Soho Farmhouse Ibiza: The Quiet Side of the White Isle
Soho House opened a year-round farmhouse retreat in Santa Gertrudis, Ibiza, offering a members-only experience focused on wellness, art, and local culture. The property features aim to redefine Ibiza as a creative sanctuary beyond its nightlife reputation.
The Setup
Forget superclubs. In Santa Gertrudis, Soho House just opened a year-round farmhouse set inside a nine-acre olive grove. Fourteen bedrooms, two villas, two pools, and a full Soho Health Club with movement deck, contrast therapy, and IV drips.
The vibe is slow food and local art instead of bottle service. Think Balearic dishes on the terrace, a 70-piece collection by island artists, and rooms layered in terracotta, linen, and rattan.
This is Soho’s play to reclaim Ibiza from nightlife to creative sanctuary. Members book the rooms. Local House members drop in for gym classes, spa rituals, and pool time. The promise is simple. Retreat, recharge, and belong in the center of the island.
The Breakdown
Soho Farmhouse Ibiza
Brand Positioning and Identity
A members-first rural retreat for creatives in Ibiza. Positioning blends laid-back farmhouse hospitality with curated culture, wellness, and art. Identity signals “quiet luxury” rooted in place, not nightlife.
Target Segment and Audience
Soho House members and prospects who value community, curation, and year-round access. London and EU creatives, founders, wellness-leaning professionals, and culture-driven travelers who want Ibiza beyond the club circuit.
Messaging and Storytelling
“Retreat in the heart of the island.” Narrative centers on a working olive grove, local art, and farm-to-table simplicity. The story reframes Ibiza from party hub to creative sanctuary. Proof points include on-site produce, Balearic menu, and a commissioned art program tied to local artists.
Experience and Journey
Discover. Unwind. Belong. Arrival to a finca-style farmhouse, slow food on the terrace, pools and wellness rituals, then member events and art discovery. Digital path moves from membership to bedroom booking to on-property programming and classes.
Community and Culture Insight
Ibiza holds a year-round creative community that values nature, seasonality, and collaboration. The brand taps the winter-quiet local rhythm and the Santa Gertrudis scene to offer authenticity that tourists rarely see.
Differentiation and Unique Selling Point
Nine acres of olive groves in a central village setting. A full Soho Health Club with contrast therapy and IV drips. A 70-work art collection tied to Balearic artists. Members-only bedrooms with villa options. Access to the global Soho network while feeling hyper-local.
Design Language and Design Thinking
Materials in warm woods, terracotta, plaster, linen, and rattan. Color cues from the landscape in greens and sun-baked oranges. Farmhouse architecture kept intact to preserve soul. Visual rhythm is calm and tactile, with contemporary lighting and 1970s glass to nod to Ibiza’s bohemian past.
The Marketing Pitch
“Join the creative side of Ibiza.” A year-round farmhouse set among olive trees, with wellness, art, and Balearic food for members who want to slow down, connect, and belong.
Is It A Winning Pitch?
Would you buy into Soho House’s grove-side wellness story, or do you still see Ibiza as clubs over culture?
