In 1995, Soho House opened its first location in London as a progressive members-only club for film, music, and other creatives. Its membership pool clearly sets it apart from other traditional member clubs targeting men of certain titles or net worth. Founder Nick Jones sought to create a “home from home” where likeminded people could socialize all day over food and drinks—an idea that later became the core brand concept. Today, there are 27 houses in Europe, America, and Asia, alongside a comprehensive spa, home collection, and restaurant brand portfolio that collectively suggest a Soho House lifestyle.

Welcome to the 81st issue of B.

For quite a long time in history, individual life was judged in relation to the groups they belonged to— family, school, company, and so forth. Those groups evolved into social classes. In the past, rites of passage were extremely important because the group or class an individual belonged to exerted greater power than the individual alone. A sense of belonging or class consciousness still exists to this day, but they manifest in different forms. As the power has been transferred from elite groups to more people, individual power trumps that of the group. With various social media platforms such as Facebook or Instagram, individuals have formed their own communities. Countless online and offline communities revolving around personal interests, tastes, and social causes are popping up everywhere now in response to this shift. For the past few years, a number of creative, community-based activities even started to prove profitable. It’s not an exaggeration to say that the business of communities is literally booming.

Soho House, featured in this issue, is closely linked to the spirit of community as the brand started as a private membership house. Founded in 1995 in London, Soho House has been expanding its community, constructing physical establishments called “houses” in metropolitan cities across the world. The club has garnered attention for targeting the “creative class” for members, breaking the existing class order or rigorism that had been strictly observed by other social clubs. In Soho House, the symbols of the upper class—wealth, dynastic family names, fancy suits, and super cars—are not welcome so much. As a matter of fact, when founder Nick Jones opened the house, he refused to give membership to anyone in finance or real estate, and he introduced the infamous no-tie rule to make certain the atmosphere would feel free and casual. All these novel approaches were designed to attract creatives, who prove their worth with edgy thinking and work, and create a venue where they can gather, eat, and drink.

Soho House remains undiminished despite the rise of local community-based lifestyle hotels and coworking office spaces largely thanks to its unique culture, which has been established through rules and standards that are enforced around the clock. Laptops are only allowed in designated areas, and taking video and posting content about the house on social media is prohibited. In Soho House, free communication is encouraged, but at the same time, privacy is taken extremely seriously. In such an atmosphere, members gain a genuine sense of belonging, feeling protected and safe within the premise walls. The interior design follows this philosophy strictly, too. Rather than being filled with stimulating colors and shapes, the houses are furnished with familiar items and objects to make members feel comfortable so that everyone can settle in easily. It’s also proven by a staff member’s remark that “being cool” is what they avoid. They pursue a timeless ambience that is immune to trends.

Making people feel protected and safe is key across all affairs in the hospitality industry. We’ll be always intrigued by new cafés or restaurants, but at the end of the day, only a few places will make us feel like we belong. In that sense, places where we feel sure that we won’t encounter unpleasant situations or regret visiting and ones where we can expect the same quality service at any given time are at a great advantage. Soho House has retained tens of thousands of members—an achievement that has to everything to do with trust, and nothing to do with publicity. The expertise that Soho House has honed over the past 20 years while earning trust from its members is being used today to refine its business into even more highquality services. It seems possible that, someday, Soho House brand restaurants, hotels, resorts, and spas may break out from behind the wall of exclusivity and dominate the hospitality world.

Eunsung Park
Content & Editorial Director

INTRO


EDITOR’S LETTER


STREETS IN SOHO

Passers-by in Soho shed light on unique facets of the Soho district


OUR OWN HOUSE

Soho House as a social club for creatives that breaks the convention of clubhouses for wealthy, powerful men


INTERVIEW: NICK JONES

Founder Nick Jones talks about the spirit and role of Soho House


HOME AWAY FROM HOME

Soho House’s unique ambiance built on a code of conduct that promotes freedom and creativity


SPIRIT

Traces of the founder’s beliefs found in staff and member spaces


HOSPITALITY

Amenities and sub-brands inspired by the storied Soho House philosophy on hospitality


OPINION: GEMMA BONER

Gemma Boner, UK membership director, talks about how members communicate with each other


SOHO IN THE CITY

Soho House as a community hub for creatives in London, Berlin, Barcelona, Los Angeles, and Hong Kong


CREATIVE HUB

Professionals across various industries talk about the meaning of “being creative”


VENUE

Seven cities selected by Soho House and the creative businesses there


OPINION: PETER CHIPCHASE

Peter Chipchase, chief of communications and strategy, discusses what differentiates the brand


IMPACT

Introducing knowledge-sharing platform Soho Works and local community collaboration facilitating program Soho Impact


IN CHIPPING NORTON

Welcome to Soho Farmhouse, a healthy haven that looks like a picturesque periurban farm


WAVE

Media coverage of Soho House’s influence and industry outlook


VALUE


Celebrities mad about Soho House and their stories


TOPIC

The story of the car born out of a socioeconomic crisis to present a new solution for mobility


DIGEST

Soho House membership programs and related information


REFERENCES

Publications, websites, and spaces featuring Soho House and the creative life


DIGEST

Montblanc’s brand positioning and the writing instruments market


Outro


PUBLICATION RIGHT

Publisher Suyong Joh
Executive Director Myungsoo Kim
Content & Editorial Director Eunsung Park
Managing Editor Sojeong Jeong
Lead Editor Jaewoo Seo
Editors Chanyong Park, Narae Kim, Jean Kim, Hyun Son, Sol Lyu
Assistant Editor Heewon Shin
Photographer Miyeon Yoon
Art Direction & Design Yuwon Choi
Marketing Hyunjoo Kim, Yeubin Kim
Sales & Distribution Suyeon Kim, Kiran Kim
Managing & Editing (English Edition) Jean Kim
Translation (English Edition) Rancy Kim, Bongah Shin, Hyejoo Lee, Seongae Yang, Soonok Hwang
Copy Editing (English Edition) Sarah Kessler-Jang
Correspondents Mihye Nam (Tokyo), Lena Shin (LA), Alex Seo (London), Sanghyeok Lee (Berlin), Hyeseon Jeong (Paris), Mark Carter (Bangkok)
Publishing JOH

REFERENCES

Eat Drink Nap & Morning Noon Night
Soho & Theatreland Through Time
Steal Like an Artist; 10 Things Nobody Told You about Being Creative
Creative Quest
A Frame for Life: The Design of Studioilse
House Notes
Soho Home