Annabel’s unveils its 2025 façade for the ‘Annabel’s for the Amazon’ campaign, raising funds and awareness for reforestation and community support.
London’s private members’ club Annabel’s has once again transformed its Mayfair façade, revealing the 2025 installation as part of the ongoing ‘Annabel’s for the Amazon’ campaign. Now in its sixth year, the initiative raises awareness and funds for reforestation in the Amazon while supporting vulnerable communities in Brazil and the UK.
The unveiling took place on World Amazon Day, underlining the club’s commitment to one of the most pressing environmental challenges of our time. Since its launch, the campaign has raised more than £5.2 million, with all proceeds directed to The Caring Family Foundation (TCFF) and its projects.
A Vision in Living Art
This year’s façade, created by Tatiana Kharchylava, Creative Director of The Birley Clubs, depicts a glowing globe with trees rising from its centre. The work represents the link between humanity and the natural world and highlights the Amazon’s role as the lungs of the Earth.
“The Annabel’s for the Amazon façade brings the rainforest all the way from South America to London, through a glowing globe with trees emerging from its centre. The design symbolises the Amazon’s role as the lungs of the Earth, a visual reminder that the health of our entire planet depends on the survival of its forests,” explains Kharchylava.
Marc Quinn’s Monumental Orchid
Complementing the façade’s environmental message, Annabel’s reception will showcase Light into Life (Release of Oxygen) (2023) throughout September, a monumental sculpture by acclaimed British artist Marc Quinn.
Inspired by a Phalaenopsis orchid and dramatically enlarged to stand over two metres tall in stainless steel, the work transforms the delicate beauty of a single flower into a powerful statement about nature’s vital role in sustaining life.
Quinn’s oversized orchid invites viewers to reconsider their relationship with the natural world through a dramatic shift in scale and perspective. By magnifying what we might ordinarily overlook, the sculpture highlights the life-giving power of plants – a concept that resonates perfectly with The Caring Family Foundation’s mission to protect the Amazon’s oxygen-producing forests.
The positioning of this work in the club’s reception creates an immediate connection between guests and the campaign’s core message, making environmental consciousness an integral part of the Annabel’s experience rather than an afterthought.
Patricia Caring’s Call to Action
For Patricia Caring, Co-Founder of The Caring Family Foundation, the campaign is personal. Having seen the scale of destruction in the Amazon, she has committed to its protection.
“Each year, The Caring Family Foundation and Annabel’s, together with The Birley Clubs, unite to amplify one of the most urgent conversations of our time: the climate crisis and its impact on our shared planet,” she said.
“This year’s design carries an even sharper message: that our survival is inseparable from the survival of the natural world, and no place reflects this truth more powerfully than the Amazon Rainforest. Seeing the Amazon first-hand, nothing can prepare you for the scale of devastation visible for miles and miles in every direction. That’s why I believe every one of us must play our part, not only in healing our planet but also by standing alongside the Indigenous communities who risk everything to protect the forest for us all. Through this extraordinary façade, we remind London and the world beyond of a simple truth my 8-year-old daughter often repeats to me: ‘There is no planet B’.”
Six Years of Tangible Impact
The Caring Family Foundation is one of the UK’s largest donors to Brazilian reforestation. Since 2019, it has planted over 3.4 million trees and seedlings and provided essential aid to more than 39,000 Indigenous people. In 2025 alone, the foundation launched a medical bus that reached 38,000 people across one million hectares of the Amazon.
In the UK, the foundation has distributed more than 3.5 million meals and provided over 30,000 domestic abuse services, strengthening its role as a force for change both locally and globally.
A Month of Cultural Celebrations
September at Annabel’s is dedicated to Amazon-inspired events. Alongside the façade unveiling, the club is hosting exhibitions, fundraising initiatives, and exclusive gatherings.
One highlight is Light into Life (Release of Oxygen) by Marc Quinn, a stainless-steel sculpture of a Phalaenopsis orchid standing over two metres tall, designed to shift perspectives on nature and humanity.
A special cocktail menu, created with Cincoro Tequila, will also support TCFF. The collaboration coincides with the tequila brand’s UK launch, marking its arrival in London’s luxury scene.
Silent Auction and Ways to Support
From 5 to 22 September, Annabel’s is running a silent auction with proceeds going to TCFF. Open to members and the public, it offers exclusive works and experiences to raise funds for reforestation.
The façade itself, on view to all, is a reminder that luxury and responsibility can exist side by side.
Annabel’s: A Global Symbol of Elegance
Since opening in 1963, Annabel’s has been synonymous with exclusivity and glamour. Now set within a Grade I listed Georgian mansion on Berkeley Square, the club continues to combine entertainment with philanthropy.
By aligning its reputation with the protection of the Amazon, Annabel’s shows that the future of luxury is not only about celebration but also responsibility.
