TodayTix opens its first physical store in London’s West End

TodayTix has announced the opening of its first physical retail store, the TodayTix Shop, in Leicester Square Underground station in London

Launching this December, TodayTix‘s first brick-and-mortar location will allow customers to enjoy exclusive in-person deals to West End and Off-West End shows.

Staffed with a concierge team of knowledgeable experts, the TodayTix Shop aims to enhance the ticket-buying experience. Customers can receive personalised show recommendations and utilise the store’s innovative self-service kiosks, a world-first for theatre ticketing. The store also boasts a premium lounge area, providing a comfortable setting for guests to explore ticket options, including special bundles and packages.

Inside the TodayTix shop

Designed by the acclaimed Lumsden Design, the shop’s interior draws inspiration from classic theatre aesthetics, featuring elements like a chandelier and a round table. It also includes five digital screens that display rotating images of show covers, changing every minute. A unique attraction of the TodayTix shop is its monthly window display, showcasing actual costumes from popular shows, offering fans a closer look at the attire worn by West End stars. The opening month features Elsa’s iconic dress from Disney’s Frozen The Musical.

Stephen Crocker, General Manager at TodayTix, said about the launch: “TodayTix always seeks to connect West End shows with audiences in new and innovative ways, and for us, the brand new TodayTix shop is the latest way we are doing that.

“Combining frictionless technology and unparalleled customer service, this shop is designed for both working Londoners looking for the best in entertainment and tourists seeking show recommendations and exclusive prices.”

Callum Lumsden, Founding Partner at Lumsden, added: “We designed the space with the purpose of it to feel like a premiere, seamless experience for audiences as they book their tickets. From the red carpet to the bright lights and frictionless technology, we wanted to ensure it offers a standout experience for all audiences.”

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About the author: Josh Darvill

Josh is Stageberry's editor with over five years of experience writing about theatre in the West End and across the UK. Prior to following his passion for musicals, he worked for more than a decade as a TV journalist.