OUR WORK The ned nomad

Launching New York City’s hottest membership club meets hotel.

The Ned debuted in London in 2017 as a private members’ club and hotel – the vision of Soho House Founder and CEO, Nick Jones, and Soho House Chairman and investor, Ron Burkle. Immediately upon opening, it was hailed as a spectacle, a monument to luxury, a party palace that transformed the after-hours wasteland of the City into London’s dazzling new hotspot. Five years later, the brand was ready to expand internationally, opening its second outpost, and trusted FINN Partners with introducing The Ned NoMad in the heart of New York City.


Position The Ned NoMad as a leader in private membership clubs and a hot spot in New York City, differentiating it through food & beverage outlets including Cecconi’s, entertainment venues, and strong art program.


Travel & Tourism


impressions in 4 months


pieces of coverage in 4 months


media hosted during opening period

The Work

Our strategy focused on getting socks on the feet of key media and influencers. We sent seasonal mailers and sock samplers to lifestyle and commerce media to use, write about, and enjoy – and utilized Darn Tough’s various categories to personalize our approach for different publications and journalists, from hunting to running. On a consistent basis, we target national media with the latest information around Darn Tough’s commitment to the Vermont Foodbank and other brand giveback initiatives.