However, by forcing patrons to stop capturing content, and attempting to generate an artificial sense of mystique, it all feels a little contrived. As Emily over at Feed Me wrote in her review of Frog Club : “don’t treat me like a child and put a sticker on my phone, give me free bread, allow walk-ins, and stop trying so hard” .

But perhaps what has Soho House best poised for post-pandemic growth is all the pent-up yearning to socialize, fraternize and consort — albeit safely, among “like-minded” fellow creatives, walled off from the great unvaxed.