For over 20 years the Heart of London Business Alliance has been cementing London’s position as the world’s leading cultural destination, across Leicester Square & Piccadilly Circus, Piccadilly & St James’s and St Martin’s areas of the West End. HOLBA works on behalf of over 500 businesses and 100 property owners in the district and serves to promote and protect the cultural and commercial wellbeing of the district.

New Public offers strategic placemaking support and curatorial vision across the Art of London programme, a major consumer arts initiative launched in partnership with some of the UK’s leading cultural institutions, such as National Gallery, National Portrait Gallery and the Royal Academy. Working with HOLBA, New Public sets out to champion the cultural sector, celebrate art in every form, and activate public spaces across the West End with projects launching in 2024.