New York has changed. A lot. But if you walk down Ninth Avenue toward the cobblestone streets of the Meatpacking District, that old industrial brick building at 29-35 Ninth Avenue still stands as a gatekeeper to a specific kind of Manhattan dream. Soho House New York isn't just a club anymore. It's a landmark of a certain era of "cool."
Honestly, when Nick Jones first opened this location back in 2003, people thought he was crazy. The Meatpacking District was still gritty. It smelled like, well, meat. Now? It’s the epicenter of high-end retail and tourists following the High Line. But inside those heavy doors, the rules remain famously strict: no photos, no suits, and definitely no corporate attitudes. It’s about the "creative soul." Or at least, that’s the pitch.
The Reality of the Soho House New York Membership
Getting in is notoriously annoying. You’ve probably heard the stories of the 2003 "Sex and the City" episode where Samantha tries to sneak into the pool—that vibe hasn't totally disappeared, even if the show is decades old. You need a proposer and a seconder. You need to prove you’re "creative."
What does that even mean in 2026?
It means they don't really want the Wall Street guys. They want the film editors, the muralists, the fashion stylists, and the tech founders who actually build things rather than just trade stocks. There's a specific tension here. If you show up in a three-piece suit, you’ll feel like an alien. You might even be asked to change or lose the tie. It’s a curated ecosystem.
The membership types are pretty straightforward but the pricing creeps up every year. You have the "Local House" membership if you just want access to the Manhattan spot, or "Every House" if you’re a nomad. If you’re under 27, you get a massive discount, which is basically the club’s way of ensuring the rooftop doesn't just look like a retirement home for Gen X media executives. It keeps the energy high. It keeps the "cool" factor on life support.
The Famous Rooftop Pool
Let’s talk about the pool. It’s small.
If you’re expecting an Olympic-sized swimming situation, you’re going to be disappointed. But that’s not why people go there. They go for the striped towels and the view of the Hudson River. In the summer, getting a lounger is like winning the lottery. You have to be there early, or you have to be very lucky. It’s the ultimate "see and be seen" spot, even though you aren't allowed to post it on Instagram.
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That’s the irony of Soho House New York. It is one of the most photographed places in the city that forbids photography. If you get caught snapping a selfie by the water, the staff will descend on you faster than a New York minute. They’ll give you a warning, but keep doing it and your membership is toast.
Behind the Velvet Curtain: The Design and Vibe
The interior is a masterclass in "shabby chic" that actually costs millions to look that effortless. Think exposed brick, reclaimed wood, and velvet sofas that feel like they’ve been there forever. It’s cozy. It’s supposed to feel like a home away from home, assuming your home has a full-service bar and a world-class art collection.
The art is a big deal. The group has a massive collection, and the New York house features works that are genuinely museum-quality. It adds a layer of intellectual weight to a place that could otherwise feel a bit superficial. You’re sitting on a mid-century modern chair, sipping a Picante de la Casa—their signature spicy tequila drink—and staring at a piece that might be worth more than your apartment.
The Rooms: Staying Overnight
Most people forget that Soho House New York is also a hotel. Sort of.
There are 44 bedrooms. They range from "Small" to "Big." If you stay there, you get "member for a stay" privileges, which is the ultimate "backdoor" into the club. The rooms are stunning. Huge walk-in showers, Cowshed products everywhere (which smell amazing, by the way), and those heavy, noise-dampening curtains that actually work.
The "Big" rooms often have freestanding copper tubs. It’s peak luxury. But it’s a specific kind of luxury—not the stiff, white-glove service you get at the St. Regis. It’s more "we left some fresh baked cookies by your bed and there’s a pre-mixed cocktail in the minibar."
Why People Think Soho House is "Over" (And Why They’re Wrong)
Every couple of years, some journalist writes an article claiming that Soho House has lost its luster. They say it’s too corporate now. They say the "real" creatives have moved on to Casa Cipriani or Zero Bond.
