Broadwick, a venue and entertainment brand operator, has agreed to form a joint venture (JV) catering business with Smart Group.
Under the deal, Smart Group will become the exclusive food and beverage (F&B) partner for Broadwick’s London portfolio.
The new venture is scheduled to debut in “summer 2026”. It is intended to ensure that menus, drinks and service standards are aligned with the level of production and programming delivered at Broadwick locations.
The agreement covers Broadwick’s venues including 26 Leake Street, Banking Hall, Broadwick Studio, Control Room A, Drumsheds, Exhibition White City, Landing Canary Wharf, Landing Forty Two, Magazine London, OXO2, The Pelligon and Troxy.
Broadwick CEO Simon Tracey said: “For a long time, hospitality in live environments has been fragmented, with different suppliers, different standards, and often brought in too late to really shape the experience.
“This is about changing that. By building a dedicated studio with Smart Group, we're able to design hospitality into the fabric of each venue, not layer it on afterwards.”
The new JV builds on a working relationship between the two firms that began in 2016. Since then, they have collaborated on major cultural occasions, brand experiences and corporate events across Broadwick sites.
The joint venture will operate as a separate entity, with its own team and branding. It will function independently of Smart Group’s existing operations, including Moving Venue and Last Supper.
Smart Group CEO Greg Lawson said: “Having worked with Broadwick for nearly a decade across some of London’s most complex and high-capacity venues, we look forward to formalising the relationship through a dedicated company, creating greater clarity and focus.
“We’re excited to launch what will be a bold new force in the industry, setting a fresh benchmark for innovation, creativity and delivery.”
Broadwick’s network of venues currently stages more than 2,500 events each year and records revenues of over £100m ($134m).
Meanwhile, Smart Group, as an event caterer and planner, manages more than 1,000 events a year across London’s corporate and cultural markets, reporting annual revenues of over £57m.
