ANNABEL'S
Private members' club
46 Berkeley Square, Mayfair
(Overview)
A rebrand and complete digital overhaul for the most exclusive members' club in the world.
Annabel's has hosted everyone from rock and roll royalty to actual royalty. It's also famous as the club that turned away the Beatles at their peak, because they weren't wearing socks.
When the club moved down the road to 46 Berkeley Square after a £55m redesign led by Martin Brudnizki, it relaunched with a new brand. Every customer-facing asset, communication and piece of tech needed rebuilding to match. I worked on the relaunch as Senior Technical Producer at Tokyo Digital.
The brief
Design and build the new website and members' platform, and create the content to fill it: photography, film and aerial drone footage of the club and the Mayfair streets around it.
“At its core, Annabel's remains a place to entertain and be entertained.”
The platform
Events, film, fashion, photography and celebrity cameos all sit on a flexible CMS. Behind it, member data flows securely into Salesforce, so the club knows its members as well online as it does at the door.
More work
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