Certified CenterAt Fields BMW Lakeland, we enjoy having the opportunity to connect BMW drivers in Florida with the vehicles that suit them best. As you make your journey home from our Lakeland dealership in your new 2015 BMW 535i, we hope you are completely satisfied with your purchase, and now that the brand has announced a partnership with Soho House Group (SHG), we are excited to share this experience with drivers throughout the world.
That's because SHG and BMW have announced a global partnership that will bring BMW i vehicles to tourists at 12 SHG sites throughout Europe and North America. With BMW i now acting as the SHG global automotive partner, the manufacturer will now be providing BMW i3 vehicles to members and guests at SHG sites and cultural events. The new partners will also be joining forces for an international arts program activated through event and experience collaborations spanning contemporary art, design and innovation.
The partnership launched Oct. 14 at London's Shoreditch House, where the BMW and SHG hosted an exclusive art talk between director of the Tate Modern Chris Dercon and photographer Juergen Teller. The talk, titled "The Naked Truth? Nudity, fashion, and the photographic image today," was followed by a rooftop reception celebrating the launch of the BMW and SHG partnership.
Founded in Greek Street, London, nearly 20 years ago, Soho House launched as a private members' club for patrons in media, film and the creative industries. Since that time, it has added hotels, clubs, spas and restaurants in the U.K., Europe, U.S. and Canada.