An hour from London, in West Sussex, two entrepreneurs are turning the Grade II-listed Dunford House into Long Lane — billed as the UK’s first fully alcohol-free members’ club and wellness hotel. Set in 55 acres of South Downs woodland, it holds 20 rooms in the main house and 10 forest cabins. Minibars and televisions give way to sleep-optimizing tech, red-light walls and collagen shots, while a Precision Nutrition restaurant tailors dishes to each guest’s biometric data. In place of a bar there is an alcohol-free Elixir Bar, a herbal distillery and recovery treatments like hyperbaric oxygen and cryotherapy.
It is built for a growing crowd that wants connection and community without the drinking. Founders Louie Blake and Harrison Hide are joined by former Soho House marketing chief Jamie Caring, who will run the club.
So…:
Where in your own offer could absence — of alcohol, noise, screens — become the actual luxury?
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Long Lane (press)