Porsche and Soho House Have Entered Into a Long-Term Partnership

11/08/2022

In Europe, Porsche AG and Soho House Group have decided to develop a collaboration. The relationship is expected to continue for at least three years and will result in a lot of diverse and stimulating events at the European residences of the private members' club.

Contemporary art and design will be the subject of planned cooperative art contests and creative workshops. The inaugural House Summit is set for early 2023 at Soho Farmhouse in Oxfordshire, England, and will be part of the No Passengers series.

"The Soho House society and the Porsche universe are a perfect match. Since more than twenty-five years ago, the residences have been frequented by budding artists. According to Robert Ader, Chief Marketing Officer (CMO) of Porsche AG, this gives them the perfect platform to interact with this essential target group. We anticipate innovative ideas and a dynamic dialogue.

In addition to shared events and experiences, Porsche will sponsor a category for the first time at this year's Soho House Awards. The Creator Category winner will have the chance to participate in creative events, such as The Art of Dreams - a series of art installations in major cities – and the Porsche Scopes event series.

Contemporary art and design will be the subject of planned cooperative art contests and creative workshops. The inaugural House Summit is set for early 2023 at Soho Farmhouse in Oxfordshire, England, and will be part of the No Passengers series.

Porsche AG, Soho Farmhouse, Oxfordshire, England, 2022

The House Summit will begin in 2023 in Oxfordshire, England, at Soho Farmhouse.

"The Soho House society and the Porsche universe are a perfect match. Since more than twenty-five years ago, the residences have been frequented by budding artists. According to Robert Ader, Chief Marketing Officer (CMO) of Porsche AG, this gives them the perfect platform to interact with this essential target group. We anticipate innovative ideas and a dynamic dialogue.

The various locations of Soho House in Europe:

Porsche AG, Soho House, Berlin, Germany, 2022

Soho House is located in Berlin.

Porsche AG, Soho House, Barcelona, Spain, 2022

Soho House is located in Barcelona, Spain.

Porsche AG, Soho House, Rome, Italy, 2022

There is also a Soho House in Rome, the capital of Italy.

Porsche AG, Soho House, Berlin, Germany, 2022

Soho House is located in Berlin.

Porsche AG, Soho House, Barcelona, Spain, 2022

Soho House is located in Barcelona, Spain.

In addition to shared events and experiences, Porsche will sponsor a category for the first time at this year's Soho House Awards. The Creator Category winner will have the chance to participate in creative events, such as The Art of Dreams - a series of art installations in major cities – and the Porsche Scopes event series.

911 S 2.4 Targa, Milan Design Week, 2022, Porsche AG

The winner of the Creator Category is eligible to participate in creative activities, such as "The Art of Dreams."

"Choosing the right partner for Soho House, for our Houses, and especially for our members, is something we take very seriously: with Porsche, through their exceptional products, openness to daring creativity, and ideas that will impact the physical Houses, digital Houses, and beyond, we have the opportunity to create something truly unique together. Jonathan Heaf, Chief Content Officer of Soho House, adds, "I can't wait to show you everyone what we've been working together."

More about Soho House

Nick Jones, a British entrepreneur, established the exclusive members' club Soho House in 1995. The original site is on Greek Street in the Soho neighbourhood of London. The club has 22 sites in eleven countries around Europe. There are 80,000 participants. Membership is restricted to creative industry professionals and anyone with a "creative spirit."