Executive Summary

This case study explores how Kitsters partnered with Soho House Mumbai to celebrate Halloween through an exclusive Pumpkin Painting Workshop designed for members and their families. The festive event successfully increased member engagement, social media buzz, and in-house store sales, while creating a memorable creative experience aligned with Soho House’s brand aesthetic.

Client Background

Soho House is a global private members’ club for creative professionals, offering curated spaces for dining, culture, and community. To enhance member experiences in India, Soho House Mumbai sought ways to make family participation more meaningful and seasonal while boosting footfall during October’s festive weeks.

Challenges

• • Encouraging members to visit physical locations more frequently.
  • Designing family-inclusive experiences suited to the brand’s lifestyle positioning.
  • Generating vibrant seasonal content for social media.
  • Driving in-house store sales during cultural festivities.

Solution

Kitsters conceptualized and executed a Halloween Pumpkin Painting Activity — a hands-on creative session that brought members and their families together in an interactive, festive setting.

The activity was:

• Tailored to Soho House’s design sensibilities and member lifestyle.

• Themed around Halloween for seasonal relevance and visual appeal.

• Inclusive, providing creative opportunities for children and adults alike.

• Integrated with digital promotions via the Soho House member app.

Implementation

Kitsters and Soho House executed the pumpkin painting workshop through structured steps:

1. Concept and Setup:
   Kitsters curated materials like hand-picked mini pumpkins, non-toxic paints, glitter, brushes, and Halloween décor elements inspired by autumnal colors.

2. Event Promotion:
   Soho House featured the workshop on its member app, positioning it as a creative weekend experience for families.

3. On-site Experience:
   Kitsters’ craft experts guided participants through fun painting techniques—ghost faces, abstract patterns, and gold-dipped pumpkins—ensuring every member left with a unique creation.

4. Brand Integration:
   Branded photo backdrops and Halloween props encouraged photo sharing with event hashtags, boosting Soho House’s digital presence.

Results

• Increased Member Engagement:
  Families enthusiastically joined the Halloween-themed session, fostering stronger emotional connection and repeat visits.

• Boosted Foot Traffic:
  Soho House Mumbai observed a noticeable spike in member walk-ins during the Halloween weekend due to the novelty and family appeal of the event.

• Enhanced Brand Perception:
  The activity positioned Soho House as a lifestyle destination offering unique cultural experiences, not just a traditional members' club.

• Social Media Amplification:
  Member-generated posts featuring painted pumpkins and themed décor achieved high engagement, extending event visibility online.

• Increment in Store Sales:
  The increased footfall and festive atmosphere contributed to higher café and store sales across Soho House Mumbai.

Key Takeaways

• • Seasonal, hands-on experiences like pumpkin painting foster authentic member engagement.

  • Family-oriented events can strengthen community bonds in exclusive environments.

  • Visual, shareable workshops serve as organic content generators for brand storytelling.

  • Consistent creative programming keeps members returning for fresh experiences.

Conclusion

The Halloween Pumpkin Painting Workshop exemplifies how Kitsters and Soho House Mumbai transformed a festive moment into a brand engagement opportunity. By blending artistic activity with member experience, the collaboration deepened community connection, enhanced brand perception, and delivered tangible business results across Soho House India locations.