Spotting a gap in the market, One Alfred Place is a new private members’ club opening next month targeting “mobile entrepreneurs”. “All the existing clubs were conceived and created as wining and dining clubs. While a number of the members do a certain amount of work in them, they are not ideal working environments. This is conceived from the other way around,” Robert Devereux, a co-founder of the club told the Telegraph in an interview last week. Devereux, ex-chairman of Soho House, has partnered with Rob Shreeve, a former Virgin Media executive in developing the concept. Opening next month in London’s West End, One Alfred Place will be open every weekday from 7am to 9pm and caters to the business person with its PA services, fast wireless broadband, meeting rooms, lockers and showers. And for those needing to kick back, there is a bar and restaurant and even a bedroom for those all-important power naps. One year’s membership will set you back £1,500, but Devereux is confident they can attract 1,500 members: “There’s an additional reason for doing this now. If we are going to have a recession, it’s tailor-made for that environment. People may be looking to get rid of a bit of fixed costs. And for businesses out of London, you will not have to take that incredibly expensive step of having a London base.” Together, Devereux and Shreeve are hoping to open several more clubs across the country, with Devereux predicting “at least three London sites” within the next few years. As the number of people favouring mobile and homeworking over renting office space rises, it looks like One Alfred Place is catching the wave of a new trend. And with the likes of Genesis guitarist Mike Rutherford and Pink Floyd drummer Nick Mason as investors, no doubt this new club concept will be riding the wave for some time to come.
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