Less Exclusivity and More Inclusivity
Social Clubs are back with these modern iterations providing inclusive 'third places' outside of work and home.
What is this about?
This new wave of social clubs goes beyond the traditional and provides new niche experiences that give consumers an opportunity to engage with like-minded individuals in meticulously curated spaces.
ZZ's Club redefines the social club experience by focusing on gastronomic excellence and exclusivity. From themed dinners to recreating family recipes, ZZ caters to its discerning members with an array of choices that embody culinary innovation and luxury. It is a place to dine and a venue to celebrate the art of eating and drinking among like-minded aficionados.
Casa Cipriani New York offers a similar experience, featuring a jazz cafe and a strict no-photography policy to maintain privacy. The club combines historic charm with modern elegance, making it a unique and exclusive haven for its members.
Zero Bond caters to those seeking exclusivity, privacy, and a curated social scene and features commissioned art, luxurious interiors, and a strong sense of community that attracts a diverse group of influential members.
154 Scott is a members' club that focuses on community and serendipity. It offers a hybrid workspace, play space, and yoga space.
Core: New York offers a blend of modern luxury and a mission-driven community atmosphere with features like a 39-seat screening room and the Dangene spa.
Why is it interesting?
Several factors are driving the resurgence of social clubs. The pandemic highlighted the need for community, making these clubs ideal for reconnecting and fostering new networks. Remote work has increased demand for versatile spaces for professional and social interactions. Modern social clubs also cater to the desire for exclusive, high-quality experiences while shifting towards inclusivity and community engagement.
This trend reflects a significant shift in social and professional dynamics, particularly among urban dwellers. The revival of social clubs indicates a renewed interest in curated, meaningful interactions within exclusive yet inclusive environments.
This movement embodies the future code Joyning and the opportunity space Niche Match Making by fostering community and well-being through meaningful connections through shared interests and passions.
So What?
Promoting social well-being doesn't have to sacrifice exclusivity and high-quality experiences.
Social clubs like ZZ's Club, Core: New York, Casa Cipriani, and Zero Bond set new standards for how urban spaces can offer community and luxury. By providing tailored experiences in elegant settings, they cater to the desires of modern urbanites seeking connection.
How might your brand leverage this trend to create more engaging and inclusive social spaces?
Just Imagine ...
A near future:
Where Heineken recreates the Heineken Houses experience across multiple cities. These satellite locations transform into neighbourhood third places that offer locals a place to connect and allow Heineken to collaborate with a core of dedicated consumers.
A mid future:
Where a major grocery brand like Aldi redevelops abandoned buildings in urban food deserts into mixed-use community farms and grocery stores. These spaces operate as co-ops, allowing local communities to participate in all aspects of operation, from growing the produce to managing the spaces. These mixed-use spaces would also feature dedicated areas for restaurant pop-ups, providing opportunities for aspiring chefs and restaurateurs.
A far future:
Where Soho House and Meta join forces to create a social club metaverse hybrid. Members can access any Soho House worldwide from their local club to socialise and engage with distant spaces and people as if they were physically present.
Has this sparked a thought for you?
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