Skip to content
It's Enjoyable
Menu
Start a project

Sloane Club

Market assessment and concept visioning to support the repositioning of a historic private members’ club in Chelsea. The project helped interpret the evolution of London’s private club market and define a more contemporary, social and experience-led proposition.

Client
CBRE · Queensway
Type
To confirm
Location
To confirm
Role
Discovery · F&B Strategy · Concept Development
Sloane Club project image 1.
Sloane Club project image 2.
Sloane Club project image 3.
Sloane Club project image 4.

The focus of the project was to understand how a legacy club could evolve into a more relevant experience for new member profiles, while preserving its character, discretion and connection to Chelsea.

The work combined competitive analysis, demand reading, consumer trends and concept definition. The aim was to build a clearer vision of the club as a place for connection, wellbeing, work, gastronomy and community, adapted to a more flexible and contemporary lifestyle.