With the international expansion of his Soho House empire already taking in New York, Berlin and West Hollywood, no one can accuse the inimitable Mr Jones of letting the grass grow under his feet.
And now the countdown has well and truly begun for the launch of newest addition, Soho Beach House Miami.
Miami is all about its Art Deco heritage and the new House has taken over the 1941 Sovereign Hotel on Mid Beach – just north of the South Beach strip. The Art Deco building has been totally refurbished and expanded to encompass some 50 rooms – boasting ocean or waterway views.
Martin Brudnizki’s interiors are in keeping with the Group’s signature style but each of the rooms has been individually designed with authentic furniture and decor drawing inspiration from 1940s Cuban glamour. Indoors sees a traditional drawing room area with wood panelling, a grand piano and an eclectic art collection that we hear Jones has bartered from Soho House’s members. There’s also a Club Bar furnished with expertly sourced vintage pieces.
But outside is where it’s really at. House diner, the venerable Cecconis restaurant, spills out into the Cecconis Garden complete with the fully retractable awning that’s become a trademark feature. The main pool is 100 foot long and a Tiki Bar has its own private garden by the beach. Lounge beds, and beach huts sit between the boardwalk and sprawling Atlantic Ocean and there are even air conditioned cabanas to hire.
If you can tear yourself away from the pool, the Cowshed spa has also hit the east coast with bells on. But in addition to those much-loved Cowshed signature treatments, there’s also a brand new Cowshed Active gym for the Miami body-beautiful. The House opens from 11th October and with online bookings (from $ 225 for members and $315 for non members) being taken as you read this, we reckon it’s going to be a full house.