Showtime As Clays Soho Flagship Venue Opens in London’s West End
Clays has opened its most ambitious venue yet in the heart of London's West End, bringing competitive socialising to a stunning Grade II-listed Art Deco building on Brewer Street.
The flagship Soho location spans 20,000 square feet across three floors, marking a significant expansion for the brand that has been redefining clay shooting.
Since launching in 2021, Clays has built a reputation for making clay shooting accessible and social. Using advanced motion-capture technology and deactivated shotguns, they've brought the traditional sport into up-market urban venues - swapping muddy fields and wax jackets for stylish bars and cocktails.
Following successful openings at Canary Wharf, the City of London and Birmingham, the Soho venue represents the brand's largest project to date.
Historic building For modern entertainment
The Grade II-listed Art Deco building provides a stunning backdrop for Clays' innovative concept.
The venue balances high-energy competitive gaming with relaxed socialising spaces, all within moments of Regent Street in the buzzing West End. This prime location makes the venue accessible for both corporate groups and leisure visitors exploring central London.
Working within this heritage building required careful consideration of the historic architecture whilst incorporating the technical requirements needed for Clays' gaming systems and hospitality operations.
Inside the new venue you’ll find distinct entertainment zones:
Clays Arcade makes its London debut at the Soho venue, featuring open-play pegs where up to four people can compete simultaneously in fast-paced versions of Clays' most popular games. This innovative concept offers quicker gameplay perfect for smaller groups.
Traditional shooting pegs are spread throughout the building, with 9 stations each featuring dedicated areas for food and drinks. Guests can order fresh, locally-sourced dishes and beverages without leaving their gaming area.
The Hide provides an exclusive private sanctuary for groups of up to 35 guests, complete with a self-service bar featuring Clays' signature cocktails on tap. This space offers privacy while maintaining the venue's social atmosphere.
The Private Room accommodates up to 100 guests with its own bar, DJ facilities and three exclusive shooting pegs. This versatile space works perfectly for corporate events, celebrations and the all-important office Christmas parties.
Successful opening
At the start of October 2025, the venue enjoyed a successful opening weekend, with a mix celebrity guests, corporate clients and regular guests all getting to grips with this unique entertainment spot in the West End.
After a project update in August, we're proud to have delivered the full hospitality refurbishment of a beautiful heritage building into an exceptional entertainment destination for Clays in just 16 weeks since we were on site. The project demonstrates our expertise in complex fit-outs within listed buildings, balancing preservation requirements with cutting-edge entertainment technology.
Congratulations to the Clays team and KAI Interiors on creating such an impressive flagship venue. The opening weekend success suggests this West End location will be a smash hit.
For a few more details, read our project case study on Clays Soho.
