As a committee member for Soho House Greece, Elena contributed to the brand’s pre-opening ideation within a new market. Her work focused on advising on translating Soho House’s global identity into Athens’ local creative and social landscape, ensuring cultural relevance without eroding the brand’s DNA.

With the Cities Without Houses directors, she curated, produced and hosted a programme of member events: intimate dinners, pop-ups, and socially-led gatheringsdesigned to cultivate community, identify core members and build momentum ahead of a potential permanent house. These events functioned as both cultural signals and strategic listening tools, informing how the brand could embed itself meaningfully within the city.

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