Behind the design of Soho House São Paulo

The doors to our newest House in one of Brazil’s busiest cities, São Paulo, are now open. Of course, all of our openings are exciting, but as the very first in South America, Soho House São Paulo is particularly special. With floor-to-ceiling windows, 32 bedrooms and plenty of natural light, it’s something of a sanctuary, where members can come to relax, dine or spend time in the city’s creative community.
 
The House is located within the old maternity ward of a historic hospital in Cidade Matarazzo, one of São Paulo’s most ambitious urban redevelopments. Maintaining the heritage of the building – while also providing signature Soho House comforts – was important to the Soho House Design team.

‘The Matarazzo complex was founded by Italian businessman Francesco Antonio Maria Matarazzo in 1904,’ explains Danielle Vourlas, Director of Soho House Design, North America. ‘The architecture is neoclassical, in the Italianate style. We preserved almost all of the existing details, even down to many of the original light fixtures.’  

Throughout the space, members will spot arched windows and doorways – a signature of the traditional style of the House. The design team took inspiration from these curves and replicated them in the bedrooms, through soft carved wood furniture and bold patterned drapery. Lime-washed walls, reclaimed wood flooring, a warm, earthy colour palette and Juliet balconies with original scalloped detailing all pay further homage to the Italian-inspired origins of the building.  

‘We also looked to Brazilian modernism as a source of inspiration for the House’s interiors,’ says Vourlas. ‘I think that really comes through in the furniture: there’s lots of wood in rich, warm tones, worn-in leathers and bold patterns, which are typical of the Brazilian design scene right now. We used them in the upholstering of seating, as well as furnishings like the rugs and cushions. It was important to celebrate modern designs against the historical backdrop of our building.’

The team worked closely with local artisans ‘to create unique interiors pieces that are really special to the House and its location,’ says Vourlas. ‘Many of them are sourced from São Paulo, with very few imported.’ That includes the hand-glazed tiling found on the walls and flooring throughout the club, the handblown glass light fixtures, and handwoven rattan furniture from a local maker.
 
For Vourlas, bringing together all of these different influences has resulted in a House that feels entirely unique to its location.
 
‘We’ve designed a space that feels like a conversation between the old and the new – every detail is in tune with the building, rather than disrupting its heritage,’ she says. ‘The House is part of the fabric of the neighbourhood – whether you’re sitting among the greenery of the dining terrace or out in the centre courtyard, where we added hand-laid cobbled stone flooring to mirror what’s found all over the city. It’s one of our most beautiful Houses yet and I can’t wait for members to see it for themselves.’

Soho House members can book a Tiny, Cosy, Small or Medium bedroom at Soho House an an introductory rate of for R$1,230 for stays taking place before 31 December 2024. Bookings must be made before 31 August 2024. Select the 'São Paulo opening rate' when booking. Book now. 
 
Explore Soho House São Paulo and apply for membership