The Rise of Soho House Part I: Highly Public Exclusivity and The New Aristocrats
How Soho House rode the rails of new celebrity & status voyeurism all the way to an IPO
Cafe Society is Maxwell Social’s semi-weekly magazine on the intersection of community and society — an anthropological look at the underpinnings of what makes the world tick, written by David Litwak (@dlitwak) and the Maxwell team. Maxwell is building a new type of social club, if you’d like to apply go to www.maxwellsocial.com and if you’d like to book an event get in touch here.
Soho House is the most talked about, least private, private club in the world. It has the most members, over 110,000 at last count, across the most geographies - 27 locations in 12 countries. It was featured in Sex and the City. It has managed to grow and scale and maintain some aura of exclusivity as it expands to ever more locations, and is the format that many newer clubs and elite co-working spaces from The Wing to Neuehouse, Spring Place and The Assemblage have attempted to remix to capture some of its magic.
And it’s probably the company I not-so-subtley shit on the most.
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Have a great week!
David (@dlitwak), Kyle, Joelle, Dana
I love this series. It's hard to find info on Groucho Club or Home House in detail. Thanks for this :)