Wynn Rebrands Crown London as Wynn Mayfair After Purchase

In January, Australia’s Crown Resorts announced it would sell London Casino to Wynn Resorts Ltd as a way of aligning with its strategy to invest in Australian assets. 

Now, Wynn Resorts has officially taken over the London-based property, formerly known as Aspinall’s, clearly marking its intention to further expand. 

New Name for the Iconic Building

The iconic private members’ club located in the heart of London’s Mayfair has also been given a new name to operated under, Wynn Mayfair.

With final approval from the UK Gaming Commission now secured, Wynn can fully integrate this prestigious property into its growing global portfolio. 

The completion of the acquisition signals Wynn’s intention to improve its connections with wealthy European clientele just ahead of its next big project, the Wynn Al Marjan Island resort in the UAE, slated to open in 2027.

Located at 27–28 aCurzon Street, Wynn Mayfair extends across two interconnected historic townhouses and has long been regarded as one of the city’s most luxurious gaming venues. 

The building’s rich legacy dates back to its 1960s incarnation as the White Elephant Club, later transformed by John Aspinall into a high-end casino that regularly drew royalty, celebrities, and society elites.

Inside, Wynn Mayfair offers an upscale experience with 20 gaming tables spread across its main floor, a rooftop terrace, and six private salons. 

The Bar and The Dining Room, now open to both members and the public, serve refined British cuisine alongside curated wines and cocktails. Art and design play a key role in the club’s atmosphere, with a collection that includes antiques, plush interiors, and a range of classical and contemporary artworks.

“Extension of the Al Marjan Casino Floor” 

In a recent interview with Inside Asian Gaming, Wynn chief executive officer Craig Billings discussed how this London property fits into the company’s long-term vision. 

“It’s an extension of the Al Marjan casino floor. We have many, many customers that we are already talking to and encountering in that region who spend a significant amount of time in the UK,” he said.

Billings added that Wynn’s geographic positioning is becoming a global advantage: “After the opening of Marjan, 95% of the world’s population will be within an eight-hour flight of a Wynn property.”

The move also serves a larger purpose in Wynn’s roadmap, with the CEO calling it “a great way to jumpstart a database into the opening of Wynn Al Marjan” that will cater to the needs of a very high-end customer.

“It doesn’t take many of those to ultimately earn a return on that business,” Billings added.Wynn Resorts and Crown Resorts have crossed paths before. Back in January 2018, Wynn purchased a parcel of land on the Las Vegas Strip that had previously belonged to Crown, a deal that closed for $300 million.