An Access-All-Areas Pass to Every Private Members' Club in the City?

Melissa Dewar is up to something. The glamorous Cambridge Arhcitecture alumna and qualified architect is blowing open the gates to the world of private members’ clubs with a blended approach of technology and timeless principles. Today, she tells me exactly how she’s modernising the membership process for London’s most beloved private leisure spaces.

Question: How do the most discerning individuals find new and enriching experiences?

For those who value sophistication, culture, and community, the traditional members' clubs offer a timeless allure. However, each club requires its own membership and they’re not cheap, often requiring thousands in fees and year-long commitment. This presents a challenge: How do you experience the best of these elite spaces without committing to just one? Seemingly offering the answer is The Modernists founder, Melissa Dewar , Clubland’s newest gatekeeper. She’s invited me to her latest members event at ‘Upstairs at Langans’, to discuss how The Modernists is revolutionising membership.

Langans’ Mayfair venue resides on the first floor of the renowned French brasserie, famed for its long history of high-profile guests and glamorous interior. And it’s the perfect induction into Melissa’s world. A members’ club which feels more movie set than real life, Upstairs at Langans is quite possibly the most striking venue I’ve seen in London. An interior which swallows you whole with waves of seductive red velvet, deep red leather, bouquets of red roses and more red red red. Heavy drapes hide all suggestions of an outside world, allowing you to forget everything else and fully immerse.?

Sipping on my lime and soda, Melissa and I begin chatting. Her charm and wit make for easy conversation, and I’m immediately comfortable. I now understand why she received such a warm reception on her arrival (fashionably late - blame the Picadilly line).

She starts by telling me exactly what The Modernists does.

“Our platform allows individuals access to multiple private members’ clubs, much like ClassPass does with fitness and wellness events. By joining, members can attend our community events across London's most exclusive private members' clubs with one simple membership”

From themed parties in historic clubs, and gallery openings, to intimate dinners in modern settings, Melissa ensures her community experiences the best the capital has to offer. Her initiative not only opens doors to stunning, hidden venues but also fosters a community of like-minded individuals.

Launched in July 2023, Melissa’s strategy was straightforward: offer an exclusive, high-value proposition to a well-defined target audience. But what has growth looked like for the aspiring disruptor?

"I only started with 30 members, but as word of our events got out we’ve quickly ballooned to 500 members. We’re now deep into our events calendar, and as we grow we continue to get more and more interest from venues across the capital”

Melissa tells me how inspiration for the business came from her desire to navigate London's prestigious members' clubs without the constraints of a single membership.?

“I wanted to try them all. To see what London has to offer before committing to just one. Mixing in these spaces is an incredible opportunity to meet interesting people, discover new worlds, and enjoy beautiful venues,” she explains.

Explaining further what it is that makes The Modernists special, Melissa continues,

"We're creating experiences that are otherwise inaccessible. Our members can enjoy events and spaces that aren't open to the public or easily found through typical means. This exclusivity, combined with the flexibility of our service, makes us unique," she says.

The real magic of The Modernists lies in its ability to build a tight-knit community within an ultra-exclusive space.?

"Our growth has primarily come from community-building and referrals. Members are finding real, deep connections, often leading to lasting friendships and business collaborations. It’s by relying on a referral framework that we’re able to be introduced to many more candidates for membership," Melissa adds.

Looking around the room, I can attest to the quality of the cohort. Lords, founders, barristers and playwrights fill the room. Intelligent conversation ripples throughout the evening. Everyone is dressed impeccably, not least our elegant host, whose chic pouffe dress and pearl choker combination perfectly fits the flamboyant and decadent venue.

Speaking on her plans for growth Melissa reveals "While we are investing in advertising, our focus remains on maintaining the exclusivity and quality of our community. We're expanding to include more clubs and experimenting with different types of events and experiences,"

With demand for The Modernists steadily increasing, Melissa plans to keep the supply limited to ensure value and exclusivity remain intact. The 2024 schedule already looks promising, with new locations and events on the horizon. In just a few weeks, members will be descending on the Austrian Society's 40th Birthday Gala. Ability in Viennese Waltzing is a prerequisite of attendance.

So what do I think it is that makes The Modernists so brilliant?

Melissa's innovative approach allows ambitious and intelligent individuals to explore London's finest clubs, providing a flexible and enriching experience. She’s disrupting an antiquated system for an industry that's booming, but often fails to innovate to meet customers needs. Melissa has struck the balance between improving accessibility, without compromising the exclusive nature of the selection process.

With all the controversy surrounding London’s all-male private members clubs, I find it fitting that a woman is leading a revolution in how we join and enjoy clubs. And I can’t think of a better person for the job than the charismatic Melissa Dewar .

https://www.themodernists.co/