Founded in London in 1995, Soho House is a private club for those in film, media and the creative industries and Soho House Group (SHG) and BMW i announced a global partnership across all of Soho’s 12 sites in Europe and North America.
As Soho House Group’s global automotive partner, BMW i will provide BMW i3 vehicles for driving experiences for members and guests at many of its sites and cultural events.
Soho House and BMW i said they will also collaborate on an international arts program throughout Soho House locations in Europe and the US. The two brands announced they will co-create events and experiences focusing on contemporary art, innovation and design.
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On Tuesday, October 14, 2014, the partnership was kicked off at Shoreditch House in London, with an art talk between the photographer Juergen Teller and Chris Dercon, director of the Tate Modern: “The Naked Truth? Nudity, fashion, and the photographic image today.”
“We were drawn to BMW because they share our passion for innovation across art and design,” said Nick Jones, Founder and CEO of Soho House. “Our membership will see a range of co-curated members’ events and cultural celebrations such as Art Basel Miami. The launch of BMW i3 marks an exciting new era for electric cars and we are delighted to be able to offer our members and bedroom guests the opportunity to be among the first to drive them.”