London's coolest private members' club?

London’s coolest private members’ club? The Twenty Two in Mayfair – opened by Kim Kardashian’s pal Jamie Reuben – flies in the face of tradition with NO dress code, gender neutral loos and ‘affordable’ rates of £750-a-year

  • The Twenty Two, which opened two months ago, is a new private members’ club
  • Brainchild of restaurateur Navid Mirtorabi and UK property scion Jamie Rueben
  • Club has no dress code, affordable membership and a restaurant open to all 

London has no shortage of private members’ clubs. But the new kid on the block is far removed from its stuffy and pretentious neighbours – and it already has the celebrity seal of approval. 

The Twenty Two, which opened on Grosvenor Square two months ago, has no dress code, unisex toilets, a Studio 54-inspired basement club and a (relatively) affordable membership plan. 

It is the brainchild of hotelier and restaurateur Navid Mirtorabi and British property scion Jamie Rueben, whose father Simon is one half of the Rueben Brothers who own large parts of London’s Mayfair, including the 200-year-old Burlington Arcade.

The property mogul made headlines last year when he was spotted arriving at an LA party with Kim Kardashian shortly after her split from Kanye West.

Making waves: The Twenty Two, on Grosvenor Square, has no dress code, unisex toilets, a Studio 54-inspired basement club and a (relatively) affordable membership plan. Pictured, one of the Artist Studios, designed with Pierre Frey wallpaper and coordinating furnishings

Celebrity ties: The Twenty Two is the brainchild of hotelier and restaurateur Navid Mirtorabi and British property scion Jamie Rueben, pictured with Kim Kardashian in May 2021

While most members’ clubs pride themselves on upholding tradition and aloofness, The Twenty Two is more interested in creating a ‘vibe’ that will bring guests through the door. 

‘We’re open to everyone, and everyone’s welcome to come, but I particularly want it to feel very accessible for a younger generation,’ Mirtorabi told the Financial Times.

‘I want older people to feel comfortable and to be part of it but no predominantly.’

The management team is young and their contemporary point of view is reflected in the way the club is run. 

There are unisex toilets – something that it would be difficult to imagine existing in any one of the other nearby members’ clubs – and there is no rules on wearing dinner jackets, ties or shirts. Hoodies, trainers and sandals are all allowed. 

Heart of the club: The restaurant, pictured, which serves fresh, seasonal dishes, is open to non-members and is again relatively affordable, offering dishes for around the £30 mark

Plenty of space: One of the double-height rooms decked out in sumptuous fabrics. There are 31 bedrooms, each individually designed and full of thoughtful touches

City escape: Elegant Cabochon marble bathrooms are endowed with bespoke bathroom luxuries and give you the feeling of a spa in the middle of the city

It is also relatively affordable for such an establishment. Under-35s pay £750-a-year. A membership to Soho House London is £1,100; at nearby Annabel’s it is £1,750.

As is to be expected, the list of members is top secret but there are thought to be a ‘few hundred’. It has also had more than its fair share of A-list visitors since its opening a couple of months ago, adding to the buzz. 

Madonna, Naomi Campbell and Tom Cruise have all popped in to check out the Grade II-listed building’s sumptuous interiors. 

Warner Music hosted its Wireless Festival after-party at the venue, attracting marquee names like Cardi B and Megan Thee Stallion. 

A-list approval: Madonna, Naomi Campbell and Tom Cruise have all popped in to check out the Grade II-listed building’s sumptuous interiors. Pictured, Cruise visiting after a day at Wimbledon


Party girls: Rebel Wilson (left) and Cardi B (right) have also been spotted at the Twenty Two

The restaurant, which serves fresh, seasonal dishes, is open to non-members and is again relatively affordable, offering dishes for around the £30 mark. 

‘It is white glove service without the white gloves,’ is one of the sayings the founders have repeated when promoting their new venture. 

The Twenty Two also offers 31 bedrooms, each with its own inspiration. One, seen in much of the promotional material, has its walls and ceilings covered in a vibrant red wallpaper. 

Hotel guests also have access to members’ only parts of the building, like the Library and the basement club, which has been compared to Studio 54. 

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