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

At Maxwell we’re trying to reframe social clubs to be around this idea of inclusive exclusivity - you may not be able to get into the Soho Maxwell, maybe it’s full or you just aren’t friends with those people. Or maybe you can’t afford it, but that’s ok because we’re creating a system within which multiple Maxwells can be started at various price p... See more

The pandemic is accelerating one of the most important trends of the Internet: the creation and normalization of virtual worlds and virtual economies.

The status of online community will maintain the movement, but just as Bored Ape Yacht Club meetups have solidified digital communities by fostering IRL interaction, the new wealth gained by this class of beneficiaries will soon enough impact luxury goods markets. The Visa acquisition of Cryptopunk 7610 made international news. The Hundreds’ Bored ... See more

We seem especially primed for it now. Once Covid-era restrictions began to be loosened and people started hosting gatherings again, many were restless after extended periods of isolation. Many wanted to socialize, meet new people, and be in community with others. The fervor toward branded community has yet to subside and is only ramping up, especia... See more