Playboy Club London

Insight
The original Playboy Club defined class and luxury in the 1960s, attracting some of the most influential, famous and glamorous clientele from around the world. The Playboy Club London returned in June 2011 in Mayfair, an exclusive members’ club offering a refined, contemporary gaming area complemented by Salvatore’s cocktail bar, The Dining Room and the vintage lounge Baroque.

Brief
To re-launch Playboy Club London as THE 21st century Club. With the negative stigma surrounding the modern day Playboy brand, the challenge was to make Playboy Club London the premium members’ club it once was.

Solution
To maintain the heritage of Playboy while bringing a contemporary twist to every aspect of the club’s branding, from the bunnies’ costumes and interior decor to printed and digital communication. At every touch point the branding should reflect the history and nostalgic glamour of Playboy in a modern day setting.

Results
After its opening, Playboy Club London has now established itself as one of the premium member’s clubs in the capital and was the winner of London Bar of the Year and runner up of London Members Club of the year at the London Lifestyle Awards 2012.