MRGUILLARD X SOHO HOUSE :: MIAMI COORDINATES TEE
When I got the opportunity to design a tee for the Soho House Miami staff, the goal wasn’t just to create a branded item.
It was a chance to craft a piece that would resonate with the team on a personal level—something that would embody their pride in working at one of Miami’s cultural and social hubs.
The challenge was to design a shirt that felt both location-specific and universally Soho, capturing the understated exclusivity and intimate community vibe that Soho House members and staff appreciate.
Concept
At its core, the Miami Coordinates Tee needed to:
- Reflect Soho House’s distinct branding and values.
- Showcase pride for the Miami location in a way that staff would feel personally connected to.
- Remain subtle yet impactful—something recognizable to those within the Soho House community but understated to the outside world.
Design Contributions
The collaborative effort behind the Miami Coordinates Tee brought together two perspectives:
Front Design: The front of the tee features an illustration of intertwined bracelets, symbolizing the camaraderie and bond among Soho House staff and members. Designed by a Soho House team member, the bracelets were depicted in a way that suggested they’d been “worn and lived,” reinforcing the idea of belonging and shared experiences. This detail was essential in capturing the spirit of Soho House, making it feel like more than just apparel but a reminder of the unique connections formed within its walls.
Back Design: The back of the tee, designed by myself, focuses on the iconic Soho House grid logo, with the GPS coordinates for Soho House Miami positioned beneath it. The coordinates serve as a subtle nod to the location, an insider detail that connects the wearer directly to the Miami House. This minimalist approach to branding aligns with Soho House’s ethos, making the piece meaningful and specific to the Miami location without overwhelming the overall design.
Production & Process
Every decision—from the positioning of the logo and coordinates to the choice of fabric and fit—was made with the intention of creating a shirt that felt like an extension of the Soho House experience. The production process focused on high-quality materials that are comfortable and durable, knowing that this shirt would be worn with pride both on the job and beyond.
Photographed at the Pool House using my Samsung, the design was documented in the stages, capturing the final steps of development. The imagery emphasizes the journey, reflecting the process-oriented approach that Soho House and I bring to every project.
The Outcome
The Miami Coordinates Tee quickly became a favorite among the Soho House Miami staff. Its minimal yet meaningful design, crafted through collaboration, made it an instant classic. The tee offers staff members a tangible way to represent their role in the Soho House community and their pride in the Miami location.
This tee wasn’t just apparel—its a symbol of pride and belonging. Staff members feel a deeper connection to the brand, as the shirt gives them a unique way to showcase their affiliation with the Miami House.
Key Takeaways
1. Collaborative Design with Purpose: By combining elements from both designers, the Miami Coordinates Tee encapsulated the camaraderie of Soho House while honoring the Miami location. Our unique contributions came together to create a piece that resonated deeply with the staff.
2. Subtle Branding with Big Impact: The intertwined bracelets and coordinates created a design that was both subtle and impactful. This approach respects the brand’s ethos of understated exclusivity, catering to the staff’s desire for something that feels cool and sophisticated.
3. Emphasizing Process Over Product: By sharing the behind-the-scene moment, we captured the “in-between” of design and production, which resonates with Soho House’s values of journey and experience. This approach added a story element that strengthened the design’s value.
Reflections from the Team
The Miami Coordinates Tee set a new standard for what staff apparel could represent. It moved beyond just a functional shirt, transforming into an emblem of pride and belonging.
As the Soho House Miami team continues to wear the tee, it has become a subtle marker of community—a reminder of the brand’s values and the unique vibe of Soho House Miami.
