A new party palace has landed in the heart of London’s West End. Albert’s Schloss, a Bavarian-themed bier hall, opened its doors in July 2024. It occupies the former Rainforest Cafe site in the iconic Trocadero building on Shaftesbury Avenue. Therefore, this northern import has quickly become one of the capital’s most exciting nightlife destinations.
The £8 million venue is the fourth site for the successful group. It follows sell-out successes in Manchester, Birmingham and Liverpool. As a result, Londoners can now experience what the brand calls an “Alpine retreat and pleasure palace” right next to Piccadilly Circus.
What Is Albert’s Schloss?
Albert’s Schloss is a Bavarian bier hall inspired by Prince Albert’s heritage. The name “schloss” refers to a castle or palace built as a retreat for pleasure and debauchery. The brand blends elements of Bavarian taverns, Alpine restaurants, European cabaret clubs and Victorian music halls.
The London site spans two floors covering 18,000 square feet. It has capacity for over 600 guests. Four bars measure over 45 metres in length combined. The venue also boasts a stage for live entertainment and a separate pub area called Ludwig’s Tavern.
Unlike storm damage that disrupts normal life, Albert’s Schloss brings welcome chaos of a different kind – the sort involving dancing on tables and 3am finishes.
Location and Opening Hours
The venue sits at 20-24 Shaftesbury Avenue in Soho, just moments from Piccadilly Circus and Leicester Square. Opening hours vary throughout the week:
- Monday to Thursday: 10am to 2am
- Friday and Saturday: 10am to 3am
- Sunday: 10am to 10:30pm
The venue holds a historic 3am licence, a rarity in central London. This late licence allows partygoers to continue their celebrations long after most other venues have closed.
Food and Drink
The menu at Albert’s Schloss focuses on Alpine-inspired dishes. Breakfast is served from 9am until noon daily. Options include the “cook haus breakfast” and the “kroissant royale,” featuring slow-cooked onions, gouda and a fried egg.
For lunch and dinner, guests can enjoy traditional German fare. The “12-hour Munich pork” is braised low and slow (£15 with fries). The “sausage fest” (£24.50) showcases a parade of German sausages with potato salad, sauerkraut and pickles. Other options include schnitzels, burgers, fondue and house-baked pretzels.
The venue claims to be the biggest importer of German sausages in the UK. Prices are reasonable for central London, with most mains under £20 and smaller plates around £10.
The Beer Selection
Beer is the star of the show at Albert’s Schloss. The venue serves the “Munich big six” including Hofbräu, Paulaner, Spaten, Löwenbräu, Hacker-Pschorr and Augustiner. Pints start at £6.90, competitive for the West End location.
Pilsner Urquell is delivered fresh weekly from Plzen in the Czech Republic. The beer is served from tank, ensuring maximum freshness. The Manchester site famously shifts more Pilsner Urquell than any bar outside the Czech Republic.
Wheat beers, limited-edition Oktoberfest specials and a vast cocktail selection are also available. The venue sells 250,000 shots of schnapps annually across its sites.
Live Entertainment and Showtime
Entertainment happens every day at Albert’s Schloss. Showtime starts at 8pm on Mondays and from 6pm Tuesday to Friday. On Saturdays, it begins at 3:30pm, and on Sundays at 4:30pm.
The programming includes live bands, cabaret acts, duelling pianos, go-go dancers and gospel choirs. A marching band comes through the doors every Wednesday at 10pm. “Kunst Cabaret,” inspired by 1920s Berlin and the sexual revolution, offers tongue-in-cheek performances.
Dancing on tables is not just allowed but encouraged. As creative director Lucie Meiselle puts it: “If people don’t, we’re doing something wrong.”
The Venue’s Unique Features
The London site includes several unique design elements. Guests can sit in an old ski gondola tucked away in a corner. A traditional photo booth sits beneath the DJ booth. The women’s toilets feature a large statue around which all cubicles reside, with one containing two lavatories, disco lights and a musical soundtrack.
The ground floor Schenke Tavern operates on a walk-in basis. Downstairs, the Cook Haus restaurant requires bookings. Ludwig’s Tavern on the lower ground floor pays tribute to “Mad King Ludwig” of Bavaria, featuring roaring fires, shuffleboard and other tavern games.
Entry Requirements and Dress Code
Entry to Albert’s Schloss is free. However, there are several rules to note. The venue does not allow fancy dress, large sporting groups or large single-sex parties. Entry decisions are made at the door and are at the discretion of the venue team.
A dress code requires guests to dress appropriately for “our regal namesake.” Gym wear and overly casual attire are not permitted. From 6pm on Friday to Sunday, the venue operates an over-21 policy.
ID is required for anyone appearing under 25. The venue has a strict no-ID, no-entry policy.
What Customers Are Saying
Customer reviews have been overwhelmingly positive. One visitor called it “one of the most enjoyable dining experiences I’ve had in London,” praising the lively atmosphere and friendly staff. Another described the pork knuckle as “to die for” and said the German beer selection was “superb.”
Several reviewers highlighted the service as exceptional. One guest specifically thanked a waiter named Charlie for making their dining experience “exceptional.” Another noted the venue feels “like a safe and comfortable environment,” with plenty of security providing extra peace of mind for groups.
The toilets received special praise for being “not only clean and well maintained but have a real quirkiness.” The reviewer declined to spoil the surprise, encouraging visitors to “make sure you drink plenty” to experience them.
Private Events and Weddings
Albert’s Schloss is available for private hire and weddings. The venue can accommodate up to 650 guests for dining and receptions. The team has hosted less than ten weddings since opening, but they are actively seeking to grow this side of the business.
Wedding Contact Chloe invites couples to reach out for planning help. The venue offers exclusive use options and can arrange live entertainment, DJs and cabaret acts for special occasions.
The Group Behind Albert’s Schloss
Albert’s Schloss is owned by Mission Mars, a multi-concept hospitality group based in the north-west. The company is led by Roy Ellis and Neil Macleod, who previously founded and built the Revolution bar chain. Mission Mars also operates the Neapolitan pizza chain Rudy’s, which now has close to 30 sites nationwide.
The first Albert’s Schloss launched in Manchester in 2015. Birmingham followed, then Liverpool. The London site is the largest and most ambitious to date.
FAQs
Where is Albert’s Schloss London located?
It is located at 20-24 Shaftesbury Avenue in Soho, just moments from Piccadilly Circus and Leicester Square.
When did Albert’s Schloss London open?
The venue opened in July 2024.
Do I need to book a table?
Bookings are recommended for the Cook Haus restaurant downstairs. The ground floor Schenke Tavern operates on a walk-in basis.
Is there a dress code?
Yes, gym wear and overly casual attire are not permitted. No fancy dress is allowed.
What are the opening hours?
Monday to Thursday: 10am-2am, Friday and Saturday: 10am-3am, Sunday: 10am-10:30pm.
Is there an age restriction?
From 6pm on Friday to Sunday, the venue operates an over-21 policy. ID is required for anyone appearing under 25.
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