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Venue Type
Historic Venue
City
London
Region
Central London
Standing
60
theatre
10
dinner
40
bedrooms
0
About
Maison Assouline
Maison Assouline is the London flagship of luxury publishing house Assouline, occupying a striking Grade II*-listed building on Piccadilly designed by Sir Edwin Lutyens. Combining books, art, antiques, design and hospitality, the venue provides an unusually characterful setting for private events in the heart of London.
The Maison extends across multiple levels with dramatic period architecture, extensive bookshelves and the elegant Swans Bar. Assouline specifically promotes the venue for intimate private dinners and cocktail receptions, while recent events demonstrate its use for launches, exhibitions, talks and luxury brand events.
Event Spaces
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Facilities and Services
Maison Assouline combines private event hire with an established food and beverage operation through Swans Bar. Events can incorporate cocktails, fine wines, Champagne and food alongside the venue's existing collection of books, artwork, furniture and design objects. Its highly styled interiors mean relatively little additional theming is required for events seeking a luxury or editorial aesthetic.
The venue has also demonstrated its suitability for significant luxury-brand activations: a 2026 De Beers collaboration incorporated an exhibition, drinks reception and masterclass across two days.
Ideal For
- Luxury Brand Events
- Book Launches
- Press Launches
- Product Showcases
- Fashion Events
- Beauty Events
- Jewellery Events
- Private Dining
- Drinks Receptions
- Networking Events
- Client Entertaining
- Influencer Events
- Media Events
- Cultural Events
- Talks & Conversations
- Masterclasses
- Intimate Celebrations
- VIP Events
- Editorial Events
- Experiential Events
Key Features
- Iconic Piccadilly Location – Prestigious central London address in St James's.
- Grade II Listed Building* – Historic architecture designed by Sir Edwin Lutyens.
- Grande Salle – Dramatic library-style principal event setting.
- Luxury Interiors – Books, antiques, artwork and design pieces create a ready-made event backdrop.
- Swans Bar – Sophisticated cocktail bar incorporated within the Maison.
- Mezzanine Level – Adds architectural interest and flexibility to events.
- Brand Event Credentials – Used for luxury launches, exhibitions and high-profile receptions.
- Private Dining – Assouline specifically promotes intimate dinners within the venue.
- Highly Photogenic – Distinctive editorial interiors particularly suited to press and content-led events.
- Cultural Setting – A genuinely different environment from a conventional London hotel or event space.
Iconic Piccadilly Location – Prestigious central London address in St James's.
Grade II Listed Building* – Historic architecture designed by Sir Edwin Lutyens.
Grande Salle – Dramatic library-style principal event setting.
Luxury Interiors – Books, antiques, artwork and design pieces create a ready-made event backdrop.
Swans Bar – Sophisticated cocktail bar incorporated within the Maison.
Mezzanine Level – Adds architectural interest and flexibility to events.
Brand Event Credentials – Used for luxury launches, exhibitions and high-profile receptions.
Private Dining – Assouline specifically promotes intimate dinners within the venue.
Highly Photogenic – Distinctive editorial interiors particularly suited to press and content-led events.
Cultural Setting – A genuinely different environment from a conventional London hotel or event space.
Why Hire
Maison Assouline is strongest when the venue itself needs to be part of the event experience. The combination of Lutyens architecture, floor-to-ceiling books, art, design and Swans Bar creates an immediately recognisable environment without requiring extensive production.
It is particularly well suited to luxury brands, publishing, fashion, beauty, jewellery, press events, launches and sophisticated client entertaining. Recent Assouline events for brands including De Beers also demonstrate that the building can support more experiential formats combining exhibitions, receptions and content sessions.
Capabilities
Venue Features
Venue Tech
Venue Catering
Venue Gallery
Location
Location and Access
Maison Assouline occupies 196A Piccadilly, placing it between Green Park and Piccadilly Circus in the heart of St James's. It is exceptionally well positioned for luxury brand events, client entertaining and international guests, with Mayfair, Regent Street, Bond Street and the West End all within walking distance.
Green Park Underground Station | 0.2 miles
Piccadilly Circus Underground Station | 0.4 miles
Charing Cross Railway Station | 0.8 miles
London Victoria Railway Station | 1.0 miles
London City Airport | approximately 9 miles
VENUE INFO
Event spaces
2
meeting rooms
1
bedrooms
0
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