Arguably no one has done more to reinvent the private members club than Soho House. Since its inception just over 20 years ago, the alternative option to Clubland and Mayfair has almost become the mainstream for a younger generation of club members typically associated with the ‘creative industries’. That doesn’t mean their venues aren’t discreet, or discerning: corporate attire and behaviour is frowned upon, and press discouraged. The Soho House operation has expanded, now listing New York, Chicago, Berlin, Barcelona and Amsterdam among its venues. Oxfordshire’s Soho Farmhouse is another recent addition. The venue has Amish-style horse-drawn carts, an indoor-outdoor swimming pool, a boating lake, and an astounding vintage cinema.