Soho House Announces Plans to Open in Mexico City
Opening in 2023, the new location marks the company's first in Latin America.
Riding off the current wave of creative expat influence in Mexico City, Soho House has announced it’ll be opening in the Juárez neighbourhood of the capital early next year. This will be the first Latin American location for the members-only club following other announcements of openings in Stockholm and Bangkok.
Just a short jaunt away from the ever-popular Niddo café, Soho House Mexico City will be a repurposed private residence offering a blend of “historic French influence and baroque heritage” with three lounge areas, a standalone restaurant, and a courtyard for outdoor dining.
According to their website, the décor, furniture and other embellishments will be all either custom-made by local artisans or sourced from Mexico City vintage markets. Likewise, over 100 artworks from artists either born, living or trained in Mexico will be on display. Outside, the pool will support a greenhouse-inspired bar and dining room overlooking the Juárez locale.
As ex-residents of Mexico’s capital ourselves, we’re sure this move will be met with some quick criticism from locals, especially given the recent heat they’ve dished out towards Airbnb and the increasing number of foreigners pricing long-time residents out of the area. While those arguments are entirely valid and true, one can’t deny the fact that Mexico City seems like a natural move for Soho House’s aesthetic. It makes sense as a business move and it suits Mexico’s diverse creative crowd.
Whether the local elite will dish out the cost of joining (approx. $2,500 USD or 47,000 MXN annually) has yet to be seen. We’re curious to know if the new establishment will depend on its global reputation to attract local talent or if it’ll end up becoming a gathering spot for creative foreigners visiting town. So far, it seems the population is split on this one.
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