LSX
Comm Comm has worked with Soho Estates for many years and was delighted to be appointed to undertake the public consultation for this proposal, breathing new life into a corner of the world-famous Leicester Square. The high footfall location gave us the opportunity to approach consultation as digital first, with some fantastic results.
Our role:
Stakeholder and public consultation on the proposals to deliver an exciting new visitor attraction and mixed-use development in the heart of Leicester Square.
Existing site:
The site comprises 8 properties including Burger King, Pizza Hut and Market Place Food Hall fronting Leicester Square and properties along Bear Street and Cranbourne Street. Over time, these buildings have been divided, combined, and modified, with tenants split over multiple properties. They are dated and inefficient and fail to reflect the importance of this globally recognised location.
Scheme deliverables:
Proposals for a new visitor attraction, alongside food and beverage outlets, intended to strengthen Leicester Square’s role as a major visitor and cultural destination. The main public entrance to the visitor attraction would be located on Cranbourn Street, close to Leicester Square Underground station, helping to manage visitor flows and minimise pressure on the square during busy periods and major events.
The design draws inspiration from the West End’s cinema and theatre heritage, with a sculptural façade inspired by a stage curtain. A rotating LED screen facing Leicester Square will display a mix of community, arts, and cultural programming as well as commercial content.
Communications undertaken:
A wide range of stakeholder engagement was undertaken throughout the project, including discussions with political representatives from Westminster City Council, local businesses, community organisations and other key stakeholders including the Heart of London Business Alliance (HOLBA), London & Partners and Opportunity London.
Public consultation was delivered through a primarily digital-led campaign, supported by printed flyers distributed to local residents and an in-person pop-up event near the site.
The consultation aimed to introduce the proposals, gather feedback on the development, and better understand how people use and experience Leicester Square.
Given Leicester Square's role as a destination for residents, workers, commuters, Londoners, visitors and tourists, a digital-first approach was considered the most effective way to reach the broad range of people who use the Square and may be affected by or interested in the proposals.
A targeted digital advertising campaign was developed to raise awareness of the proposals, drive participation in the consultation survey and direct users to the project website and FAQs for further information.
Two key audience groups were targeted through Meta advertising:
Visitors and tourists, including families with children, who use Leicester Square as a destination.
London residents, workers and commuters with an interest in the future of the Square and central London's public spaces.
The four-week campaign was monitored and optimised throughout, including A/B testing to maximise engagement and survey participation.
The consultation generated a high level of engagement and demonstrated that the majority of survey respondents were supportive of the proposals.
Over 154,000 people viewed the advert
10,517 people viewed the survey
822 people visited the project website, with 2,200 page views
772 people submitted responses to the survey
Status of scheme:
Emerging proposals with planning application submission targeted for Summer 2026.n early 2026.