Maslow’s, the members’ club concept quietly redefining what a working environment can feel like, has opened its third London location. Maslow’s Kensington launches today within The Kensington Building on Wrights Lane — a 30,000 sq ft space that weaves fitness, nutrition, and mindfulness into the fabric of the working day rather than treating them as afterthoughts.
For those unfamiliar with the brand, Maslow’s already operates Mortimer House in Fitzrovia and 1 Warwick in Soho — two critically praised members’ houses that built their reputation on hospitality-led design and a genuine commitment to the people who work inside them. Kensington is described by founder Guy Ivesha as the culmination of a decade-long ambition.
Why Kensington, and Why Now
The choice of location is deliberate. Kensington has been quietly cementing itself as London’s wellness capital, with a cluster of specialist clinics, luxury fitness clubs, and medical spas transforming the neighbourhood. Maslow’s arrival represents a significant anchor for that identity.
Ivesha, who led the redevelopment of The Plaza Hotel in New York before founding Maslow’s in 2017, has consistently argued that the separation of work and wellbeing is a design failure rather than an inevitability. Kensington is his most complete answer to that argument yet.
A Fitness Offering Built Around Real Schedules
At the heart of the new house is a next-generation gym and wellbeing programme structured around 15, 30, 45, and 60-minute rituals — a deliberate nod to the reality of busy professional schedules. Classes span reformer Pilates, strength and conditioning, TRX, breathwork, sound healing, and running clubs, alongside complimentary treatments and longevity-focused experiences.
Equipment is premium throughout: Technogym Artis cardio machines, a customised Paragon x Gym80 strength training line, and Balanced Body reformers. Members also have access to performance diagnostic tools including Technogym Checkup and InBody assessments, allowing them to track fitness and recovery metrics over time.
June launch programming includes weekly Run Club sessions with former Great Britain athlete Georgia Francis, guided breathwork with BREAFLEX, and immersive sound bath experiences with both Selia Sound and Lolo Sound.
Oria: A New Kind of Members’ Café
The food offering arrives under the name Oria by Maslow’s, led by Head Chef Talia Trup and developed in partnership with dieticians Uniquely Health. The philosophy is practical: make healthy eating the intuitive choice rather than a restrictive one.
Menus centre on seasonal produce, whole foods, and functional nutrition, with no refined sugars and an emphasis on unprocessed ingredients. The drinks list leans into the functional nutrition trend — think lion’s mane coffee, cold-pressed immunity shots, kombucha, and nutrient-dense smoothies formulated to support energy, digestion, and recovery throughout the day.
Spaces Designed for the Human Brain
Spanning the ground and first floors of The Kensington Building, the interiors were led by Mehrai Design with final styling and art curation by Studio Mercy. The brief drew on psychology, neuroaesthetics, and human-centred design principles — disciplines increasingly informing high-end workspace architecture.
Four-metre-high windows flood the building with natural daylight, all fitted with operable fresh-air panels for natural ventilation. A sculptural spiral staircase encourages movement between floors, while a series of named flexible spaces — the Pied à Terre, the Living Room, the Den — allow members to move between focused work, collaboration, and social interaction without ever leaving the building.
Membership and Access
Maslow’s Kensington is a members-only destination. For full details on membership, programming, and how to apply, visit the official site at maslows.com/maslows-kensington or follow the club on Instagram at @by_maslows.
