Broadway’s Shubert Organization has joined forces with the UK’s Trafalgar Entertainment on the new Olympia Theatre in London.
The 50/50 joint venture between Shubert and Trafalgar will see the New York and UK companies run the new 1,575-seater Olympia Theatre in West London.
The Olympia Theatre is the largest new theatre to open in London since the National Theatre in 1976.
Trafalgar announced back in May 2021 that they had taken a 70 year lease on the new theatre, before revealing this weekend the joint venture with Shubert.
The Shubert Organisation runs 17 theatres in New York, the largest theatre owner on Broadway, including the Broadhurst, Barrymore, Lyceum, Majestic and Shubert Theatres.
Trafalgar Entertainment owns the Trafalgar Theatre in the West End, and theatres around the UK and Australia.
The Olympia Theatre in Hammersmith is due to open in late 2027, slipping from an originally projected date of mid to late 2025, and then 2026. There’s no current news on what will be the first show to open at the Olympia, although Shubert’s involvement means there is a good chance it will be a Broadway import.
Howard Panter of Trafalgar told the Sunday Times that producers had been “knocking on our door. But it’s a little early to evaluate what’s going to be the best piece of theatre to put on in the best theatre in London.”
Theatre facilities will include extra-wide seats, and significantly more toilets, compared to average West End theatres.
The 14 acre, £1.3 billion redevelopment at Olympia, financed by Yoo Capital and Deutsche Finance and designed by Heatherwick Studio and SPPARC architects, will also feature exhibition and conferencing spaces for up to 20,000 people, a 4,000-capacity live music venue operated by AEG, Hyatt and citizenM hotels, a 4 screen cinema, and 30 restaurants.
The theatre has been designed by Haworth Tompkins, with a team including Avison Young (project management), Charcoal Blue (theatre consultancy and acoustics), Buro Happold (mechanical and electrical consultancy), Robert Bird Group (structural engineering), AECOM (cost consultancy) and Make One London (theatre fitting out).
The Shubert Organization is back in London after 100 years. The West End’s Novello Theatre, home to Mamma Mia! and now owned by Delfont Mackintosh Theatres, was originally built and leased by Shubert in 1905 as the Waldorf Theatre. They sold the venue in 1909, and then in 1926 acquired an interest in six West End theatres – the Adelphi, Apollo, Gaiety (now demolished), His Majesty’s, Shaftesbury and Winter Garden (demolished and now the site of the Gillian Lynne) theatres. They sold their London theatre stake in 1931.
What They Said
Robert E. Wankel, Chairman and CEO of The Shubert Organization, said in a statement: “This is an extraordinary opportunity for Shubert to be part of shaping the future of London’s cultural landscape.”
Jeff Daniel, President of The Shubert Organization, said: “Theatre-making is an increasingly global endeavour and the connection between Broadway and London has never been stronger. Our investment in the Olympia Theatre reflects Shubert’s deep commitment to world-class storytelling, wherever it takes place.”
Howard Panter, Joint CEO and Creative Director of Trafalgar Entertainment, said: “For Trafalgar Entertainment to have such an important company as the Shubert Organization with us operating the exceptional new Olympia Theatre, creates an appropriately global and exciting partnership.”
Lloyd Lee, Co-Founder and Managing Partner of Yoo Capital, said: “Olympia is deeply honoured to be the home of this landmark moment in theatre history. Our vision has always been to establish Olympia as a global destination for creativity, live performance and innovation; a flagship where leading international and British brands, businesses, and artists can showcase their very best to the world.”
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