The venture will see BMW provide its i3 vehicles for members of the clubhouses at its locations and other cultural events. The two companies will also collaborate to produce an international arts programme, which will feature events and experiences focusing on contemporary, art, innovation and design.
Soho House and BMW launched the partnership on Tuesday (14 October) at Shoreditch House in London. Organised by experiential agency TRO, the event focused on an exclusive talk about nudity in fashion, photography and art between photographer Juergen Teller and director of the Tate Modern Chris Dercon.
Guests took to the venue’s rooftop terrace for a reception following the talk, which was planned to coincidence with the capital’s latest art festival, Frieze London. BMW told Event that currently, no other UK events have been confirmed.
Steven Althaus, senior vice president brand management BMW, marketing services at BMW Group, said: "BMW i and Soho House share a common mindset: both brands strive for innovation, creativity as well as a special sense for aesthetic setting new design standards. What I look forward to most about our partnership is our determination to create memorable and sophisticated experiences together."
Nick Jones, founder and chief executive of Soho House, added: "We were drawn to BMW because they share our passion for innovation across art and design. 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."
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