UMusic Hospitality & Lifestyle (UMHL) and Outernet London have unveiled the new partnership enabling visitors to enjoy music experiences across London’s historic Denmark Street.
“Together they will combine live performances, nightlife, hospitality and immersive entertainment within one connected cultural district,” said a statement on the new partnership.
It marks a further expansion into hospitality, retail and immersive experiences for Universal Music Group. The new partnership with Outernet will draw on the major’s global network of artists and labels.
UMusic Hotels reimagines traditional hospitality by blending immersive guest experiences and live entertainment into its global destinations. Beyond hotels, UMHL has rolled out the UMusic Shop as a retail offering, as well as branded residences and immersive experiences.
The UMusic Shop in London’s Camden, which launched in late 2025, recently hosted a Jay-Z pop-up experience. The brand’s debut permanent UK retail experience follows the launch of UMusic Shop NY and previous UMusic Shop openings in Madrid and Tokyo.
Based in what is described as the historic heart of the capital’s music and songwriter community, Outernet said that it has become one of the world’s leading destinations for music, entertainment and immersive exhibitions with more than 120 million visitors annually.
Through the new partnership, UMHL will open and operate UMusic Hotel Denmark Street, bringing a music-driven hospitality experience to the cultural destination.
Set to open in Q4 of 2026, UMusic Hotel Denmark Street will mark the brand’s first hotel in the UK and its second in Europe, following the opening of UMusic Hotel Madrid in late 2022.
UMG originally announced a series of planned hotel openings in the US, although in the event it launched with the concept in Madrid. The five-star hotel includes the 900-capacity Albéniz Theatre and hosts series including UMusic Sessions, featuring interpretations of Universal artists’ catalogue.
A 150-room UMusic Hotel has been announced for Austin, Texas, including a new amphitheatre and 600 private residences, on a 71-acre site. Construction is set to start next year and the hotel is scheduled to open in 2029.
In addition, UMHL recently unveiled plans for the opening of the UMusic Hotel & Beach Club Tulum in Mexico set for December 2026.
Alongside Outernet’s live music venues, artist-led programming, nightlife, retail and entertainment, the hotel will provide a broad range of music and culture.
In Denmark Street, UMHL will also lead on a range of new music focused experiences across the district, including food and beverage concepts and lounge spaces as well as The Lower Third, Outernet’s grassroots live music venue.
UMHL will now take charge of programming and operations for the venue in coordination with Universal Music Group’s global network of artists, labels and creative partners. Additionally, UMHL will help activate Outernet’s digital platforms with artist-led programming and cultural moments.
The partnership will connect the musical heritage of Denmark Street – once known as London’s ‘Tin Pan Alley’ for its long association with generations of British artists, songwriters, musicians, studios, music shops, and live venues – with Outernet’s immense screens and multiple spaces.
“Together, UMHL and Outernet are creating a connected environment where live music, hospitality, nightlife, and culture continuously intersect, redefining how audiences discover and engage with music,” added the statement.
The collaboration extends across the broader Outernet district and its screens, including the Now Building and Now Trending buildings.
“Denmark Street holds a special place in music history,” said Jordi Solé (pictured), president, UMusic Hospitality & Lifestyle. “For decades, it has been a place where artists found their voice, creativity flourished, and music culture took shape. We are incredibly proud to be part of its next chapter. Together with Outernet, we have the opportunity to honour that legacy by creating hospitality and cultural experiences that inspire discovery, support emerging artists, and ensure this remarkable destination continues to shape the future of music for generations to come.”
“Music has always been a driving force for Outernet, and we are in a place rooted in musical history,” said Philip O’Ferrall, CEO of Outernet. “Connecting that heritage with a platform that can reach mass audiences both physically and through our immersive screens and audio technology is what makes this partnership so special. I’m very proud to be working with UMusic Hospitality & Lifestyle, and I know what they will bring to Outernet will be spectacular, transforming the experience of both artists and fans.”
Andre Paine
