The group, which operates the Cadogan Arms in Chelsea, the George in Fitzrovia and the Hound in Chiswick, will open the Magpie at Cambridge Circus in early 2027.
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The site, at 142 Shaftesbury Avenue, was previously operated as the Ape & Bird by the late Russell Norman, and more recently as BrewDog Seven Dials.
Founder and managing director Dominic Jacobs told The Morning Advertiser (MA) the project would involve a “multi-million-pound investment” to bring the pub “back to its former glory”.
Growth plans
The new site follows Jacobs’ full buyout of Ardent in December 2025 and the group securing new US-based private investment.
Jacobs said the group had reported more than 25% year on year sales growth and a 40% uplift in group EBITDA, with further openings planned across London and beyond over the next three to five years.
He added: “I’ve had a connection to this pub for a long time. It was my grandfather’s go-to pub for 30 years, and he held his retirement party there. We’ve been looking for a site in Soho for a few years and first explored this one about a year ago.”
“There’s a lot about this particular building that feels right for us.”
‘Welcoming and lively’
Jacobs said the front of the pub would look to restore some of the “grandeur” of the Victorian gin palace, while the rear section would take cues from West Street and its Georgian character.
He said: “Above all, we want it to be a welcoming, lively Soho pub, somewhere you can drop into for a drink or spend much longer.”
Jacobs said his family connection to Soho had shaped the plans for the pub, having grown up visiting sites including the original Patisserie Valerie, Bar Italia, Camisa’s deli and Algerian Coffee Stores.
He added: “I’ve always been fascinated by how much a pub can say about the person who visits it. My grandfather and great-uncle, for example, would never have chosen the same pub. I hope we can create somewhere that feels open and welcoming to as many people as possible.”
Emma Matus, head of restaurant leasing at Shaftesbury Capital, said Ardent had a “fantastic track record” of creating popular pubs.
She added: “Dom’s family connection to the pub and the wider Soho neighbourhood gives a real sense of authenticity, while his ambition to create the kind of London pub that brings everyone together feels particularly right for this location, where Covent Garden, Soho and theatreland meet.”
Ardent won Best Premium Food Offer at the Publican Awards 2026 and was named Food-Led Pub Group of the Year at the R200 Awards in 2024.
