The Vaults London
The Vaults London operates an immersive theatre and alternative arts venue from disused railway tunnels beneath Waterloo Station, hosting rotating in-house and externally-produced shows, cabarets, and themed dining experiences across 12+ event spaces, alongside sister pub and restaurant venues on Lower Marsh.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Vaults London does
The Vaults London is a privately-held immersive theatre and alternative arts venue operating from a network of disused railway tunnels and arches directly beneath Waterloo Station in central London, founded in April 2013. The company runs multiple named event spaces (including a 100-300 capacity main theatre, plus ten additional tunnels of varying size) and has expanded into an adjacent venue family comprising the main The Vaults complex, the Vaulty Towers theatrical pub at 34 Lower Marsh, and the Deja Vaulty Vu restaurant — all within walking distance along Lower Marsh in SE1. Its core business model blends direct ticketing for in-house and partner-produced immersive productions (cabaret, drag, magic, musicals, alternative theatre), a dry-hire model for external producers (weekly/daily venue rental inclusive of staffing, utilities, and technical equipment), on-site food and beverage sales tied to productions, and corporate/private event hire for groups of 60-1,000. Ticket prices span £7.50 to £180 across productions, with premium dining experiences and VIP tiers reaching £600 for private tables.
The business is operationally lean with approximately 5 core staff, supplemented by a flexible workforce of bar, front-of-house, waiting, kitchen porter, maitre d', security, and chef personnel across its three venues. There is no proprietary technology platform; the company depends on standard third-party ticketing software (Lineup), PCI-DSS compliant payment processing, and a Wix-based website for direct ticket sales and brand marketing. Strategic distribution runs through its own website, dedicated show booking platforms (e.g., booking.clubnvrlnd.com), and social media (Facebook, Instagram, TikTok), supplemented by earned media from theatre publications. Producer relationships — with companies such as Right Angle Entertainment, ShayShay, RJG Productions, Midnight Theatricals, Humbug Christmas, Pathway Theatre, Quandary Collective, and Glass Ceiling Theatre — form the supply backbone of the venue's programming.
Revenue is not publicly disclosed and the company has no recorded external funding, no parent company, and no M&A history, indicating founder-owned or independently operated private ownership. The 2025-2026 product pipeline (Humbug Christmas experience, The Magicians Table resident magic production, Club NVRLND nightclub musical, plus a revamped Vaults Theatre with formalized dry-hire from January 2026) points to active programming expansion and a deliberate strategy to fill calendar capacity across seasonal, resident, and limited-run formats while leveraging the Waterloo tunnel real estate as the core competitive asset.
The Vaults London firmographics
Firmographics- Name
- The Vaults London
- Legal name
- The Vaults
- Website
- https://thevaults.london
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Vaults London operates an immersive theatre and alternative arts venue from disused railway tunnels beneath Waterloo Station, hosting rotating in-house and externally-produced shows, cabarets, and themed dining experiences across 12+ event spaces, alongside sister pub and restaurant venues on Lower Marsh.
- Ownership category
- akta.pro rank
The Vaults London industry classification
Industry- Product category
- Immersive Theatre Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
- akta.pro secondary industries
- Live Music Venues & Concert Bars (THAFAEAD), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK), Specialty & Entertainment Venue Property Management (BPAJAGAO)
Keywords
Where The Vaults London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
The Vaults London business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Primary revenue stream from selling tickets to shows and experiences. Tickets range from £7.50 for scratch nights to £180 for VIP experiences. The venue takes 100% of ticket income from external productions under their hire model.
- Food and Beverage: Revenue from bar sales, pre/post-show drinks, and dining experiences. Many productions include dinner packages (e.g., Mulan Rouge dining tickets £45-£59, The Witches of Oz feast). The sister venue Deja Vaulty Vu offers rotisserie chicken and craft beer.
- Venue Hire: The venue operates a dry-hire model for external productions, charging weekly or daily hire fees inclusive of venue hire, waste collection, Wi-Fi, utilities, and staffing. Productions can run from one night to 6 weeks.
