West End

The Heart of London area, nestled at the core of the West End is a testament to the architectural brilliance and cultural diversity that makes London one of the greatest cities in the world. The destination spans the world-famous entertainment epicentre Leicester Square and Piccadilly Circus, the quintessentially British Piccadilly and St James’s – home to world leading hotels and restaurants, and St Martin’s, one of London’s oldest parishes and home of renowned theatres.   With iconic institutions including the National Portrait Gallery, Royal Academy of Arts and the Coliseum through to the Lucent W1 (Piccadilly Lights), The Londoner Hotel and Leicester Square Theatre, the architecture within the area encapsulates a blend of historic landmarks and modern buildings that blend together seamlessly. Many landmark buildings in the Heart of London are being transformed to ensure they’re fit for purpose in the 21st century, while also preserving the historic architecture which makes them so special.   The theme for this year’s LFA, ‘Reimagine’ encapsulates Heart of London’s mission to foster innovation while preserving heritage. It gives the West End an opportunity to become a canvas for redefining what it means to live, work, and be inspired in a world-class destination as we work to reimagine the area for future generations.