SoHo Warehouse: Marks Art District The Right Kind Of Cool
In the last 5 years, we have seen a number of national brands and companies open up shop in Downtown LA, some came with coveted fame, others made it their flagship location, and others opened brick and mortars for the first time. In the last year, a spike in fine dining restaurants debuting in our Arts District gave it the reputation for being a profitable metropolitan hub for successful businesses, and now we welcome- SoHo House.
The international brand of social clubs that defined “cool” way back in 1995 London, has come to DTLA and they are here to win everyone over with incredible attention to detail, an hommage to the neighborhood, and individual amenities unique to our little corner of this giant city.
If you don’t know much about SoHo House, don’t worry you're not alone. For years it was like Fight Club, you don’t talk about it to anyone that isn’t in it, and that had a lot more to do with where they’ve been established throughout North America, than secrecy for non-members. Cities like Malibu, New York, Chicago, Toronto, and Hollywood were the type to house the city-dwellers that SoHo House attracts. However, when they heard of the DTLA renaissance, the London natives knew they had to be a part of it.
After much anticipation, the 6-floor social club can officially call a Santa Fe Avenue warehouse from 1916- home. Complete with a two-floor gym, a sauna, laundry services, 48 hotel rooms, a common space with a restaurant, a lounge, a rooftop pool on the 7th floor with panoramic views of LA, and a garden with so much greenery you’d forget you’re in Downtown- SoHo Warehouse is the cultivation of all things DTLA is cool for like our history.
The interior designers found the warehouse’s ruins a gift, not a curse. For example, in the restaurant area upstairs graffiti that had been there long before they moved in is considered art. They felt the same about the exposed brick and piping in the hotel rooms.
The furniture and decorations throughout the 110,000 sq. ft warehouse, pay a tribute to different decades from the 20s to the 70s, fitting together seamlessly. So much so that one would think they had to go looking far and wide for each unique piece, but alas no. SoHo House has a brand with a refined vision, so when they can’t find it- they make it, and they sell it as part of their SoHo Home retail line.
Knowing that the Arts District is the creative center of LA, designers commissioned local artists like Genevieve Gaignard to install a stairwell-based wallpaper leading the way to the 7th-floor rooftop bar. On the other side, an 18-by-6-foot acrylic on canvas mural by LA-based artist Paul Davies matches the decor with the official “Lemon Yellow” shade that’s unique to this SoHo House.
The rooftop lounge chairs were created with the help of eco-friendly hemp textiles from MoonCloth Designs featuring a custom print from LA artist Ethan Lipsitz. Lastly, (but you’ll see it first because it’s right by the entrance) located in the back alley by the loading dock a mural by none other than Shepard Fairey.
Slated to open sometime in October, SoHo Warehouse is now accepting membership applications, with 4 types available ranging from $1,650 - $2,160 per year. Memberships to the Warehouse include access to events like live music performances, masterclasses and workshops, comedy nights and panel discussions. Further proving that they’re not here to takeover DTLA, but instead, become a staple part of it.
Written by Mariana Ramos | Photography by SoHo Warehouse