Quick take: SoHo House quietly posted that it’s bringing a hidden members-only pop-up — “The Hideout at Coachella” — to the festival grounds this year. The pitch: an on-site space where members can eat, drink, relax and escape the chaos. For many festival fans that means one more curated lounge and a reminder that the corporate takeover of festival real estate keeps accelerating.
What happened: SoHo House’s Instagram story (screenshot attached) says they’re “heading to Coachella with a hidden Soho House pop-up on site at the festival, giving members their very own space to eat, drink, relax and have fun.” It’s marketed as a discreet retreat for members — a familiar playbook for lifestyle clubs that want to be at fests without blowing up the main programming.
Reddit reaction (r/coachella): the community wasn’t exactly thrilled. Comments ranged from eye-rolls about exclusivity to pragmatic cheers for more room to dance.
“Definitely on my must miss list” — artisinal_mustache
“This kind of shit killed this once great festival.” — Foojira
“All six remaining Soho House members are ecstatic. Maybe Kim K can finally get in” — Common_Strawberry507
“YES! more space to dance” — big-body
Why it matters: Coachella has been a landing spot for branded experiences for years, but members-only zones like this are a flashpoint for fans who want fewer paywalled spaces and more of the art and music that bring people together. On the flip side, some attendees welcome any extra shaded lounging or less-crowded areas — as long as they don’t ruin stage sightlines or push fans out of the park.
If you’re curious: pop-ups like this are usually private and for members only — expect checkpoints or wristbands. If you’re planning to explore pop-ups and sponsor activations this year, bring patience, stay kind to security staff, and remember the main reason you’re there: the music.
Got thoughts? The conversation on r/coachella is still active — plenty of salt, a little schadenfreude, and the usual mix of festival pragmatism.
Source: https://www.reddit.com/r/Coachella/comments/1r8ly4e/soho_house_back_this_year/