Soho House’s second Latin America members club is set to open in December 2023, just three months after the launch of its Mexico City outpost—signifying the brand’s desire to foster creative communities in diverse global locations and further expand into Central and South America.
Soho House São Paulo is situated in the Cidade Matarazzo project, a large heritage site redevelopment featuring a cultural arts center, retail village, restaurants, and green spaces. The property, which occupies the former maternity ward of the historic Matarazzo Hospital, will offer 36 bedrooms, a gym, spa, rooftop pool, bar, and various dining and club spaces.
Located on Avenida Paulista, one of the city’s prominent streets, and near cultural institutions like the São Paulo Museum of Art, the newest Soho House location aims to be a gathering place for the area’s creative talent and will prominently showcase a collection of works by local artists based, trained, or professionally developed in Brazil.
The Italianate building that Soho House São Paulo inhabits was commissioned by Italian-born Count Francesco Matarazzo to serve São Paulo’s Italian community and opened in 1904. Surrounded by tropical gardens connected to courtyards, the structure exudes an Amazonian feel by blending indoor and outdoor dining and relaxation spaces. The creative concept for the members club, executed by Soho House’s in-house team, preserves its architectural history while integrating interiors inspired by the city’s Portuguese heritage and Brazilian modernism.
“A global city that pulses with leading architecture, music, street and contemporary art, as well as other creative fields that are growing quickly such as fashion and design, São Paulo was the natural second Latin American location to build a house for creatives and artists to come together,” says Andrew Carnie, CEO of Soho House & Co.
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