35 Soho Square to 13-14 Dean Street – Soho and Dean Development

A few months ago, Rubix relocated office, not to a different neighbourhood, not because the space no longer worked or had been out grown but because it was the right thing for our client.

The Beginning

When Soho and Dean (35 Soho Square and the adjacent building 13-14 Dean Street) entered development, we were there as leasing agents, shepherding the vision of a mixed-use scheme in the heart of Soho. As the buildings took shape, something became clear: we believed in it enough to occupy it ourselves.

We took the first floor at 35 Soho Square. The team moved in, settled in, and made it home whilst the rest of the scheme finished around us. There’s a reason we chose it. The building overlooks Soho Square itself, plus a roof terrace to really make the most of the outlook. A gym in the basement, for that quick workout in between meetings and beyond the building’s walls, everything that makes the West End tick. Amazing restaurants, culture, and after work activity right at your fingertips. For an agency, there’s no better signal than that, we believed in the building we were bringing to the market so much we also bet on it.

The Moment

Then something shifted. A sports marketing company came forward. They originally were looking at all other floors, but after a few viewings it became clear they needed the entirety of 35 Soho Square — all 6,000 sq ft — as their new HQ in London. They understood what we’d understood: this building is the kind of asset that attracts the right people and the right culture.

It was a major commitment, the kind that reflects both the depth of demand the building had generated and genuine growth at their end.

And we faced a choice.

The Decision

As leasing agents, our responsibility is clear: to act in the best interests of our clients and maximise the outcome for the buildings we represent. That responsibility doesn’t end when we become occupiers ourselves.

So we moved.

Rubix relocated into the adjoining Dean Street building. The sports marketing company took the whole of 35 Soho Square — the roof terrace, the gym, the views over the square, and everything the West End offers.

On paper, it’s a straightforward business decision. In practice, it’s the strongest endorsement a scheme can get. A building we had committed to occupying ourselves had generated enough momentum and market confidence to secure a full-building tenure from a significant occupier.

Now

Settled into our new space on Dean Street, we remain firmly embedded in the Soho & Dean ecosystem. The project continues to attract an exceptional calibre of occupiers; creative businesses, finance firms, media companies — as it moves towards full occupation.

An easy decision and an office move.