A New York private members’ club which counts Miranda Kerr and Lily Cole among its fans has chosen London for its first venture outside America.
There is one crucial requirement for would-be members, however — they must be nice.
NeueHouse, which aims to attract members from film, fashion, design, publishing and the arts, will open in the Art Deco Adelphi building near the Strand, overlooking the Thames.
The original club is in the Flatiron district of Manhattan. It prides itself on ejecting anyone who is rude and having only “nice” members.
Co-founder Josh Abram, who plans another two sites in the capital, said creating a good members’ club was like “hosting a great dinner party”, with “gracious hospitality, cultural programming and an eclectic membership” all crucial.
“You can’t operate globally without finding a place in London,” he added. “London is central to the membership club concept with its history of coffeehouses in the 17th century to the Pall Mall clubs.”
The club, which provides “workspace for creative people and entrepreneurs as well as events”, requires the membership to be split evenly between men and women and does not advertise, instead attracting members by word of mouth.
Fees for the London club have not been revealed but monthly charges in New York range from a few hundred dollars to $6,000 for a team of four.
One of its first members was record producer and founder of Island Records Chris Blackwell, who helped make Bob Marley famous. Other notable guests include Kate Moss’s ex Jefferson Hack, the founder of Dazed & Confused.
Mr Abram expects many of its New York members to use the London club, saying 40 per cent of them have an EU or UK passport and half of those are based here.
NeueHouse will open next year, with private studios, a screening room, broadcast facilities, event spaces and private dining rooms.
Private equity firm Blackstone has been masterminding a £30 million refurbishment of the Grade II listed Adelphi building, once home to JM Barrie and Thomas Hardy.
