A trackside suite. A seven-time World Champion. And a new standard for race-weekend hospitality.
Soho House and Lewis Hamilton have launched something a little different — and very exclusive. Dubbed House 44, this pop-up experience redefines what it means to attend a Formula 1 Grand Prix in style. Hosted within the F1 Paddock Club™, and appearing at six standout races this season, House 44 is more than a hospitality suite — it’s Hamilton’s personal spin on what race weekends should feel like.
The concept made its debut at Soho Beach House during the 2025 Miami Grand Prix, introduced with a live Q&A between Hamilton and Naomi Schiff. Now, it’s going global. From the old-school drama of Silverstone to the neon fever of Las Vegas, House 44 is set to follow the F1 circus through the calendar with curated experiences, unbeatable trackside views, and Hamilton’s signature touch stitched through every detail.
A Number, a Legacy — and Now, a Lounge
House 44 isn’t just a clever name — it’s personal. The number 44 has followed Hamilton since his earliest karting days, long before the podiums and the world titles. It’s etched into his helmet, his team radio, and now into this experience. What began as a childhood lucky number is now the symbol of a career that’s redefined modern motorsport — and that spirit is woven into every detail of the suite. From the drinks to the decor, the setup reflects Hamilton’s world: one that blends racing grit with style, culture, and creativity.
As a long-time Soho House member, Hamilton has worked closely with the team to design the suite’s look and feel. There’s memorabilia from his championship run, exclusive streetwear from the Plus 44 brand (both new and archive pieces), and a signature non-alcoholic blue agave cocktail mixed using his own spirit, Almave. It’s all served in a bespoke suite that mirrors the relaxed elegance of a Soho House, but placed right at the edge of the world’s fastest show.
Six Races. One Signature Experience.
House 44 will pop up at the following six races:
- British GP, Silverstone (UK) – 4–6 July
- Dutch GP, Zandvoort (Netherlands) – 29–31 August
- Italian GP, Monza (Italy) – 5–7 September
- Mexican GP, Mexico City (Mexico) – 24–26 October
- Las Vegas GP, Las Vegas (USA) – 20–22 November
- Abu Dhabi GP, Yas Marina (UAE) – 5–7 December
At each location, House 44 takes over a section of the Paddock Club™, offering panoramic views of the pit lane, starting grid and key overtaking zones. Guests are treated not just to trackside action, but to off-track luxury: DJ sets, acoustic performances, live art, and curated dining that blends local flavours with Soho House staples.
What’s in the Package?
Priced from $13,500 for the full three-day experience (varies by location), the House 44 package includes:
- Access to the House 44 suite across the entire race weekend
- Prime views of the grid, pit lane and start/finish straight
- Drop-ins from Lewis Hamilton himself and other VIP guests
- Pit lane walks, guided paddock tours, and photo safaris (availability limited)
- Priority access to the F1 post-race podium celebration (for select guests)
- Food menus built around fresh, local ingredients
- A full-service bar with signature House cocktails and Almave specials
- A curated collection of Hamilton’s memorabilia and Plus 44 designs
- Live DJ lineups and acoustic sessions within the suite
Each pass also opens the door to bonus experiences — like guided track tours or exclusive Q&As with Hamilton — booked on-site at the House 44 reception desk on a first-come, first-served basis.
Trackside, but Different
This isn’t just another VIP lounge with nice lighting and champagne on tap. House 44 feels more curated — and more personal. It’s Hamilton showing guests the kind of race weekend he’d want to attend: good music, great food, a close-up view of the action, and a bit of meaning behind the glamour. For Soho House, it’s a smart play into a new kind of motorsport experience. For F1 fans, it’s a way to be close to the grid without losing the comfort and identity of a familiar space.
Booking isn’t automatic — you’ll need to use the dedicated link sent via Soho House, and experiences like podium access and pit walks are handed out on a first-come basis. So if you’re going, go early, and go all in.
