House Style by Soho House
House Style by Soho House
QUOTES “The modern-day traveler changed the way hotels are starting to target their consumers. These travelers want the confidence of places that understand them, be surrounded by a community of like-minded people, to feel at home and they see luxury in the storytelling of having an experience. In order to stay relevant to this new breed of traveler, more and more hotels are starting to evolve into lifestyle brands. Branching out into fashion is a tool to extend their lifestyle concepts even further and offer a more complete experience.” “Observations showed that members [of Soho House] frequently travel and that most of their trips evolve around the beach/hotel swimming pool. Soho House destinationwear therefore could not only be worn in and around their (rooftop) pools, but also worldwide; allowing the members to create an elite group of creatives around the globe, wherever they go.” SOHO HOUSE Soho House is a club for the like-minded, creative individuals of all ages who need a place that airs and complements their lives and careers. Opening their first House in London’s Soho in 1995, today Soho House & Co has 15 clubs around the world, with more in the works. The club quickly emerged as an arty, egalitarian alternative to stuffy stalwarts like White’s and Annabel’s. The houses are situated in diverse locations, but always with the same goal: to create a comfortable home from home for their members. This home away from home provides a place where members can work, socialize, eat, drink, sleep, swim, work-out, attend events and relax. MYSTERIOUS ADMISSION POLICY Two-third of the houses offer bedrooms, apartments, lofts or cabins for short and long-term stays. Regular guests are welcome to book these and use the members’ spaces during their stay. Their mysterious admissions policies — in which a nebulous ideal of creativity is valued above net worth and job titles, are extremely strict. Waiting lists are long and you have to be admitted by two existing members to be able to even apply. Booking a room in one of their houses with bedrooms, cannot be booked right away. Instead, you have to request a room to the specific house you want to stay in, and they will get back to you within 24 hours. ABOUT THE CONCEPT BOOK This concept book is developed for the core and visual identity communication of Soho House’s latest house extension “House Style”. The new lifestyle addition of Soho House, dedicated to bringing back the style that was intrinsically linked with travel during the heydays of the “French Riviera” era in the 1950/60s. It will brieﬂy introduce Soho House and its accompanying brand philosophy and later move on to proving the viability of the House Style concept, as well as introducing it. It will also function as a tool for the creation of the House Style collection.