Soho House taps into Formula 1 with the launch of House 44

UK – Soho House is entering the world of Formula 1 through a strategic partnership with Lewis Hamilton and the ultra‑premium F1 Paddock Club. House 44 is a pop-up hospitality concept designed to connect lifestyle, sport and cultural expression. The suite will appear at six key races during the 2025 F1 season, positioned within the Paddock Club to offer guests premium access to the sport’s inner circle.

This activation reflects a broader shift in premium hospitality, where cultural storytelling and high-net-worth community spaces are converging. As highlighted in our Luxury Members’ Club Market, the appetite for curated third spaces continues to grow, with brands using them to deepen emotional and cultural engagement. House 44 is a case in point – blending the familiarity of Soho House interiors with the prestige and immediacy of Formula 1.

Lewis Hamilton, a Soho House member for over a decade, has co-developed the concept, embedding elements of his own aesthetic and brand universe. Alongside signature cocktails, the suite will serve a bespoke drink made with Almave, Hamilton’s non-alcoholic blue agave spirit. The space also includes curated DJ sets, photography, memorabilia and exclusive pieces from both new and archival Plus 44 collections.

House 44 illustrates how design, community and entertainment can be meaningfully embedded into live global sporting formats.