#ROOMSERVICE: SOHO BEACH HOUSE
Since the Delano Hotel opened in 1995, Miami Beach hotels have followed its model, becoming restaurant and club scenes with rooms attached. Now the London-based private club Soho House has refined that formula by opening up its new Miami Beach branch to visitors who stay in one of its 50 guest rooms. While Cecconi’s, the hotel restaurant, is popular and open to the general public, staying at the hotel grants guests access to members-only sanctuaries: the Club Bar, the Snug Screening Room, the plunge pool on the eighth floor and the Cowshed Spa. The vibe and the clientele are a bit more sophisticated than the Miami norm. Think a bit older, heels a bit shorter, a bit less silicone. Instead of thumping house music, a jazz combo or Brazilian band plays.
Model types languidly smoke at the Club Bar’s outside terrace or play with their blond children while quaffing Coronas around the main pool. The plunge pool and bar, with curtained double daybed and cabanas with individual fans and plugs for laptops, are adults only. One can also hang out on the beach, with lounge chairs, umbrellas, food, cocktail service, and employees who are trained to wash the sand off guests’ feet. The Cowshed Spa is bifurcated — Cowshed Active is the gym, Cowshed Relax is a full-service spa. And the scourge of South Beach — waiting for your car — is minimized by the number of valets stockpiled on each shift.
Channel your inner James Bond, your inner Jean Shrimpton or your inner Don Draper, and take an aspirin before you go to sleep. Tomorrow, you’ll still be rich and beautiful but probably a tad hung over. Subdued for Miami Beach is Satyricon for the rest of the world. Your inner reality TV star? Take it 20 blocks south.
Soho Beach House, 4385 Collins Avenue; (786) 507-7900;