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On a relatively quiet side street in Mayfair’s Shepherd Market neighborhood, gaslight lamps cast deep shad-ows on old cobblestone. A mysterious heartbeat en-dures in this part of the city at night, evoking the aura of nineteenth-century London. It’s here, at 5 Hertford Street, that Robin Birley built one of the world’s most exclusive private clubs—the “it” spot for new sophisti-cates with a waiting list numbering in the thousands. Welcome to Loulou’s.

Birley, an aristocrat of his own accord, is the son of Lady Annabel Goldsmith and Sir Mark Birley—and heir-apparent to his late father’s empire of London nightclubs, including Annabel’s, Mark’s Club, and Harry’s Bar. In 2012, he ventured into the family business on

his own, sparing no expense to create Loulou’s and quickly proving that he, like his father before him, has a knack for attracting the attention of the elite. Membership here is coveted—and not to be messed with. With a waiting list a mile long, even Hollywood A-listers have no clout here: When Cameron Diaz’s manager tried to use a friend’s membership to gain access for his client, he came up empty. Miss Diaz, too, must get on the list.

Those who do gain access walk through an intimate hedge-lined garden and down a cobblestone pathway to approach the brick façade of 5 Hertford Street—a three-story, 23,000-square-foot space encompassing restaurants, bars, and lounges. Once inside, guests fall down a rabbit hole of elegance and decadence of the high-est order, a luxurious yet quirky $43 million design on which Birley admits he will never see a return. Created by notable designer Rifat Özbek, the interior is a fantasy unlike anything in existence, a riot of colors, textures, and patterns, with an enor-mous stuffed giraffe welcoming guests to Loulous’ ever-changing safari. On paper, such a seemingly haphazard design concept could never work. Yet somehow it does, sensory overload and all.

There is no place better—or quieter—to observe and gather intel than The Whiskey Bar, an essential first stop at the club before descending to dinner at Loulou’s (which is the name of the space downstairs). The Whiskey Bar has a British hunting lodge vibe, with light wood, stuffed pheasants perched on a woodsy incline, an Old World map hanging on the wall, and a smattering of antique wooden boomerangs. When Birley’s two blue whippets come bounding in, the bartender gives them each a bread stick, which they graciously accept. These hounds are above slobbering or pawing, although they will accept a cuddle and pat on the head if one insists.

Downstairs in Loulou’s restaurant, the decibel level ensures privacy among tables. “It’s really too loud and too dark for anything significant to be discussed,” notes member Charlie Siem, the handsome virtuoso

violinist and the face of Dior. Past the voluminous dining rooms of Loulou’s are arched bungalows too rich and opulent to be called “booths.” The archways have a Barnum and Bailey–esque quality, while black and white movies of winter landscapes scroll on the back wall, casting an eerie and mysterious pall over dinner.

Everyone here is handsomely dressed in the effortless devil-may-care style distinctive of London. Men are in jackets and pants; women in dresses, skirts, and elegant pantsuits. It’s all

quite conservative for such a young, hip clientele. But then again, the look is just right for London society, which prides itself on under-stated elegance. Even fashion designer Zac Posen, who pops in with friends on this night, adheres to the code.

Another code of conduct here that everyone is fully aware of: No photos. An errant mishap by a snap-happy guest can have the mem-ber banned from the club for life. It’s likely one of the reasons so many celebrities—including Sienna Miller, Victoria and David Beck-ham, Tom Ford, George Clooney, and Kate Moss—are members. That and the maze of passageways with hidden nooks and intimate alcoves that ensure privacy not easily found elsewhere. And with not a window or a clock in sight, the world inside Loulou’s becomes an escape, even for just a moment in time. ◗

LondonCalling

From top: The bar at Loulou’s; members approach the club through a cobblestone courtyard

From top: The ambience at 5 Hertford Street includes intimate lighting and whimsical decor like a giant stuffed giraffe; private dining at Loulou’s

BY MICHELLE PAYER

STEP INSIDE ONE OF THE MOST EXCLUSIVE NIGHTCLUBS IN THE WORLD: LOULOU’S.