When the first Soho House opened in London in 1995, no one really imagined that it would launch an entire new generation of private clubs, which would stretch to NYC, LA and beyond. It cooled off for awhile – but now one of the most high-profile hotel openings of 2017 will also have an equally high profile members club as a key component.
Indeed, The Curtain will debut next month in ever trendy Shoreditch courtesy of Michael Achenbaum, co-founder of the Gansevoort Hotel Group. The $100 million undertaking will feature 120 guest rooms and suites, done up in a kind of rustic-industrial aesthetic.
Says Achenbaum, “It’s in our DNA to create hotels in neighborhoods that are not only ahead of the curve but also areas that are growing. The Curtain is that vision come to life.”
But the real marquee news is the first London restaurant from celeb chef Marcus Samuelsson, an outpost of his exalted Harem hotspot Red Rooster – with the same Aunt Maybel’s Dumplings, Sammy’s Chicken N Waffles and the now hallowed Sunday Gospel Brunch. It will also launch the Rooster Taqueria concept.
But playing to the East London location, The Curtain will be an exceedingly nocturnal hang with a rock & roll soul. Red Rooster’s live music program will showcase young London buzz bands; the hotel will display original artwork by legendary rock photographer Mick Rock; Billy’s Bar will host ongoing late-night programming; while a live performance space, LP, is inspired by CBGB – and will feature a regular series of members-only events.
Expect quite a scene to coalesce around the hotel’s rooftop brasserie and Moroccan-style pool this spring and summer. But also expect a guest list for the Curtain’s private members’ club to swell with the ranks of the upper echelons of the mediarati. Indeed, one imagines that it won’t so much lure members away from nearby Shoreditch House – as much as give them a dazzling new place to stay, play and schmooze.