Victory

There’s never been a better time to be an artist, or work in the creative industries. But, sadly, one cannot live on ideas and intellect alone, and if you want to go out in Central London without having to queue, negotiate beery gentlemen or spend the whole night trying to bag a banquette you’ll have to pay through the nose. Until now.

Youcef  Aden has come up with the idea of Victory, a members club where the criteria for getting in is being creative, witty and cool. No cash – until you want to buy a drink, of course - changes hands.
“ I don’t want the club to be driven by money,” says the former Dynasty costume designer and proprieter of club Hedges and Butler.
“Having a good time and relaxing is not about that. There are so many clubs in the West End that are too flash, or there’s a VIP area that creates a wall, or there are areas for girls with tables of champagne. It’s not the right atmosphere.”
The Victory club is just one part of the whole concept: 'a fantasy playground that is Victory Street  - a movie-set inspired avenue with shop windows depicting different eras and home to a bespoke private flat, bar and brasserie in front of a striking replica 19th Century building.’ There’s also a Mojito bar where members can mix their own Cuban cocktails.

But there are already members’ clubs such as Soho House and the Groucho that cater for creative folk. Will Victory attract a different crowd?
“The Groucho is a landmark because of its name and Soho House is a little bit passé,” sniffs Youcef
“We’re interested in personality, what you’ve done, whether you’re an interesting person. It’s rather like the salons in Paris:  established as well as up-and-coming artists, writers, film-makers , poets and so on can exchange ideas and experiences and learn from each other. And we’ll have bankers and business-people too, but those who are interested in the arts. The ones that are willing to help and work together with artists.”

So, no party girls falling out of their bras and into the tabloids?
“Membership is given but it can revoked at any point.  If you don’t  bring the right people we’ll take it away.”
Right. Better not indulge in too many Mojitos, then.

Loma-Ann Marks

Victory, 55 New Oxford Street, London, WC1A  1BS, opens 17th July.
To apply for membership either write to Club Victory, Membership at the same address, email info@clubvictory.com or go to the venue in person and pick up a form.
 
 

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