Soho House Festival 2024

Twenty years of directing the same festival could make anyone complacent. George isn't wired that way.

Gunnersbury Park in July. Jessie Ware and Chaka Khan on the main stage, Berenjak and Wright Bros keeping thousands of members fed, comedy stages running on schedule, and bars positioned so no one's ever more than two minutes from a drink. The kind of production where everything looks easy because someone spent months making sure it wouldn't be.

George handles it all - artist booking and stage design, vendor flow and sponsor integration, the ten thousand logistics that most people never think about until something goes wrong. After two decades, she could probably direct this festival in her sleep. She doesn't. Every year gets the same obsessive attention to detail as the first.

That's probably why it keeps selling out.

Photography by Soho House & David Cotter