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Our 15,000 square foot Chelsea flagship club is tucked away in the highly sought after and private Grosvenor Waterside development. Our members use the club as a home-away from-home in London, popping in with their families to enjoy a host of enriching classes and adventures throughout the week.

With swimming clubs and classes, arts and crafts, music and movement, STEM and discovery, sports and storytelling, even the busiest little hands and minds are never bored.

Our passionate Play Buddies make sure that everyone is included in the fun and are on hand to deliver and facilitate play in every area of the club, so grown-ups can join the fun, or kick back and relax, or get some work done. It’s an unparalleled private family club experience, where time together is time well spent.

Q. “What’s your favourite thing about london?”

Sky news

A. “Purple Dragon and the Natural History Museum.”

Matthew Morrison

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Jun23390_Purple Dragon_Badge


“I have just left Purple Dragon after our first visit to the club, and I feel like I have spent the day at a spa. The kids were so well entertained, everything had been thought of.”

PD Member

Our adventure curriculum is built up of signature classes combined with anytime adventures designed to foster teamwork, communication, confidence and problem-solving skills.

Our adventures change on a daily basis, with a central monthly theme and with a whopping 100 signature classes, adventures and activities for our members to explore, there’s always something new to discover.

We also love a party and think opportunities to be joyful should be treasured. Throughout the year we celebrate a host of special events for the whole family, from, our loved-up Valentines masked ball to the Big Bunny Egg Hunt, summer beach club parties and of course our legendary Halloween party and Santa’s Grotto!

The theory behind the fun

Our Head of Play holds both a PGCE teaching degree and a BSC in Psychology, specialising in developmental psychology and is supported by a content creation team made up of qualified teachers, psychologists, early childhood development experts, music therapists, chefs, play ambassadors and early years specialists who ensure that our signature classes and anytime adventures have clear learning and development goals that sit alongside the fun. We’re all about learning through play.

Play is the highest form of research. –Albert Einstein

Planning starts a year in advance by researching trend forecasts in play, toys and beyond, we use this to shape the yearly overview and start curating the toys and resources to support activity delivery.

In addition to new trends, classics adored by children are then looked at in detail to see how we can shape new innovative classes and adventures that both grown-ups value and children adore!

“This club has been described as the world’s best playroom and you can see why! If you could plan the perfect day with the kids, then this would be it.”

PD Member



High Energy Zone

The grown-up lounge is stocked full of art, fashion, design, travel and lifestyle books, along with newspapers and magazines. It’s the perfect spot to kick back and relax, take advantage of the super-fast wi-fi or to catch-up with friends, safe in the knowledge that the children are having a great time in a secure and enriching environment.

The club’s front-of-house Concierge team remains on-hand throughout the day, to ensure the needs of members are always met, to the highest standards.


Members can float, splash and roll like a dolphin in our beautiful 15m pool. Heated to a balmy 32 degrees, it has been built for young swimmers – the perfect place to introduce your little ones to a life-long love of water.

Our brilliant swim program takes babies from 3 months through to full squad swimmers. And with pool parties, snorkelling adventures, underwater photography and sea horse noodle racing, becoming a water champion has never been so much fun. Prepare to get wet in our newest interactive story time adventure too, as we dive into our favourite aquatic tales brought to life in the pool!

Art 2

Art Lab

Print, paint, sculpt, weave, cut, sketch, knit and bead, our state-of-the-art Art Lab hosts an abundance of daily adventures for little makers and creators.

With our pottery wheels for sculpting, mini looms for weaving, easel wall for sketching and painting, clay and sensory tables for exploring, join us for arty adventures, inspired by the masters from Jackson Pollock-inspired egg painting, Picasso-esque pottery, to pretty pointillism channelling Paul Signac.

Members get crafty concocting passion fruit play dough, trying their hand at Sun bebe printing, having a go crafting giraffe sculptures, colour mixing in our ice boat adventures, creating a Turner inspired landscape or beading a semaphore inspired friendship bracelet. Our Art Lab is the perfect place to let your creativity run wild, whether you join an arty escapades in our signature children’s art classes, or just pop in for a play.

