Soho Home.
Stealing the ashtrays from a luxury hotel is a time-honoured tradition, but trying to smuggle an entire velvet sofa out of a private members’ club presents a much greater logistical challenge. Fortunately, anyone who has ever sat in a Soho House and wondered how to replicate that exact mood in their own living room no longer needs to resort to petty theft. Taking the celebrated aesthetic of its global outposts and making it widely accessible, Soho Home is officially expanding into Germany for the first time. From the 20th of March 2026, the entire collection of furniture, lighting and textiles has become available to order nationwide via their digital platform, while the very first physical showroom opens its doors at Soho House Berlin.
Robyn Steffen.
Situated right on Torstraße, the new studio occupies a familiar neighbourhood spot that perfectly bridges the gap between exclusivity and community access. Speaking with Schön!, Matthew McQuade, Managing Director of Soho Home, notes that the country has been a priority for quite some time. “Soho House Berlin opened 16 years ago and since then we’ve been building a loyal community of creatives in the city, many of whom are embedded in the local design and interiors,” he explains, adding that the city’s design scene is expanding and diversifying.
Setting up shop in Store X, a curated creative space, felt like the most logical progression for the brand. “Torstraße has always felt like the right fit for Soho House and Soho Home because it sits in the intersection of galleries, studios and independent businesses,” McQuade says. “It has the kind of neighbourhood feel we look for when we open a space and where better to open a Soho Home Studio than right below our House?” The existing Store X café area already attracts people to meet and connect, and the open-plan, tiered store space lends itself perfectly to the different room sets.
Soho Home.
Opening the doors to the wider public might seem like a pivot for a company built on membership, but the core philosophy remains entirely consistent with its origins. “The brand was born when our guests began asking if they could buy their favourite pieces from around the Houses,” McQuade says, tracing the journey back to their initial launch of Barwell crystal glassware in 2016. “As much as we want our Houses to feel like home, we want our members to take a piece of the House with them into their own homes.”
Allowing anyone to walk off the street and engage with the collection simply brings that idea to life more directly. Visitors can wander through the tiered floor plan and see room sets that offer practical examples of how a plush velvet armchair or an olive-stained dining table functions in a domestic setting. “We’d like it to feel relaxed and informal, somewhere you can drop into rather than somewhere that feels transactional,” McQuade adds.
Soho Home.
Pieces currently filling the Berlin showroom draw inspiration from locations as varied as Soho Farmhouse to outposts in Portland and Nashville, blending natural materials with warm colour palettes. German buyers are famously practical about their interiors, yet the brand’s focus on quality appears to translate seamlessly across borders. “In Germany, there’s definitely an appreciation for quality and practicality, which fits well with how we design,” says McQuade, noting that people respond to comfort regardless of location.
A worthy example of this philosophy is the Belmont sofa, featuring a visible oak wood frame and wool-linen cover, embodying the approach to everyday living. “Pieces like the Belmont Sofa are made to be properly lived in, they’re generous, comfortable and not overly formal,” McQuade says, explaining that such items change how you use a space in a subtle way by making the room feel more inviting.
Soho Home.
Updating iconic designs like the Theodore Armchair requires a careful hand to ensure the original proportions are maintained while offering fresh appeal, such as the new burl backing option. “If something has become a favourite, it’s usually because the proportions and comfort are right, so we don’t want to lose that,” says McQuade. “The updates are considered: new fabrics, different finishes, sometimes small adjustments to bring it in line with how people are living now.”
Experiencing those refined details in person is exactly why the physical showroom provides so much value to the consumer. McQuade highlights the understated items, like the Ivy coffee table with its ocean grey marble and intricate edge carving, as the pieces that will likely surprise visitors the most. “They don’t necessarily stand out straight away, but once you live with them or see the materials up close, they feel very different,” he explains.
Soho Home.
Looking ahead and at possibilities to expand into entirely new categories, McQuade is determined to test the ground carefully. “Right now, the focus is on getting the foundations right in the German market, making sure people understand the brand, the collections and how everything works together,” he says. “We tend to grow in line with how our customers live. Last year, we added outdoor lines to our offering and as that evolves, there’s definitely scope to expand into other areas over time.”
Berliners can finally trade their minimalist concrete benches for something with a bit more velvet, provided they can resist the urge to turn their flats into permanent members’ clubs. Whether you are looking for a single hand-knotted rug or an entire bedroom overhaul, the new Torstraße hub ensures your home can finally match your social life without the need for a membership card.
Soho Home.
Learn more here.
photography. courtesy of Robyn Steffen, Soho Home
words. Gennaro Costanzo
