Editor’s note: Soho House Sao Paulo provided TPG with a complimentary three-night stay so that we could get an inside look at the hotel and its amenities during its opening week. The opinions expressed below are entirely those of the author and weren’t subject to review by the hotel or any external entity.
There’s a cool new kid on the block in Sao Paulo’s charming Bela Vista neighborhood — and we can now say that we know for certain why it earned a spot on TPG’s list of the most exciting hotel openings in 2024. The waitlist to become a Soho House member is longer than ever, and it’s clear, based on the dozens of members who turned up for the opening week at Soho House in Brazil’s bustling financial center, that it’s worth the wait.
This week, Soho House Sao Paulo — the brand’s first property in South America — opened its doors to local and international House members. Tucked away among dense tropical greenery in the upscale Bela Vista neighborhood, just around the corner from Avenida Paulista, the property breathes new life into a striking 20th-century Italianate building. The House is a partner of the luxury Cidade Matarazzo urban redevelopment complex, which is also home to the Rosewood Sao Paulo, located just around the corner.
The space is a stunning blend of old and new. Originally a hospital, the Soho House’s design team has maintained the building’s bones and historic charm — think arched windows and doorways, antique wooden walls, exposed brick, original doors and ironwork — with a brilliant splash of Brazilian modernist decor throughout. The interior design was helmed by Danielle Vourlas, director of Soho House Design for 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,” Vourlas said in a statement from the brand on Thursday.
While all that history is so easily felt throughout the light-filled hallways, meandering through the space is akin to being in a modern art gallery thanks to a vibrant collection curated by Sara Terzi, Soho House’s senior art collections manager. All of the interiors have been intentionally designed with Portuguese heritage and Brazilian artistry in mind, with modern art exclusively from Bazilian artists (many local to Sao Paulo) taking center stage.
Glance around any room on the property, and it’s a kaleidoscope of texture: reclaimed wooden floors; antique light fixtures and intricate chandeliers; wooden furniture in rich, warm tones; neutral walls with vibrant pops of color from paintings and photographs; mixed textiles and patterned upholstery; worn leathers; ample greenery — all illuminated by abundant natural light streaming in through floor-to-ceiling windows.
Unsurprisingly, Soho House Sao Paulo draws a design-minded, hip crowd — all week long, the halls and lounge spaces have been filled with the city’s chicest creatives and devastatingly cool fashionistas. Nightly events, specifically ones celebrating the LGBTQIA+ community as Pride continues this month in Sao Paulo, have kept the party going until the wee hours. Members can be seen relaxing and socializing on sofas, by the bar and in the historic courtyard, enjoying cachaca or a meal from the Brazilian-forward terrace menu, playing pool and chatting over the din of local music. It’s a lively place by night, and while it feels quieter by day, it’s still the spot to see and be seen.
The food is delicious in its simplicity and expertly crafted, and the menu highlights Brazilian classics. For breakfast this morning, I enjoyed an order of tapioca, a tortilla-like flatbread filled with fruit.
In terms of the guest rooms, 12 are currently open, though a total of 32 rooms — sizes include Tiny, Cosy, Small or Medium — will be open by the end of the year.
My room featured a moodily lit, spacious bathroom at the entrance, with stand-out features like a two-tone wardrobe and marble countertops. It led into a high-ceilinged bedroom, replete with eclectic modernist furniture and art, leaning into that characteristic blend of textures and patterns reflected throughout the rest of the House. Beyond the bold velvet couch, two enormous wooden doors led to a terrace overlooking the street below.
Amenities are impressive and include everything from citrus-scented Rio Negro bath products to local wine and a coffee cabinet housing a Nespresso machine and freshly baked cookies.
The deep porcelain soaking tub, framed by the antique wooden-shuttered windows, made for an eye-catching centerpiece.
This week, the first-floor lounge areas and workspaces are fully open to members, as are two bars, a dining courtyard and several upstairs lounge areas (but those are exclusively available to overnight guests). By the end of the year, the House will debut a gym with daily fitness classes and a rooftop pool with a bar and sunbeds.
Check back next week to read the full review of South America’s first Soho House property.
Membership rates at Soho House Sao Paulo start at R$8,150 ($1,512 USD) per year or R$5,160 ($938 USD) for members under age 27.
