Peek inside SoHo Desert House, set to open in Palm…
Soho House is doubling down on the desert, but critics marvel if the model is just chasing a mirage.
The global member’s only membership has formally announced the “Soho Desert House Palm Springs,” a seven-acre wellness retreat set in California’s Coachella Valley with sweeping views of the San Jacinto Mountains. The property will characteristic membership areas, 17 bedrooms and a sprawling 185-foot pool, along with its signature “Soho Health Club” wellness choices.
Soho Desert House Palm Springs – opening 2027 Instagram/@sohohouse
On paper, it’s traditional Soho House: exclusive, design-forward and tailor-made for the influencer set. But behind the shiny rollout lies a model grappling with a very-unglamorous actuality — declining cachet, sup-par service and food, inner shakeups and growing complaints that the once coveted membership just isn’t that cool anymore.
The space will “serve as a wellness escape for both local and Every House members.” Instagram/@sohohouse
Slated for a full opening in 2027, the property is a re-imagining of a 1920’s property initially constructed as an artists’ colony. But as the model prepares to offer hyberbaric oxygen therapy and cold plunges to the Coachella crowd, the company itself is the one gasping for air.
The Palm Springs project marks a renewed push into the desert after Soho House abruptly scrapped earlier plans for a members-only membership in 2023, and is an element of a broader growth push that contains new homes in Tokyo, New York and Los Cabos.
Soho Desert House Palm Springs is anticipated to open in 2027. Instagram/@sohohouse
Industry insiders be aware the transfer feels more like a push for retention fairly than growth, and “teasing” the new homes “may aim to stem cancellations among West Coast members, leveraging the ‘promise’ of future relief to maintain revenue streams,” according to Soho House Insider.
Once the final word standing image for creatives and celebrities, Soho House now finds itself going through a very trendy downside: too many members, not enough mystique.
With virtually 50 homes around the world, the model has ballooned with reportedly more than 200,000 members across its places—but insiders say growth has diluted the exclusivity that attracted them to start with.
The home will characteristic 17 bedrooms and a Soho Health Club with a 185ft pool. Instagram/@sohohouse
Complaints about overcrowding, long wait, and slipping service have change into more and more common, with some likening the expertise to a “WeWork with better cocktails.”
The struggles aren’t just cultural—they’re financial.
Despite membership income, Soho House has reportedly struggled to flip constant earnings since going public in 2021. That turbulence culminated earlier this 12 months in a $2.7 billion deal to take the company personal again.
As half of that overhaul, the company has already begun tightening its membership base—reportedly cutting lots of of members in cities like New York, Miami and Los Angeles.
At the same time, Soho House is going through stiff competitors from never, more exclusive golf equipment like San Vicente Bungalows (SVB) in LA and Casa Cipriani in New York–both of why have managed to keep a tighter grip on their visitor checklist.
Soho Dumbo home in New York City Instagram/@sohohouse
“It’s not nearly as exclusive as it once was, the prestige isn’t there,” one Soho member wrote on Reddit.
“SVB is definitely better now (i have never been bc im a pleb but from what i hear),” another person chimed in.
Membership has change into simpler to receive, costs have climbed into the 1000’s per 12 months, and the once-elusive vibe now feels mass market.
The Palm Springs location appears designed to rebrand Soho House as a vacation spot expertise—less overcrowded, more curated. But whether or not a desert outpost can restore its fading attract stays to be seen.
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