UMusic Hospitality & Lifestyle and Outernet London Partner to Expand Music, Hospitality, and Fan Experiences Across Soho and Denmark Street

Outernet London today announces a new partnership with UMusic Hospitality & Lifestyle (UMHL) that will transform how visitors can experience music across London’s Denmark Street, the historic heart of the capital’s music and songwriter community. Together they will combine live performances, nightlife, hospitality, and immersive entertainment within one connected cultural district. Welcoming more than 120 million visitors annually, Outernet has become one of the world’s leading destinations for music, entertainment, and immersive exhibitions.

Through the partnership, UMHL will open and operate UMusic Hotel Denmark Street, bringing a music-driven hospitality experience to one of the UK’s most iconic cultural destinations. Set alongside Outernet’s live music venues, artist-led programming, nightlife, retail and entertainment, the hotel will offer guests a unique opportunity to experience a broad range of music and culture across the wider district. Set to open in Q4 of 2026, UMusic Hotel Denmark Street will mark the brand’s first hotel in the UK and its second in Europe, following the opening of UMusic Hotel Madrid in 2022.

 UMHL will also lead on a range of new music focused experiences across the district, including food and beverage concepts and lounge spaces as well as The Lower Third, Outernet’s grassroots live music venue on Denmark Street. UMHL will now lead programming and operations for the venue in coordination with Universal Music Group’s global network of artists, labels, and creative partners. Additionally, UMHL will help activate Outernet’s digital platforms with artist-led programming and cultural moments.

The partnership will connect the musical heritage of iconic Denmark Street - once known as London’s “Tin Pan Alley” - for its long association with generations of groundbreaking British artists and musicians, studios, music shops, and live venues, with the scale and innovation of Outernet’s immense screens and multiple spaces, bringing together intimate artist experiences and large-scale digital storytelling in a single entertainment district. Together, UMHL and Outernet are creating a connected environment where live music, hospitality, nightlife, and culture continuously intersect, redefining how audiences discover and engage with music.

 While Denmark Street is an important cultural anchor of the partnership, particularly through The Lower Third and the area’s long history of nurturing emerging talent, the collaboration extends across the broader Outernet district and its screens – some of the most advanced in the world - including the globally recognized Now Building and Now Trending buildings.

 Jordi Solé, President, UMusic Hospitality & Lifestyle said:

“Denmark Street holds a special place in music history. For decades, it has been a place where artists found their voice, creativity flourished, and music culture took shape. We are incredibly proud to be part of its next chapter. Together with Outernet, we have the opportunity to honor that legacy by creating hospitality and cultural experiences that inspire discovery, support emerging artists, and ensure this remarkable destination continues to shape the future of music for generations to come.” 

Philip O’Ferrall, CEO of Outernet said:

“Music has always been a driving force for Outernet, and we are in a place rooted in musical history. Connecting that heritage with a platform that can reach mass audiences both physically and through our immersive screens and audio technology is what makes this partnership so special. I’m very proud to be working with UMusic Hospitality & Lifestyle, and I know what they will bring to Outernet will be spectacular, transforming the experience of both artists and fans.”