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Is Soho House Opening in Brooklyn?


The borough continues its Manhattanization and tilt toward cool


Ever since I moved to New York City, all I've read about is the ways in Brooklyn was transforming. First it was Fort Greene, then it was Williamsburg, followed by Park Slope, and then a litany of other cute nabes to which people from Manhattan (and beyond) were flocking.

But now we hear from a source at the SOHO House Group, which operates Soho House in Manhattan's Meatpacking District, that the private members club may soon be transplanting across the East River. "Keep an eye out for a new Brooklyn club!" we were told today. So we can expect that once this news gets out (you're, welcome), people will once again be decrying the Manhattanization of Brooklyn. It's Soho House: known for its raucous rooftop pool parties, swanky book, movie, and fashion events, and plenty of credible celebrity sightings. So people will hate it. Until they love it.

Of course, a Soho House jump comes on top of Barclay's Stadium--which looks like it was plunked down from one of the best design centers of Europe--plus the emergence of boutique hotels such as Wythe in Williamsburg and Aloft (near BAM and Barclay's) that look as if they belong in a jetsetters portfolio, not formerly dowdy Brooklyn.

Is this a good thing or bad? Well, I live in Manhattan, so I don't understand all the fuss. If you can have a backyard, a great famers' market, and a chic club, I say go for it. But people never like change. The reality is that Brooklyn, the commodity, has already been bought--and sold. So you better get your piece as fast as you can.

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