Soho House and Lewis Hamilton created an exclusive pop-up at the Monza Grand Prix's paddock

Soho House announces a new collaboration with Formula 1 on the occasion of the Monza Grand Prix, combining lifestyle, design, and adrenaline. This is how House 44 was born, an exclusive pop-up created together with Lewis Hamilton, a long-time member of Soho House. The space, designed in Soho House’s unmistakable style, will offer guests an immersive experience at the heart of the race weekend: from privileged views of the starting grid and pit stops to the finish line, without sacrificing comfort and elegance. Hamilton, a Soho House member for over ten years, personally contributed to shaping the project, bringing his creative vision and passion for style to this new hospitality format.

The concept takes its name from Hamilton’s iconic number 44 and reflects his personal taste and deep connection with the brand. A partnership that last July at Silverstone had already led to the creation of a luxurious space inside the paddock during the British Grand Prix. Now, for his debut in Monza as a Ferrari driver, comes this new initiative. Inside House 44, guests will find a menu of classic cocktails curated by Soho House, a special drink crafted with Almave – the non-alcoholic blue agave spirit founded by Hamilton himself – as well as performances from selected DJs and an exhibition of pieces from the Plus 44 collection, including archival items and new releases. Unique racing memorabilia will also be on display. House 44 is thus set to become the exclusive meeting place to experience Formula 1 from a unique perspective: that of Lewis Hamilton.