Just yesterday photographer Juergen Teller and Chris Dercon, director of the Tate Modern came together at Shoreditch House in London, for an exclusive art talk. What brought them there was the Soho House Group (SHG) and BMW i global partnership. As it happens, BMW i will be providing BMW i3 vehicles for members and guests at many of its sites and cultural events. What followed was a rooftop reception to celebrate the latter’s becoming the Group’s global automotive partner.
“We were drawn to BMW because they share our passion for innovation across art and design,” said Nick Jones, Soho House CEO and Founder. “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.”
Soho House was founded in Greek Street, London, in 1995, as a private members’ club for those in film, media and the creative industries. The portfolio has since expanded to include clubs, hotels, restaurants and spas across the UK, Europe, the US and Canada. Pairing that with BMW i3’s visionary design and sustainability quotient across all of SHG’s 12 sites in Europe and North America is definitely the way forward. Soho House and BMW i will also be collaborating on an international arts program.