Martha Lane Fox hedges bets with Sale of The Century

Lastminute.com queen, Martha Lane Fox, is trading her clicks and mortar crown for a more traditional way to make money. She's named as a non-executive director in a new bricks and mortar venture to create an exclusive club in the heart of London's West End. Called Century, it is due to open in June with a restaurant, bar, and conference and meeting facilities for members and their guests. Membership will be drawn from those luvvies working in the "media and leisure industries in Soho", according to the rather gushing prospectus. "There isn't a lot of space in the West End. There's even less which is light, airy, full of character and overlooks trees and grass. And that's why Century will be no ordinary club. "The Architect's brief, then, is to use these attributes as inspiration, create a space which feels timeless and not 'over-designed', and simultaneously make sure the air quality inside it stays high. "Outside, a roof terrace with its own bar will overlook the leafy tranquillity of St. Anne's churchyard and mile upon mile of some of the most frenetic human activity on earth. The company behind the venture is looking to raise £1.5 million to develop the club but has extended the deadline for applications for at least another week or so. Surely, if it's not drumming up the interest, then it should turn to board member, Miss Lane Fox, and take a leaf out of her digital book; slap .com after the name and they won't be able to keep the investors away. Miss Lane Fox is currently working on the float of her own .com. ® Related Stories How meaningful are Lastminute.com registration numbers? Float announced for Lastminute.com The wit and wisdom of Martha Lane Fox