Maison 119: a new kind of members-only experience opens in The Hague

Maison 119: a new kind of members-only experience opens in The Hague

Where neighbourhood residents spent years enjoying artisan ice cream on Oostduinlaan, the iconic location at number 119 is making way for something entirely new. After months of quiet preparation, we can confirm today that an exclusive members-only club will be opening on this site.

The new destination, under the name Maison 119, positions itself not as traditional nightlife, but as a high-end hospitality experience where performance, design and service converge.

A new category in Dutch hospitality

The location, formerly known as ice cream parlour Bitterkoud, is currently undergoing a full transformation. Behind the relatively understated facade, a carefully designed environment is taking shape across multiple spaces: from intimate lounges to a central performance area where dance and live entertainment play a prominent role.

The concept deliberately departs from existing club formats. No mass crowds or visible entry, but a discreet access point and a strongly curated experience, accessible exclusively to members and their guests.

YOUNG Hospitality as the driving force

The development of Maison 119 is led by YOUNG Hospitality, a subsidiary of YOUNG.com. The company focuses on developing scalable hospitality concepts and sees this location as a strategic pilot.

“Demand for high-quality, distinctive hospitality concepts is growing fast, even outside traditional nightlife areas,” says YOUNG Hospitality. “With Maison 119 we are introducing a new category in which performance, service and exclusivity come together, without the anonymity of classic nightlife.”

The Benoordenhout location will be used to refine the concept, with a view to possible expansion into other urban areas.

Discretion as luxury

Where large windows once offered a view of display cases filled with ice cream, a more understated look is now being chosen. The facade largely remains in keeping with the character of the neighbourhood, with only subtle hints at what takes place inside.

Inside, the focus is on atmosphere and layering: warm materials, dimmed lighting and a strong emphasis on personal service. Table service, signature cocktails and programmed performances are designed to create a total experience that sets itself apart from both traditional hospitality and classic clubs.

Private opening

The opening of Maison 119 is planned for May 2026 and will initially take place in a private setting. Access will be possible exclusively via membership or by invitation.