London’s Newest Playground: BOX Piccadilly Lights Up the West End with a Star-Studded Launch

When a venue promises big screens, big nights and big energy, it is a bold claim. Yet BOX Piccadilly, the capital’s newest sports and social bar, delivered on every word with a launch party that set the West End alight.

From the moment the doors opened, the three storey, seven thousand two hundred square foot space was alive. The city’s nightlife crowd filled every floor, drawn in by the thrum of music, the glow of thirty three ultra HD screens and the unmistakable pulse of a place destined to become more than just a bar.

It was not only Londoners who showed up. The guest list read like a who’s who of British sport and entertainment. Former world boxing champion David Haye was seen with girlfriend Sian Osborne, while Strictly Come Dancing professional Nadiya Bychkova arrived fresh from her latest series with rugby captain Chris Robshaw. Fellow contestant Harry Aikines Aryeetey, better known to many as Nitro, traded the ballroom for the bar to join the celebrations. Model Roxy Horner, fiancée of comedian and actor Jack Whitehall, added her signature ease to the crowd, while Team GB sprinter Nethaneel Mitchell Blake and internet cult figure The Wealdstone Raider were also in attendance.

At the centre of it all stood James Haskell, former England rugby player turned DJ, commanding the decks with the same drive he once showed on the pitch. His set, a seamless mix of house and club classics, powered the night forward and proved his post rugby career in music is no side act but a serious pursuit.

The night captured the essence of BOX perfectly. Immersive, high energy and unapologetically fun, guests moved between live DJs, electric darts, shuffleboard and the return of the much loved Bandeoke, where partygoers took to the stage with a live band. The menu matched the atmosphere with stacked burgers, wood fired pizzas and cocktails that flowed late into the night.

BOX has already made its mark in Manchester, Birmingham and Leeds, but its arrival in London feels like a natural evolution of a brand built on sport, style and celebration. Judging by the launch, Piccadilly’s newest venue is more than another bar, it is a full scale experience made for those who want their match nights and weekends turned all the way up.

📍 BOX Piccadilly, Shaftesbury Avenue📲 Follow @theboxbaruk on Instagram and TikTok for highlights and upcoming events