Marketing
Annabel's: How a Mayfair Members' Club Built the Luxury Nightlife Playbook
Annabel's at 46 Berkeley Square is the most studied luxury hospitality brand in the world. Founded 1963 by Mark Birley. Owned since 2007 by Richard Caring. Redesigned 2018 by Martin Brudnizki. Marketed without advertising. Here are the five mechanics.