Cars & Technology19 Apr 2016

Focusing on automotive engagements, contemporary art, innovation and design, BMW i, Soho House & Co's worldwide automotive partner has been co-creating experiences at the Soho Houses across the world since October 2014. Provided by BMW i, guests and members of Soho House can borrow either an i3 or i8 to use at many of the sites and cultural events at their leisure.

Members are able to borrow a BMW i3 or i8 from Soho Farmhouse - located across 100 acres of the idyllic Chipping Norton - and explore the picturesque Oxfordshire countryside by road. They can also drive a BMW i3 from BMW Park Lane right the way to Soho Farmhouse. Drivers who take advantage of this benefit will be able to discover the delights that Oxfordshire has to offer, from sleepy local villages to the hustle and bustle of the main city centre where the Oxford colleges are scattered.

Soho House was established in London in 1995 as a 'home from home' for people who work within the creative fields. Over 20 years later, Soho House's portfolio now consists of multiple clubs, hotels, restaurants and spas across the UK, Berlin, New York, West Hollywood, Miami, Chicago, Toronto and Instanbul. Their intention: to bring together groups of like-minded individuals who all share a creative flair. Fashion, music, advertising, film, art and the media sectors are the most heavily represented.

Speaking at the launch of the partnership, 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."

"Both Soho House and BMW i strive for innovation and creativity in design," said Allison Wagner, Communication Director for Soho House North America. "Between the multiple Soho House locations and strong BMW relationships with major fairs, the opportunities to co-create thrilling content are manifold."

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."

Click here to learn more about the Soho Farmhouse.

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