# Concealed Exclusive Clubs The SKM Architects Ananti Club Pulls Luxury Beneath the Landscape By Amelia Roblin | Published 2011-01-29 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/skm-architects-ananti-club References: [architizer](http://www.architizer.com/en_us/blog/dyn/13378/project-of-the-day-the-ananti-club/) & [skmdesign](http://www.skmdesign.com/projects/2006_2008/anantiseoul/project.html) It seemed unusual to me at first, that such an [affluent edifice](https://www.trendhunter.com/trends/street-clubhouse) should be sunk below the soil, yet the SKM Architects Ananti Club indeed offers all earthly luxuries 7,500m2 underground. Executed as a major redesign, the [exclusive country club](https://www.trendhunter.com/trends/magarigawa-club-clubhouse) opted for an establishment that would embody a sense of self rather than location. Set in the beautiful [suburban Seoul landscape](https://www.trendhunter.com/trends/hidden-villa), the Ken Min Architects (SKM Architects) Ananti Club was intended to be "where “life happened.”" ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 88% | Activity: 72% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What's Driving This Trend - **Underground Clubs:** The trend of creating luxurious underground clubs offers a unique and exclusive experience for affluent individuals. - **Concealed Architecture:** The trend of hiding high-end buildings below ground level allows for a more discreet and integrated design within natural surroundings. - **Sense of Self Spaces:** The trend of creating spaces that embody a sense of self rather than location provides a unique and personalized experience for club members. ### Who This Affects Most - **Hospitality:** The hospitality industry can benefit from creating underground clubs to attract high-end clientele seeking exclusive experiences. - **Architecture:** The architecture industry can explore the potential of concealed designs to create innovative and harmonious structures that blend seamlessly with the environment. - **Real Estate:** The real estate industry can capitalize on the trend of sense of self spaces by developing unique underground club concepts to attract luxury property buyers. ## Related on Trend Hunter - [Excavated Underground Living Space](https://www.trendhunter.com/trends/hideaway-house.md) - [Hidden Resort Homes](https://www.trendhunter.com/trends/stealth-1.md) - [Subterranean Social Spaces](https://www.trendhunter.com/trends/william-vale-hotel.md) - [Partially Buried Tranquil Retreats](https://www.trendhunter.com/trends/house-under-the-ground.md) - [Landscape-Concealed Cultural Centers](https://www.trendhunter.com/trends/chaohu-natural-and-cultural-centre.md) - [Underground Autonomous Shelter](https://www.trendhunter.com/trends/plan-b-1.md) - [Unobstructive Hidden Pool Houses](https://www.trendhunter.com/trends/knox-bhavan.md) - [Mountain Courtyard Residences](https://www.trendhunter.com/trends/ski-house.md) - [Privacy-Focused Australian Homes](https://www.trendhunter.com/trends/clifton-house.md)