Sure, Ashton, Demi, Jarvier Bardem and Penelope Cruz swing by the Soho House during Oscar Week, but will it work after the golden statues are put away? From Soho House founder Nick Jones: "How are we approaching L.A.? Very nervously. We know that private clubs are not a thing of the culture here." Except that Cedd Moses is opening the $4,950-membership fee Doheny any day now, and the "referral only" Villa opened on Melrose a few months ago. Jeffrey Chodorow tried to make the upstairs of Social a private VIP haven, and now it's only used for special events. From The Chod: "We get a lot of requests from people in L.A. who want to have a dinner for 20 and not pay. It's this freebie mentality." [LAT]
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