British Airways ARC Opens At Olympia As Airline Expands Beyond Travel

British Airways has marked the opening of British Airways ARC at Olympia, introducing London’s newest major live entertainment venue and signalling a continued expansion of the airline’s customer offering beyond traditional air travel.

The new 3,800-capacity venue officially opened its doors on 16 June and forms part of Olympia’s wider £1.3 billion redevelopment project, which is transforming the historic West London destination into a major cultural, entertainment and business hub.

Opening performances include Self Esteem and McFly, with further shows from artists including Van Morrison, Khalid and The Black Keys scheduled throughout the venue’s inaugural season.

The launch represents a significant step in British Airways’ partnership with Olympia and highlights the airline’s growing focus on customer experiences beyond the airport and onboard environment.

As Olympia’s Founding Partner, British Airways has integrated the venue into its loyalty programme, with members of The British Airways Club already securing exclusive ticket allocations and access to additional benefits across the development.

---

From later this month, customers will also be able to collect Avios at selected restaurants and bars located within Olympia, further extending the airline’s loyalty ecosystem beyond travel.

Hamish McVey, Director of Marketing at British Airways, described the venue as an important milestone in the airline’s partnership with Olympia and entertainment operator AEG.

“British Airways ARC represents an exciting new chapter in our partnership with Olympia and AEG, and a step forward in how we connect our customers with unforgettable experiences, both in the air and on the ground,” he said.

The opening also coincides with the launch of British Airways’ new “Cloudscapes” advertising campaign, which features alumni from The BRIT School and aims to celebrate British creativity through imagery inspired by views from the skies.

Alongside the venue opening, British Airways has announced a new onboard dining collaboration with Wolves of Tokyo, one of Olympia’s newest restaurants.

From 1 July, Club World customers travelling between London Heathrow and Tokyo Haneda will be able to enjoy a specially curated menu inspired by the restaurant’s contemporary Japanese cuisine. The menu will include dishes such as crab maki, black cod with plum miso, seaweed salad and matcha cheesecake.

The partnership forms part of British Airways’ wider strategy of linking its onboard product with destinations, restaurants and cultural experiences across the United Kingdom.

The opening of British Airways ARC is only the beginning of the airline’s presence within Olympia. A second venue, the British Airways Theatre, is currently under construction and is scheduled to open in 2027. Once complete, it will become London’s largest purpose-built theatre to open in almost 50 years.

While airlines have traditionally focused on transporting passengers from one destination to another, British Airways increasingly appears to be positioning itself as a broader lifestyle brand, connecting customers with entertainment, dining and cultural experiences both in the air and on the ground.

With British Airways ARC now welcoming its first audiences, the airline’s role within Olympia is set to become one of the most visible examples of how major airlines are expanding beyond aviation and into the wider experience economy.