Launching Soho Beach House

Following the launch of the first edition of Open House for Soho House came the launch of Soho Beach House, their Miami outpost. To create buzz and interest among existing House members, influencers and press, we developed the concept of a wire bound postcard book in the Miami colour palette of pistachio green and metallic royal blue. Showcasing each space within the club on a postcard with beautiful illustrations, each accompanied with a short piece of copy.

The postcards were perforated allowing the owners to tear them out and send them to friends and family, used to promote the new House across their other Houses around the world and gifted to influencers and press on their inaugural visit.