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In the 25-odd years since Soho House opened its first buzzy, members-only club in a discreet London townhouse, it has moved from an A-list watering hole to something of a hospitality juggernaut with 27 locations (and counting), 119,000 members, and an IPO.
And even if Soho House’s “creative” scene isn’t quite your cup of tea, the design of its ultrachic clubs—think: English country houses and Art Deco edifices in Miami and Amsterdam—as well as its furnishings and accessories brand, Soho Home, should be right up your alley.
All of these various elements are now dovetailing in a new brick-and-mortar retail concept in New York City called Soho.Home.Studio. Like the staccato moniker might indicate, the space is a little bit of everything: part social club, part showroom, part interior design studio. Members and nonmembers alike can shop the latest home offerings inspired by clubs in Rome or Austin, browse pop-up “member markets,” sip a drink at a green marble–clad bar, or have a $400 consultation with an in-house interior designer about how they might overhaul their living room.
“People love the interiors of the Houses and kept asking for help to recreate that look in their home,” Andrew Carnie, Soho House global president, said via email, “and what better way than being able to touch and see the product in the studio and have someone help you do that?”
The store is itself designed to emulate a club—all exposed brick, timber floors, and bare beams (“it feels very New York,” Carnie noted). The wares inside similarly reflect Soho House’s variegated locations worldwide; a rotating “member market” will showcase the creative businesses of local club members (first on deck: Brooklyn-based florist Future Flowers and high-end produce market Alimentari Flâneur). “We wanted a space where people could interact—through our friend’s events—and discover new and cool things from our members, made by our members,” Carnie said.
Opening an experimental brick-and-mortar space on the heels of a global pandemic might seem risky. But after the debut of a similar space in London, housed in a soaring, deconsecrated church, Soho House’s leadership saw an opportunity: “Until the last few months, we were a digital-only business, but there was so much excitement and demand that we knew launching Soho.Home.Studio was the right thing to do,” Carnie explained.
The club of stylish homeowners, after all, is one that we all aspire to join.
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