BMW signs deal with Soho House London/Munich. Soho House Group (SHG) and BMW i today announced a global partnership across all of SHG’s 12 sites in Europe and North America. As Soho House Group’s global automotive partner, BMW i will provide BMW i3 vehicles for driving experiences for members and guests at many of its sites and cultural events. Soho House and BMW i will also collaborate on an international arts program throughout Soho House locations in Europe and the US. The two brands will co-create events and experiences focusing on contemporary art, innovation and design.