UMG’s UMusic Hospitality & Lifestyle (UMHL) will partner with Outernet London to create a music-driven hotel experience in London’s Denmark Street district, merging live performances, nightlife, hospitality, and immersive entertainment.

The UMHL hotel will be UMusic’s first in the UK and its second in Europe, joining UMH Madrid which opened in 2022.

The hotel is set inside Outernet London’s entertainment district, home to venues like Outernet Live and The Lower Third, with UMHL developing new food concepts and lounge spaces as part of the collaboration.

The property will occupy the historic Chateau Denmark, a 55-bedroom site that closed earlier this year, preserving and reimagining a landmark on Denmark Street.

Denmark Street’s musical heritage, including Regent Sound Studios and connections to The Beatles, The Rolling Stones, David Bowie, Elton John, and other legends, shapes the project’s narrative.

Outernet’s leadership, led by CEO Philip O’Ferrall, describes the venture as a fusion of musical heritage with immersive screens and audio tech to connect artists with mass audiences and enhance experiences for fans.

Outernet will oversee event programming at UMHL, aiming to attract a world-class lineup of musicians to the hotel.”

UMHL president Jordi Solé emphasizes honoring Denmark Street’s legacy while using hospitality and cultural experiences to inspire discovery and support emerging artists.

Outernet London’s district, including Outernet Live and the Now Building, already reaches millions via immersive screens, and the rebranded venue hosts large-scale events.

The collaboration will also introduce new food concepts and lounge spaces, integrating dining and hospitality with music-driven entertainment.

Madrid’s UMH hotel offers a template with deco/pop art themes, room Bluetooth, and rumors of a rooftop bar, suggesting potential London features and central entertainment focus.

UMHL’s broader strategy includes retail concepts like the UMusic Shop and upcoming ventures such as a UMusic Hotel & Beach Club in Tulum slated for December 2026.