Brand & Experience

The Birley Clubs – Private Member Strategy & Cultural Programming

Date: 2018–2020 Duration: 2 years

Organisation: The Birley Group

Impact Narratives: Crafted with Intent, Legacy in Action

Overview:

As a Board Director, over two years transformed the cultural strategy across four of London’s most iconic clubs — Annabel’s, Mark’s Club, George, and Harry’s Bar —a unified yet distinct cultural program that would honor each club’s heritage while attracting new audiences and deepening engagement.

Focus Areas

  • Experience Design

  • Brand Strategy

  • Cultural Programming

  • Revenue Innovation

  • Partnership Development

The Challenge

Balance heritage and exclusivity with modern cultural relevance and deeper member engagement.

The Solution

Delivered 350+ bespoke events per year in Annabel’s alone, driving retention and relevance through world-class brand and cultural collaborations.

The Outcome

Positioned The Birley Clubs as the benchmark in modern private membership experience.