As Soho House Group’s global automotive partner, BMW i will provide BMW i3 vehicles for driving experiences for members and guests at many of its sites and cultural events. Soho House and BMW i will also collaborate on an international arts program throughout Soho House locations in Europe and the US.
The two brands will co-create events and experiences focusing on contemporary art, innovation and design.
The partnership kicked off at Shoreditch House in London on Tuesday, with an exclusive art talk between the photographer Juergen Teller and Chris Dercon, director of the Tate Modern: “The Naked Truth? Nudity, fashion, and the photographic image today.
Nick Jones, Founder and CEO of Soho House said: “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.”
Steven Althaus, Senior Vice President Brand Management BMW, Marketing Services 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.”