SOHO STYLE

This project explores a strategic opportunity for private, members-only social club Soho House to do a brand extension into the luxury fashion industry by opening a retail boutique in London.

To restore prestige to Soho House membership, Soho Style will embrace the creative spirit of its style-obsessed members by offering a convenient destination for exclusive and curated fashion product, with the familiarity, privacy, and comfort members enjoy. A first-class shopping experience that prioritizes service and hospitality can build deeper brand loyalty with members while giving non-members a unique gateway into the Soho House brand.