Saturday will see the capital showered in colour and love. Streets and spectators will be waving rainbow-themed flags, there will no doubt be some gorgeous, outlandish outfits on show and also plenty of themed cocktails and foodie pop-ups to indulge in. Why, I hear you ask? Pride is returning to London, promising a whole weekend of extravagant celebrations we’re sure you won’t want to miss. 

Alongside the main parade – which will see the colourful extravaganza begin at Marble Arch, travel past Hyde Park, down Piccadilly and end in Trafalgar Square – many London institutions will also be holding their own Pride events. From cocktails and brunches to art installations and popping parties, all created in honour of the LGBTQ+ community and its contribution to society, here’s where to celebrate Pride 2024 in London.

Pride at Covent Garden

Covent Garden is celebrating all forms of love with an immersive installation for Pride, as well as themed food and drink offerings across the estate. New eye-catching displays will pop up on the piazza this weekend, including a rainbow light installation which will glow throughout the Market Building, and the Flowering with Pride swing bench surrounded by blooming flowers providing the perfect opportunity to snap a photo for the ‘gram. For every social post featuring the #CoventGardenPride hashtag, Covent Garden will donate £1 to akt, a charity supporting LGBTQ+ young people in the UK who are facing homelessness.

Elsewhere, Shake Shack is joining forces with local LGBTQIA+ charities, by donating £1 from every sale of its limited edition rainbow-sprinkled Pride shake. Head to Seven Dials Market, in partnership with Pride in London, to sample a number of special delights from Hash Hut’s cheesy bran browns to Yum Bun’s rainbow salad set. Those looking for the perfect gift should head to the female and LGBTQ-founded print shop, They Made This, to browse the array of art representing more than 60 of the world’s best graphic artists, photographers and designers. Happy Socks will also be donating 10 per cent of its Pride-related sales to charity InterPride, while Apple is introducing a new Pride-themed watch, offering a spectrum of colours representing the vibrancy and diversity of LGBTQ+ communities.

Visit coventgarden.london

I Will Melt For You exhibition at the Kimpton Fitzroy, Bloomsbury

To celebrate Pride, Kimpton Fitzroy London will exhibit a selection of original artworks from some of the most exciting and burgeoning queer artists from east London and Margate. Running from 27 June – 14 July 2024, the So So So Hot Hot Hot Collective will present I Will Melt For You: a debut exhibition exploring the queer body, masculinity, pleasure and gender narrated by a collection of art spanning sculpture, drawing, painting and photography. The So So So Hot Hot Hot Collective – a dynamic group of queer artists from the UK – have been exhibited at the likes of the Tate Britain, The Royal Academy of Arts, The British Museum, British Film Institute and The Netherlands’ Pride Photo Exhibition. 

Visit kimptonfitzroylondon.com

Pride Package at W London, Soho

Celebrate Pride in the heart of Soho with an overnight stay package at W London, exclusively available on 29 June. Including a stay at one of the hotel’s comfortable guest rooms, and a complimentary Pride Afternoon Tea – think chicken tenders with buttermilk dip, and sweet and savoury scones – alongside drag performances from Outhaus, the real party starts when dusk descends where you’re invited to dance the night away with international DJ sets at The Perception party. 

Visit marriott.com

Proud West End at Oxford Street

Returning for its second year, Oxford Street will host Proud West End: an audio-visual art exhibition which champions and amplifies the voices of the West End’s LGBTQIA+ community. The free, on-street exhibition, available until 14 July, will comprise installations of 11 large-scale portraits of storytellers and adjacent QR codes for passers-by to tune into conversations about what makes them proud. 

Elsewhere on Oxford Street, an array of shops, restaurants and brands will be supporting the celebrations by running offers and experiences as part of Proud West End. On 29 June, visitors to John Lewis can enjoy a special appearance from DeDeLicious, one of the contestants from the fifth season of RuPaul's Drag Race UK (12-3pm), live music from resident DJ - DJ Lyndsey (11-5pm) on the first floor atrium and glitter face painting in store. Don’t miss Boom Battle Bar’s all-day event featuring rainbow-inspired pride cocktails with Drag DJs, and Adidas’ ‘Love Unites’ Pride Collection which celebrates individuality.  

Visit oxfordstreet.co.uk

Pride at Kapara, Soho

To celebrate Pride in the most darling way possible, head to Soho’s queer-owned hedonistic Eastern Mediterranean haven and LGBTQIA+ favourite, Kapara. Start the day with the Drag and DJ Brunch, where you can enjoy a myriad of mezzes and moreish mains – think pita French toast ladened with golden sultanas, cherry compote and banana tempura, as well as Harissa and Hake featuring homemade brioche, hake tempura and harissa mayo – set to the backdrop of DJs and dazzling drag performances. Also don’t miss the exclusive Pride cocktails – we love the fruity Rainbow Colada Cream featuring Malibu, pineapple, lime and cherry gazoz topped with blue vegan cream – and the Proud Babka dessert, reimagined with a new rainbow look and filled with pistachios and tahini cream. 

Visit kapara.co.uk

The Devil’s Pride at The Mandrake, Fitzrovia

American singer Virgin X is gearing up to host a devilish evening of decadence and debauchery in the depths of The Mandrake, Fitzrovia’s five-star boutique hotel and cultural hub for like-minded souls. Famous for its striking art and design, self-expression sits central to the hotel’s ethos, championing hedonism and experimentation. During The Devil’s Pride event, Virgin X will be performing new material from her upcoming EP Boogiethem, while sumptuous cocktails and classic tunes will flow late into the night. Attendees are encouraged to wear whatever makes them feel most proud.

Visit themandrake.com

Read more: Cocktail of the Week: Pride in Art by Bankside Hotel