Annabel’s, world-renowned Private Member’s Club, proudly unveils a captivating façade in collaboration with The Caring Family Foundation (TCFF). Unveiled on World Amazon Day, the installation is part of the ongoing Annabel’s for the Amazon charity initiative, dedicated to supporting the Indigenous communities and biodiversity of the Brazilian rainforest.
Designed by Tatiana Kharchylava, Creative Director of The Birley Clubs, this year’s façade features a striking Indigenous headdress. This headdress, traditionally worn by community leaders, symbolises the strength and resilience of those fighting to protect the Amazon and its rich biodiversity. The single burning feather in the display is a reminder of how fragile the ecosystem is, and how quickly it can be destroyed by deforestation, illegal mining, and environmental degradation.
Crafted from sustainably sourced and recycled materials from previous façades, this visual statement highlights the struggles faced by these guardians, battling against hunger, exploitation, and environmental destruction whilst mirroring the delicate balance of the forest itself. This powerful display calls for urgent action and unwavering support to preserve the Amazon and protect the people who safeguard its future.
Tatiana Kharchylava, Creative Director of The Birley Clubs comments: “We are thankful to once again bring this powerful display to the heart of London, created in collaboration with the Nukini community, to continue raising awareness for this vital cause at Annabel’s.”
Val Nukini, leader of the Nukini community which has received support from TCFF comments: “We, the Nukini people, are honoured to see our headdress featured in Annabel’s facade. The red symbolises our strength and courage, yellow and blue represent our warriors who protect the forest, and green honours our female leaders safeguarding our land and people. By showcasing these colours, Annabel’s highlights our resistance, victories, and the rich heritage of our territory.”
Marking its fifth year in 2024, The Caring Family Foundation (TCFF) stands as one of the UK’s largest donors to Brazilian reforestation, having planted over two million trees in Brazil. Additionally, it has distributed upwards of two million meals and delivered more than 20,000 domestic abuse services in the UK and Brazil.
This year, through the Annabel’s for the Amazon campaign, TCFF aims to deepen its impact on social projects within the state of Acre and expand its broader Foundation work. The campaign seeks to uplift women and bolster the economic well-being of local and Indigenous communities. Specifically, it will provide funding for 14 community seedling nurseries across five different regions, enabling families to significantly increase their income over three years.
With a steadfast dedication to fostering positive change and a deep respect for the wisdom of local and Indigenous leaders, TCFF is expanding its mission to embrace and empower two additional Indigenous communities and their families.
The Foundation’s continued work with SOS Amazônia will help generate sustainable food and income, giving thousands of people throughout the Amazon a chance for a brighter future. By focusing on implementing supply chains that encourage the use of the community’s products, the project has already seen an increase in income generation for families.
One of TCFF’s newest partners in the States of Rondônia and Roraima is Associação Médicos da Floresta (Forest Doctors Association). Through this partnership, essential healthcare services including ophthalmological, paediatric, and gynaecological care are brought to remote Indigenous communities in the Amazon. This partnership focuses on improving access to vital healthcare for women and children, who are central to the community’s well-being and the future of the communities. By combining TCFF’s resources with the medical expertise of the association, the partnership enhances the quality of life, self-esteem, and social inclusion for those who need it most.
Additionally, Annabel’s will also display Vik Muniz’s Brazilian Forest, after Martin Johnson Heade (Live Cash), 2022. Annabel’s and TCFF are thrilled to partner with Muniz, a renowned artist and dedicated philanthropist, who brings both artistic excellence and humanitarian commitment to his work. His profound connection with communities and his support for numerous causes align seamlessly with TCFF’s mission, finding a shared vision in the efforts to improve the environment and support Indigenous children, women, and communities.
Displayed within the entrance of the Club’s reception, Brazilian Forest, after Martin Johnson Heade pays homage to the rugged beauty of the Brazilian rainforest by recreating 19th-century Brazilian landscape paintings by travelling artists. Muniz reconfigures these symbolic fragments of money into new compositions, generating both familiarity and incongruity in the viewer.
As part of the campaign, a distinctive collection of cocktails has been crafted in collaboration with Altamura Distilleries Vodka. The following cocktail offering will be available at Annabel’s throughout the month, with proceeds from their sales donated to TCFF:
- Amazonia – Altamura Distilleries Vodka, Havana 3yo, Graviola Cordial, Acai, Lemon
- Tapajós– Altamura Distilleries Vodka, Honey Cupuaçu, Banana, Coconut, Lime
- Tocantins- Altamura Distilleries Vodka, Cachaca, Brazil Nut Orgeat, Mango, Lime
Annabel’s invites Members and the public alike to view the stunning new façade and participate in the ongoing Annabel’s for the Amazon fundraising campaign. Together, we can support the Indigenous communities and protect one of the world’s most vital ecosystems.
Find more information on how to donate to the ‘Annabel’s for the Amazon’ campaign here.
@annabelsmayfair @thecaringfamilyfoundation
46 Berkeley Square, London W1J 5AT