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There’s some truth to it. The brand has expanded globally, and when you have dozens of houses, the exclusivity naturally dilutes. But here’s the thing: Soho House New York has staying power because of its location and its history. It was the first one in the US. It survived the 2008 crash, the pandemic, and the rise of a dozen competitors.
It’s the "OG."
While Zero Bond might be where the celebrities go to hide from the paparazzi, Soho House is where people actually go to work. Walk through the club floor at 2:00 PM on a Tuesday. You’ll see dozens of laptops. You’ll hear pitches for indie films and new apps. It functions as a high-end co-working space as much as a social club.
The food is... fine. It's consistent. You aren't going there for a Michelin-star culinary experience. You're going for the mac and cheese (which is legendary, honestly) or a solid kale salad. It’s comfort food for people who don’t want to think too hard about the menu while they’re mid-meeting.
The No-Photo Policy in a Digital Age
This is the hill they will die on. In a world where everyone is a content creator, Soho House remains an analog sanctuary. They literally put stickers over your phone cameras if they think you’re being sketchy.
Some people find it pretentious.
Others find it incredibly liberating.
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There is something nice about being in a room where you know you won't end up in the background of someone's TikTok dance. It allows people—especially the famous ones who frequent the club—to actually relax. You’ll see A-list actors just hanging out, and nobody bothers them. That’s the real currency of the House. Not the booze, not the pool, but the privacy.
Navigating the Politics of the House
If you’re thinking about applying, don't lead with your job title if it sounds too "corporate." They don't care if you're a Senior Vice President at a bank. In fact, that might hurt you. Lead with your passions. Are you a photographer on the side? Do you collect rare vinyl? Do you volunteer for a film festival?
The admissions committee is a mystery wrapped in an enigma. Sometimes people get in within weeks; others languish on the waiting list for years. There’s no rhyme or reason to it, or at least none that they’ll admit to publicly.
- Tip 1: Choose your proposers wisely. If your proposer has a bad reputation at the club or doesn't visit often, their recommendation means less.
- Tip 2: Be a regular. If you do get in, use the place. The House thrives on a "lived-in" feel.
- Tip 3: Respect the staff. The staff at Soho House New York have seen it all. They deal with some of the most entitled people in the city. A little kindness goes a long way here.
The Verdict on 29-35 Ninth Avenue
Is Soho House New York still the "coolest" place in the city? Probably not. The "cool" moved to Brooklyn years ago, and then it moved to some basement in the Lower East Side, and now it’s probably somewhere in Queens.
But "cool" is fleeting. "Established" is better.
Soho House New York has transitioned from being a trendy hotspot to being a reliable institution. It’s the reliable choice for a drink after work or a morning meeting that needs to feel impressive but not stuffy. It’s a piece of Meatpacking history that managed to grow up without becoming boring.
If you value privacy, a decent rooftop view, and a place where you don't have to wear a suit, it’s still the gold standard. Just don't expect to take a picture of your avocado toast.
Actionable Steps for Aspiring Members and Visitors
- Audit your digital footprint: Before applying, ensure your public-facing personas (LinkedIn, Instagram) reflect a creative or "soulful" professional life rather than just a corporate grind.
- Visit as a guest first: Do not apply cold. Ask a friend who is a member to take you for dinner or drinks. Feel the vibe. See if you actually like the crowd before committing to the annual fee.
- The Bedroom Hack: If you really want to experience the club without the membership commitment, book a room for one night. It’s expensive, but it gives you full access to the rooftop, the gym, and the screening room for the duration of your stay.
- Timing is everything: If you want to enjoy the rooftop pool without the chaotic crowds, go on a Tuesday morning. Avoid the weekend "brunch" rush at all costs unless you enjoy being elbow-to-elbow with strangers.
- Explore the neighborhood: Use the House as a base, but don't stay inside all day. You’re steps away from the Whitney Museum and the Chelsea Market. The real value of the House is its proximity to the best of Manhattan’s cultural core.