Our STEM based adventures are all about fostering curious minds and encouraging a love of exploration and problem solving. What children do today, will help inspire their future selves and having the confidence to try new things, try again when things don’t work and collaborate to solve problems is as critical.


Music Studio

Music bolsters creativity, confidence and self-expression boosting all areas of development, from motor skills through to language and literacy.

Our popular signature music classes include Rocking Rhymes, an extravaganza of music and movement for pre-schoolers and World Orchestra, a musical journey around the globe for the over 4’s.

The studio is packed full of both classical and world instruments for our members to try, from our purple baby grand piano to the ukulele, collaborative drumming to electric guitar. Members can try a spot of DJ-ing at our weekly disco party or take a karaoke challenge with their friends. So, whether you’re a dainty diva, a mini metal head, or a pint-sized Pavarotti, there’s plenty to keep you entertained.


Masterchef Kitchen

Our Mini Master Chefs Kitchen offers culinary adventures all day every day that excite and entice little taste buds!

Members can join power-up smoothie-making workshops, recipe-of-the-day masterclasses, a bite sized nuggets of kitchen science or make going home a little sweeter by whipping up a home-time treat of milk and cookies.

A study by City University London found that cooking classes aimed at younger children had a positive impact on eating habits. Introducing vegetables, fruits and a range of ingredients at an early age is great way to lay the foundations for a lifelong, healthy relationship with food. Playing with ingredients and creating recipes helps build self-confidence, whilst engaging with the process of cooking helps foster a healthier approach to eating as adults.



Packed full of toys and games, from the most innovative and eco-conscious suppliers, our imaginarium is a place of exploration and discovery. Cast a shadow in our light lab, step inside our giant kaleidoscopes or don a cape in the superhero HQ.

Explore the African savannah and head off into an imaginary world of intrepid explorers, get set to break the code in our Secret Agent Academy Escapades or hunker down by the campfire for Tall Tales and Sensational Stories. Awaken your imagination, inspire the senses and delve into a magical world, it’s no surprise that our Imaginarium has been described by members as “the world’s best playroom.”

Roast dinner


Eating well together is one of life’s joys and it couldn’t be easier at the club. Our menu is developed to offer nutritious and enjoyable dishes for the whole family from our hidden vegetable Spaghetti Bolognese (all the veggies are blended into the sauce), our fresh and changing seasonal specials to our famous secret recipe Popcorn Chicken.

Chelsea members drop in for a leisurely brunch or lunch with friends and our hugely popular Sunday roast sees children, parents, grandparents and friends come together to eat well, and catch up (with none of clearing up to worry about later). Whilst the grown-ups linger over coffees, little ones head off to join the fun elsewhere in the club.

“We absolutely love Purple Dragon as a family. There is so much to do there for the kids, and the lounge restaurant is really great for us to sit, have coffee or lunch and chat while the kids play.”

Vogue Wilson

Our grown-up lounge is stocked full of art, fashion, design, travel and lifestyle books, along with newspapers and magazines. It’s the perfect spot to kick back and relax, take advantage of the super-fast wi-fi or to catch-up with friends, safe in the knowledge that the children are having a great time.

Our front-of-house Concierge team also remains on hand to assist members throughout the day.

“Purple Dragon is the most relaxing day you’ll have with your kids, ever.”

Purple Dragon Member

How to find us

Q. Where is our Chelsea family members’ club located?

A. Our 15,000 square foot Chelsea, London flagship club is located in the beautiful and private Grosvenor Waterside development, in the Royal Borough of Kensington and Chelsea.

Our nearest tube is Sloane Square, bordering Belgravia and Mayfair. Crossing over the picturesque Chelsea Bridge, we’re just a stone’s throw from Battersea and Fulham.


Bramah House, 30 Gatliff Road, London SW1W 8DP
+44 (0)20 3906 8601
email us