Soho Home is expanding on the West Coast.
Known for its members-only luxury clubs located in major cities around the world, Soho House’s newest company, Soho Home, is opening its first store in Los Angeles. With the original Soho Home located in New York’s Meatpacking District and another recently opened studio in London’s Notting Hill, this marks the brand’s third store.
On Melrose Avenue in West Hollywood, the luxury furniture and interior design brand officially opened its doors this week. It is a two-story, 9,308 square foot space that invites all guests to enjoy the studio, relax, eat, drink and shop the Soho Home Collection.
“They’re called studios for a reason,” Aalish Yorke-Long, managing director of retail sales at Soho House, told us. the hollywood reporter. “It’s not just stores, that’s not a word we use internally. It’s about stepping into space and hanging out and really experiencing what it means to be in a Soho house with beautiful furniture.”
Since its Los Angeles debut in 2010, Soho House has established itself as an exclusive hub for Hollywood celebrities and the city. Before the launch of the Home brand, being in one of the clubs felt like Soho House. Now, members and non-members alike can bring that luxury and convenience into their own homes.
“[Founder Nick Jones] he’s a genius on many levels, but he’s a design genius,” York-Long said of how Soho Home came about. “His eye created him [the Houses] Those special places to relax. People would always say, “Oh my God, Nick, where did you get that?” And he says, “Well, we’re really doing it. Maybe we should sell it.”
After pitching the idea to members a few years ago, the team at Soho House found that there was a high demand for a variety of furniture and artwork in the clubs.
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“The product is very home-inspired,” added the CEO. “We try to adapt to each [Soho Home] A studio in a local setting, so we chose as many local homes as possible. It looks very Holloway, or very Malibu or West Hollywood, when you walk into our store at Meatpacking. [in New York City], is another reflection of the houses located there. It’s more OG with a traditional feel and dark woods.
Everything at Soho House is done in-house and always has been. The same goes for everything at Soho Home. Since establishing the first Soho House on Greek Street in London in 1995, the exclusive club has designed each piece of furniture with the help of in-house designers, which will be created by carefully selected manufacturers from around the world. There are wooden and marble tables made in Vietnam and Indonesia, lamps from Italy, rugs from India and much more. “Wherever is best,” added York-Long. “We go out, find the best manufacturers and they bring our projects to life.”
About 20% of all Soho Home Studios products are created by members of Soho House, including all art displayed throughout the space. Yorke-Long says about 70% of customers are members of Soho Home, or Soho Friends as the brand calls them.
Courtesy of Kate Berry
Customers can also shop for Soho Home items on the brand’s website, where they sell most of their current inventory, from $1,555 floor lamps and $3,295 velvet sofas to marble coffee tables. Italian for $4,495 and scented candles for $150.
Last week, the West Hollywood studio celebrated its grand opening with a star-studded party attended by the likes of Connie Britton and Lucas Gage. According to York-Long, of all the cities in the world that could call Soho home, Los Angeles not only felt right, it also has the brand’s biggest market in North America.
“We have a large membership base here,” he said of Los Angeles. “We have four homes now: DTLA, the original West Hollywood, Malibu and [the recently opened] Holloway House. So we have a huge presence here from members who are already getting excited about the brand. We saw when we launched online that LA is actually our biggest market.
Since they began expanding to the West Coast, Soho Home has been searching hard for the perfect studio space. “It has a lot of history,” the managing director said of the Melrose Ave location. “It was before [interior and furniture designer] Rose Tarlow in the shop, and it’s really beautiful and unique, that’s how we find homes.
An annual subscription to Soho Home costs $130, which includes 15% off year-round Soho Home items, 20% off sale items, free shipping, and previews of the new collection. Membership also provides access to Soho House rooms worldwide, as well as access to Soho Home studios. Membership does not provide direct access to any Soho House clubs.
“We will always be part of Soho House,” York-Long said. “We wouldn’t exist without House, and we plan to bring him back.” If you join Soho Friends and become our member, then it’s a natural progression to become a member of the Chamber, so the members interact very well.
The Soho Home is now open at 8540 Melrose Avenue, West Hollywood CA 90069.
Courtesy of Kate Berry
Courtesy of Kate Berry
Source: Hollywood Reporter
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
