SOHO HOUSE IN AMERICA

Born in London, made in America – and now retold in graphic novel form

Illustrations by Guy Shield

THE PICANTE DE LA CASA’S STORY BEGINS AT SOHO BEACH HOUSE IN MIAMI, WHICH OPENED IN 2010. OUR THEN BAR MANAGER, CHRIS HUDNALL, STARTED TESTING OUT A SPICY NEW TWIST ON THE MARGARITA FOR OUR MEMBERS. MADE WITH FRESNO CHILIS, CORIANDER, AGAVE AND REPOSADO TEQUILA, THE PICANTE BECAME AN INSTANT POOLSIDE HIT, BOTH ON THE BEACH AND AT THE BAR.

ZING!

IN 2011, THE PICANTE DE LA CASA WAS CHRISTENED AS ONE OF SOHO BEACH HOUSE’S ORIGINAL HOUSE TONICS. IT BECAME SO POPULAR, WE DECIDED TO TAKE IT GLOBAL, ADDING IT TO THE COCKTAIL MENUS AT OUR HOUSES ACROSS THE WORLD. THE REST, AS THEY SAY, IS HISTORY.

LITTLE BEACH HOUSE MALIBU OPENS WITH A PARTY, HOSTED BY NICK JONES AND CHIEF MEMBERSHIP OFFICER SAM STONE. THE EVENT WAS CO-HOSTED BY JAMES CORDEN, CINDY CRAWFORD AND RANDY GERBER.

“THE FIRST TIME WE OPENED THE DOORS OF SOHO HOUSE TORONTO WAS FOR THE INAUGURAL FILM AT THE TORONTO INTERNATIONAL FILM FESTIVAL, ‘LOOPER’,” SAYS MARKUS ANDERSON. “AS WE WERE SETTING UP, THERE WAS A KNOCK AT THE DOOR. WE FOUND BRUCE WILLIS STANDING THERE. HE’D DECIDED NOT TO SIT THROUGH THE FILM, SO WE LET HIM IN, GAVE HIM A DRINK AND FINISHED SETTING UP AROUND HIM.”

SOHO HOUSE CHICAGO OPENS DURING LOLLAPALOOZA. MANY OF THE ACTS PERFORMING AT THE FESTIVAL STAYED WITH US THAT FIRST YEAR – INCLUDING THE ARCTIC MONKEYS.

AND JUST LIKE THAT, WE OPEN OUR SECOND CLUB IN NEW YORK – LUDLOW HOUSE – IN A FORMER GOLD LEAF FACTORY ON THE LOWER EAST SIDE OF MANHATTAN

SPRING 2016

THE PEKING DUCK SERVED AT THE DUCKED UP POP-UP ON THE ROOF OF THE HOUSE QUICKLY BECOMES STUFF OF NEW YORK FOOD LEGEND.

STEVIE WONDER CALLS TO SAY HE LOVES US WITH AN IMPROMPTU PERFORMANCE AT MALIBU BEACH HOUSE.

DUMBO INCOMING! OUR THIRD HOUSE IN NEW YORK OPENS IN BROOKLYN, AND THE VIEWS OF THE BRIDGE FROM THE ROOF DECK BECOME EVEN MORE BELOVED THAN OUR AVOCADO TOAST.

THE ROEBLING GLASSWARE, CREATED EXCLUSIVELY FOR DUMBO, IS INSPIRED BY THE LINES OF THE BROOKLYN BRIDGE. IT ALSO TAKES ITS NAME FROM THE STRUCTURE’S DESIGNER, JOHN A. ROEBLING.

SOHO WAREHOUSE OPENS IN DOWNTOWN LA. “IT WAS A REALLY INTERESTING BUILDING,” SAYS SAM STONE. “IT WAS SPRAY-PAINTED BY GRAFFITI ARTISTS WHILE IT WAS VACANT, AND WE KEPT A LOT OF THE WORK INTACT. NOW, MUCH OF IT IS ART IN THE BUILDING”

“THE ART COLLECTION IS KEY TO THE IDENTITY OF SOHO WAREHOUSE,” SAYS GLOBAL DIRECTOR OF ART KATE BRYAN. “WE COMMISSIONED A MURAL BY SHEPARD FAIREY, A FLOOR-BASED INSTALLATION BY SADIE BARNETTE, A WALLPAPER INSTALLATION BY GENEVIEVE GAIGNARD AND ROOFTOP MURAL BY BLANDA – AS WELL AS OUR FIRST VIDEO WORK BY BRIAN BRESS.”

HOLLOWAY HOUSE OPENS IN LOS ANGELES WITH A PARTY FOR STELLA Mc CARTNEY. THE HOUSE IS THE FIRST TO HAVE BEDROOMS IN HOLLYWOOD, A GAME-CHANGER FOR OUR MEMBERS.

SOHO HOUSE AUSTIN OPENS AND QUICKLY BECOMES A MECCA FOR OUR AMERICAN MEMBERS SEARCHING FOR A CHANGE OF PACE.

SOHO HOUSE NASHVILLE PULLS UP IN A FORMER SOCK FACTORY, AND THE HOUSE QUICKLY BECOMES A MUSICAL HUB IN THE CITY.

MIAMI POOL HOUSE OPENS IN THE EDGEWATER REGION OF THE CITY. AN EARLY PARTY AT THE CLUB FEATURES THE SPICY MUSICAL STYLINGS OF LATIN SUPERSTAR TOKISCHA.

SOHO HOUSE PORTLAND WILL BE HOUSED IN THE HISTORIC TROY LAUNDRY BUILDING, WHICH WAS BUILT IN 1913 BY ELLIS LAWRENCE. THE BUILDING OPERATED AS ONE OF PORTLAND’S LARGEST LAUNDRY FACILITIES UNTIL 1983.

AUTUMN 2023

“AT THE NASHVILLE OPENING PARTY, THE BAND MIDLAND PERFORMED. AT THE END OF THE SET, WE ASKED DARIUS RUCKER IF HE’D PLAY TOO AND, SURE ENOUGH, HE TOOK DOWN THE HOUSE. IT WAS TRULY MAGICAL.”

SAM STONE, CHEF MEMBERSHIP OFFICER