Soho House FW25
Redefining Events Through a Premium Digital Experience
A premium digital experience is no longer about technology alone. It is about transforming spaces into stages where innovation enhances elegance. Guests want to feel immersed in beauty, yet they also expect design and storytelling to shape the mood. In this way, digital installations go beyond function. They become subtle elements that enrich the atmosphere and create lasting memories. M-Cube embraced this approach in Milan, showing how creativity and technology can elevate even the most refined events.
Soho House Cities Without Houses Extends Its Vision Beyond Physical Clubs
Soho House has built its reputation on private members’ clubs that inspire creativity and connection. With the Cities Without Houses programme, the brand brings this spirit to communities in cities without a permanent club. Each event becomes an occasion to gather, exchange ideas, and share exclusive experiences. During Milan Fashion Week, Garden Senato hosted one of these gatherings, offering a refined setting. Here, M-Cube added its digital touch, seamlessly blending innovation with the charm of the location.
The Challenge of Designing a Premium Digital Experience in a Natural Setting
Garden Senato is an urban oasis filled with greenery and timeless elegance. However, introducing digital elements into such a delicate environment required balance and vision. The challenge was clear: to integrate digital touchpoints without disturbing the harmony of the garden. At the same time, the touchpoints had to enhance the exclusivity of the Soho House event. Above all, the project demanded solutions that felt invisible yet impactful, subtle yet unforgettable.
How M-Cube Designed LED Installations That Blended Seamlessly With Garden Senato
M-Cube approached the project with precision and style. We began by designing bespoke digital solutions tailored specifically for the atmosphere of the Soho House event. Our team delivered custom LED stripes, a striking LED wall, and three transparent circular LED displays. Each element followed the natural flow of the garden, aligning with trees and pathways rather than competing with them. The
visual content, produced entirely in-house and powered by AI tools, was adapted to the client’s needs. As a result, the language of the event remained consistent, elegant, and alive.
Leonardo Comelli, Business Director at M-Cube, explained the vision clearly: “Our philosophy is to let technology step in gently. In Milan, the LEDs supported the evening, underlining its exclusivity without altering its essence.”
The Lasting Benefits of a Premium Event Digital Experience
The outcome was a perfect fusion of design, nature, and technology. Guests were welcomed into a vibrant garden oasis in the heart of Milan
, where they enjoyed a curated aperitivo experience featuring House tonics such as Soho Mules and Eastern Standards. Highlights of the evening included a vintage car centerpiece by Alpine, beauty gifts from Alkemy, and an energetic DJ set by The Curly Brothers. Attendees enjoyed an environment that felt immersive, sophisticated, and discreet. Nothing appeared overstated. Instead, every LED surface acted as a refined touchpoint, reinforcing the atmosphere created by Soho House. In this way, M-Cube demonstrated once again its ability to craft tailor-made solutions. Above all, the project showed how technology can enhance elegance rather than overshadow it, transforming exclusive events into unforgettable experiences.
