vetsak x Lacoste
Soho House Milan with vetsak X Lacoste
(Milan, Italy) — Milan during Fashion Week is a beautiful, breathless frenzy. It is a time of manicured perfection, stilettoed hurries across ancient cobblestones, and the exhilarating hum of the global style set. Yet, on a balmy September evening, amid the city’s historic palazzos, a vibrant, playful energy took hold.
It was a brilliantly lively affair—a place where guests could rally on a custom tennis court, only to retreat and cheer on from the deep, enveloping comfort of plush vetsak sofas.
They crafted an oasis of pure, unadulterated ease.
In a masterful prelude to its permanent Milanese home, Soho House activated its “Cities Without Houses” program, inviting guests to an aperitivo that felt less like a frantic networking event and more like a beautifully curated, high-spirited playground.
Partnering with the comfort visionaries at vetsak and the heritage French sporting house, Lacoste, they crafted an oasis of pure, unadulterated ease.
A room should wrap its arms around you.
A room should wrap its arms around you, a theme that vetsak understands implicitly. Having eschewed the stiff, unyielding show-home aesthetics of the past in favor of deep, cloud-like “Landing Pads.” When these expansive volumes were dressed to match Lacoste’s iconic, sporty textiles, a brilliant juxtaposition was born.
It is a new era of collectible design you can actually live in.
The crisp, athletic heritage of Lacoste breathed a fresh elegance into vetsak's plush foundations. It was the effortless drape of a classic petit piqué polo translated into a room-sized landscape of leisure. This collaboration spoke perfectly to the modern desire for our living spaces to be as sartorially fluent—and as deeply comfortable—as our wardrobes.
The magic of the environment took hold.
As the late September sun dipped below the Milanese skyline, casting a golden-hour patina over the installation, the magic of the environment took hold. With Soho House’s signature Picante cocktails in hand and the soulful, rhythmic sets of Francesca Sulis and DJ Hen Yanni drifting through the air, the rigid posturing so common to Fashion Week simply melted away.
The installation became an immersive, tactile dreamscape
At the heart of the gathering was a clever architectural subversion: “The Bridge.” A space typically meant for hurried transit was entirely reimagined into a destination of profound repose. Covered end-to-end in vetsak’s sprawling, modular lounges, the installation became an immersive, tactile dreamscape right beside the action.
They sank into the oversized volume
Designers, creatives, and friends didn't just sit; they surrendered. They sank into the oversized volumes, their conversations deepening and laughter echoing as they watched the games unfold.
It was, quite simply, a beautiful place to land
In Milan, vetsak and Lacoste proved that true luxury is not found in stiff exclusivity, but in the lively, unapologetic embrace of a well-dressed lounge. It was, quite simply, a beautiful place to land.