Why Change?
A new type of destination
People are increasingly seeking more immersive and engaging ways to experience culture and entertainment.
Building on the West End's long-standing role as a centre for shared, live experiences - from theatre and cinema to flagship retail and nightlife - immersive attractions offer something new, combining storytelling and technology.
Independent analysis identifies a clear gap in London's visitor offer. While the capital welcomes more than 20.9 million international visitors each year, there is currently no equivalent permanent large-format immersive attraction in the West End, despite Leicester Square's position at the heart of London's entertainment district.
Our proposals for LSX responds to this opportunity, creating a venue designed to support next-generation visitor experiences.
The experience economy
The experience economy continues to grow rapidly. Global tourism receipts have increased from around $495 billion in 2000 to $1.8 trillion in 2025, outpacing long-term global GDP growth. Today, the experience economy accounts for around 14% of global GDP, while the West End's experience-led economy contributes more than £10 billion annually to the UK economy. Research by Barclaycard also shows that 57% of consumers would rather spend money on experiences than material possessions, reflecting growing demand for immersive visitor attractions and experience-led destinations.
Aerial CGI of the proposed building design, including the rooftop terrace and LED screen
Why redevelop this site now?
Leicester Square is one of London's most popular visitor destinations, but this corner of the Square does not reflect its importance.
The existing buildings have been added to over time and are fragmented across more than 40 different floor levels, making them difficult to use, hard to adapt and unsuitable for a modern visitor attraction. They are also increasingly inefficient and are expected to fall short of future energy standards.
Redevelopment provides an opportunity to bring this part of the Square together into a more coherent, accessible and sustainable place that better serves visitors, local businesses and the wider area.
What do people think of the existing buildings?
In a public survey carried out in April 2025:
The challenges
Leicester Square is the main location for film premieres in London, with a history of hosting these events dating back to the 1940's. Premieres take place throughout the year and during these periods the area at the front of the site is severely compromised.
This plan shows the typical extent of the premieres which take place at the Odeon, Cineworld and Vue.
The presence and frequency of the premieres and the challenges this presents led us to look at alternative entrance locations to deliver an arrival experience worthy of a world-class visitor attraction.