“There’s more private member clubs in London than in almost any other city in the world,” and the majority of them are collaborating with one of the UK’s leading luxury VIP concierge, Capital A List. Its founder, Paul Norman, actively hunts London’s exclusive venues to satisfy his members. From private member clubs in Chelsea to a dinner for two in Mayfair and a VIP table at a risqué, cabaret-like nightclub, Capital A List knows the ins and outs of London’s opulent lifestyle.

As one of the city’s more niche concierge, Capital A List is focused on one thing and one thing only: to ensure that their members get access to some of the most exclusive clubs and events around London. This luxury concierge works with some of London’s top restaurants, bars, clubs and luxury brands. “We focus on our niche,” explains Mr Norman. “We don’t want to be great in everything, we just want to be great in what we do.” From birthday parties to corporate events and just a random Tuesday, Capital A List has compiled an extensive collection of partners, clients and venues who work together to make these exclusive experiences just in arms reach for their members.

“I’ve been interested in the nightclub scene since I was 18,” he says. “I was much more passionate about it than my degree, which was in astrophysics.” He started out as a club promoter but it took another ten years before he got involved in the club promoting scene in London. Slowly but surely, Mr Norman started to build up a network of guests and clients. They wanted more access to restaurant bookings and events, more concierge-esque availabilities. That’s when he decided to properly grow into a concierge business and Capital A List was fully formed. “We are quite a niche concierge,” Mr Norman describes. “We really only focus on what we’ve done for the last ten plus years.” 

Capital A List is by no means a large company. This is a detail which Mr Norman would like to maintain. “They can expect a personalized service,” he explains. “People get looked after and get they attention based on their own wishes.” He explains that given the bespoke nature of the brand, and the strict nature of London’s nightclubs, Capital A List has the right to hold high expectation from the venues they work with.

Whether its members want access to private members clubs or nightclubs, Capital A List solely works with the VIP venues. “They have to have that element of exclusivity,” he says. One example is at Concept Club which “is completely unlike anything seen in Mayfair before.” This specific club holds a license which lets them become an after hours VIP club from 3:30am. From the awe-inducing sculptures dotted around the rooms to the ‘Super VIP’ area, Capital A List ensures their guests get to get into one of the most exclusive places for a night out. 

Some of these establishments have even been a part of historical events such as catering for Meghan and Harry’s wedding or being the setting of Prince Philip’s stag party way back when. To be able to offer their members such an insight into particular moments in history is remarkable on its own. “These relationships with the venues are very personal,” Mr Norman explains, stating that between Mayfair and Chelsea there are about 20 VIP clubs which they work with. 

It’s not just about the nightclubs, however. Capital A List also caters to those who prefer to go out during the day, lounging in private members clubs and getting access to exclusive events.

Even after being in the business for over a decade, and building an intricate web of connections, there are always challenges which need to be faced. One such bump on the road was in 2015 when Mr Norman made the business decision to buy out his then-partner from the company. That was one of the biggest changes, forcing him to learn everything once again and establishing Capital A List within the luxury concierge industry. “It was definitely worth it and the company has definitely gone in the right direction since then,” he assures. Establishing a successful business comes with more than its fair share of problems to overcome. 

During the pandemic, no one was allowed to go out, not even the VIP guest list. This gave Mr Norman a surprising opportunity to switch his mind off. “I just went to the countryside,” he laughs. “To be off the phone was a nice break.” Since then, the nightlife scene has shifted on its axis. “The industry has gone back to how it was. You can see that from the amount of new restaurants and clubs. In London anyway, I think there seems to be more fire and more dedication and drive to establish new venues,” he points out. However, the type of venue which is sought out has changed since pre-pandemic days. Capital A List is looking to cater to those who want a little more during their nights (or days) out.

Century Club Soho is a private members club known in the community to be one of the most elegant in London. Their renovations and changes over the last few years have ensured that they maintain a level unmatched for their members, including for those that come through Capital A List. From their stylish lounge areas, four meeting rooms and dining options which spans over five floors, it is no surprise why Mr Norman chose to work with them in the first place. The cherry top is to “facilitate their discerning members,” by putting Michelin star chef Paul Merrett, in charge of the food. Members are spoiled for choice. 

While London isn’t the only city with a big night scene, it does have more of a flair. “There is undoubtedly more history,” he explains. These are the details which give the venue more ambience, something which is needed nowadays to stand out from the competition. “For example, what people want from their evening out now, I call it a ‘club-steraunt’,” an establishment which isn’t just a place to eat out but it has some type of performance integrated within. “People want an experience, they don’t just want to be sitting in a restaurant like the old-fashioned way. They want something more lively.”

Mr Norman mentions one club in particular which he sees as a perfect example of what clubs should adopt in the future. Dear Darling is an exclusive establishment located in central Mayfair spread over two floors. Once a notorious brothel and gay sex club with a dark and mysterious history, the club maintains a risqué theme with some provocative areas which “you’ll need to see to believe.” “We have a wide cross-section of different preferences,” Mr Norman clarifies. Managing to get on the guest list guarantees a night out like no other, maintaining a fair distance between the monotonous clubs and atmosphere. 

As times change, so will people’s expectations of VIP clubs. This is something which Capital A List understands. As Mr Norman predicts: “Clubs and restaurants are going to have to be more and more creative. People want the next best thing. They want to walk into a venue and be taken into a completely different world.” Another aspect which is currently experiencing a shift is society’s culture towards alcohol. They are drinking less of it whilst establishments, such as bars, clubs and restaurants, rely on these sales to make profits. “I see a huge opportunity for any non-alcoholic brand to come and change how drinking culture is.” Only time will tell if these insights end up having merit. 

Being in the VIP concierge industry isn’t just about getting people in and out of exclusive venues. It is about creating that tight-knit network within the profession which ensures an experience from start to finish. This is how Capital A List has established itself within London’s luxury club scene not only regarding nightclubs but restaurants and private member clubs as well. Having that kind of experience can’t be done on a whim, it needs to be done right. Paul Norman and Capital A List work to do just that.