Private members club Soho House opened the doors to its first chapter in 1995, which still stands in London's Soho neighborhood. Over the years, branches have been added in cities around the world, including Istanbul, Toronto, Miami and more, extending the brand's clout within the hospitality industry on a global scale. Established as a hotel, the tastemaking chain has since expanded to include restaurants, cinemas and spas, all targeted toward those working in film, media and creative industries.
The independently-operated boutique The Store takes up residence within Berlin's Soho House in the trendy Mitte neighborhood. As a joint partnership between Soho House and The Vinyl Factory, The Store purveys a broad range of products from kitchen and beauty products, to records and audio equipment, as well as sneakers and apparel, while patrons can also stop in for a haircut or manicure. Fashion labels like Ann Demeulemeester sit side by side with sneakers from Y-3, accessories from Mary-Kate and Ashley-owned The Row, Italian made toothpaste from Marvis and jewelry from the Fendi family by Delfina Delettrez. It goes without saying, The Store offers a complete shopping concept that is largely unrivaled in Berlin. In a way, the offerings are matched in catering to the discerning type of clients that would gravitate toward having a membership at Soho House, although a membership isn't necessary to stroll through the front door of The Store. Creative director Alex Eagle had the following to say:
We wanted to create a place where people could spend all day. A light, fresh and fun space where guests can shop, work, eat, drink and hang out. Like an open, shop-able private home for everyone to spend time and where everything is for sale from the candle burning, record playing to the sofa you sit on.