SOHO HOUSE TOKYO OPENS IN AOYAMA: WHAT'S INSIDE

## Seven Years of Waiting. One Building in Minami-Aoyama. Back in 2019, former Soho House co-founder Nick Jones told The Hollywood Reporter that Tokyo was at the top of his Asia wishlist. His exact reason for the delay: "In places like Tokyo, it's finding the right building," Jones said at the time. That search took the better part of a decade. On April 6, 2026, Soho House Tokyo opened in the Aoyama–Omotesando district, one of Tokyo's most influential neighborhoods for fashion, art, and design. The address: 3-8-35 Minami-Aoyama, Minato-ku. Four minutes from Omotesando Station. The tallest building in the corridor. This new House becomes the fourth Soho House property in Asia, joining the existing clubs in Mumbai, Hong Kong, and Bangkok. The gap between Bangkok and Tokyo is not a coincidence. Japan is a different kind of market. Getting it right mattered more than getting there fast. ## 75,000 Square Feet of East Meets West, Without the Clichés Located within a modern building near Omotesando, the 75,000-square-foot space offers panoramic views of Tokyo Tower and Mount Fuji, housing two floors of club space, a wellness studio, and 42 guest bedrooms ranging from "Cosy" to "Extra Large." The design is the story here. Soho House did not slap its usual maximalist interiors onto a Tokyo address and call it localization. Design details include a reception desk hand-crafted from Kyoto lacquer by Makino Urushi and walls clad in handmade washi paper by KAMISM. Custom lighting produced in Osaka and the contrast between Murano chandeliers and traditional Japanese paper lighting create a dialogue between different aesthetic traditions. The bedrooms further this dialogue with parquet flooring inspired by tatami patterns and bespoke soft furnishings crafted from upcycled vintage kimono fabrics. On the 14th floor, the pool terrace features a 4,000-square-foot infinity-style pool lined with bespoke indigo and white TAJIMI tiles from Gifu. This is what separates Tokyo from every other Soho House opening in recent memory. The craft is not decorative. It is structural. Every surface traces back to a named artisan, a named prefecture, a named technique. That specificity is either very intentional or very Japanese. Probably both. ## Kunihiro Shinohara's Sushi Counter Is the Most Important Table in the Building Culinary offerings at the House Brasserie and Club spaces blend European comfort food with local flavors, featuring a dedicated Edomae-style sushi counter led by head chef Kunihiro Shinohara. Notable menu items include Prawn Scotch Egg "okonomiyaki style" and a Sticky Toffee Pudding reimagined "taiyaki style" with Okinawan caramel. Signature dishes include fish and chips and a wagyu sausage roll with black garlic sauce. Cocktails further reflect this cultural fusion, featuring Japanese ingredients and aromas. Drinks such as the "Highball Fifty," infused with jasmine and shiso, highlight a reinterpretation of local flavor profiles. The culinary program is also a test. Tokyo has some of the most demanding food culture on the planet. Edomae sushi is not a category you walk into with a London accent and a mood board. Shinohara's counter is either proof of concept or the first place critics will go. The wagyu sausage roll, though. That one lands. ## The Onitsuka Tiger Uniform Is a Fashion Moment, Not Just a Brand Deal To commemorate the opening, Soho House partnered with Onitsuka Tiger to create unique staff uniforms. The collection draws inspiration from the Japanese brand's DENIVITA series, emphasizing the evolution of traditional Japanese denim. The collaboration with Onitsuka Tiger produced bespoke staff uniforms utilizing the brand's DENIVITA denim series, signaling a new era of pop-culture integration in Tokyo's private membership landscape. This is where the cross-vertical story gets interesting. Onitsuka Tiger has spent the last three years repositioning itself from legacy sportswear into a serious fashion house. Milan runway shows, Italian-made capsules, editorial campaigns. Dressing Soho House Tokyo's staff puts the brand inside one of the most photographed rooms in the city starting on day one. That is not a uniform deal. That is a placement. ## ¥620,000 a Year, and a Mentorship Program Starting in September Membership options include a Local House membership, which provides access exclusively to Soho House Tokyo for ¥505,000 per year, and the Every House membership, which offers unlimited access to all Soho Houses worldwide for ¥620,000 per year. A discounted rate is also available for members under the age of 27, reflecting Soho House's commitment to supporting the next generation of creative talent. With approximately 270,000 members worldwide, primarily from creative industries such as film, fashion, advertising, music, art, and media, the brand has chosen the Omotesando and Aoyama area as the site of its first location in Japan. The pricing puts Tokyo in line with Soho House's London and New York tiers. No discount for being a new market. The brand will also launch its "Soho Mentorship" program in Tokyo starting September 2026, aimed at supporting emerging creative talent. This initiative signals a broader ambition: to position Soho House Tokyo not only as a members' club, but as a platform for nurturing the next generation of creatives. That September 2026 mentorship program is the detail most outlets have skipped. A club at ¥620,000 a year that also runs a youth mentorship is making a very specific argument about what it thinks its role in Tokyo should be. Whether the city buys that argument is the next question. The company entered 2026 buoyed by its 30th anniversary year in which it went private in a deal worth $2.7 billion USD. Tokyo is not a vanity opening. It is a growth market play, backed by Mitsui Fudosan, in a city that has been on the shortlist since 2019. The building finally arrived. The real test starts now.