The elite Soho hangout has changed hands and wants fresh blood. It’s a shame millennials like me can’t afford the privilege
The Groucho Club in Soho has prided itself on being fresh, exciting and unpredictable, but this requires a younger crowd.The Groucho Club in Soho has prided itself on being fresh, exciting and unpredictable, but this requires a younger crowd.y first time at the Groucho was perfect, in that I remember little of it. I was 19, friends of friends of friends whisked me through Soho during fashion week, and somehow we ended up there.
It is hardly the first club to realise it needs freshening up. Soho House now offers cheap memberships with all manners of perks for people under 27, and a friend once managed to convince one of the stuffier establishments to let him join for free, on account of him being under 50. Once in, people can expect to pay similar prices to midmarket establishments, meaning around £8 for a glass of house wine and £18 for one of the cheaper main courses. At risk of appointing myself as the voice of my generation, I doubt that many people born after 1990 can currently afford this with ease.
People in the creative industries have long relied on informal networking to boost their careers but there are many other ways to meet relevant people. Clubs probably were the ideal place in which to sneak in boozy lunches once upon a time – but the mood has changed.
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