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Fallen-on-hard-times members club seeks new relevance with upcoming LA-area opening

Fallen-on-hard-times members club seeks new relevance with upcoming LA-area opening Soho House is doubling down on the desert, but critics wonder if the brand is just chasing a mirage. The global member’s only club has officially announced the “Soho Desert House Palm Springs,” a seven-acre wellness retreat set in California’s Coachella Valley with…

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