NEOS Hospitality and Criterion Capital have announced a multi-million pound redevelopment of the former Tiger Tiger venue on London’s Haymarket, marking the next phase in the evolution of this landmark West End address. The site, which has remained closed since 2025, will be fully transformed and reopened as a new all-day hospitality destination in late summer 2026.

The 13,000 sq ft property, located close to Piccadilly Circus, Leicester Square and the capital’s Theatreland, is positioned at the centre of London’s entertainment and tourism scene. Following Tiger Tiger’s closure due to changing nightlife trends, Criterion Capital undertook a lengthy search for a new long-term partner before selecting NEOS Hospitality. The deal signifies NEOS’s first move into the London market.

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Criterion Capital, one of the largest private landowners in the West End, has a track record of converting underused properties for new audiences. Among its recent developments is the opening of the world’s largest capsule hotel at the London Pavilion, operating under its in-house Zedwell brand. The company continues to focus on projects that contribute to local economic activity while reimagining central spaces for contemporary use.

Omar Aziz, Deputy Managing Director of Criterion Capital, commented: “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.”

The former Tiger Tiger site will undergo a comprehensive internal redevelopment, including layout changes to enable day-to-night trading, installation of state-of-the-art lighting and sound, and immersive design elements tailored to both residents and visitors. The transformation aligns with broader industry shifts prioritising flexible, experience-led environments.

Russell Quelch, CEO of NEOS Hospitality, said: “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.”

Further information about the new concept will be announced in early 2026.

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