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Were you ever part of a club at school? Brownies, Cadets or the school swimming team perhaps? No matter which club you were a part of, being a member gave you a sense of pride, empowerment and belonging. Bringing like minded people together and creating a society stronghold is an ever-growing trend, and London is home to some of the most prestigious private members clubs in the UK. We couldn’t resist finding out more about the opportunities these venues offer for the local city dweller, so we thought who better to ask, than Fernando Peire, Director of The Ivy & The Club at The Ivy.
Neighbours and good friends of Semple, The Ivy in Covent Garden is a fresh and imaginative Art Deco oasis in the heart of the West End. With its discrete entrance and iconic stained glass windows, The Ivy is a weekly go-to for many of the cities most creative professionals. However, busy schedules, fast paced society and the frequency at which we change jobs, homes and locations, has made finding a community in which you feel a part of a tricky thing. Loneliness, something we’ve addressed in this issue, is a growing problem especially in London, so what brings these people together in the first place?
“What unites our customers, we think, is a mindset. Above all else, they come to The Ivy to have a good time; they are not just there for the food or because it’s the place to be seen. They come as much for the atmosphere and the service as for the food. The Ivy is not a temple; it’s a fun place.”
Location then must be a huge factor when establishing a member’s club. Why was Covent Garden such an important location for you to launch The Ivy?
“When my old bosses Corbin and King (of Wolseley and Delaunay fame) bought The Ivy in 1998 it was with the firm idea of turning it once more into London’s premier theatre restaurant just as it had been in the 1930s and 40s. Being located so close to the media centre that is Soho, we not only achieved that but we also became London’s number one restaurant for the ‘media power lunch’. We now also have a second, more casual restaurant, in Covent Garden.”
Peire describes The Ivy as a place with “a lovely, infectious buzz, filled with the sound of people enjoying great conversation”, and this is something that struck a chord with us at Semple, because that’s what’s most important isn’t it? Conversation, exchange of ideas, and relationships. Surely these are where the riches in life lie, and who wouldn’t want to be a part of such a club?
The Ivy have also recently revamped the main restaurant on the ground floor, targeting a younger clientele such as the likes of you and me. “The new, central, dining bar at the restaurant is a magnet for the younger generation, which has been dining at restaurant bars for the last ten years or so and enjoys that casual environment and closer relationship with the bartender. We always make sure that we are aware of, and reflecting, dining trends but we do not aim to be trendy. In fact we quite like being off-trend.”
Our eyes lit up at this very moment. Championing their own style and brand, The Ivy are a proud, cohesive and grounded establishment. So if that didn’t answer our final question already, why are more and more people being drawn to these services?
“People go out to eat far more often now than ever before. There is myriad restaurants and bars to choose from in London and it is rare that one is recognised and made to feel special. Member’s Clubs can give us a real sense of belonging in the big city and of being almost part of a family. The Club at The Ivy certainly aspires to be so, yet many members still dine as often in the public restaurant as they did before joining The Club. The Club is not just a members bar and restaurant; it has a life of its own.”
The Ivy and many other members clubs in London are doing a great thing for humanity. Sure, there might be costs involved and certain etiquettes to adhere to, but at their core is always the people and it’s this eclectic group of individuals that draw us towards such hospitable communities. So I guess all that’s left to ask is: where do we sign up?
By Marni Banks
