One Cupcake Short Of A Bakery
Wednesday, February 27th, 2008A fortnight ago I was invited down to the marketing suite for a new private members club - Cupcake. Here promised a haven for all Mums and Mums-To-Be from the monotony of daily life. Exercise studios, a restaurant and most excitingly a crèche to hide the Munchkin away in seemed too good to be true. Demanding the Husband ‘work from home’ that afternoon, I hot footed it down to what I was sure was to become my new home. How bitterly disappointed I was to become.
At this juncture, I think I should add that the place is yet to open, and that I my have hideously have got it wrong, however being devotee of Private Members clubs I know a good deal from a bad one. For example, being a member of Soho House (at £ 900 a year) buys you access to THE Soho House in Greek Street, High Road House in Chiswick, The Electric in Notting Hill and to the newest member of the clan Shoreditch House. The latter boasts a roof top swimming pool, ten pin bowling, The Cowshed Spa and a Gym. That doesn’t even touch on the reduced rates for members at Babington House with their indoor and outdoor pools, spa and general gorgeousness.
While the concept for Cupcake is fantastic, I worry about the execution. For a cool £ 125 per month (a whopping £1,500 per year) you gain access to the club 6 days a week (”We’re closed on Sundays”) from 9 am - 9 pm. Equipped with two studios where pilates and yoga classes are to be housed, together for an area ‘with dumbbells’ - that’s the extent of the Gym. There’s to be a cafe and spa too (the latter ringing in at £ 25 for a half leg wax) though sadly no sauna or steam in which to perspire those troubles away. The exciting crèche facility caters for just 15 children (up to 5 years old) and incurs and extra charge of £ 6 per hour, per child. Bearing in mind that club membership will total 500 mothers and mothers-to-be I’m personally worried about the likelihood of actually being able to get the Munchkin in the damn thing. With no private parking (on street parking charges £ 2 per hour), and tucked a little out of the way for public transport, I can’t imagine that too much wine or champagne will be enjoyed on the premises.
I truly love the idea but can’t help thinking they’ve got it so very wrong. So hideously expensive for such little offered, I can’t help thinking we’d all be better served joining Soho House and running away to Babington House a couple times a year which could all be done before you even equate Cupcake’s annual levy.
You might like the sound of Cupcake. Proceed, but do so with caution.


