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BMW i and Soho House Announce New Partnership for Arts and Design

Part of the BMW i philosophy from the get go was a new design that would appeal to a possible new niche in the markets. That niche would be interested in new electric vehicles that have a specific design.
BMW i3 Soho House 6 photos
Photo: BMW
BMW i and Soho House Group CollaborationBMW i and Soho House Group CollaborationBMW i and Soho House Group CollaborationBMW i and Soho House Group CollaborationBMW i and Soho House Group Collaboration
The fact that BMW already sold over 10,000 i3s and over 600 i8 cars since their launch says that their endeavor was successful. How much of that success is due to the design of the things remains to be seen but the Bavarians won’t rest on their laurels and just signed a new partnership with Soho House.

The Soho House Group was founded in Greek Street, London back in 1995 and was a private club for those involved in film, media and creative industries in general. Over the years, their portfolio expanded and now includes clubs, hotels and restaurants across the UK, Europe, the US and Canada.

Of course, since the whole thing was created for creative minds, every setting has a different decor, one that sets it apart not only in between Soho Houses but also from the rest of the crowd.

BMW signed a partnership with the Soho House Group this week that involves the two companies at a global level. BMW will provide i3 cars for driving experiences for the SHG members and guests during cultural events. At the same time, the two brands will collaborate to co-create events and experiences focusing on innovation and design amongst others.

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,” said Nick Jones, founder and CEO of Soho House.

Nick also praised BMW for its new take on mobility, especially with the i3 that is all electric and built inside a plant that uses renewable energy.

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,” said Steven Althaus, Senior Vice President Brand Management BMW, Marketing Services BMW Group.
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