The Brief
Annabel's at 46 Berkeley Square, Mayfair, London, stands as one of the most exclusive private members' clubs in the world, serving a clientele that includes rock and roll celebrities as well as actual royalty. The club, known for its stringent dress code, once famously denied entry to the Beatles at the height of their fame.
In addition to its illustrious history, Annabel's boasts a modern edge, thanks to the digital expertise of Tokyo Digital. We were entrusted with the task of creating Annabel's website and members' platform, reflecting the club's prestigious reputation. Our team developed a sophisticated website that not only showcases high-profile events, film, fashion, and photography but also seamlessly integrates with a state-of-the-art Customer Management System (CMS), enhancing user experience and management efficiency. This platform is further linked with Salesforce CRM, ensuring a streamlined process for customer engagement and retention.
Established in 1963 by Mark Birley and named after his wife, Lady Annabel Vane-Tempest-Stewart, Annabel's has been a favoured haunt of British high society and global elite, particularly during the 60s and 70s. Initially positioned in the basement of the Clermont Club, the club underwent a revival in the 2000s under the guidance of Birley's children and was subsequently acquired by Richard Caring in 2007. In 2018, Annabel's moved to its current location at No. 46 Berkeley Square.
This move was accompanied by a £55 million refurbishment, expanding the club to occupy an entire 18th-century townhouse. It now houses four dining areas, seven bars, a cigar salon, two private dining rooms, and a revamped basement club. The interiors, a masterpiece by Martin Brudnizki's design studio, feature a grand entrance hall with a grand staircase, vintage Baccarat candelabras from 1915, and a notable Picasso painting, 'Girl with a Red Beret and Pompom', affectionately referred to as 'Annabel'. A whimsical unicorn sculpture, suspended from a hot air balloon, adds a unique touch to the decor.
Tokyo Digital's contribution to Annabel's digital presence has been pivotal in modernising the club's engagement with its members. Our approach was to mirror the club's physical opulence and exclusivity online, providing a seamless, intuitive user experience for members. The website and platform we built enable easy access to club information, event bookings, and exclusive content, ensuring that the digital experience is as enriching and exclusive as the physical club itself.