NEOS Hospitality has secured the lease of the former Tiger Tiger site on Haymarket, signalling the group’s first venture into central London and a significant moment in the company’s ongoing expansion efforts. The landmark West End address, owned by multigenerational real estate investors Criterion Capital, is scheduled to open in late summer 2026. The redevelopment, which will cost several million pounds, aims to reimagine the 13,000 square foot space with all-day trading in mind, promising immersive design and modern social experiences.
Tiger Tiger ceased operations in 2025, citing changing audience trends and nightlife behaviours. With prime real estate in the entertainment district left unoccupied, Criterion Capital began the search for an operator to revive the site. After much interest across the sector, NEOS Hospitality was selected, thanks to its ambitious vision and proven success across a portfolio of UK venues.
As for the Haymarket refurbishment, the site’s facade will remain, but initial plans suggest a total overhaul of the interiors, including new layouts and state-of-the-art lighting and sound to support varied uses throughout the day and night. Further details on the concept are expected in the next few months.
It follows NEOS Hospitality's separation from the Rekom Group in 2024. It remains one of the UK’s leading bar and nightclub operators, with 19 venues, including brands such as Barbara’s Bier Haus, Circuit, and Bonnie's Rogues. Criterion Capital, meanwhile, boasts a range of successful rejuvenation projects. Most recently, opening the Zedwell Piccadilly Circus, the world's largest capsule hotel, alongside a variety of hotels and mixed-use schemes across London.
In a statement, Omar Aziz, deputy managing director of Criterion Capital, said: ‘We’re thrilled to partner with NEOS Hospitality on this visionary project. Piccadilly Circus and Haymarket are some of the most visited streets in the world, with over 100 million people passing through each year. As long-term stewards of the West End, we are committed to curating our portfolio thoughtfully, reimagining underutilised spaces to create vibrant and exciting destinations. Alongside our own investment in the building, we’re confident this partnership will inject fresh energy into one of London’s most iconic districts, while supporting the continued growth of the capital’s experience economy.’
Russell Quelch, CEO, NEOS Hospitality, added: ‘Securing the Haymarket site is a very significant moment for NEOS. Tiger Tiger was an icon of London nightlife and transforming this landmark location into something completely new is an opportunity we’ve approached with ambition and care. After working closely with the landlord, Criterion Capital, for over a year, we’re confident this redevelopment will deliver a standout destination for the city. This will be our first London venue and represents a major step forward in our growth strategy. We’re focused on creating an all-day, high-energy venue built around strong guest engagement, memorable experiences and long-term commercial strength.’
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