There was this rumor flying through Berlin Mitte. Everybody seemed to know but no one would really expose the slightest detail. It felt like, for he first time the creative crowd would not share by heart the hot new thing coming up at the horizon. But how could this happen? The facts: an English investor was setting up a member club in a historic location. You guess it: I am talking about Sohohouse. They got to Berlin this week to establish the first subtle bond with the people they wish to wow for their club: artist and media people who are constantly following the buzz, feeling at home at the most inspiring metropoles, therefore are travelling a lot.
I met them for lunch introducing them to some smart girls belonging to the avant-garde fashion scene. And doing so I couldn’t decide if I felt hooked about the first real possibility to meet like mind people in an astonishing location which would not disappear after, let’s say 6 months. But there was also my Berlin heart aching as it feels like selling the difficult-to-catch Berlin mythos to them. I am not so sure if they realize that Berlin is a tough patch to establish an elite establishment. We will see if Berlin’s creative heads are willing to commit themselves into Sohohouse and PAY for that.
My guess: Berlin might be ready for a more „adult“ location but to make it a real threat, the marketing triggers will need to be pretty smart.