BMW i TEAMS UP WITH SOHO HOUSE

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Soho House was founded in London in 1995 as a private members club for those in film, media and the creative industries. Today it has more than three thousand members and anyone wishing to join must be added to a long waiting list and hope for the best.

The Soho House Group offers its members sophisticated hotels and house rentals in Europe, the United States and Canada, along with restaurants, bars and spas. While each site is different they all share the concept of feeling comfortably at home in a bohemian-chic atmosphere. Some of the properties operate only as private member clubs but others offer rooms to guests who are not necessarily members. Each enclave has its own restaurant and many offer the Cowshed spa, while others even have a private cinema.

Beginning this year the BMW Group, through its electric automotive division, BMW i, has partnered with Soho House, and through the club’s twelve main exclusive lodgings, it will provide BMW i3 vehicles to guests so that they may explore. Soho House and BMW i will also participate in cultural events by collaborating on an international arts program to be developed throughout various Soho House locations. The initial event at the Soho House in London coincided with the celebration of the partnership with an exclusive art talk between the photographer Juergen Teller and Chris Dercon, director of the Tate Modern: “The Naked Truth? Nudity, fashion, and the photographic image today.”

For over forty years the BMW Group has participated in cultural events through partnerships with the leading figures and epicentres of contemporary art, jazz, classical music, architecture and design. Soho House is one of those epicentres. Its members, many who belong to the world of design in all its forms, travel about with the intention of airing and disseminating the tenets of the social and artistic lifestyle that the club espouses. Its hotels, which are open to the public, are a refreshing way to stay in major destinations round world in an unbuttoned atmosphere and, at the same time, with sophisticated design elements that invite the guest to relax and enjoy.