Private members’ clubs are quietly shaping Dubai’s social and cultural landscape
- Culture
- April 14, 2025
In a world increasingly shaped by screen fatigue and fleeting digital interactions, there is a growing yearning for something more grounded and personal. A craving not for louder notifications or another app promising connection, but for rooms that hum with intentional conversation, shared values, and the kind of slow-burn relationships that algorithms cannot generate.
In Dubai, that yearning is beginning to take the shape of a new cultural current sweeping through the city — and at the heart of it lies the emergence of something that has existed for centuries: the private members’ club.
Once associated with aristocratic Londoners puffing cigars in mahogany libraries, or New York’s buttoned-up boardrooms where generational wealth met political influence, the private members’ club has undergone a striking transformation. What was once a symbol of status is now being reimagined as a space for intentional community — where curated circles gather not to exclude, but to belong.
From the serene sisterhood of Fiena to the cosmopolitan buzz of Soho House’s Cities Without Houses programme to the opulence of NO HOMME’s forthcoming all-in-one destination, Dubai is creating a new blueprint for what members’ clubs stand for in modern society. “The city is definitely seeing a rise in private members’ clubs,” notes Zainab Hatim, creative director of Project 90’s. “It reflects Dubai’s evolution into a global cultural and business hub. What’s interesting is that people are no longer just seeking beautiful spaces, they’re increasingly drawn to curated experiences. That’s where the future of luxury lies.”
As more people trade in traditional offices, hometowns and conventional nine-to-fives for digital nomadism and hybrid work, the need for ‘third spaces’ — places that are neither home nor office, but something richer, more layered — is only intensifying. “Approximately 27 per cent of the global workforce now operates in a hybrid model,” shares Khyara, a British VP of Marketing and long-time member of The Arts Club and other private clubs in both Dubai and London. “Yet, as humans, we still crave connection. We need anchors. These clubs have become those anchors.”
But make no mistake — this isn’t just a trend of affluent individuals chasing chic spaces to dine in. In a city defined by rapid growth and transient lifestyles, where it’s easy to feel unanchored, these clubs offer something far more enduring than luxury amenities: a genuine sense of connection and belonging. “The most successful clubs will be those that differentiate themselves through cultural contribution and genuine community,” adds Khyara. “People are seeking spaces that reflect their values — not just their social tier.” And in Dubai, a city still defining its creative identity, these clubs are quietly becoming its cultural pulse.
When Soho House first opened its doors in London’s Greek Street in 1995, it quickly became a cultural moment. A safe space for creatives to exchange ideas, collaborate, and feel at home, it challenged the exclusivity of traditional clubs by prioritising creative energy over lineage or wealth. Three decades later, that ethos remains unchanged, but now, it’s travelling the world. “Since launching our Cities Without Houses (CWH) programme in Dubai, we’ve seen a vibrant, multicultural and multigenerational creative community emerging,” says Katrin Schlieter, head of membership for Soho House CWH. “Dubai is full of creators and innovators, and the diversity of thought here gives us a glimpse into what a future Soho House in the region might look like.”
In a city where cultural diversity is celebrated, Soho House has found a compelling audience, even without having a physical location. “Each city brings new expectations,” Katrin explains. “While we stay true to our original values, we’re also committed to reflecting the local culture in every city we enter. In Dubai, that means understanding its unique energy — one that blends business ambition with a deep appreciation for design, wellness, and curated experiences.”
This thoughtful, measured approach has resonated with Dubai’s residents — many of whom already understand and engage with the brand on a global level.
Josh Wilson, a television producer-turned-committee member for Soho House, was one such early adopter. “I became a member in London in 2017,” he recalls. “When I moved to Dubai, I joined the Cities Without Houses programme because I knew the value it brought. In a city like this, which can sometimes feel very fast-paced, the consistency of that community feels grounding.”
But beyond consistency, Josh says it’s the intention that makes these gatherings meaningful. “In Europe, you can strike up a conversation with a stranger in a café. That doesn’t always happen here. So, you have to be more proactive — you have to seek spaces that are designed for genuine connection. That’s what these clubs offer: intentional spaces where people can meet with purpose, not just proximity.”
And for creatives, entrepreneurs, and cultural contributors, Dubai offers fresh perspectives and abundant opportunity — the kind that cities like London or New York may have grown too saturated to provide. “London is amazing, but it’s packed. You can barely turn a corner without bumping into another private club,” says Josh. “Dubai still feels fresh. People are curious. They want to build something new. That’s a huge opportunity for club brands who understand how to honour that energy.”
Katrin echoes the sentiment, noting that while luxury often defines Dubai’s hospitality landscape, the idea of luxury itself is evolving. “For us, luxury means access — to meaningful conversations, creative inspiration, a true sense of belonging,” she adds. “And that kind of luxury is increasingly universal.”
More than just access
Private members’ clubs today are no longer just about status. Across the board, there’s a growing emphasis on values, alignment, and energy, beyond the conventional barriers of wealth or job titles. Whether it’s a space to expand your business network, a sanctuary for wellness, or a launchpad for creativity, these clubs are carving out niches that speak directly to the multi-hyphenate lives of Dubai’s residents. “We’re exclusive but inclusive,” says Jae Ruax, founder of Fiena London and Fiena Dubai, an all-women’s members club that’s rewriting the rules. “That might sound contradictory, but it’s not. We vet our members to maintain a certain spirit. When you walk into a Fiena event, it’s down-to-earth, warm and real.”
Fiena’s five lifestyle pillars — from Samurai (sports) to Heart & Soul (wellness) — reflect the club’s multifaceted identity. “I didn’t want to drink every weekend, nor did I want to shuffle through a room of formal business talk,” she recalls her early days in London. “I wanted to create a space that was lifestyle-focused, where you could be your authentic self — wear sandals if you wanted to — and still be taken seriously.”
And its Dubai chapter, launched post-Covid, couldn’t have come at a better time. “People started seeing Dubai as a global hub,” adds Jae. “The demand was overwhelming. Many UK professionals were migrating here, and the city felt ready.”
For Dr Shiva Faramarzi, a Fiena Dubai member, the appeal wasn’t just in the lifestyle, but in the quality of experience-curation. “We have plenty of clubs in Dubai, but most are driven solely by business agendas. Fiena felt different — it offered the chance to connect with women on a deeper level.”
That depth, she adds, has proven transformative. “I’ve met women who have become some of my closest friends,” she says. “There’s something truly special about this sisterhood, especially when the connection is authentic, support is mutual, and every woman celebrates the growth of others.”