- Corporate Events and Private Hire: The venue offers spaces for corporate meetings, parties, birthdays, and events. Capacity ranges from 60-350 depending on the space. Christmas party packages available for up to 1000 people.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Club NVRLND - General Admission (Early Bird from £30, Regular from £40) |
| Subscription | Pay-as-you-go | The Magicians Table - Reserved (£69), Premium (£79), VIP (£180), Private Table (£600) |
| Subscription | Pay-as-you-go | Humbug Christmas Experience - Bar-fly Standing (£22), Humbug Hall (£34), Cabaret Club (£50), Santa's Inner Circle (£70), VIP Lounge (£75) |
| Subscription | Pay-as-you-go | Richard II - General Admission (£17), Concession (£15) |
| Subscription | Pay-as-you-go | Mulan Rouge - General Admission (£20-£35), Dining Tickets (£45-£59) |
| Subscription | Pay-as-you-go | Peter Pan's Labyrinth - Thursday-Saturday from £10, VIP Cabaret Tables from £25 |
| Subscription | Pay-as-you-go | Dante's In Furlough - General Admission (£25), Dining (£65) |
| Subscription | Pay-as-you-go | Symbiont - General Admission (£15), Concession (£12) |
| Subscription | Pay-as-you-go | Scratch That Itch - General Admission (£7.50-£10) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
The Vaults London product offering
Product offeringCore offering
The Vaults is a multi-space immersive theatre and alternative arts venue operating from underground tunnels beneath Waterloo Station, hosting in-house and externally produced shows (cabaret, magic, musicals, seasonal experiences). The venue also operates a dry-hire model where external producers rent spaces and retain 100% of ticket income, supported by included staffing, technical equipment, box office, and marketing. It is complemented by sister venues Vaulty Towers (theatrical pub) and Deja Vaulty Vu (restaurant) on Lower Marsh, plus food and beverage and corporate/private event hire services.
Product overview
The Vaults London is a multi-venue theatre and immersive events complex operating from underground tunnels beneath Waterloo Station. The core offering includes The Vaults venue hosting immersive theatre productions, with resident and seasonal shows such as The Magicians Table (close-up magic experience, June-August 2026), Club NVRLND (nightclub musical, November 2026-January 2027), and Humbug (Christmas dive bar, seasonal). The venue operates a sister venue network including Vaulty Towers (theatrical pub) and Deja Vaulty Vu (restaurant), all located along Lower Marsh in Waterloo. The company offers space hire through its newly revamped Vaults Theatre (available January 2026), various tunnel spaces, and gift voucher products. The portfolio spans immersive theatre, cabaret, magic experiences, themed dining, and alternative arts programming.
Differentiator
Problem solved
Functional benefit
Brands
- Vaulty Towers: A theatrical pub and late-night drinks spot, part of The Vaults family of venues along Lower Marsh, Waterloo.
- Deja Vaulty Vu
- Club NVRLND
- The Magicians Table
- Humbug
Products and services
- The Vaults (immersive theatre venue) London's home for immersive theatre and alternative arts, located in underground tunnels beneath Waterloo Station. Hosts a rotating calendar of immersive theatre productions, cabarets, dining experiences, and alternative arts events for theatre and arts enthusiasts.
- The Magicians Table London's only immersive, close-up magic experience set in the private theatre of famed magician Dieter Roterburg. Features over two hours of close-up magic, live theatre, and music performed inches from audience eyes. Reserved tickets from £69, Premium from £79, VIP £180, Private table £600.
- Club NVRLND An irreverent, high-energy nightclub musical featuring 2000s pop anthems. A Peter Pan-themed pop-filled theatrical adventure and party experience written by Olivier Award-winner Jack Holden. Early bird from £30, regular from £40, Lost Boys Package from £60, Tinkerbell Package from £75.
- Humbug (Santa's Christmas Dive Bar) Santa's Christmas dive bar — an immersive festive experience with live music, themed cocktails, street food, festive theatre, sing-a-longs, and cabaret. Named 'The hottest immersive Christmas experience in London' by DesignMyNight. Tiered pricing from £22 (standing) to £75 (VIP lounge with exclusive bar and festive cocktail).
- The Vaults Theatre (dry-hire venue space) A newly revamped theatre tunnel within The Vaults, available for dry-hire by external producers. Features flexible capacity of 100-300 guests with cabaret, sofa, row, or beer-hall seating styles; 7m x 3.5m x 4m stage with 2.4m catwalk; tunnel dimensions 8m wide x 40m long x 5.5m tall. Weekly or daily hire with included venue, staff, utilities, Wi-Fi, waste collection, and box office.
- Vaulty Towers (sister pub venue) A theatrical pub and late-night drinks spot located at 34 Lower Marsh, SE1 7RG, serving walk-in trade and pre/post-show audiences. Features relics from past Vaults productions and live entertainment programming.
- Deja Vaulty Vu (sister restaurant venue) A restaurant venue combining pub, restaurant, and theatrical elements with an outdoor terrace, secret wine cellar, and theatrical spaces. Features 18 taps of craft beer and imaginative rotisserie chicken dishes, located along Lower Marsh, Waterloo.
- Vaults Gift Vouchers Gift vouchers redeemable against any Vaults show. Delivered by email with a redemption code, valid for one-time use, and applicable during the booking process. Not valid for external companies or VAULT Festival shows.
