Prime Haymarket Leisure Flagship Acquired For Korean K-Pop concept 'K-Playground' In Landmark West End Transaction

18th December, 2025

MKR Property is delighted to announce the acquisition of 11 Haymarket, St James’s, London SW1 on behalf of K-Playground, an ambitious Korean lifestyle, retail and entertainment concept set to open in the heart of London’s West End.

The transaction involved the agreement of a new lease directly with the landlord on the prominent corner building, formerly occupied by Byron Burger, situated moments from Piccadilly Circus and Trafalgar Square.

The concept will introduce a highly experiential, tech-led destination inspired by the “Cultural Metro of Seoul”, combining Korean food & beverage, K-beauty, music, media, retail and immersive entertainment across multiple floors. The scheme is designed to create a day-to-night destination experience within one of Central London’s most high-profile leisure pitches.

The concept design includes dedicated experiential zones including a K-beauty “Glow-Up Station”, immersive media spaces, Korean-inspired café and food concepts, karaoke facilities, live entertainment elements and interactive retail experiences.

Located within the St James’s Conservation Area, 11 Haymarket occupies a commanding corner position with exceptional visibility and footfall, benefitting from close proximity to Leicester Square, Regent Street and Soho.

Marc Rogers of MKR Property commented:

“We are seeing continued demand for highly experiential concepts that go far beyond traditional retail or restaurant uses. K-Playground is exactly the type of innovative flagship operator that London’s West End continues to attract and we are delighted to have secured such an iconic building on their behalf.”

MKR Property acted on behalf of K-Playground.

Contact for more details on our acquisition service.