Shaping a world-class West End

Since 2001, Heart of London Business Alliance has been cementing London’s position as the world’s leading cultural destination by working on behalf of over 500 businesses and 100 property owners in the Leicester Square & Piccadilly Circus and Piccadilly & St James’s and St Martin’s areas of the West End.

As a not-for-profit, Heart of London Business Alliance is focused on securing the long-term commercial and cultural wellbeing of the area. Through area promotion, business support and advocacy, we champion our members’ interests to ensure the West End remains truly world-class.

For a full list of our services, click here.


Our areas of focus