Editor’s Note: This article was originally featured in On Balance, the ARTnews newsletter covering the art market and more. Subscribe here to receive it weekly.
Typically, Soho House is known for hosting lavish parties at its Miami Beach location during Art Basel Miami Beach. However, last month, the focus shifted to the club’s extensive art collection. Artnet News published an interview with Soho House’s chief art director, Katie Bryan, discussing how the company is incorporating artists into its 45 international clubs by exchanging memberships for artwork. A week later, Artsy published a feature on the history of Soho House’s art collection during Art Basel.
This positive coverage comes at a critical time for Soho House, which recently received a buyout offer valued at $1.75 billion. The club has faced challenges in recent years, with concerns about its business model and profitability. The focus on the art collection raises questions about whether it is a strategic move to enhance the club’s reputation as a creative hub.
Soho House has experienced rapid growth in membership and locations, leading to overcrowding and criticism from some members. The club’s efforts to maintain its exclusivity and cultural cachet have prompted changes in its expansion strategy. By highlighting its art collection, Soho House aims to showcase its commitment to creativity and attract a high-caliber membership.
The barter program, through which artists exchange artwork for membership, has been a successful way to integrate artists into the club. This initiative has allowed Soho House to enhance its cool factor while providing artists with access to a platform they may not have otherwise.
Soho House’s art collection, which includes works by renowned artists, demonstrates the club’s dedication to supporting the creative community. By showcasing these artworks across its locations, Soho House continues to blur the lines between exclusivity and accessibility, creating a unique environment for both members and artists. Mein Job kann manchmal surreal wirken – manchmal bekomme ich eine SMS von einem wichtigen Künstler, der sagt: „Ich werde eine Show im Guggenheim haben; willst du mein Studio besuchen?“ Eigentlich wollen sie sagen: „Ich würde gerne mehr Anerkennung bekommen, um bei dir zu bleiben.“ Soho House ist zu einem wichtigen Teil ihrer Infrastruktur geworden.