Modern Exclusive Clubhouse for Artistic Minds

Client: SOHO House

Company: Pentagram (proposed direction)

During my time at Pentagram SOHO House was a project that was

The logo design is based on the idea that the doors on each house is hidden. And it's something that the brand takes pride in the exclusivity and the obscurity of each house.

SOHO House

Soho House is a members' club for like-minded creative thinkers to meet, relax, have fun, and grow. The biases of the houses are to be as diverse as possible. Each one with its own unique aesthetic and features but the ideas and philosophies stays consistent until you enter each house.