매거진B (영문판) Magazine B, 매거진비나이스북

■ About the Issue

Welcome to the 81st issue of B.

For quite a long time in history, individual life was judged in relation to the groups they belonged to— family, school, company, and so forth. Those groups evolved into social classes. In the past, rites of passage were extremely important because the group or class an individual belonged to exerted greater power than the individual alone. A sense of belonging or class consciousness still exists to this day, but they manifest in different forms. As the power has been transferred from elite groups to more people, individual power trumps that of the group. With various social media platforms such as Facebook or Instagram, individuals have formed their own communities. Countless online and offline communities revolving around personal interests, tastes, and social causes are popping up everywhere now in response to this shift. For the past few years, a number of creative, community-based activities even started to prove profitable. It’s not an exaggeration to say that the business of communities is literally booming.

Soho House, featured in this issue, is closely linked to the spirit of community as the brand started as a private membership house. Founded in 1995 in London, Soho House has been expanding its community, constructing physical establishments called “houses” in metropolitan cities across the world. The club has garnered attention for targeting the “creative class” for members, breaking the existing class order or rigorism that had been strictly observed 3 by other social clubs. In Soho House, the symbols of the upper class—wealth, dynastic family names, fancy suits, and super cars—are not welcome so much. As a matter of fact, when founder Nick Jones opened the house, he refused to give membership to anyone in finance or real estate, and he introduced the infamous no-tie rule to make certain the atmosphere would feel free and casual. All these novel approaches were designed to attract creatives, who prove their worth with edgy thinking and work, and create a venue where they can gather, eat, and drink.

Soho House remains undiminished despite the rise of local community-based lifestyle hotels and coworking office spaces largely thanks to its unique culture, which has been established through rules and standards that are enforced around the clock. Laptops are only allowed in designated areas, and taking video and posting content about the house on social media is prohibited. In Soho House, free communication is encouraged, but at the same time, privacy is taken extremely seriously. In such an atmosphere, members gain a genuine sense of belonging, feeling protected and safe within the premise walls. The interior design follows this philosophy strictly, too. Rather than being filled with stimulating colors and shapes, the houses are furnished with familiar items and objects to make members feel comfortable so that everyone can settle in easily. It’s also proven by a staff member’s remark that “being cool” is what they avoid. They pursue a timeless ambience that is immune to trends.

Making people feel protected and safe is key across all affairs in the hospitality industry. We’ll be always intrigued by new cafés or restaurants, but at the end of the day, only a few places will make us feel like we belong. In that sense, places where we feel sure that we won’t encounter unpleasant situations or regret visiting and ones where we can expect the same quality service at any given time are at a great advantage. Soho House has retained tens of thousands of members—an achievement that has to everything to do with trust, and nothing to do with publicity. The expertise that Soho House has honed over the past 20 years while earning trust from its members is being used today to refine its 4 business into even more highquality services. It seems possible that, someday, Soho House brand restaurants, hotels, resorts, and spas may break out from behind the wall of exclusivity and dominate the hospitality world.

Eunsung Park

Content & Editorial Director