60 Great Queen Street has today been unveiled as the exciting new brand identity for commercial events at London’s iconic Freemasons’ Hall. The announcement comes as Smart Group, the owner of Moving Venue which was appointed as sole catering partner at Freemasons’ Hall in July 2024, takes on full responsibility for the sales and marketing function for events at the venue.
Under the 60 Great Queen Street identity, Smart Group is opening up exciting new spaces available for commercial hire for the first time at the historic Grade II* listed venue, located in the heart of Covent Garden.
Able to cater for everything from conferences and product launches to luxury weddings and fashion shows, 60 Great Queen Street combines exceptional versatility and innovative event design alongside some of the industry’s leading event suppliers to deliver unique and unforgettable event experiences for the meetings and conferences, weddings, and private events markets.
Greg Lawson, CEO of Smart Group, said: “Having delivered Christmas parties at Freemasons’ Hall since 2017 and holding the exclusive catering contract since July 2024, we are delighted to embark on the latest phase of our partnership with the United Grand Lodge of England. This is an exciting time of commercial growth for us, as we work with Freemasons’ Hall to enhance the market position for 60 Great Queen Street with our experience of leading sales and marketing activity across our various brands.
“The new brand will give the venue the chance to wow new audiences with its adaptability, elegance and extraordinary service, and establish 60 Great Queen Street as the go-to place for unparalleled commercial events.”
Offering planners captivating new spaces in which to hold their events, recently licensed rooms in the historic building include ‘South Gallery & Library’ and ‘The Egyptian Room.’ Recognised as one of the finest Art Deco buildings in England, each of the 10 incredible events spaces hold their own distinct identity and, between them, can accommodate between 40 and 1,350 guests. Built as a peace memorial to those who died in World War I, and funded entirely by Freemason Lodges from around the country, the stunning landmark was completed in 1933 as the home of the United Grand Lodge of England (UGLE).
Claire Bastin, Director of Commercial and Hospitality Operations of UGLE, said: “It’s incredibly exciting to be relaunching our commercial events offering under the 60 Great Queen Street brand – it’s been a labour of love for all of us here at Freemasons’ Hall. Giving clients the best of both worlds, the brand hits that sweet spot between honouring our history while, at the same time, showcasing our dynamism, ingenuity and creativity perfectly.
“Moving Venue’s experience of delivering exceptional catering across London’s iconic venues, together with Smart Group’s sales and marketing know-how, will take our commercial events to new heights. Paired with the new spaces we’ve unlocked, this will enable us to deliver an even greater array of fantastic events for our clients.”
With the new brand and partnership bringing new opportunities and audiences, 60 Great Queen Street is the perfect backdrop for an eclectic range of unforgettable gatherings that position the venue as the inspiring and contemporary home of commercial events.
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