THE CURATED EDITION.
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The Soho House collaboration connects design, food, music and the driver’s personal references inside the Paddock Club.
CULTURE
Lewis Hamilton’s partnership with Soho House gives a Formula 1 weekend a more personal hospitality setting. House 44, introduced in Miami in 2025, takes the driver’s interests and references into the Paddock Club, making the space more than a room with a view of the race.
The number is Hamilton’s, but the project extends beyond a sporting identifier. Design, food, drinks and music connect the track experience with the wider world he has built through fashion and creative collaborations.
Soho House’s Jonathan Heaf helped bring those elements into a coherent setting. Objects, automotive references and Hamilton’s Plus 44 identity contribute to the atmosphere, while the club’s established approach to interiors provides a domestic scale within the larger event infrastructure.
The aim is not to reproduce a conventional grandstand suite. The space gives guests places to gather before and after the on-track action, with a programme that can continue when attention moves away from the circuit.
The 2025 programme included dishes such as octopus carpaccio and grilled lobster, with drinks including a Rose Spritz. Almave, Hamilton’s non-alcoholic blue-agave drink, brought another of his ventures into the bar.
Those examples belong to the programme presented at the time, not a fixed menu promised at every future race. DJs and the social rhythm of the room are equally important: the experience draws on Soho House’s cultural network rather than depending only on the paddock setting.
After the Miami introduction, the 2025 plans included appearances at events such as Monza, Mexico City, Las Vegas and Abu Dhabi. That season is now in the past. The collaboration continued into later programmes, including Monaco and other European race weekends, rather than ending with its first installation.
Paddock access, pit-lane experiences and hospitality inclusions depend on the event and the package. They should not be assumed to be identical wherever the House 44 name appears.
The project’s identity comes from the combination of elements that Hamilton brings to it. Motorsport supplies the occasion; interiors, food, music and personal objects determine how guests spend the hours around the race. It creates a space within Formula 1 without asking the sport to be its only subject.
Soho House’s account of Monza places the lounge above the Formula 1 garages, looking towards the start and finish straight. The architecture of the event determines what can be seen; the interiors determine how guests spend the intervals.
Its 2026 programme extends to nine cities, adding Japan, Monaco, Madrid and Austin. A recognisable room can travel, but the race, sightlines and city outside it cannot. Repetition tests whether the project can retain a point of view without flattening its setting.
The practical distinctions between hospitality formats are the position beside the track, hours of access, food programme and activities included. House 44’s appearance should not substitute for those details. Nor should Paddock Club hospitality be confused with unrestricted access to working team areas.
Further information: Monaco account · September recap of Monza and Madrid.
Instagram: Soho House.
Cover: HOUSE 44 travelling lounge concept. Promotional visual from the archive.
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