Shoreditch Arts Club Review - What's Good to Do

I’m intrigued with the modern version of a country club. I think of concepts like Soho House or the Wing as “urban country clubs”. These membership businesses gather communities of like-minded people. They create repeat traffic and have demographic and psychographic desirability in their members. These communities are powerful because if they endor... See more

Have you heard about the new Soho House Mews?

(It's strategic genius).

The Times just published a peek inside Soho Mews, Soho House's new ultra-exclusive London outpost.

And I'm impressed by the vision.

This is a masterclass in brand strategy.

What struck me immediately:

- Elevated experience (silver cutlery, 50-day aged meats)

- Invite-only for select al... See more

It may be more likely to be pay-to-play. Design takes time and effort. Content creation takes time and effort. Everything that goes into a shiny digital footprint – website design, hosting, platform service subscriptions – costs money. Compare this to a random book club meet-up advertised through a single flyer made by hand and stapled to a few tel... See more