ALOHAS Turns Soho House into a Sneaker Workshop across Amsterdam and London

ALOHAS hosted sneaker customisation workshops at Soho House locations in Amsterdam and London, bringing laces, beads, and charms to guests across both cities as part of a community focused brand activation. The events positioned ALOHAS within an experiential retail format increasingly used by footwear brands to build direct relationships with consumers outside of traditional retail environments.

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About ALOHAS

ALOHAS is a Barcelona based footwear brand founded on a pre order model designed to reduce overproduction. The brand has built a following around its seasonal sneaker and sandal drops, offering limited quantities per style and leaning into community engagement as a core part of its identity. The Soho House workshops reflect that approach, prioritizing conversation and personalization over volume.

About Soho House

Soho House operates a global network of private members’ clubs catering to people in the creative industries, with locations across Europe, North America, and Asia. Its Amsterdam and London venues sit among its most established European outposts, drawing a membership base that overlaps closely with the fashion, design, and culture audience ALOHAS targets. Brand partnerships and in house events are a consistent part of the Soho House programming offer across its properties.

Community over Commerce

The workshops used a shared table format, guests customizing sneakers side by side, rather than a product launch or sales environment. The Soho House partnership gave ALOHAS access to an established creative membership community in two of Europe’s key fashion cities.