So_strategy

Subject: Fujita House
Project: Brand Development for Historical Site Reconstruction

Phase 1. Definition
Chapter 4. The World of Private Clubs. Case Studies.

The National Arts Club
The Players
Norwood
Chelsea Arts Club
Groucho
Soho House

The National Arts Club
--------------------
Located in Gramercy Park, Manhattan, this nonprofit private club, founded
in 1898 by critic Charles DeKay, aims to "stimulate, foster, and promote public interest in the arts." It features galleries, diverse programs in theater, literature, and music, and offers art classes. Known for inclusivity, it welcomes both members and the public to many events.

The Players
--------------------
Founded in 1888 by actor Edwin Booth in New York City, The Players is a private club celebrating the performing arts. Housed in a historic townhouse, it’s a gathering spot for actors, playwrights, and theater lovers, offering a mix of social events, performances, and a nod to theatrical heritage with its cozy, clubby vibe.

Norwood
--------------------
A former private members’ club in Chelsea, Manhattan (closed in 2022), Norwood was founded in 2007 by Alan Linn in a historic 1847 brownstone. Targeting the creative community—artists, filmmakers, musicians—it offered a laid-back, artsy atmosphere with lounges, a restaurant, and a garden. It was dubbed a “club for the curious.”

Chelsea Arts Club
--------------------
Established in 1890 in London’s Chelsea, this private club occupies a Georgian house on Old Church Street. It unites painters, sculptors, writers, and musicians in a bohemian, rustic setting with a billiard room, garden, and rotating member art exhibits. Known for legendary parties, it bans mobile phones and dress codes.

Groucho
--------------------
Opened in 1985 on Dean Street in London’s Soho, The Groucho Club is a private haven for the arts, media, and entertainment crowd. With bars, restaurants, bedrooms, and a bold contemporary art collection, it’s a lively, irreverent spot—named after Groucho Marx’s quip about not joining any club that’d have him.

Soho House
--------------------
Founded in 1995 by Nick Jones in London, Soho House is a global chain of private clubs for creatives in film, media, and fashion. Starting in Soho, it now spans cities like New York and Tokyo, offering stylish spaces with bars, restaurants, workspaces, and rooftops. It’s known for exclusivity and a modern, trendy vibe.

The original Soho House occupied a Georgian townhouse, blending cozy interiors with modern amenities like a bar, restaurant, and social spaces. It quickly gained traction among London’s creative elite, including artists, actors, and journalists. In 1998, Jones expanded with Babington House in Somerset, adding a rural retreat with a spa and cinema, broadening the brand’s appeal.

The early 2000s marked global growth: Soho House New York opened in 2003 in the Meatpacking District, followed by West Hollywood in 2010. Each location adapted to its city’s vibe while retaining the signature mix of exclusivity, comfort, and chic design. By 2012, the brand launched Soho Works (co-working spaces) and went public in 2021 under Membership Collective Group, reflecting its evolution into a lifestyle empire.

Today, Soho House operates over 40 locations worldwide, catering to a curated membership of creatives. Its history reflects a shift from a single London hideaway to a global network, balancing intimacy with scale while staying rooted in its artsy, laid-back origins.

Additional links:

Soho House x Porsche – A dreamers escape
Bloomberg Interview with Nick Jones
The Diary Of A CEO Podcast Interview with Nick Jones
The Visionaries introduction of Soho House

CNBC New private clubs in New York
Clubland: The History of London Gentlemen's Clubs
New London Clubs
More History

Websites:

Soho House Bangkok
The National Arts Club
Norwood
The Players