COMMON HOUSE

Over the last five years, Millennials have become The Experience Generation--valuing social connection, practical education, enriching entertainment in real life far above any consumer goods. They'd also, as Patti Smith had urged, begun to "find a new city," with 5% of Millennials leaving the Northeast for smaller cities where they could afford their professional pursuits and desired lifestyle. So while Soho House planned Paris, we conceived a social club brand from whole cloth for them, where they could belong--in the secondary and tertiary markets where they were increasingly landing. We made the first in Charlottesville, VA. Expansion is going as planned, with Richmond and Chattanooga live this year and more to come.