At South America's inaugural Soho House, modern design and Brazilian creativity breathe new life into a historic part of Sao Paulo.

There's a trendy new addition to Sao Paulo's delightful Bela Vista neighborhood, and it’s easy to see why it’s featured on TPG's list of the most exciting hotel openings in 2024. Nestled in a more tranquil area of Brazil's bustling financial hub, Soho House Sao Paulo offers guests a peaceful escape while keeping them close to vibrant attractions. This design-centric property is just a short stroll from key sites such as the Museu de Arte de Sao Paulo, Parque Trianon, and the lively shopping and dining scene along Avenida Paulista.

Here’s a glimpse into my experience during the soft opening of Soho House Sao Paulo.

ELLIE NAN STORCK/Dinogo

What is Soho House Sao Paulo all about?

This summer, Soho House Sao Paulo — the brand's debut location in South America — welcomed both local and international House members. Nestled amidst lush tropical foliage just off Avenida Paulista, the property revitalizes a striking 20th-century Italianate building. The House is part of the upscale Cidade Matarazzo urban redevelopment project, which also houses the nearby Rosewood Sao Paulo.

How to reserve a stay at Soho House Sao Paulo

Currently, Soho House Sao Paulo is exclusively accessible to Soho House members. Members can secure a room by visiting the website and logging in with their membership details, or by contacting the property directly.

Art and decor showcase Brazilian artists and designers

The venue beautifully marries the old with the new. Once a hospital, Soho House has preserved the building's historic features — including arched windows and doorways, antique wooden walls, exposed brick, and original doors and ironwork — while introducing vibrant Brazilian modernist decor throughout. The interior design was led by Danielle Vourlas, the director of Soho House Design for the Americas.

"The architecture is neoclassical, reflecting the Italianate style. We have preserved nearly all existing details, including many of the original light fixtures," Vourlas stated in a brand announcement in June.

ELLIE NAN STORCK/Dinogo

While the history resonates throughout the airy hallways, wandering through the space feels like exploring a contemporary art gallery, thanks to a vibrant collection curated by Sara Terzi, Soho House's senior art collections manager. The interiors are thoughtfully designed with an emphasis on Portuguese heritage and Brazilian artistry, featuring modern art exclusively from Brazilian artists, many of whom are local to Sao Paulo.

Take a look around any room within the property, and you'll see a vibrant tapestry of textures: reclaimed wooden floors, antique light fixtures alongside intricate chandeliers, rich-toned wooden furniture, neutral walls enlivened by colorful paintings and photographs, diverse textiles and patterned upholstery, well-loved leathers, and lush greenery — all bathed in natural light pouring through floor-to-ceiling windows.

ELLIE NAN STORCK/Dinogo

Moreover, there's ample space to unwind — after passing through a softly lit lobby, the first floor unfolds into expansive lounge areas that surround a central courtyard, which serves as the primary dining space.

With two distinct bars, there's plenty of room for enjoying cocktails and mingling, plus an outdoor terrace furnished with couches offers even more space to relax and socialize.

Members could be spotted unwinding and mingling on sofas, at the bar, and in the historic courtyard, sipping on cachaca or enjoying dishes from the Brazilian-inspired terrace menu, while playing pool and chatting over the sounds of local music. The atmosphere is vibrant at night, and although it feels more subdued during the day, it's still the place to be seen.

The food is straightforward, focusing on Brazilian culinary traditions.

The menus for breakfast, lunch, and dinner (which can be enjoyed in the courtyard or in any of the seating areas on the first floor) feature beloved Brazilian staples.

The cuisine was wonderfully simple yet skillfully prepared. One morning for breakfast, I savored a serving of tapioca, a flatbread-like creation filled with strawberries and bananas (approximately $15).

ELLIE NAN STORCK/Dinogo

On another occasion, I tried a Brazilian take on the classic English breakfast, featuring delectable roasted herbed tomatoes, bacon, grilled Brazilian curd cheese, and bread served with eggs cooked to your preference (around $20).

My standout dinner featured a refreshing tuna poke bowl with jasmine rice, cucumber, avocado, chili, green onion, and a splash of lime (about $24).

The guest rooms exude modern sophistication and a design-centric approach.

Currently, only half of the guest rooms are available, but by year's end, a total of 32 rooms in various sizes—ranging from Tiny and Cosy to Small, Medium, and Big—will be ready for guests.

ELLIE NAN STORCK/Dinogo

Upon entering my Big room, I surprisingly found myself stepping through the bathroom (an unexpected entry, but it did encourage me to slip into a cozy bathrobe right away). The ambiance was dimly lit and spacious, highlighted by features like a two-tone wooden wardrobe, marble countertops, and artistic wall sconces.

To the left of the entrance, a master light switch managed all the lighting for both the bathroom and bedroom areas.

Citrus-scented bath products from a local brand, Rio Negro, adorned both sides of the countertop and were also available in the shower and next to the bathtub in the bedroom. Additional bathroom amenities included daily-replaced drinking glasses, a dental kit, mouthwash, tampons, condoms, a shaving kit, and a shower cap. Towels were stored underneath—plentiful, fluffy, and white. I also discovered a hairdryer and a flat iron in a small basket beneath the marble countertop, which was a thoughtful inclusion.

