UMusic Hospitality & Lifestyle (UMHL) and Outernet London are partnering to expand hospitality and entertainment experiences across Denmark Street, central London, the companies announced Wednesday (Sept. 2).
The partnership will see UMHL open UMusic Hotel Denmark Street, the company’s first hotel in the U.K. and its second in Europe, following the opening of UMusic Hotel Madrid in 2022. The hotel is set to open in Q4 of 2026.
The hotel will sit within Outernet’s entertainment district, which includes live music venues Outernet Live and The Lower Third. UMHL will also develop new food concepts and lounge spaces as part of the broader collaboration and will also take over programming and operations at The Lower Third, a 200-capacity basement venue, working with Universal Music Group across its labels and creative partners.
In a statement, Jordi Solé, president of UMHL, 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 honour 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, added: “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.”
Denmark Street, located in Soho near Tottenham Court Road station, has long been recognized as a key part of London’s musical history. It has hosted a number of guitar and instrument retailers since the 1950s, and was previously home to a number of recording studios and music publishers that were visited by artists including The Rolling Stones and Elton John. The street’s former 12 Bar Club also welcomed performers including Adele and the late Jeff Buckley.
In June, Outernet London unveiled a new identity for its 2,000-capacity venue Outernet Live, which was previously known as HERE. The space sits next to the Outernet District’s flagship The Now Building and its four-story, 360-degree screens, which have been used for immersive events with Oasis and The BRIT Awards and as per an early 2026 report from Outernet, reach approximately 1.5 million people each week.
