How George became one of Mayfair’s most established hotspots

Words: Charlotte Pasha

There's no doubt that George is one of Mayfair‘s most established – and exclusive – private members' clubs. Over its esteemed 25-year history, its core principles have remained: a sociable neighbourhood favourite with excellent food, firmly rooted in its people and place. After all, is there a better vantage spot in the entirety of W1 than George's Mount Street terrace on a sunny day?

What really makes George special, though, is the community and people at its core – and no one more so than club director Dani Maccarrone, who has been at George for 18 years. If only walls could talk…

One quality that has remained unchanged, Maccarrone says, is the club's spirit. “After 25 years and a spectacular refurb, we still welcome and serve our members exactly the same way as it was on the first day, keeping the elegance. Accuracy for details is one of the ingredients for the perfect formula that George has.”

He has watched members' lives unfold through work, relationships and life events and now welcomes the next generation through George's discreet door. Members are greeted by name and their likes and dislikes are noted and remembered, giving the club a real sense of familiarity and belonging.

With this in mind, as George looks to its next chapter it has introduced an under-35 membership to keep the next generation connected. New faces keep the club fresh, while its established personality – warm yet smart – remains.

George is also developing its cultural and entertainment offering with the new Unplugged series, created in partnership with The Singleton Whisky. It's an exciting chance for members to experience established and emerging comedic talent. Comedian Jack Whitehall launched the series, with further events planned for this year and next.

I ask Maccarrone what keeps the club feeling like such a community; almost like a family. “Firstly, the great work done by the membership team on selecting the correct candidates – a crucial task,” he says. Members know the thorough process required to join the club, he explains, which is why they can feel relaxed and trusting upon meeting fellow members and beginning social and business relationships.

Plus, Maccarrone says: “The longstanding team create the familiarity and loyalty of the club, they are the core.”

Lunch at George, whether al fresco or indoors, tends to be delightfully lengthy. It can easily unfold into afternoon drinks before the evening continues at The Hound Bar downstairs. The late-night destination for those in the know, it has DJs, great cocktails and a buzzy crowd, and is the perfect fun, yet discreet, night out.

It's exciting times ahead as George celebrates its milestone and looks to the next 25 years. There's no doubt its legacy and ethos are firmly established and with new members and the younger generation becoming part of the club, it will continue to evolve in true Mayfair style and spirit.

88-89 Mount Street