Members’ clubs — can the Soho House model work in Australia?
I’ve been going to Shoreditch House a lot since I arrived in London.
Don’t get any funny ideas — I’m definitely a +1 and not a member. It’s been pushing 30 degrees every day for about 6 weeks, which is a huge deal for a city more used to rain and greyness and they have a pool. Shoreditch House, one of the many offshoots of the original Soho House model that has now spread its influence across the globe, offers an on-site gym, member events, dedicated co-working spaces and even an in-house hotel.
All of this is supposed to justify a hefty monthly membership fee, but as far as I’m concerned, the only important thing is the abundantly large rooftop deck chair and swim situation. It’s become so popular during this heatwave that they’re giving out wristbands at the concierge, like it’s a music festival. Which, when you think about it, the whole thing kind of is. Between the house DJs and the dazed youth, it’s only a few headdresses short of Coachella.
Depending on who you ask, the proliferation of Houses around the world, from New York City to Barcelona, is either the best or worst thing the newly transient creative class have given this generation. Certainly, the model has worked so well that key sites are now oversubscribed, with formidable waiting lists (by one estimation, about 30,000 deep) and rules regarding nomination from other House Board Members.
It’s all a bit Stone Cutters, really, but exclusivity can be a good thing if it’s done right. Veterans will tell you that the original Soho House was the real deal. Damien Hirst and Tom Jones hung out there, in a private sanctuary where one presumes the good times rolled without much notice from the authorities or media.
Today’s Houses are slightly different. You’re more likely to find a French billionaire’s son fraternising with a start-up co-founder than you are Mark Ronson or Cardi B lounging by the pool. Nonetheless, the Houses retain an exclusive air of cool that is as yet unmatched by any competitor. So why hasn’t it worked in Australia?
Currently, Sydney is a member of Cities Without Houses, which is like a vegan burger without the bun. There’s been speculation that founder Nick Jones has been eyeing the likes of Bondi for nearly two years, but has yet to pull the trigger. This might have something to do with his audience.
Australia loves a good class ribbing as much as the next nation, particularly in its capital cities. But unlike London or Paris, flaunting one’s privilege doesn’t do you many favours. In fact, being a member of Surry Hills House, or Brunswick House for that matter, is more likely to have the reverse effect. Combine tall poppy syndrome with an in-built reflex against any club that isn’t an RSL and you can see why the team may be having trouble lifting off. Besides, Sydney doesn’t need a members club to flaunt new money, partners or career changes, that’s what Icebergs — and arguably most of the beachside suburbs- are for.
Other business models are disrupting the House offering, too; from WeWork for office sharing in the creative sphere to City of London’s Better program, offering community access to pools and gyms. Clearly the magic remains, but time will tell if it can take off in a city geared against showing off, where alcohol and swimming don’t mix and draconian government regulation is king.
In the meantime, yes, I will definitely have another frozen rose.
This is the second in a new series of columns on London life, culture and style. Read the first here.
