Maison Estelle, London

Executive Creative Direction for Maison Estelle

Maison Estelle is a 24,000-square-foot private members’ club in London’s Mayfair, housed within a Grade I-listed Georgian townhouse dating back to the 1770s. Formerly home to the Hong Kong Consulate, the seven-story landmark has been reimagined as one of the world’s most distinctive modern clubs, with three full-service restaurants, ten distinct bars, a library/study, and a nightclub, each with distinctive design, menus, and concepts.

As Executive Creative Directors, Joshua and Krystof of Premiere Enterprises were granted full creative license by Sharan Pasricha, founder and CEO of Ennismore, to conceive and deliver a new global luxury brand from the ground up. From the earliest blueprint stage, they authored the brand narrative, defined its cultural pillars, and set the design direction. Insisting on fresh perspective, they brought in New York–based design studio Roman and Williams to help realize the vision with architectural and interior depth.

Over the course of the project, Premiere Enterprises worked hand in hand with Sharan to design and program every inch of the townhouse—shaping its social, cultural, and hospitality identity across seven floors. Their work encompassed both spatial design and the holistic guest experience, ensuring Maison Estelle emerged as a contender among the world’s leading private members’ clubs.

Their responsibilities encompassed:    

•    Master planning & interiors: space planning, programming, and design alignment.

•    Brand development: narrative, cultural pillars, and collateral.

•    Food & beverage: concept creation, menu development, beverage programming.

•    Product & environment design: bespoke furniture, lighting, tableware, and uniforms.

•    Hospitality elements: music curation, guest experience design, and atmosphere building.

By marrying the gravitas of a historic Mayfair townhouse with inventive, outside-the-box creative thinking, Joshua and Krystof established Maison Estelle as a benchmark for the next generation of luxury members’ clubs. The result is a destination that fuses heritage, cultural relevance, and international sensibility—reshaping the landscape of modern private club life in London and beyond.