- Corporate events and private hire Private and corporate events, parties, birthdays, and meetings held across The Vaults tunnel spaces, with capacity ranging from 60 to 350 depending on the space. Christmas party packages accommodate up to 1000 people, with catering partnerships and bar service available.
Quantifiable outcome
- 13+ years of continuous operation as a theatre venue
- +1 more outcomes
Companies that use The Vaults London
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
The Vaults London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
The Vaults London partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Right Angle EntertainmentcoreRight Angle Entertainment is the producer of The Magicians Table, London's only immersive close-up magic experience hosted at The Vaults. This appears to be an ongoing production relationship with dedicated show space and dates through at least August 2026.
- AccessAbleminorAccessAble provides detailed accessibility guides for The Vaults venue, helping visitors understand how to access the underground spaces. Referenced on the Find Us page as a resource for accessibility information.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
The Vaults London competitors and assessment
Company assessmentDirect peers
- Gingerline: London immersive dining-theatre producer that has staged shows at The Vaults (referenced as Flavourology partner). Directly comparable in combining food, drink, and theatrical narrative in temporary/venue-based settings.
- Punchdrunk: UK pioneer of immersive theatre (Sleep No More). Operates large-scale, site-specific immersive productions targeting the same alternative-arts audience as The Vaults and competing for premium immersive ticket spend.
- Secret Cinema: London-based immersive cinema and performance experience operator. Directly competes with The Vaults for the same immersive-entertainment-seeking adult audience, using site-specific venues and theatrical production to drive ticket sales.
- Phantom Peak: Immersive themed venue combining theatrical entertainment, food, drink, and games. Similar model of monetizing a built immersive environment through ticketed entry and on-site F&B in a London-adjacent location.
- The Lost Estate: London immersive dining and theatrical experience operator. Closely comparable in marrying ticketed immersive theatre with multi-course dining packages and premium pricing.
- Alcotraz London: Immersive, themed cocktail bar experience in London. Competes for the same adult, experience-seeking audience combining theatre, narrative, and F&B spend that The Vaults targets.
- Darkfield: Immersive audio/VR experience producer active in London and touring. Operates in the same immersive alternative-arts category as The Vaults, targeting adult audiences seeking non-traditional theatrical experiences.
Emerging players
- Les Enfants Terribles: UK immersive theatre production company (The Cake, Alice's Adventures Underground). Operates in the same production-and-venue model straddling immersive theatre and dining, similar to in-house Vaults productions such as Mulan Rouge.
Others
- VAULT Festival: Formerly the headline festival hosted at The Vaults tunnels. Comparable as a London immersive/alternative arts programmer and venue partner; now operates separately but shares producer and audience ecosystem with The Vaults.
Regional players
- Southwark Playhouse: Independent London theatre (specifically referenced for hosting Vaults' Stranger Sings). Comparable as a nearby small-to-mid independent venue hosting alternative and immersive productions, with overlapping producer and audience networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Vaults London social profiles
Digital presenceThe Vaults London compliance and trust
Trust signalCompliance1 record
The Vaults London financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Vaults London leadership team
Management profileNumber of profiles
The Vaults London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Vaults London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Vaults London
What does The Vaults London do?
The Vaults is a multi-space immersive theatre and alternative arts venue operating from underground tunnels beneath Waterloo Station, hosting in-house and externally produced shows (cabaret, magic, musicals, seasonal experiences). The venue also operates a dry-hire model where external producers rent spaces and retain 100% of ticket income, supported by included staffing, technical equipment, box office, and marketing. It is complemented by sister venues Vaulty Towers (theatrical pub) and Deja Vaulty Vu (restaurant) on Lower Marsh, plus food and beverage and corporate/private event hire services.
Is The Vaults London a public or private company?
The Vaults London is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Vaults London founded?
The Vaults London was founded in 2013. It employs 1 to 10 people.
Where is The Vaults London based?
The Vaults London is headquartered in London, United Kingdom, in the Europe region.
How does The Vaults London make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are food and Beverage, venue Hire and corporate Events and Private Hire.
Who are The Vaults London's main competitors?
Direct peers on record are Gingerline, Punchdrunk, Secret Cinema, Phantom Peak, The Lost Estate, Alcotraz London and Darkfield. Les Enfants Terribles is listed as an emerging player. VAULT Festival is listed as an others. Southwark Playhouse is listed as a regional player.
Does The Vaults London have an API?
No public API is recorded for The Vaults London.
What industry is The Vaults London in?
The Vaults London's product category is Immersive Theatre Venue. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking), with a secondary code of THAFAEAD, Live Music Venues & Concert Bars. Its NAICS code is 71131 and its SIC code is 7900.