A Global Pandemic Could Be the Best Thing That Ever Happened to Soho House

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

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