Broadway’s Shubert Organisation Enters London with Joint Olympia Theatre Venture
Shubert teams with Trafalgar Entertainment to co-own and operate a 1,575-seat West London theatre opening in 2027
The Shubert Organisation and the Trafalgar Entertainment have formed a 50:50 joint-venture to own and operate a new 1,575-seat theatre at the Olympia London redevelopment in West London, slated to open in 2027 as part of the £1.3 billion regeneration of the historic site.
The venue marks Shubert’s first investment in a London theatre in a century and is said to be the largest new permanent theatre to open in the city since the National Theatre in 1976. The development at Olympia forms part of a 14-acre cultural destination featuring exhibition halls, a 4,000-capacity live-music venue, hotels and restaurants.
Designed by architect Haworth Tompkins with engineering by Buro Happold and theatre specialists such as Charcoalblue, the theatre boasts stacked auditorium seating to maintain intimacy for all seats, wide seating and legroom, over 80 toilets across multiple levels and high-spec back-of-house facilities for large-scale musicals.
Shubert’s chairman and chief executive, Robert E. Wankel, described the project as an opportunity to “help shape London’s cultural future,” while Trafalgar’s co-chief, Howard Panter, called the partnership “a global and exciting venture” in live entertainment.
The lease runs for 70 years via Trafalgar’s agreement on the redevelopment site.
Located near Kensington (Olympia) station and the Royal Albert Hall, the theatre is positioned to attract both West End and touring international productions, accelerating London’s status as a global theatre hub.
With comfortable audience amenities, state-of-the-art production capabilities and strong transport links, the venue aims to appeal to blockbuster musicals and premium productions alike.
The venture signals well-timed confidence in the UK’s live entertainment sector, following pandemic recovery and investment momentum.
Industry analysts say the combination of Broadway-level scale via Shubert and UK tour-operator experience via Trafalgar positions the theatre as a major addition to London’s cultural infrastructure.
The venue marks Shubert’s first investment in a London theatre in a century and is said to be the largest new permanent theatre to open in the city since the National Theatre in 1976. The development at Olympia forms part of a 14-acre cultural destination featuring exhibition halls, a 4,000-capacity live-music venue, hotels and restaurants.
Designed by architect Haworth Tompkins with engineering by Buro Happold and theatre specialists such as Charcoalblue, the theatre boasts stacked auditorium seating to maintain intimacy for all seats, wide seating and legroom, over 80 toilets across multiple levels and high-spec back-of-house facilities for large-scale musicals.
Shubert’s chairman and chief executive, Robert E. Wankel, described the project as an opportunity to “help shape London’s cultural future,” while Trafalgar’s co-chief, Howard Panter, called the partnership “a global and exciting venture” in live entertainment.
The lease runs for 70 years via Trafalgar’s agreement on the redevelopment site.
Located near Kensington (Olympia) station and the Royal Albert Hall, the theatre is positioned to attract both West End and touring international productions, accelerating London’s status as a global theatre hub.
With comfortable audience amenities, state-of-the-art production capabilities and strong transport links, the venue aims to appeal to blockbuster musicals and premium productions alike.
The venture signals well-timed confidence in the UK’s live entertainment sector, following pandemic recovery and investment momentum.
Industry analysts say the combination of Broadway-level scale via Shubert and UK tour-operator experience via Trafalgar positions the theatre as a major addition to London’s cultural infrastructure.
