Soho House MFW2026
Pool Club by Soho House: Premium Events Content Creation at Milan Fashion Week
Premium events content creation is at the heart of our project for Pool Club, the Soho House Cities Without Houses event at Milan Fashion Week FW26. The night took place at Euro Jolly, a vintage billiards hall in Milan with a strong analogue identity. Our role was to add a digital layer to this setting. However, the room already told a story of its own. For this reason, every screen and every animation had to follow the spirit of the place rather than compete with it. We created bespoke content for the night and integrated it into the venue through discreet digital signage. As a result, guests moved through one coherent world, from the street front to the DJ area, and the technology never took over the space.
About Soho House and Cities Without Houses
Soho House is a global network of members’ clubs for creative professionals, known for its attention to design, hospitality and curated events. Through Cities Without Houses, Soho House builds its creative community in cities where it has no physical club, Milan included. Its events take place in private homes or premium venues, often during fashion weeks and major cultural moments. Each one needs its own atmosphere, and that atmosphere must feel unmistakably Soho House. Our collaboration with the brand has grown across several projects. For example, we developed tailor-made content for an earlier Fashion Week event in Milan, created an immersive art event for Soho House in Madrid and supported a digital art experience during Dubai Art Week. In every case, the technology served the setting instead of dominating it. Pool Club continued this approach, this time inside a venue with a distinctly analogue character.
The Challenge: Premium Events Content Creation for an Analogue Venue
Euro Jolly is a billiards hall with a vintage soul. Its character comes from the billiard tables and from an atmosphere that has stayed authentically old school. Adding screens to a space like this carries a clear risk: breaking the spell that makes the venue special. Meanwhile, a fashion week audience expects a premium experience, with every detail aligned to the event’s identity. The brief therefore asked for two things at once. First, the digital elements had to amplify the Pool Club storytelling. Second, they had to respect the room and never steal space from it. In other words, the screens needed to feel like a natural extension of the venue, not an addition to it. This is where premium events content creation makes the difference. When content and placement start from the location itself, digital elements shape emotion rather than simply displaying information.
Bespoke Content Built on the Pool Club Identity
We started from the event’s physical assets. The original flyer and typeface became the foundation of every animation, so print and screen spoke the same visual language. Our creative team then translated the billiards theme of Pool Club into motion, with dedicated content for the façade and for the inside of the venue. Each screen ran its own sequence, so the street front and the room felt connected but never repetitive. In addition, we worked side by side with the Soho House team through several rounds of creative refinement. Each round brought the content closer to the tone of the night and to the Soho House aesthetic. Our content creation team applies this method to every premium project. We design each frame for one specific place, audience and moment, and we never adapt it from a template.
How Premium Events Content Creation Met Digital Signage
The installation followed the same principle as the content. Outside, four LED walls replaced the light boxes on the façade. As a result, the street front turned into a moving canvas that announced the event while respecting the building’s frontage. Inside, a two metre semi-transparent circular LED framed the DJ area. Its transparency kept the room visible through the screen, so the digital element added depth instead of blocking the view. Placed at the heart of the room, it became a focal point for the night without overpowering the setting. Every choice aimed at the same goal: integration rather than interruption. The screens took their place quietly within the venue and gave the event’s theme movement and depth.
Results: Premium Events Content Creation That Amplifies the Story
The content ran from the arrival of the first guests until midnight. Throughout the night, the digital elements stayed in tune with the venue and with the Pool Club identity. Guests experienced a single visual narrative, from the printed flyer to the screens on the street and around the DJ area. At the same time, Euro Jolly kept its vintage character intact. For Soho House, the project confirmed that digital storytelling can amplify an analogue setting without changing its nature. For us, it showed once again the value of an end to end approach, where content creation and integration share one creative direction. Looking ahead, this model fits any premium event where technology should feel invisible and the story should feel complete.
