West End marketing lead appointed to reinvent Square Mile leisure offer

LM headshot

New West End Company marketing lead, Luciana Magliocco, has been recruited as the Director to oversee the City of London Corporation’s flagship new leisure programme, Destination City.

Launched last month, the scheme will transform the Square Mile’s leisure offer, creating a leading destination for UK and international visitors, workers, and residents to enjoy.

Backed by a £2.5 million annual investment from the City Corporation, Destination City will drive the Square Mile’s recovery from the pandemic, enhancing its vibrancy, revitalising its streets, reinvigorating its businesses, and boosting its attractiveness to talent.

Destination City will deliver an exciting events programme, offering something for everyone, including outdoor festivals featuring music, art, education, sport, and wellness, in the City’s iconic settings and hidden spaces.

A first of three major events is planned for this autumn.

New West End Company comprises 600 UK and international retailers, restaurateurs, hoteliers, galleries, and property owners in London's West End.

During her 11 years at the organisation, Luciana led on a number of transformative West End programmes and activations, working alongside its businesses and partners to ensure it remains a globally-renowned and attractive destination.

These include overseeing the iconic Oxford Street and Regent Street Christmas Lights Switch On shows, large scale traffic-free days, launching the first ever West End wide loyalty app and working with Westminster City Council and property partners to deliver its innovative Pop-Up programme.

Luciana starts in September, and one of her first tasks will be leading the programme’s spectacular launch event this autumn.

It will tell the City’s story through immersive theatre, taking audiences on a journey through 2,000 years of history, and looking towards the even greener, cleaner, and more sustainable Square Mile of the future.

She will have the support of a new City Envoy Network of leading arts, retail, and hospitality specialists, who are providing a new voice for tourism at the heart of the City Corporation.

Policy Chairman of the City of London Corporation, Chris Hayward, said:

"We are thrilled to welcome someone of Luciana’s calibre and experience to oversee this flagship programme.

“This is a once-in-a-generation opportunity to redefine the Square Mile, just as the Elizabeth line is connecting more people to the City than ever before.

“We are putting the City of London on the map as a world-leading destination, which is fun, creative, and inclusive.”

Luciana Magliocco said:

“This is an extraordinary opportunity to enhance and shape the future of the Square Mile – the heart of the most exciting, dynamic, and historic city in the world.

 “We want to create something truly special – a destination that is fresh and innovative - by providing events that are uniquely City but globally renowned.

“Destination City will also enhance the Square Mile’s green ambitions, leading to a more sustainable City.”

The City of London Corporation is the fourth largest funder of heritage and cultural activities in the UK and invests over £130m every year.

Notes to editors

About the City of London Corporation

 The City of London Corporation is the governing body of the Square Mile dedicated to a vibrant and thriving City, supporting a diverse and sustainable London within a globally-successful UK.

About Chris Hayward

Throughout his career Chris Hayward has worked in the construction, aviation, infrastructure and global events management sectors.

He is currently a Director at leading communications agency JBP, a Director at professional services consulting firm WSP in the UK and Director of Hayward Properties Limited.

He is a former Deputy Leader of Hertfordshire and Dorset County Councils.

As Policy Chairman, he effectively operates as the political Leader of the City Corporation.

About New West End Company

New West End Company is a partnership of 600 retail, restaurant, hotel and property owners across the world's top shopping and leisure destination anchored by Bond Street, Oxford Street and Regent Street and Mayfair.

It works in partnership delivering transformational projects, sustainable place management, destination marketing, advocacy, inward investment, and commercial insights.

It is an influential business voice, active in the wider community and a key partner in delivering a new West End.

City Envoy Network membership

The following leading individuals and organisations across a range of sectors have agreed to become the first members of the City Envoy Network:

·  Sharon Ament, Director, Museum of London 

·  Gareth Banner, GM, The Ned 

·  Brian Fenty, CEO, TodayTix 

·  Will Gompertz, Artistic Director, Barbican 

·  Catriona Henderson, Regional Head, Workplace Operations, Bloomberg

·  Claire Irvin, Head of Travel, The Telegraph

·  Alice Keown, Leasing Director, British Land 

·  Tom Marchant, Co-Founder, Black Tomato 

·  Joe McTaggart, CEO, Walls & Futures 

·  Rebecca Matthews, Director ARoS Aarhus Art Museum and Advisory Board Member, UK City of Culture 2025   


Matthew Cooper
Square Mile Recovery Communications Officer
City of London Corporation
M: 07734 232882