Lewis Hamilton has launched a Soho House Formula 1 collaboration with the F1 Paddock Club. House 44, a luxury hospitality suite, is set to redefine the Formula 1 weekend experience across six prestigious circuits. This collaboration between the seven-time world champion and the renowned members’ club represents more than just premium trackside viewing. It’s a carefully curated environment where motorsport meets luxury lifestyle on a global scale.
Named after Hamilton’s iconic racing number 44, which he’s carried from his early karting days through to his record-equalling seven World Championship wins, House 44 embodies both his personal aesthetic and Soho House’s signature design philosophy. The partnership feels natural given Hamilton’s decade-long membership with Soho House, allowing him to infuse his creative vision into every detail of the luxury travel experience across multiple continents.
A new era of Soho House Formula 1 experiences worldwide
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The concept of luxury hospitality at Formula 1 races isn’t new, but House 44 brings something distinctly different to paddocks around the world. Designed in Soho House’s signature style, each suite serves up classic House cocktails alongside new creations, creating an atmosphere that feels more like an exclusive members’ club than a traditional corporate hospitality box.
House 44 will tour six carefully selected venues that showcase the diversity and prestige of modern Formula 1. From the historic banking of Silverstone to the glittering lights of Las Vegas, each location brings its own character while maintaining the consistent luxury standards that define both Hamilton’s brand and Soho House’s reputation.
The attention to detail extends beyond just the viewing experience at each circuit. Hamilton has curated displays featuring racing memorabilia, items from both new and archive Plus 44 collections, and photography that tells the story of his remarkable career. This personal touch transforms each space from a simple hospitality suite into an immersive celebration of motorsport excellence.
Six circuits, one extraordinary experience
The House 44 tour launches at Silverstone for the British Grand Prix (4-6 July), where the historic home of British motorsport provides the perfect backdrop for this premium experience. The venue’s rich heritage and passionate crowds create an ideal setting to debut this innovative Soho House Formula 1 collaboration.
August brings House 44 to Zandvoort for the Dutch Grand Prix (29-31 August), where the coastal circuit’s intimate atmosphere and vibrant orange-clad supporters provide a uniquely European racing experience. The tour continues to Monza for the Italian Grand Prix (5-7 September), one of Formula 1’s most storied venues, where speed and tradition combine in spectacular fashion.
October sees the experience arrive in Mexico City for the Mexican Grand Prix (24-26 October), bringing Soho House’s refined aesthetic to one of the most vibrant and passionate racing crowds on the calendar. The penultimate stop is Las Vegas for the Las Vegas Grand Prix (20-22 November), where the glitz and glamour of the Strip provides a fitting backdrop for this luxury collaboration.
The season concludes in Abu Dhabi for the Abu Dhabi Grand Prix (5-7 December), where Yas Marina Circuit‘s ultra-modern facilities and championship finale atmosphere create the perfect end to this exclusive racing tour.
Beyond the chequered flag at every venue
What sets House 44 apart from traditional F1 hospitality is the breadth of experiences on offer at each location. Guests enjoy three-day access with exclusive track experiences including pit lane walks, track tours, and behind-the-scenes guided tours of the F1 Paddock. These aren’t just quick photo opportunities. They’re genuine insider access to the heart of Formula 1 at some of the sport’s most prestigious venues.
Each weekend includes behind-the-scenes access, with pit lane walks, guided tours of the Paddock, and open-top track rides with expert commentary. For many, the opportunity to walk among the mechanics preparing the cars or to see different circuits from a driver’s perspective represents the ultimate motorsport experience across the globe.
The culinary offering reflects both Soho House’s renowned hospitality standards and Hamilton’s personal preferences at every location. A special cocktail made with Hamilton’s non-alcoholic blue agave spirit Almave features alongside exclusive DJ lineups, creating an atmosphere that bridges the gap between high-octane racing and sophisticated entertainment, regardless of the circuit.
A global celebration of motorsport excellence
Hamilton himself is expected to make appearances throughout various weekends, offering guests the rare opportunity to meet one of motorsport’s greatest champions in intimate settings across multiple continents. These aren’t formal meet-and-greets but rather organic encounters that reflect the relaxed, community-focused ethos that both Hamilton and Soho House champion.
The pricing reflects the exclusivity of the experience, with hospitality packages starting from US$13,500, depending on the race location and transport requirements. While this represents a significant investment, each package includes elements that money typically can’t buy. Genuine access to the inner workings of Formula 1 and the chance to experience race weekends at the world’s most prestigious circuits through the eyes of a champion.
