Annabel’s is one of the most prestigious and exclusive private members’ clubs in the world, located in Mayfair, London.

The experience is defined by luxurious, meticulously bespoke interiors, each space thoughtfully designed around its own theme, a rich heritage, curated cultural events, signature dishes and of course impeccable service that make every visit feel like a special occasion.
Annabel’s AlUla was a two-month pop-up that transported the spirit and sophistication of Mayfair’s iconic private members’ club to the heart of a date farm, set against the backdrop of Jabal Ikmah.

Created in collaboration with Experience AlUla, the F&B brand activation formed part of the destination’s wider tourism program.