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Tucked along cobblestone streets, behind gleaming doors, perpetually polished by invisible hands, were retreats of effortless charm — spaces where time seemed to bend to the whim of magnate members. Deep leather armchairs, arranged in languid clusters, well-worn but sagging in just the right places, invited passersby to sink into them with the ease of one who has mastered the art of unhurried conversation. Pipe smoke hung lazily in the air to mingle with the more subtle aromas of old books, polished brass, and that indefinable musk that only accumulates in a room where no one has done an honest day’s work in at least half a century. Heavy velvet curtains in deep burgundy, best suited to absorbing whispered secrets, sagged across windows as if resigned to the fact that even a glimpse of sunlight would only serve to startle the clientele.
In the background, the sounds of gentle laughter, accompanied by the soft clinking of crystal tumblers, would perform an ensemble with the occasional bursts of billiard balls from a games room where strategy gave way to clumsy enthusiasm. In these secret sanctums, well-tailored suits gathered around vast mahogany bars and sprawled across deep buttoned sofas to discuss everything from sporting results to the fine art of avoiding responsibilities with grace. They were sanctuaries of society where the world outside felt deliciously far away, time moved at a different pace, and the trivial and the essential blended into one long, lazy afternoon that never seemed to end.
The Ned NoMad by Stonehill Taylor, New York City, New York | Photo provided by The Ned NoMad
Throughout the 20th century, social clubs were everything, whether in London, New York or anywhere in between, their presence in a neighborhood signified wealth and opulence, your presence in them meant much the same. They were spaces for businessmen, to do business things and they were designed specifically to accommodate and facilitate. They’re not so common now, thanks, in part, to the slow decline of the patriarchy, but also quite simply because they fell out of fashion. Although distinctly less glamorous but undoubtedly more inclusive, today there is a new ‘C’ in town and their name is co-working.
The Detroit Athletic Club by McIntosh Poris Architects, Detroit, Michigan | Photo by Justin Maconochie
While the two, 20th-century social clubs and co-working spaces, may seem worlds apart, and truthfully they are, there might be something to learn from these ancient relics of business decorum. You see, as much as the shadowy sanctuary of social clubs is a rare find in today’s equitable-ish modern world, their function is well and truly the epitome of contemporary business practice.
Memberships of varying degrees for the exclusive use of spaces designed to conduct business have meetings, and network— that’s co-working. My question is, what traditions have we left behind from the legacy of these historic social clubs, that could make today’s co-working spaces even more successful?
x+why at 100 Embankment by John Robertson Architects (JRA), Manchester, United Kingdom | Photo by Matt Livey
Member’s clubs were exclusive. Certain people joined certain clubs for specific reasons. The Athenaeum Club for intellectuals and scholars, The Knickerbocker Club for the aristocrats, The Garrick Club for actors and artists and The Reform Club for the liberals. It allowed members to be surrounded by like-minded individuals, making the interactions more fruitful. There’s a logic to it that would not go amiss in today’s co-working landscape. By creating offerings that are industry-specific, simply attending these places becomes a networking opportunity.
At a time when burnout is at an all-time high, and even governments are pushing for fewer working hours — four-day work week (Iceland), and no emails out of hours (France) — creating places that would help reduce the number of commitments workers and business owners need to take on outside of contracted or even just sociable hours could give people a huge amount of their time back without missing out on the opportunities and relationships that are unquestionably built by meeting new people.
x+why at 100 Embankment by John Robertson Architects (JRA), Manchester, United Kingdom | Photo by Matt Livey
It is also true that social clubs were a place to see and be seen, be it person or product. They were spaces to sip en vogue whiskeys, to silently admire or vehemently criticize current fads or fashions. Nothings changed. co-working spaces are fantastic opportunities for branding and marketing campaigns, whether through the food and drink offering, the furniture or even the systems that keep these technology-dependent spaces running. In a consumer-driven world, these spaces can become living advertisements, where clever brand partnerships allow users to see and interact with products tailored to their needs.
NeueHouse Venice Beach by Loescher Meachem Architects and DesignAgency, Los Angeles, California | Popular Choice Winner, 12th Annual A+Awards, Remote Work and Coworking Space
Finally, part of the allure of social clubs was, you guessed it, the social aspect. Yes, lots of business was undertaken in these places, but mostly, they were about socializing — drinks, dinners and meaningful conversations. While modern co-working spaces emphasize casual interactions by adding ping pong or foosball tables, they often overlook the potential for deeper, more formal social interactions. Maybe it’s the attitude of an aging millennial (guilty as charged), or maybe these places are honing their focus in the wrong direction. It’s hard to imagine there are many people out there challenging a prospective client to a game of table tennis as a way to secure a new deal or battling it out on the treadmill before agreeing to new terms. Dinner, though — that’s a tactic as old as time.
Combining co-working with dining, traditional dining—sit-down meals, a curated menu, a nice wine list and a background playlist you can actually talk over — now that is something that might just elevate co-working spaces from functional to exceptional.
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