Case study provided by The Brand Council.
Home House is one of London's most exciting new clubs, fast gaining a reputation for being amongst the best in London. If you want to be in with the in-crowd, this is the place to go.
Opened in 1999, Home House is located in one of London's most famous townhouses, an 18th century "palazzo" designed by the legendary Scottish architect, Robert Adam. After lying derelict for 10 years, the house was skilfully restored to its former neo-classical Georgian splendour, and now features some of the most impressive interiors to be found anywhere in the UK.
This latest incarnation, which has rapidly established itself as one of the world's leading private members' clubs, returns the house to its original purpose. It was designed by Adam as a "party house" for the Countess of Home -- a fabulously rich socialite who died in 1784. The historic house has also been occupied by the Earl of Grey (of tea fame) and the infamous spy, Anthony Blunt, in its time.
Home House represents a welcome breath of fresh air amongst London's private members' clubs, which are often stuffy, snobbish, charmless, overcrowded and hidebound by convention. Its modern services, exceptional restaurant, eighteen sumptuously appointed bedrooms, Turkish bath, health spa and 18th century garden are all designed to indulge Home House's eclectic mix of members.
The formula has worked, as Home House has become one of the chicest clubs in town, attracting style leaders such as Madonna, Cher, Mick Jagger, Vivienne Westwood, Lord Linley and Patrick Cox. It is now one of the most fashionable and opulent addresses in London -- the place to meet, throw a glitzy party, schmooze business contacts or just be seen.
Its managing director, former Savoy Director Brian Clivaz, has succeeded in his aim of turning Home House into a modern form of a Parisian salon -- a centre of fun and gossip for the fabulously glamorous and successful.
The real achievement of Home House -- and the reason, perhaps, that the waiting list is over 1,400 -- is that it combines glamorous surroundings with an unpretentious, relaxed atmosphere. The experienced Clivaz has paid great attention to detail -- such as excellent service -- which creates an ideal environment in which Home House's members thrive.
The eclectic nature of the membership of Home House is reflected in the eccentric crocodile caricature that features in the club's logo, as well as in other communications, in decadent silver foiling. He stands tall and wears a crown, fashioned like that of the Countess of Home and rests an arm on a walking cane.
House is also in the enviable position of not needing to advertise -- its reputation precedes it. Word of mouth among London's movers and shakers is enough to continually feed the waiting list.
漏 2002 Superbrands Ltd