Waterloo is a neighbourhood unlike any other in London. Located at the city’s geographical centre – well-known as the meeting point for Londoners – and seeped in an abundance of history, culture and community, its past and present make for a very exciting future.


Waterloo has a long and proud tradition of activism that’s attracted passionate individuals to drive positive change. The legacy of feminist social reformers such as Octavia Hill, Emma Cons and Lilian Baylis can still be seen throughout the neighbourhood on road signs and building names commemorating their work in the area. Today, over 30 charities call Waterloo home as they strive to make the world a better place.


Located just a stone’s throw from the renowned cultural centres of the West End and South Bank yet remaining relatively undiscovered, Waterloo has become a hotbed for boundary-pushing performance, counter-cultural art and “off-West End” theatre. From the graffiti of Leake Street to the classical composers of the 1901 Arts Club and almost everything in between, the area is a diverse cultural powerhouse attracting an array of talent.


Building on its progressive past, Waterloo is channelling its activist spirit towards addressing the current climate crisis. With the goal of becoming a Net Zero Neighbourhood by 2030, the BID is partnering with leading sustainability experts to cut local carbon emissions and encourage environmental innovation. This has attracted sustainable start-ups from biotech apps to built environment specialists. In fact, the area is home to one of the world’s largest climate tech ecosystems.


As one of the busiest transport hubs in the city, and an area that still retains an authentic and quirky edge, Waterloo attracts millions of visitors every year. With a diverse range of pubs, restaurants, and cultural hotspots, it’s the perfect place to set up shop, get noticed and we’re keen to support you on your journey.