Client
Thorough Events, organisers of London Concours
Annual luxury automotive showcase
Overview
From 3 to 5 June 2025, The Honourable Artillery Company (HAC) hosted the ninth edition of London Concours, the capital’s leading luxury automotive garden party. Set within the HAC’s iconic five-acre Artillery Garden, the event brought together collectors, brands, enthusiasts and industry leaders for three days of curated automotive excellence.
Since 2017, the HAC has provided the perfect home for London Concours, offering a rare blend of City heritage, expansive outdoor space and exceptional hospitality - a combination unrivalled anywhere else in Central London.
Event Summary
London Concours 2025 offered a quintessential English summer experience against the historic backdrop of Armoury House. The show featured a meticulously curated line-up of rare and legendary cars sourced from private collections, with daily rotating displays to keep the programme fresh.
Highlights included:
- 50 Aston Martins
- 50 Mercedes-Benz models
- 50 supercars, refreshed daily
- Over 10,000 visitors across the three days
The atmosphere was refined, elegant and unmistakably exclusive — a showcase that celebrated craftsmanship, heritage and modern automotive innovation.
A Quintessential London Summer Setting
The HAC’s Artillery Garden offers a unique proposition: a vast, beautifully maintained green space set within the Square Mile, framed by the Georgian architecture of Armoury House and modern City skylines.
This blend of heritage and open space creates an unmatched environment for outdoor luxury events, giving exhibitors and visitors a sense of privacy, prestige and occasion.
Fast Facts
- Hosted at The HAC for 9 consecutive years
- 5 acres of private lawns
- Feature displays of 150 rotating cars
- More than 10,000 visitors in 2025
Audience breakdown:
- 48% direct ticket sales
- 20% partner guests
- 8% hospitality
- 13% owners and special guests
Hospitality by Searcys: A Taste of Summer
A standout element of London Concours 2025 was the Taste of Summer hospitality programme curated by Searcys. The menus championed seasonal English produce, sustainable suppliers and locally crafted drinks, served from dining areas overlooking the show field.
Key details:
- English wines and local craft beers
- Sustainable gin from artisan partners
- Seasonal, flavour-led dishes including slow-roasted duck
- A relaxed garden-party atmosphere with uninterrupted views of the displays
Why The HAC Works for Big Brands
The HAC’s unique blend of history, space and world-class hospitality creates an exceptional canvas for high-profile events. London Concours exemplifies how the venue supports elevated brand experiences through:
- A central yet secluded location
- Heritage architecture and ceremonial atmosphere
- Five acres of adaptable outdoor space
- Professional event infrastructure and expert teams
“The HAC and Searcys are critical partners to the London Concours. A unique setting in the heart of the City, coupled with exquisite hospitality and a curation of the most extraordinary cars, make the event magical.”
“We absolutely love welcoming the Thorough Events team back each year. London Concours has become synonymous with the Artillery Garden, and it offers the perfect home for an event of this kind.”
Host Your Next Signature Event at The HAC
Whether you’re planning a luxury showcase, brand activation or exhibition, The HAC provides a versatile and prestigious setting supported by an expert events team.
