Following the completion of the first stage of the Reuben Brothers’ £1 billion mixed-use regeneration project in Mayfair, London, a new private members’ club is open for business.
A team effort on behalf of the global real estate investment firm and the English businessman and entrepreneur, Robin Birely, the redevelopment of the private members’ club is just one element of a much larger project.
Back in May 2024, Spears 500 reported that the principal of Reuben Brothers, Jamie Reuben, was stepping forward to spearhead the development of the 1.3-acre plot of land which was purchased back in 2011.
Part of the reworking on the land into the Mayfair-based Piccadilly Estate includes a new boutique luxury development of 28 apartments, known as One Carrington. The impressive range of one to four-bed residences, which was completed in late 2024, benefits from a variety of amenities – including a complimentary membership.
A first look article published by Reuben Brothers explained that One Carrington residents will receive an “initial complimentary membership to the wellness facilities (subject to committee approval), and residents will be eligible to either extend this or apply for membership to the full suite of “world-class” amenities.”
Now, residents of these contemporary London apartments will have the added convenience of the new private members’ club, The Carrington, right on their doorstep. This “first business-focused private members’ club by Robin Birley, renowned proprietor of 5 Hertford Street and Oswald’s, is also being delivered as part of the regeneration.”
According to information published on the development’s official website, The Carrington will be composed of a “number of meeting rooms and drawing rooms of various sizes, as well as numerous individual work areas.
“It will also house the wellness amenities including a 25-metre swimming pool, a state-of-the-art gym, spa and treatment rooms.”
Part of the 1.3-acre swathe of land being regenerated by Reuben Brothers also includes the small Mayfair precinct of Shepherd Market. The firm plans on undertaking a “sensitive” revamp of Shepherd Market which is conveniently located next to another private members’ club owned by Robin Birely – 5 Hertford Street.
Much like Reuben, Birley has followed in the footsteps of his father, Mark Birley. Mark was a British entrepreneur well-known in London’s West End for his significant investments in the hospitality industry.
One such investment included Annabel’s – one of the first nightclubs in London, with many viewing 5 Hertford Street as the successor to Annabel’s. The highly successful establishment was a popular haunt for celebrities and royals alike and has since garnered itself a global reputation based on first-class service, cuisine, and entertainment.
Previously, Birley has also worked with Reuben Brothers on his first US venture, Maxime’s. Another private members’ dining club located on Madison Avenue between 69th and 70th streets, the former Westbury Hotel space is set to open in early 2025.
With both British businessmen and entrepreneurs supported by a long history of real estate investment and development in the London area, Reuben and Birley seem to be an unstoppable team when it comes to regenerating the Mayfair hospitality industry.
