Piccadilly Circus is gearing up for a major new arrival on its already buzzing hospitality scene, as BOX, the sports bar group known for its massive screens and high-energy atmosphere, takes over one of central London’s most prominent sites. The operators behind the popular Leeds and Manchester venues are now confirmed as the team opening the vast new sports bar overlooking one of the capital’s busiest crossroads. With plans for wall-to-wall live sport, an extensive food and drink offering, and a space designed to pull in both tourists and Londoners, this latest BOX outpost is set to become a important player in the West End‘s increasingly competitive bar landscape.
Inside the transformation of Piccadilly Circus as BOX launches a flagship sports bar
Once home to swirling LED billboards and hurried commuters, this corner of the West End is being hardwired for all-day sport. BOX is gutting the building from basement to roof, installing a multi-level layout that feels more like a purpose-built arena than a conventional pub. Expect walls lined with ultra-HD screens, sound-zoned areas for simultaneous fixtures and a central bar designed like a command hub, where staff can pivot service from pre-match pints to late-night cocktails in seconds. The lighting, AV and seating are all being choreographed to handle everything from a wet Tuesday League Cup tie to a Champions League final lock-in.
- Scale: Hundreds of covers across multiple floors
- Screens: A wraparound network for live sport from breakfast to last orders
- Audience: Office regulars, tourists, late-night Londoners
- Energy: Designed to flip from relaxed brunch to full-throttle matchday
| Feature | What Changes |
|---|---|
| Facade | From anonymous frontage to glowing sports landmark |
| Interior | Tiered sightlines and booth seating for screen visibility |
| Bar Setup | High-speed service lines built for peak half-time rushes |
| Sound | Directional audio zones to avoid clashing commentaries |
How BOX plans to blend live sport high tech screens and all day dining in the West End
Set across multiple floors, the new venue is being conceived less as a customary sports bar and more as a digital arena with a kitchen at its core. Expect a vast wraparound screen dominating the main room, flanked by banks of smaller HD displays, all synchronised so you can track every angle of a match without craning your neck.Individual booths will be fitted with personal screens and charging points, while a central tech hub quietly manages live score overlays, split‑screen viewing and instant replays. To keep the atmosphere finely tuned, smart lighting and directional sound will shift throughout the day, dialling up the intensity for kick‑off and easing into a softer glow for late‑night cocktails and post-theater crowds.
Alongside the tech, the operators are leaning hard into the idea of an all‑day city hangout rather than a place you only hit for a big game. Menus are being built around sharing and versatility, pivoting from brunch plates and fast business lunches to evening grazing and late service for industry workers. Look out for:
- Screen‑side snacking – upgraded bar food designed to be eaten one‑handed without taking your eyes off the action.
- Flexible seating zones – from high‑energy fan pits to quieter corners for laptop workers and casual dates.
- Day-to-night drinks – coffee and low‑ABV options by day, then signature serves for the after‑hours crowd.
| Time of Day | Experience Focus | Tech & Food Pairing |
|---|---|---|
| Morning | Calm,cowork‑friendly | Muted screens + brunch and specialty coffee |
| Afternoon | Casual drop‑ins | Multi‑match viewing + light plates and draft pours |
| Evening | Big‑match theatre | Full AV spectacle + sharing dishes and cocktails |
| Late | After‑service crowd | Replay highlights + comfort food and nightcaps |
What to eat and drink at BOX Piccadilly Circus from match day menus to late night cocktails
Whether you’re ducking in before kick-off or hanging around long after the final whistle,the food line-up here is built for serious grazing. Think sharing boards piled with loaded fries, sticky Korean-style wings and XXL stone-baked pizzas designed to survive extra time. Burgers are unapologetically stacked, with brioche buns cradling dry-aged patties, streaky bacon and molten cheese, while plant-based fans get in on the action with seared “chicken” burgers and cauliflower “wings”. There’s also a leaner side to the menu for those not looking to demolish their steps count in one sitting, with protein bowls, grilled skewers and vibrant salads that still feel pub-grub indulgent.
- Pre-match fuel: brunch-style stacks,breakfast burritos,coffee and smoothies
- Kick-off classics: wings by the bucket,nachos,pizzas,burgers and dogs
- Half-time bites: bar snacks,sliders and sharing platters
- Late-night fixes: tacos,mac ‘n’ cheese,fried chicken
| Drink | Best With |
|---|---|
| Session IPA | Buffalo wings |
| Spicy Margarita | Loaded tacos |
| Negroni on tap | Charcuterie board |
| Hard seltzer | Vegan burger |
| Espresso Martini | Post-match dessert |
On the liquid side,the bar plays as hard as the screens.There’s a strong spine of draught beer and craft taps pouring crowd-pleasers and smaller-batch brews,but the real flex is a cocktail list calibrated for both volume and theatre. Expect frozen serves for summer tournaments, sharing jugs for big groups and classics on tap that land in minutes, not millennia. Wine and fizz are deliberately straightforward – easy-drinking house options alongside a couple of crowd-pleasing bottles – while zero-ABV drinkers get alcohol-free beers, “spirit” alternatives and grown-up sodas that look the part on Instagram as well as in the post-match debrief.
Who the new BOX bar is for and when to go for the best atmosphere and value
If your idea of a night out is more last-minute kick-off than linen tablecloths, this is your new HQ. The Piccadilly outpost is clearly pitched at Premier League obsessives, F1 die-hards and NFL red-zone surfers, but it’s just as handy for after-work groups hunting down big screens and bigger sharing platters. Expect a broad church: office teams chasing happy-hour jugs, tourists lured in by wall-to-wall sport, and Londoners who’ve graduated from sticky student bars but still want the volume turned up. Crucially, there’s enough space and screens to make it a reliable shout for major finals – the kind of place where missing a goal as someone stood in front of the telly simply isn’t an issue.
Timing, though, will define your night. Hit it at the right moment and you’ll get the best balance of atmosphere and value:
- After-work (Mon-Thu, 4-7pm): drink deals, easier table access and a steady buzz without full-blown chaos.
- Big match nights & weekends: maximum roar, standing-room-only energy, premium screens at a premium price.
- Daytime (non-match hours): a quieter spot to graze on wings, catch rolling highlights and use the free Wi-Fi.
| When you go | What you get | Best for |
|---|---|---|
| Late afternoon | Seat,offers,calmer crowd | Work drinks,casual fans |
| Early evening kick-offs | Full sound,lively but manageable | Match-focused groups |
| Major finals & derbies | Wall of noise,packed floor | Hardcore supporters |
The Conclusion
As BOX prepares to take over one of London’s most visible corners,the opening of its Piccadilly Circus flagship signals more than just another place to watch the match. It underlines how destination sports bars are evolving into full-scale entertainment hubs, blending big screens with serious food and late-night energy.
With a track record of high-spec venues in cities like Leeds and Birmingham, BOX arrives in the West End with both ambition and experience. Whether it can convert London’s constant footfall into a loyal following remains to be seen, but one thing is certain: when the doors finally open on Piccadilly, the capital’s sports bar game will have a major new player on the pitch.
