Soho House Home

If you are familiar with or a member of Soho House, then you know the “houses” (aka clubs) have a very “Soho House” look and feel to them. If the “house” happens to also have hotel rooms, then the same look and feel applies to those guest rooms too. Hard to describe the look itself, to be honest. I just say it’s very “Soho House.” That says it all if you are familiar.

The look is … Casual. Textured. Tonal. Layered. Moody. Soft. Comfortable. Chic. Shall I continue?

That’s how I would describe the clubs, but there’s also Soho House Home which is a collection of home furnishings and accessories that you can buy for, well, your home. I love the extension of the brand here … applying the known aesthetic of a lifestyle membership club to a home environment … sheer genius. It allows the brand to own that aesthetic in public and in private, not a bad thing. And … one more thing … it allows the brand experience to live and breathe in multiple ways. Score.

Isn’t that the gold standard of branding? Or at least one of them?

Impressive. What say you? What’s your experience? JIM

Jim JosephApril 12, 2024Soho House, Soho House HomeComment