A compact, separate wash closet with a toilet was located adjacent to the main bathroom, while the shower was positioned on the opposite side of this closet. The shower's interior boasted stunning clay-red wall tiles paired with lighter pink tiles on the floor. Guests can enjoy a rinse using either a handheld wand or an overhead rain shower head.

The bathroom included a quaint vanity complete with a seat and mirror. However, the mirror was somewhat unstable, which made me reluctant to use the space—I was concerned that a simple touch could cause the fragile-looking antique mirror to tip over.

Within the two-toned wardrobe, I discovered an abundance of hangers, along with two cozy bathrobes, two umbrellas, a pair of flip-flops, a laundry bag with an order slip, and a steamer (which came in handy given the amount of linen I had brought).

The bathroom opened into a spacious bedroom adorned with a mix of modernist furniture and artwork, embracing the distinctive blend of textures and patterns found throughout the House.

The king-size bed offered a luxurious retreat, dressed with seven plush pillows, two decorative throw pillows, and a cozy throw blanket. I particularly appreciated the harmonious combination of textures and patterns in this space.

On either side of the bed, there were lamps and type C power outlets. The right side featured additional light controls above the lamp, which I found a bit temperamental at times. I appreciated the thoughtful touch of housekeeping providing an international adapter, even though I had brought my own.

Beyond the bed, a striking velvet couch faced the two large wooden doors that opened to a terrace overlooking the street below.

While the bedroom exuded the same high-design aesthetic as the rest of the hotel, it remained warm and inviting, perfect for relaxation. It felt less like a hotel room and more like stepping into a beautifully decorated home.

The room was equipped with a wide array of amenities. The main wooden hutch in the bedroom, situated beneath a stunning hanging textile that concealed a flat-screen TV, displayed an elegant assortment of perfume, local wine, bottle openers, and crystal glassware.

One side of the hutch revealed a coffee station complete with a Nespresso machine and freshly baked cookies, along with sugar and cream. Another drawer opened to unveil a built-in mini-fridge stocked with a selection of sodas, including Coca-Cola and some local Brazilian favorites, as well as San Pellegrino sparkling water, still water, beer, and additional wine options. There was also a drawer filled with snacks, while the right side of the hutch featured more glassware, including elegant cocktail and wine glasses for enjoying the offered beverages. Keep in mind that the snacks and drinks are chargeable, though a minibar pricing menu was absent from the room.

The striking deep porcelain soaking tub, bordered by antique wooden shuttered windows, served as a captivating focal point. It came with its own set of bath amenities and towels and was conveniently located just beyond the bed near two sets of double doors, which featured separate exterior wooden shutters for enhanced privacy, leading out onto a narrow balcony that overlooked the bustling street below.

ELLIE NAN STORCK/Dinogo

The nightly turndown service was a delightful touch

In my opinion, few things compare to the anticipation of nightly turndown service at an upscale hotel. At Soho House Sao Paulo, I could expect a fresh bottle of water and a porcelain glass placed beside my bed each evening, along with the bed made and turned down, lights softly dimmed, and the floor-to-ceiling curtains drawn closed just for me.

It was the perfect prelude to slipping into bed, counting sheep, and dreaming of adventures in the enchanting streets of Sao Paulo.

Reasons Soho House Sao Paulo might not be suitable for you

There are several reasons why Soho House Sao Paulo may not be the ideal hotel for everyone, with the main factor being that it is exclusively accessible to Soho House Members.

• The House is undoubtedly a lively social spot: The celebrations during the soft opening week lasted well into the night, and the rooms may not offer the best sound insulation. Guests who prefer a quieter experience away from loud festivities might want to consider other options or check the event calendar at the hotel prior to booking.
• Although the dishes I sampled at Soho House Sao Paulo were delightful, I wouldn’t describe the menus as particularly extensive, and currently, only one dining venue is operational (though I was informed that at least one additional restaurant would open in the coming months).

Accessibility Features

While the Soho House Sao Paulo website lacks a specific accessibility page, the hotel staff kindly informed me that there is an accessible landscaped pathway to the left of the main staircase, complete with an elevator leading directly to the reception. The property features wheelchair-accessible elevators throughout, along with several accessible guest rooms. The building's safety systems cater to individuals with vision and hearing impairments, and tactile as well as high-visibility wayfinding signs are present throughout the House.

Soho House's main corporate website includes a section dedicated to accessibility.

Checking Out

ELLIE NAN STORCK/Dinogo

Experiencing life as a Soho House member for a few days was a delightful experience. This property has quickly become a favorite in Sao Paulo's fashionable hotel scene. Although still in its soft opening phase, the House plans to introduce a gym with daily fitness classes and a rooftop pool featuring a bar and sunbeds by the year's end. Currently, the first-floor lounge areas and workspaces are fully accessible to Soho House members, as are both bars, the dining courtyard, and several upstairs lounge areas (please note that the upstairs lounges are reserved for overnight members).

Members of Soho House who have a keen eye for interior design, particularly in Brazilian modernist aesthetics, Portuguese influences, and local artwork, will find great joy in exploring the esteemed halls of this Bela Vista treasure.

Soho House Sao Paulo membership rates begin at R$8,150 ($1,512) annually, or R$5,160 ($938) for those under 27 years old.