The bar operator will house its two concepts, Bonnie Rogues and Barbara’s Bier Haus, within the former Tiger Tiger venue in Haymarket.
NEOS described the new space as an all-day and all-night destination. It marks the first time the two NEOS concepts have been brought together.
Huge opportunity
Bonnie Rogues is billed as a modern take on the British pub, offering food, drink, and entertainment.
Meanwhile, Barbara’s Bier Haus is an apres ski-themed concept, with dancing bartenders, ski shots, beer towers, and a gondola photobooth.
NEOS Hospitality CEO Russell Quelch said: “Haymarket is one of London’s most iconic nightlife streets, and transforming the former Tiger Tiger into something completely new is a huge opportunity for us. This is our first London venue, and the first time we’ve ever combined Bonnie Rogues and Barbara’s Bier Haus, so we’re putting everything into making it unforgettable.
“We’ve been working with the landlord, Criterion Capital, for over a year on this project, and we’re really excited to bring such a fun and different new concept to the heart of London. It’s an all-day venue that shifts gears, builds energy and delivers moments people will want to come back for again and again.”
Fresh energy
Criterion Capital deputy managing director Omar Aziz added: “We’re thrilled to partner with NEOS Hospitality to bring two exciting, proven concepts to the heart of London’s West End.
“Piccadilly Circus and Haymarket are some of the most visited streets in the world, with over 100 million people passing through each year. As long-term stewards of the West End, we are committed to curating our portfolio thoughtfully, reimagining underutilised spaces to create destinations that excite both visitors and locals.
“Alongside our own investment in the building, we’re confident this partnership will inject fresh energy into one of London’s most iconic districts, while supporting the continued growth of the capital’s experience economy.”
This story was originally published in The Morning Advertiser’s sister publication here.
