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Alfred’s

Exclusive member's club in the heart of London's Mayfair.

IGM was contracted by Richemont SA to assist in the planning and delivery of Alfred's, an exclusive members' club adjoining the Alfred Dunhill store in Davies Street, Mayfair.

Advising on all pre-opening tasks including; business planning, design, construction, equipping, operational planning and marketing pre and post opening. IGM also developed the customer journey and assisted with the recruitment and training of operational staff.

The club has four bedrooms, a restaurant, bar, private rooms, spa, cinema and humidor all delivered as a living, breathing extension of the Alfred Dunhill brand.

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