First venture into the Middle East
Founded in London in 2015 by Grant Ashton, a former investment fund manager, 67 Pall Mall is developing an international network of private members’ clubs bringing together wine enthusiasts, business leaders and an international clientele.
The forthcoming Dubai club will occupy the first floor of The Opus, the architectural landmark designed by Zaha Hadid in the Business Bay commercial district.
Covering a planned 1,115 sqm, the club will feature several hospitality and entertaining areas, including a Clubroom, lounges, outdoor terraces, private tasting rooms and dining spaces.
A central feature of the development will be a wine tunnel showcasing several thousand bottles from the group’s collection.
67 Pall Mall: from a London club to an international network
Founded by Grant Ashton, 67 Pall Mall opened its doors in central London in December 2015, with the ambition of creating a private members’ club dedicated entirely to wine culture. Its concept combines an exceptionally extensive wine offering with specialist sommelier service and fine dining.
The London club quickly distinguished itself through a wine list featuring 5,000 wines from 42 countries, including more than 1,000 available by the glass. A team of 19 sommeliers guides members through their discoveries, while a digital wine list on iPads provides access to tasting notes, reviews and producer profiles.
AdvertisementGastronomy is equally central to the concept, with an evolving menu focused on locally sourced ingredients and food-and-wine pairings.
Building on its success and growing membership, 67 Pall Mall opened a second club in late 2021, marking the beginning of its international expansion. The group has progressively extended its model beyond London, notably to Verbier, Singapore and Hong Kong, ahead of its planned arrival in Dubai in 2027.
Wine and gastronomy at the heart of the business model
The concept will feature wines sourced from up to 40 countries, with as many as 800 selections available by the glass.
67 Pall Mall intends to maintain its pricing model based on relatively low wine mark-ups, with access to the club primarily structured around membership.
Dining will be overseen by teams with experience in leading fine-dining establishments. The development will include two kitchens, an open-flame cooking area and a guest chef residency programme.
The offering will be complemented by masterclasses, wine dinners, professional networking opportunities, cultural events and concerts.
A premium membership model
According to the published Dubai membership terms, standard annual membership fees will start at AED 25,000 (approximately €6,000), while wine industry professionals will be offered a rate of AED 18,750 (approximately €4,600).
A lifetime membership option is also being advertised at AED 350,000 (approximately €85,000).
The first 100 founding members will benefit from waived joining fees. The following 500 members will be required to pay an entrance fee of AED 7,500.
This pricing structure illustrates a business model distinct from traditional hospitality, combining recurring membership revenue with dining, private events and personalised services.
An international expansion strategy
With this opening, Dubai will join the 67 Pall Mall network, which has clubs in London, Verbier and Singapore, alongside a local membership offering in Hong Kong.
The group reports an international community of more than 10,000 members and is also preparing future clubs in Bordeaux, Beaune, Shanghai and Melbourne.
For Grant Ashton, founder and CEO, Dubai represents a particularly suitable market for the concept, given its international positioning in fine dining and luxury hospitality.
The arrival of 67 Pall Mall reflects the development of a new generation of private members’ clubs combining dining, professional networking, cultural programming and concierge services, complementing the luxury hotel offering.
At a Glance
Brand: 67 Pall Mall, a London-founded private members’ club.
Location: The Opus, Business Bay, Dubai, designed by Zaha Hadid.
Opening: Scheduled for 2027.
Area: 12,000 sq ft (approximately 1,115 sqm).
Membership: Annual fees starting at AED 25,000.
Expansion: First Middle Eastern location, joining a global community of more than 10,000 members.
