Local time → 11:45:17 AM


Rebrand and complete digital overhaul for London's legendary luxury members club.

Annabel's is probably the most exclusive private members club in the world, boasting clientele from rock and roll royalty to – er – actual royalty.

Based in Mayfair London, the club famously declined entry to the Beatles at the height of their success because the scruffy Scousers weren't wearing socks.

More recently, Annabel's moved down the road to 46 Berkeley Square and underwent a £55m makeover; its new design spearheaded by internationally acclaimed interior designer Martin Brudnizki.

Alongside the significant relaunch of Annabel's was a new brand, and an overhaul of all customer facing assets, comms and tech.

AndAgain was brought on board to design and develop the new website, members platform and a range of creative assets — including photography, film and aerial drone footage of the club and surrounding Mayfair.

Events, film, fashion, photography, celebrity cameos — it's all here, backed onto a fancy CMS, with customer data securely integrated with Salesforce CRM.

London's most iconic private members' club.

At its core, Annabel’s remains a place to entertain and be entertained.

At its core, Annabel’s remains a place to entertain and be entertained.

Contact ↓


81 Rivington Street London EC2A 3AY

hello@andagain.uk0207 088 8379


The Plaza, 100 Old Hall Street Liverpool L3 9QJ

hello@andagain.uk0207 088 8379