Playboy Announces New London Club

Playboy Announces New London Club
Bob Johnson
CHICAGO — Playboy Enterprises, Inc. and London Clubs International (LCI) announced plans to bring the Playboy Club back to London in the first half of 2011.

The new gaming and entertainment venue will feature a restaurant, lounge, members club, table games and high-limit salon private gaming rooms and will be located in the exclusive Mayfair area of London.

"When we first opened the Playboy Club in London it was one of my favorite times for the brand," said Hugh Hefner, Playboy founder, editor-in-chief and chief creative officer.

He added, "With Playboy now more popular than ever, I look forward to our return to London and again sharing the notions that are celebrated in the magazine, the concept of good food and drink, pretty girls and exciting entertainment."

The company said the new 17,000 square foot club — designed by London-based architects Jestico & Whiles — will spread over two floors and incorporate influences from the original Playboy Club London that opened in 1966 at 45 Park Lane.

The Playboy Club London will also usher in the return of the Playboy Bunnies to Europe who will serve as hostesses, croupiers and cocktail servers.

"The heritage of the Playboy brand in the U.K. together with an attractive Mayfair location and the proven operating skills of London Clubs International will make Playboy's London club one of our most anticipated, must-visit properties," said Scott Flanders, CEO, Playboy Enterprises, Inc.

"When Hugh Hefner opened the original London Playboy Club it redefined class and luxury, setting a new nightlife standard around the world," said Michael Silberling, Managing Director, London Clubs International.

He added, "LCI is honored to partner with Playboy to return the brand to London and create a club and casino experience for a new generation of Playboy Club members."

Playboy said the original Playboy Club London attracted some of the most influential clientele in London including Sean Connery, Michael Caine, Joan Collins, George Best, Jack Nicholson, John Cleese, Roger Moore and Muhammad Ali.

The company said the new club will again cater to some of the biggest names in entertainment, sports and business.

“Mr. Hefner opened the first Playboy Club in Chicago in 1960 and the venues quickly became the embodiment of urban sophistication around the world. There were more than 30 Playboy Clubs at the height of its success, which left a lasting impression representing quality, style and contemporary refinement,” the company stated.

The Playboy London Club will join Playboy Club Las Vegas at the Palms Casino Resort, as well as future Playboy venues planned in Cancun, Macao and South Beach, Miami.

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