Gen Z is embracing nonalcoholic nightlife, Soho House expands at the cost of exclusivity, and Thailand experiences The White Lotus effect. All that and more in this week’s Five on Friday.
The rise of sober social spaces
An IV treatment room at Remedy Place’s Flatiron location; photo courtesy of Remedy Place
As Gen Z moves away from alcohol, hospitality brands are responding with a new wave of sober social spaces, a trend that AvroKO’s Andrew Lieberman predicts will gain momentum this year. A third of Gen Zers classify themselves as completely sober, while 30 percent drank less in 2024 than the year before, writes Frame. From zero-proof cocktail bars to communal wellness spaces, venues are reimagining what nightlife means to the next generation. Some, like Remedy Place and Othership in New York, embrace a laidback self-care ethos with experiences such as ice baths, vitamin IV drips, and sober evening socials. Others, like Sans Bar in Austin, maintain the lively energy of a traditional bar—minus the alcohol. As demand grows, designers and operators are rethinking how social spaces function, proving that a night out doesn’t need alcohol to be memorable.
How The White Lotus is influencing travel
The Four Seasons Resort Koh Samui in Thailand; photo courtesy of Four Seasons
HBO’s The White Lotus series continues to drive fans to its luxurious filming locations, Elle reports. Following a surge in bookings at Four Seasons properties in Hawaii and Sicily after its first two seasons, the show is expected to have a similar effect with its third, which is set on the small island of Koh Samui, located about 470 miles south of Bangkok. The quiet, 88-square-mile paradise is about to experience the full force of The White Lotus effect after the new season premieres this Sunday. According to The New York Times, bookings at the $2,000-a-night Four Seasons Resort Koh Samui, where much of the show was filmed, have already jumped 40 percent. Other businesses are also capitalizing on the hype—American Express has launched a White Lotus Experience package, while luxury tour operator Unforgettable Travel Company is offering a seven-night White Lotus Thailand trip for just under $8,000 per person.
Soho House faces growing pains
A greenhouse seating area at Soho House’s Miami outpost; photo courtesy of Soho House
Exclusive members-only brand Soho House is grappling with financial and operational challenges as it continues its global expansion following its 2021 IPO, The Wall Street Journal reports. Membership has surged more than 70 percent since going public, with Soho House now boasting more than 200,000 members with an additional 111,000 on the waitlist. The brand has also expanded rapidly, growing from 29 to 45 clubs worldwide since 2019. However, this growth has led to frustration among longtime members, who cite overcrowding, declining service, and a shift away from the brand’s once-intimate, creative-community feel. Reservations at the Dumbo House rooftop pool in Brooklyn, New York are nearly impossible to secure, while families with small children now dominate the brunch crowd at its flagship U.S. location in Manhattan’s Meatpacking District. Despite its growth, Soho House has reported hundreds of millions in losses over the past three years. Its latest earnings showed a second quarterly profit since going public, with a net income of $175,000—equating to just over 84 cents per member.
Heatherwick Studio reimagines Louisville’s Belvedere park
Heatherwick Studio’s transformation of the Belvedere will feature an undulating pavilion with a vast stretch of greenspace; rendering courtesy of Heatherwick Studio
London-based Heatherwick Studio is set to reimagine Louisville, Kentucky’s Belvedere park and event space, transforming it into a more dynamic and inviting public space. Originally built in the 1970s, the Belvedere has long been a central gathering place for the city, and Heatherwick’s design aims to strengthen its connection to both downtown and the waterfront, writes The Architect’s Newspaper. The plan introduces organic forms and lush greenery, softening the existing landscape while enhancing views of the Ohio River. A striking undulating pavilion will feature ribbon-like copper-colored metal edging along its roofline, topped with green spaces. Construction is expected to begin at the end of 2026.
Introducing HD’s 2025 Women in Design
Top row (L to R): Marisol Fisher, Nicole Fournier, Masako Fukoka; Bottom row (L to R): Nina Grondin, Helen Jorgensen, and Chantell Walsh
Hospitality Design has announced the honorees of HD Expo + Conference’s third annual Women in Design Awards. This year’s group of women showcase ingenuity and resilience as they help shape the future of the industry. The six influential women will be celebrated during a breakfast session hosted in partnership with NEWH. The ticketed event will take place on Tuesday, May 6th at 8:30 a.m. Congratulations to the 2025 recipients!
