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White City House © Soho House
White City House © Soho House

Next Stop, White City: Why London's Entrepreneurs Are Heading to W12

Picture of Claire Lancaster
Tech & Entrepreneurship Editor
Updated: 22 March 2018
At the top of the former BBC headquarters in White City, interior designers have artfully arranged deck chairs around the rooftop pool of London’s newest members’ club.

Opening this spring, White City House, from global members’ club group Soho House, will offer 45 bedrooms, a gym, two swimming pools (one of which is on the rooftop), and a checklist of amenities catering to ‘creatives in media and the arts’.

The rooftop pool at White City House
The rooftop pool at White City House | © Soho House

The revamp, part of a larger regeneration of the White City area, hopes to attract the digital and creative talent that has largely ignored west London during the decade-long tech boom that saw plucky start-ups transform the low rent warehouses around east London into Old Street’s Silicon Roundabout.

‘White City will be the beating heart of a revitalised creative quarter,’ said Soho House founder Nick Jones, whose Midas touch and Shoreditch House helped transform east London’s Redchurch Street into a destination for the kind of flat white-sipping creatives W12 is now looking to seduce.

Shoreditch House