubs in Mykonos and Bodrum, and The Ned Doha, the premium club concept invites members to travel the world in a familiar lap of luxury. Nowadays, however, the concept of luxury hospitality is shifting, and with it, so too is Soho House’s brand identity.
Rather than seeking opulence in material things, today’s high-net-worth guests want once-in-a-lifetime moments. They want experiences that are highly personalised, culturally relevant, sustainable, and above all, unique. This is exactly why Soho House is making strategic moves to adapt to the current market, focusing on experiences that blend luxury, culture, and entertainment, while preserving its exclusivity and engaging a wider audience.
Cultural Connections
A key part of Soho House’s evolution will be in creating a curated lineup of cultural experiences and events, spanning art, music, sport, and creativity. These premium events will enhance the overall members’ experience while attracting a broader demographic of tastemakers and epicureans.
Giving us a glimpse into what’s ahead, Soho House has recently teamed up with F1 legend Lewis Hamilton to roll out House 44, a new pop-up suite at the ultra-exclusive Paddock Club. Popping up at six races across the calendar, including Silverstone, Monza, Las Vegas, and Abu Dhabi, members will be treated to an enviable mix of trackside thrills and Soho House hospitality. Think curated dining, live entertainment, and insider access, all wrapped in the brand’s signature style of eclectic interiors.
At Abu Dhabi’s season finale in December, House 44 will be perched above the team garages at Yas Marina Circuit with unbeatable views of the finish line. A three-day pass comes with all the food, drink, and glam you could ask for, plus podium celebration access that gets you right up close to the winners. For F1 diehards and House members alike, it’s the kind of once-in-a-lifetime mashup experience that will establish real brand loyalty.
Partners with Purpose
Soho House has also been building its presence through clever brand partnerships that feel as curated as its membership. Over the past few years, the club has teamed up with names like Porsche, Anthropologie, Grind, Lick, and Pierre Frey, along with creatives such as Henry Holland, Paradise Row, and Jo Malone.
These collaborations span design, food, homeware, and automotive, giving members fresh ways to engage with the brand outside the Houses. By leaning into shared aesthetics and a sense of creativity, Soho House has managed to stay true to its exclusive spirit while opening the door to a broader audience that appreciates style with substance.
Made for Members
Soho House has long understood that the magic lies in the details. Guests want to feel like every touchpoint was designed with them in mind, and that’s exactly what keeps them coming back.
The same principle applies as the brand looks outward. Now entering a new chapter under private ownership, Soho House has the opportunity to expand into fresh markets, yet its success will depend on tailoring each experience to local culture and discerning tastes. Done right, this approach unlocks new opportunities while diversifying the brand’s global footprint.
A clear example of this vision is The Ned Doha, already renowned as a thriving cultural hub. Housed in the former Ministry of Interior building, the property merges contemporary elegance with Qatar’s heritage. Its interiors resemble a gallery, showcasing more than 350 works by local artists such as Wadha Al-Aqeedi and Elina Sairanen, while its vibrant dining scene has been thoughtfully shaped to reflect regional palates.
Sustainably Chic
Going forward, maintaining its sustainable edge will also be key as the brand continues to evolve. For many conscious travellers, the places they choose to visit, dine at, or stay in reflect their personal values, making a focus on the planet non-negotiable. The brand is already on the right track, having signed the UN Global Compact in 2021 to measure its sustainable measures against the UN Sustainable Development Goals.
In addition to being a cultural landmark, The Ned Doha is also setting new benchmarks for sustainability in the region. This year, the property made history as Doha’s first and only existing building to achieve a gold-level LEED O+M certification. Leaving no stone unturned, reducing environmental impact has been considered at every stage with measures like reducing heat and light pollution, improving waste management, controlling tobacco smoke, green cleaning practices, and enhancing energy performance.
Soho House has always been about creating spaces where people feel inspired, connected, and at home. As it leans into this next chapter, the focus is firmly on moments that matter, blending culture, community, and creativity in all the right ways.
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