If you've watched British television shows over the last 40 years or so that are set anywhere from the 1930s to modern day, I'll guarantee you've seen scenes shot in and around the United Grand Lodge of England's London headquarters, Freemasons Hall, at 60 Great Queen Street, just up the street from Covent Garden. This magnificent art deco masterpiece was completed in 1933 and has a seemingly endless number of interior rooms for the grand lodge, individual Masonic lodges, private meetings and other gathering places like their museum and the Lechworth's Masonic supply shop. Every room has its own distinct style, and it's been used in hundreds of TV episodes and feature films, to say nothing of weddings, fashion, industrial, and art shows, concerts, and all kinds of other specialty events.
The building's trustees have now gone into partnership with a local promotions company and formed a special organization specifically to market the building's unique features for more of these kinds of uses. From the Travel and Tour World website:
London’s historic Freemasons’ Hall has unveiled 60 Great Queen Street as the vibrant new identity for its commercial event offerings. This transformation coincides with Smart Group, the parent company of Moving Venue, expanding its role at the venue. Having secured exclusive catering rights in July 2024, Smart Group now assumes full responsibility for event sales and marketing at this prestigious Covent Garden landmark.
With the launch of 60 Great Queen Street, Smart Group is introducing an array of newly available spaces within the Grade II listed* building, offering an exclusive opportunity for corporate and private events in an iconic setting.
Designed to accommodate a diverse range of gatherings, from corporate conferences and product launches to high-end weddings and fashion showcases, 60 Great Queen Street blends architectural grandeur with cutting-edge event design. Collaborating with top-tier industry suppliers, the venue delivers bespoke, immersive experiences tailored to the needs of meetings, weddings, and private celebrations.
Greg Lawson, CEO of Smart Group, said: “Having delivered Christmas parties at Freemasons’ Hall since 2017 and holding the exclusive catering contract since July 2024, we are delighted to embark on the latest phase of our partnership with the United Grand Lodge of England. This is an exciting time of commercial growth for us, as we work with Freemasons’ Hall to enhance the market position for 60 Great Queen Street with our experience of leading sales and marketing activity across our various brands...
Admittedly, London's Freemasons Hall is one of the top 10 greatest Masonic buildings in the world, and they've got plenty to promote. But nearly every grand lodge in the U.S. has one or more incredible buildings with unique spaces that should be promoted to the general public for events. We have lodge rooms, theaters, dining halls, libraries, and other spaces not found anywhere else. Our forebears who built these incredible temples were proud of them and intended them to be part of our communities from the very start. For the most part, Masons aren't very good at building management or promoting our temples as venues. Partnerships with a local promotions company can be a winning strategy for us.
