What’s it like to run a bar on London’s most famous music street?
Denmark Street in London’s West End is where the Sex Pistols lived; it’s where Rolling Stones recorded their first album, counting Clapton, Bowie, Hendrix and Dylan as regulars. But what’s it like to operate as a bar in London’s most famed music street today? “Soho moves fast,” cocktail bar Thirteen’s bar manager tells db, “but if you can thrive here, you can thrive anywhere.”
Also known as Tin Pan Alley, Denmark Street in Soho, holds deep roots in British music history. In the 20th century, the district was transformed from a residential area to a mecca for publishers, recording studios and music shops – becoming a honeypot for all sorts of stars from David Bowie to Jimi Hendrix.
Today, it’s host to a number of venues paying homage to the area’s music legacy. Among them is Thirteen, a cocktail and Japanese small plates bar off Charing Cross Road in Chateau Denmark hotel, which puts on a bold catalogue of entertainment, from cabaret performances, to music acts – like Lava La Rue and Yungblud – taking to the stage.
When asked how trade’s been, all-in-all, James Warren, bar manager at the entertainment venue, paints a positive picture. He tells the drinks business the venue has experienced year-on-year growth: “The year started strong and we’ve kept momentum, especially with our cultural programme featuring nights like ‘ROWDY’ – a gothic cabaret night that champions everything from vaudeville to sideshow.”
Then there was ‘Denmark Street Sessions’ which saw 13 of the clubs, bars and stores on Denmark Street come together for 12 hours of live performances, talks and exhibitions.
Entertaining a crowd
“Public events such as these are always great for meeting new and interesting crowds,” says Warren. “I’ve worked in Soho a while, so I know it can be unpredictable, but we’ve built a loyal crowd who come back for the atmosphere and drink as much as they do the team.”
Of course, operating in Soho London isn’t without its challenges: “Soho moves fast – it’s competitive, loud, and full of character,” says the manager of the bar, which serves up dishes including crispy chicken inside out rolls, signature shrimp and snow crab rolls and Poke bowls, alongside bespoke cocktails.
“But that’s what makes it special,” Warren insists. “You have to be at the top of your game because people here know quality. Space is tight, and there are drawbacks, but if you can thrive here in Soho, you can thrive anywhere.”
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Coping with cost pressures
Adding to that are the broader cost struggles facing the UK hospitality sector. Combatting these, for Warren, is about “community, consistency and constantly keeping things fresh;” wrapping up one tentpole programmed event and moving straight on to the next.”
On top of economic pressures, UK bars are facing challenges from regulatory pressures, to shifting consumer habits, with operators previously telling db “late-night drinking has become a luxury”. For many it has proved too tough, with Britain’s licensed hospitality sector seeing almost 600 closures over the past year, according to recent data from CGA by NIQ. Nightlife has been hit particularly hard: a quarter of Britain’s late-night venues have vanished since 2020.
But this doesn’t worry Warren. While he admits it’s “heart-breaking” to see the city lose so many incredible venues, it’s also “a form of motivation”. He hopes: “As long as we stay true to what we collectively stand for, we’ll continue to push forward.
“Thirteen shares a lot of DNA with a traditional members club, its cultural programme, daytime drop in vibe mixed with its high design detail – but we don’t exclude, and that’s something people hold dear in these times.”
What’s next?
Fingers crossed, as Warren has high hopes for future growth: “We want to grow our presence and keep building Thirteen as a go-to Soho destination.”
And there are exciting plans brewing…“Every retailer or operator on Denmark Street cares about music – so harnessing that to create a full street takeover as an annual festival is something we’ve been working on for a while.
“But growth is key throughout 2026, what would Thirteen feel like on the road, or as a small batch cocktail maker? These are all questions we’re excited to answer.
“But most importantly, we want to keep evolving while holding onto that feeling that makes the club what it is; creative, slightly mysterious, and always fun.”
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