Soho Estates is inviting people to share their views on plans to redevelop part of Leicester Square, creating a new building designed to accommodate a major visitor attraction in one of London’s busiest and most recognisable locations.

The proposals set out the vision for LSX, a new visitor attraction that builds on the West End’s long association with film premieres, culture and entertainment.

A survey will run online from 10th April, asking visitors and Londoners what draws them to Leicester Square and what they would like to see there in the future. A pop-up preview of the plans will also take place in Leicester Square on 2nd May.

The redevelopment proposals cover a group of buildings on Leicester Square, along with properties on Bear Street and Cranbourn Street. Following several years of engagement with Westminster City Council and other stakeholders, Soho Estates is developing plans for the visitor attraction alongside places to eat and drink, creating jobs and spaces where people can meet and spend time throughout the day and evening.

The design draws inspiration from the West End’s cinema and theatre heritage, with a sculptural façade inspired by a stage curtain. A rotating LED screen facing Leicester Square will display a mix of community, arts, and cultural programming as well as commercial content.

A dedicated entrance building on Cranbourn Street, close to Leicester Square station, will provide a clear point of arrival, allowing visitors to access the attraction away from the Square itself, where red carpet premieres and other major events frequently restrict access. From there, visitors will enter the main building via a below-ground connection. The attraction will unfold across three double-height floors with large, flexible floorplates designed to accommodate a range of exhibitions and immersive experiences.

At the top of the building, a rooftop restaurant with terraces will offer new views across Leicester Square and beyond. At street level, there will be places to eat and drink, which could include a food court, restaurants, or casual dining options.

Fawn James, Chief Executive of Soho Estates, said:

“Leicester Square is visited by millions of people every year. It’s a world stage for red-carpet premieres, culture, and entertainment. It deserves a building that matches its status and feels like the curtain rising on the next chapter. A new star attraction, made for Leicester Square.”

London’s visitor economy contributes around 11.6 per cent of the capital’s GDP and supports approximately 700,000 jobs. At its centre, Leicester Square is one of London’s most internationally recognised destinations and welcomes over 2.5 million visitors each week.

People are increasingly drawn to immersive ways to experience culture and entertainment. These add a new dimension to the West End’s long-standing role as the centre for shared live experiences, including theatres, cinemas, cultural institutions, flagship retail and nightlife.

Immersive experiences are moving from temporary pop-ups such as Secret Cinema, which has recently announced plans to develop a permanent venue, towards larger, purpose-built visitor attractions like Outernet London. To bring these experiences to life properly requires a different type of space, with the flexibility and technical capability that most of the existing buildings in this area cannot provide. The proposals for LSX respond to this need, creating a purpose-built venue capable of hosting next-generation immersive experiences.

More information is available on the LSX project website www.lsxproject.co.uk and a planning application will be submitted in the summer of 2026.