Soho House Festival 2025

After twenty years of George directing Soho House Festival, 2025 marked a shift. We came in to handle the roaming entertainment - the layer of programming that keeps energy moving between stages and performances.

Cheerleaders, carnival dancers, travelling brass bands weaving through crowds at Gunnersbury Park. The kind of details that mean there's never a dead moment, never a lull. Headline acts get people through the gates. Roaming entertainment keeps them engaged all day.

For Soho House's 30th anniversary edition, with brand partnerships from Porsche and Samsung, every touchpoint needed to feel considered. Entertainment programming and coordination across the festival site, ensuring the atmosphere never dipped.

Someone proposed during the day in the House Heroes tent as the sun was setting. The kind of moment that happens when the environment feels right.

Photography by Soho House & David Cotter