Modernising Private Membership
SOHO HOUSE
Private members’ clubs have traditionally shied away from conventional loyalty programmes, with many believing that the exclusivity, lifestyle appeal, and cultural capital of their brand experience can’t—or shouldn’t—be distilled into the transactional mechanics often seen in mainstream hospitality.
However, the appetite for thoughtful, value-adding rewards among discerning members has never been stronger. In an increasingly competitive landscape where high-end hospitality brands vie for the attention (and retention) of a globally mobile audience, offering meaningful ways to recognise and deepen member engagement is no longer just a nice-to-have—it’s a strategic imperative. More importantly, legacy reward schemes based on spend alone feel increasingly out of step with what experience-driven members truly value.
To this end, in 2023 I partnered with Soho House to conceptualise and design a series of new loyalty propositions that would align seamlessly with the brand’s distinctive ethos. Rather than defaulting to points-based discounts or generic perks, I created eight innovative ideas—each designed to feel unmistakably “Soho” and encourage richer engagement across their global portfolio.
These concepts are now informing a multi-year roadmap for enhancing member value across Soho House’s 40+ locations worldwide. In doing so, the brand is poised to further differentiate itself—not by mimicking typical loyalty programmes, but by redefining what loyalty means in the world of modern membership.
STRATEGY | PROPOSITION DESIGN | INNOVATION | LOYALTY
Agency: N/A | Work: Live Project
