automotive

BMW Partners With Soho House Group For Global Effort

BMW is inking a global partnership from its global headquarters, with members-only club Soho House Group, a club with branches in Europe and North America, including Miami and New York. The partnership is focused on BMW's new electric car, the BMWi. The cross-promotion extends across all of Soho House’s 12 sites, per the Munich-based automaker. 

As part of the program, members will have access to BMW i3 cars for test drives during cultural events at clubs. BMW and Soho House will also collaborate on an international arts program throughout Soho House locations here and abroad. And the two brands will co-create events and experiences focusing on contemporary art, innovation and design to tout the electric vehicle.

The effort kicked off Tuesday at Shoreditch House in London, with an exclusive art talk between the photographer Juergen Teller and Chris Dercon, director of the Tate Modern. Members of the club will see co-curated members’ events and such events as Art Basel Miami. 

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Steven Althaus, SVP of brand management at BMW, Marketing Services BMW Group, said that among other things, the two brands align around a "special sense for aesthetic setting new design standards."

The automaker has also extended its partnership with the Frieze Art Fair among many other associations around art. The 10-year-old Soho House is a private members’ club for players in the film, media and the creative industries. The organization says its portfolio has expanded to include clubs, hotels, restaurants and spas in the UK, Europe, the US and Canada, and is adding one in Istanbul and Barcelona.

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