A heritage members-only house with modern day prominence.
Tacit was tasked with curating an art program for International Women's Month. Soho House wanted a full house takeover showcasing a BIPOC female artist to demonstrate their commitment to the arts and amplify local creatives.
Services provided: curation and framing.
As a hospitality-first concept, it was important for Soho House to provide an ambiance to their guests that would feel inspiring, energizing, and meaningful. The art program was able to provide memorable moments to guests and contribute to the elevated, yet relaxed environment that Soho is known and loved for.
The iconic house is known to appeal to aesthetes, artists, and creatives alike. As such, it's important for Soho House to consistently deliver on unique experiences that simultaneously further their brand identity. This program did exactly that — an opportunity to showcase creativity and inspire members.
Given that the artist showcased — Rachel Joanis — is so beloved in the city of Toronto and beyond, the combined audiences of Rachel and Tacit were able to encourage a high volume of guests to the house to experience the limited-time exhibit.