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Owner Youcef Aden is set to launch new Oxford Street club, Victory, tonight |
Youcef’s cutting old school ties to
gentleman’s clubs
Oxford Street club owner wants members with rich characters or with a wealth of knowledge
WITH their imposing Chesterfield sofas, wall-to-wall stags’ heads and assortment of public school ties, the gentleman’s club has never managed to shake off the whiff of elitism.
From Athenaeum to White’s, Boodle’s to Pratt’s, even the names wreak of snootiness, money and nepotism. Not to mention the arcane Jeeves and Wooster-style customs of black-balling or, more curiously, calling every waiter George.
One man crusading to rid the institution of its starchy image is Youcef Aden, whose new Oxford Street club, Victory, is shaping up to turn the old boys’ club and its money talks sensibility on its head.
Rather than the size of your wallet, your Henry Higgens vowel sounds or whether you made the Eton rowing squad in ’76, membership will only be awarded on the premise that you can tell a good story.
Mr Aden said the West End was rife with members’ clubs, and, by discriminating on the grounds of wit, verve and humour, he would rewrite the rulebook.
“I wanted to get away from this idea that money can get you in,” said Mr Aden.
“There are too many clubs just full of bankers that have no atmosphere. By granting free membership to interesting people it opens up the mix of people we get.
“I think that’s been lost from the scene and we need to get back to how it was in New York in the 1970s – full of creativity, ideas and energy.”
A noble idea, but what about the ones that slip the net? Can’t anyone lie on an application and blag it in an interview? What if your Oscar Wilde turns out to be a lobotomised droner?
“Simple,” says Mr Aden, they get the boot. “Because we sign no contracts. If I think someone is not bringing enough to the club we can get rid of them. I will monitor their behaviour for a few weeks before formally offering membership just to make sure they fit in.”
But he is hoping he won’t pick too many ringers. A career in Hollywood in costume and graphic design has given Mr Aden a good eye for fakers. On arriving to the UK in 2001, he experienced the trials of running a club at Hedges & Butler in Regent Street.
Victory, which launches tonight (Friday), is expecting thousands of applicants even though there is only room for 200 men and women. It also departs from the formula in terms of layout, with a bar, living room, kitchen and even an elaborate bathroom.
Mr Aden said the idea was to get away from the bland, formulaic feel of other clubs.
“Too many clubs feel the same, like walking into a film-noir set,” he added.
“If people want to sit on the toilet, have a chat and a drink, they can do. It’s part of creating a relaxed atmosphere where people from all walks of life can rub shoulders.
“There’s even a bar where members can make their own cocktails.” |
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