Soho House has been quietly staging a comeback, and if hotel openings are your love language, it’s been something to watch. After headlines like “New Yorkers Don’t Think Soho House Is Cool Anymore” made the rounds in 2024, the members’ club mostly stepped out of the spotlight, choosing to put their focus on opening new Houses that might allure potential members.
Luckily, that effort paid off in 2025. The brand debuted Soho Farmhouse Ibiza, a sun-soaked riff on its countryside club, alongside Barcelona Pool House, a swim-forward spot built for warm-weather city days, and Soho House Manchester, which expanded the UK footprint far beyond London. Together, these openings pointed at a shift toward Houses that feel less like somewhere you stumble into, and more like destinations in their own right.
And speaking of decisions, two new Soho House openings are slated for 2026.
Soho House Tokyo
Debuting in the spring, Soho House Tokyo is an opening that people in the industry have been whispering about for a while. Landing in Aoyama (just off Omotesando), it puts the House right in the middle of Tokyo’s design and fashion core.
The House spans four floors, with most of the social life happening higher up (very intentionally), paired with an infinity-style rooftop pool and terrace that looks out over Tokyo. The interiors stick to a familiar Soho House mix — vintage British pieces layered with bespoke Japanese design — but with details that feel specific to the location. There are 42 bedrooms, some with kitchenettes and living areas, all finished with upcycled kimono fabrics and sakiori weaving, plus private balconies (a real win in this part of the city). A wellness studio overlooking Aoyama-dori and a flexible event space round things out, making this feel less like a pop-in club and more like a place members will actually settle into while they’re in town.
Soho House Los Cabos
Set along the southern coast of Mexico’s Baja peninsula in the Cabo del Sol area, Soho House Los Cabos is very clearly into the idea of escape. This is a House designed around being outdoors, with the setup revolving around a Beach Club, Cecconi’s, and both a Sunset Bar and a Cabaret Bar. There’s also a full Soho Health Club, with a mix of holistic and advanced-technology wellness offerings, plus a pool and gym. Accommodation is intentionally limited to 15 bedrooms, split between 12 Casas and three larger Casonas, some with private plunge pools.
What’s on the Horizon
And the pipeline doesn’t stop there. Looking ahead to 2027, Soho House is lining up some of its most buzzed-about projects yet.
Soho Farmhouse New York
Soho Farmhouse New York, set on a 250-acre former working farm in Rhinebeck, is already one that people are keeping an eye on. Anchored by restored 19th-century buildings and a historic manor house, the property includes everything the Hudson Valley does well: nature, food, and outdoor experiences. Expect bedrooms, multiple food and drink outlets, and plenty of ways to spend time in nature, from hiking and cycling to spa and wellness offerings.
Soho Desert House Palm Springs
Out west, Soho House is leaning fully into destination mode. Set in the Coachella Valley, with views of the San Jacinto Mountains, Soho Desert House Palm Springs will be the brand’s first dedicated desert outpost, and it’s very much built around the setting. The House will feature club spaces, 17 bedrooms, and a Soho Health Club anchored by a 185-foot pool, aka the largest in the Soho House portfolio.
Soho Ranch House Sonoma
Up in Sonoma, Soho Ranch House marks a new chapter for the brand with its first Ranch House concept. Right on top of a valley with views across the brand’s own vineyards, the property is designed to feel expansive and private. Instead of a single main building, the Ranch House will include 50 cottages and villas scattered across acres of land, along with club spaces, restaurants, a central courtyard, a Soho Health Club, and two pools.
Soho House Flatiron
Back in New York City, Soho House Flatiron rounds out the 2027 lineup, and it’s a big one. Set to become the brand’s largest House in NYC, the Flatiron location will include a Soho Health Club with an advanced gym, fitness studios, and wellness treatments, along with club spaces, a rooftop terrace, and bedrooms.
Whatever the headlines once suggested, these openings now tell a different story.
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