Coming up on their three year anniversary, Maxwell Social is less interested in status than it is in connection. It doesn’t want to be yet another SoHo House, or carry the air of your typical private members club. Built with the intention of connection, the space operates less like a “third space” and more like a second home.

The name Maxwell references famed socialite Elsa Maxwell, whose legendary gatherings once defined New York society. In many ways, the club nods to her style of hosting—where the right mix of people and conversation mattered more than spectacle. The deeper inspiration, however, comes from Spain. Maxwell draws from the concept of the txoko, communal cooking clubs throughout the Basque Country that have existed for generations. In these member-run kitchens, friends gather to cook, drink wine, and share meals together. The founders saw the model and realized something simple: if this works in San Sebastián, it could work in New York too. Founders David Litwak, Kyle Channing-Pearce and Joelle Fuchs know they can’t be everything to everyone, and they aren’t trying to be. They just want their members to socialize. They know that features and perks don’t grow relationships.

The physical space itself reflects their community-based philosophy. More than 50 partners helped build the environment, weaving the community ethos directly into the design process. Hand-painted Gracie wallpaper lines the walls, while custom Cox London and Vaughan chandeliers hang overhead. Arhaus created custom furniture throughout the rooms, and many appliances and machines in the kitchens were donated by partners who believed in the vision.

What makes the club feel different from its peers is the absence of performative socializing. People aren’t there for an Instagram moment or a status symbol membership. The club avoids leaning too heavily into event hype because it wants the space to feel lived in rather than a check off of your New York bucket list. There are moments when Maxwell leans into larger private events and brand activations, sometimes bringing in names like Blake Lively and Reese Witherspoon, but the focus has never been a grandiose spectacle. The real magic happens in quiet dinners, late conversations, and the repetition of familiar faces over time that are value additive in your life. 

As Maxwell continues to evolve, the founders are expanding the idea beyond the club’s walls. They’re launching a magazine, consumer social app, and more. The ambition isn’t to ‘go long’, but to deepen the philosophy behind the project.

Three years in, Maxwell Social is still taking shape, but it’s a bold physical interpretation of the desire to find ‘our people’.