Soho Home spans the west coast.
Known for its members-only luxury clubs located in every major city around the world, Soho Home, Soho House’s newest venture, is opening its first store in Los Angeles. Along with the original Soho Home located in New York’s Meatpacking District and another recently opened studio in London’s Notting Hill, this is the brand’s third store.
Nestled on Melrose Ave. in West Hollywood, the luxury interior design and home furnishings brand officially opened its doors this week. It is a 9,308 square foot space over two floors, welcoming all guests to enjoy the studio, stay, eat, drink and shop around the Soho Home collection.
“They’re called studios for a reason,” said Soho House retail general manager Aalish Yorke-Long. The Hollywood Reporter. “It’s not just stores, it’s not a word we use internally. It’s about coming and spending time in the space, and really experiencing what it’s like to be in a Soho home, while looking at beautiful furniture.
Since its Los Angeles debut in 2010, Soho House has established itself as an exclusive hub for Hollywood stars and city bargainers. Before the launch of the Home brand, being in one of the clubs gave that Soho House feel. Now, members and non-members alike can bring that luxury and comfort to the privacy of their own home.
“[Founder Nick Jones] is a genius on many levels, but he’s a design genius,” Yorke-Long said of the creation of Soho Home. “It was his eye that made [the Houses] those special places to hang out. People were always like, “Oh my God, Nick, where did you get that stuff from?” And he’s like, ‘Well, we’re actually getting there. We should probably sell it.
After pitching the idea to members a few years ago, the Soho House team found that there was considerable demand to purchase the various furniture and artwork in the clubs.
“The product is very closely inspired by the Houses,” added the managing director. “We try to adapt each [Soho Home] studio to the local environment, so we choose local houses as much as possible. Like that, it’s very Holloway, or it’s very Malibu or West Hollywood, whereas if you go to our store at Meatpacking [in New York City], this is more reflective of the houses there. It’s more OG with a traditional feel and dark woods.
At Soho House, everything is designed in-house, and always has been. The same goes for all the items available at Soho Home. Since the first Soho House on London’s Greek Street in 1995, the exclusive club has designed each of its furnishings with the help of in-house designers, which will then be created by hand-picked manufacturers around the world. There are wooden and marble tables made in Vietnam and Indonesia, lighting fixtures from Italy, rugs from India and more. “Where is the best,” added Yorke-Long. “We go there, we find the best manufacturers and they bring our designs to life.”
Approximately 20% of all Soho Home Studios products are created by Soho House members, including all artwork displayed throughout the space. Yorke-Long says around 70% of customers are members of Soho Home – or Soho Friends, as the brand calls them.
Customers can also shop Soho Home items on the brand’s website, where they sell most of their current inventory, starting at $1,555 worth of mid-century floor lamps and $3,295 worth of sleek velvet couches. to $4,495 Italian marble coffee tables and $150 scented candles.
Last week, the West Hollywood studio celebrated its grand opening with a star-studded launch party, featuring the likes of Connie Britton and Lukas Gage. Of all the cities in the world they could bring Soho home to, Yorke-Long said Los Angeles not only feels great, but is also home to the brand’s biggest market in North America.
“We have a huge membership base here,” she said of LA “We now have four houses – DTLA, the original West Hollywood, Malibu and [the recently opened] Holloway House. So we have a big footprint here of members already warmed up by the brand. We saw when we launched online that LA is actually our biggest market.
Once they set their sights on expanding to the West Coast, Soho Home searched extensively for the perfect studio space. “This one has a great story,” said the general manager of the Melrose Ave location. “In the past, it was the [interior and furniture designer] The Rose Tarlow store, and it’s really beautiful and unique, that’s how we find the Houses.”
An annual subscription to Soho Home is $130, which includes 15% off Soho Home items year-round, plus 20% off sale items, free shipping, and previews of new collections. Membership also provides access to Soho House rooms worldwide, as well as access to Soho Home studios. Membership does not allow direct access to any of the Soho House clubs.
“We’re always going to be part of Soho House,” Yorke-Long said. “We wouldn’t exist without House, and we want to bring House home. If you join Soho Friends and become a member with us, then that’s sort of a natural progression to becoming a House member, so memberships interact quite well.
Soho Home is now open at 8540 Melrose Avenue, West Hollywood CA 90069.