Members club Soho House has recently jumped on the bandwagon, debuting House 44 at the Silverstone Grand Prix.
Soho House
Over the last few years, Formula 1 has quickly risen to be one of the most popular sporting events in the industry. Driven in part by Netflix’s Drive to Survive, the races have now become a hub for luxe brand activations, collaborations and events. Members club Soho House has recently jumped on the bandwagon, debuting House 44 earlier this year at the Miami Grand Prix.
Created in collaboration with driver Lewis Hamilton, House 44 is intended to create a ‘home away from home’ ambiance for members. “The concept was developed between Formula 1, Soho House and Lewis Hamilton,” says Jonathan Heaf, chief content officer at Soho House in an email interview with Forbes. “Soho House brought our signature style into the design of the spaces and curation of the experience. Lewis Hamilton brought iconic elements of his racing collection and his brand into the suite and F1 ensured that we have the most premium locations in the Paddock club and the best offering from an F1 experiences perspective.”
House 44 will have a location within the F1 Paddock Club and will feature impeccable race views alongside signature cocktails. Taking inspiration from Hamilton’s racing car number, the partnership came about organically since the driver has been a Soho House member for over ten years.
Inspired by Hamilton and his connection to the Houses, the suite will feature a bespoke cocktail crafted with his non-alcoholic blue agave spirit, Almave, alongside curated pieces from Plus 44 collections, exclusive guest DJs and more.
Soho House
Inspired by Hamilton and his connection to the Houses, the suite will feature a bespoke cocktail crafted with his non-alcoholic blue agave spirit, Almave, alongside curated pieces from Plus 44 collections, exclusive guest DJs and more. Rumor has it that some races will even feature surprise appearances from Hamilton himself. In addition, there’s also a chance you’ll get to watch the podium celebrations up close. Plus, the space will be decorated with new and archival pieces from Plus 44 collections, alongside racing memorabilia.
At each race, the suite will have unlimited food and drink to be served to guests. This will include a host of signature Soho House cocktails, such as the Picante de La Casa, Soho Mule, and Paloma, served alongside non-alcoholic refreshers using Almave.”Each House 44 race suite will star a signature cocktail designed to celebrate the local House (e.g. Rome for Monza, Mexico City for Mexico City),” says Heaf. “At Silverstone, a summer-ready Rose Spritz was served with fresh seasonal dishes including Octopus carpaccio, Grilled lobster and Black forest chocolate soufflé.”
While the look and feel of each House 44 will remain consistent, the brand intends for local nuances to be a bit different at each, ranging from the climate and location of the suite at the track. The experience will be available at Monza (Italy), Mexico City, Las Vegas Grand Prix and the Abu Dhabi Grand Prix. All of the six carefully curated venues are intended to highlight the diversity of the races. From the historic Silverstone track to the shiny new Las Vegas track, each location will retain a sense of consistency while also maintaining the sense of place.
Every House 44 package will include three-day access to the suite, behind-the-scenes experiences (such as Paddock tours and pit lane walks) and premium food and beverage offerings.