Context
Preparing the launch and member experience of a private club in Lisbon.
The pre-launch work connected positioning, digital identity and the experience of future members.
Developing a club proposition before opening
In Lisbon, Ninho Clubhouse presented itself as a private members' club concept bringing together flexible workspaces, hospitality, wellbeing and community. The challenge was not simply to communicate a list of services or showcase the club's surroundings. It was to define why future members, especially founding members, would want to join that community and recommend it. In an independent collaboration, Ludovic de La Bédoyère worked on brand strategy, member experience design and the foundations of the communication and recruitment programme for the pre-opening period.
02Life Design: a brand territory rooted in experience
The strategic proposal developed the concept of Life Design: giving members resources to organise a better balance between work, relationships, leisure and wellbeing. The nest metaphor expressed that idea: each person would build their own experience from the possibilities offered by the space. Four pillars structured communication — community, wellbeing, hospitality and flexible workspaces. Rather than relying on exclusivity alone, the approach sought to demonstrate the value of a reciprocal relationship between the club and its members.
03Designing the member journey and the foundations of CRM
The work mapped stages from brand awareness and founding-member recruitment through invitations, membership, relationship-building, loyalty and recommendations. The documents proposed a funnel involving 'bring a guest' events, the building of a CRM database and contact activation, alongside hypotheses for segmentation, personalised benefits, member referrals and the integration of individual interests into the experience. These were recommendations to guide the launch and subsequent testing, not indicators of an already implemented loyalty programme or commercial results achieved.
04Connecting positioning, digital presence and launch
The contribution brought together interviews, personas, member journeys, digital identity and coordination of launch planning. The website and future CRM were conceived as extensions of the in-person experience, able to present the proposition, understand members' interests and sustain a relationship after joining. The thinking also covered exclusive events, partnerships and referral incentives. The documented outcome was a strategic foundation for structuring the brand and its relationship with the community before opening, without attributing unverified operational metrics to the project.
