Alpine winter experience on Royal Avenue with new Après at The Alhambra

Haymarket Belfast brings Alpine winter experience to Royal Avenue with new Après at The Alhambra

City centre pop-up will transform long-vacant building into festive destination for live music, drinks and entertainment

Haymarket Belfast is set to transform a long-vacant Royal Avenue property into a vibrant new destination for live music, entertainment and festive experiences this month, bringing new energy to a prominent city-centre building that has stood empty for almost 15 years.

Après at The Alhambra will officially open on Thursday 19 November and run until Saturday 19 December, with the ground floor of the former JJB premises at 58-66 Royal Avenue becoming an Alpine-inspired Christmas destination for live music, drinks and festive entertainment, in partnership with Coors.

The 7,180 sq ft space will be brought to life for the festive season, with tickets now on sale for a programme of themed music-led Saturday events, including country party Hoedown Rodeo on 21 November, 80s day party Footloose on 28 November and high-energy Bangin’ Bingo on 19 December. The pop-up will also welcome walk-in guests every Thursday, Friday and Saturday throughout the run, offering live music, drinks and an Alpine-inspired setting without the need to book for a ticketed event.

Après at The Alhambra takes its name from Belfast’s rich entertainment heritage, paying tribute to the original Alhambra Theatre of Varieties, which opened on North Street in 1871 as one of Belfast’s earliest music halls and variety houses. Renowned for its diverse programme of performances, the original Alhambra became an important part of Belfast’s social scene, and its legacy continues to inspire the new pop-up on Royal Avenue.

At the heart of Après at The Alhambra is a celebration of Belfast’s enduring passion for live performance, bringing together music, entertainment and festive experiences over the Christmas period. Building on Belfast’s rich musical heritage and the success of the city’s inaugural Fleadh Cheoil na hÉireann, the pop-up will offer another opportunity for audiences to enjoy the city’s vibrant live music culture.

James Joyce, Director of Operations at Haymarket Belfast said:

“Après at The Alhambra is an exciting new space for Haymarket Belfast and we’re delighted to be bringing an Alpine-inspired Christmas experience to Royal Avenue this year. We’ve transformed the site into somewhere that feels energetic and welcoming, creating a setting that will bring a real sense of occasion to the city centre this Christmas. 

“For us, this is about taking a long-empty city-centre building from vacant to vibrant, and creating somewhere for people to gather for a memorable Christmas celebration.”

Belfast’s theatrical heritage is also reflected in a collection of handcrafted miniature models of the city’s lost theatres, created by local artist and set designer Stuart Marshall. The models include the original Alhambra and form part of a collection of theatre heritage material held at The Linen Hall Library, helping to preserve the story of Belfast’s thriving entertainment scne.

Commenting on the significance of the original Alhambra and its place in Belfast’s entertainment history, Stuart Marshall, Artist and Designer, said:

“Belfast has a rich history of music halls, theatres and live performance, and the original Alhambra was a key part of that story. Venues like these played an important role in bringing people together through entertainment, reflecting the tastes and spirit of their time. It is encouraging to see that heritage and the Alhambra name recognised once again in Belfast’s entertainment scene.”

Declan Scott, Operational Specialist at Coors, said:

“We’re delighted to be working with Haymarket Belfast on the launch of Après at The Alhambra and to be part of what promises to be a fantastic new festive experience for Belfast.

“The Alhambra provides a brilliant setting for creating something distinctive and memorable, and Après is the perfect way to bring the space to life this Christmas. We’re looking forward to bringing Après at The Alhambra to Royal Avenue and welcoming guests to what we hope will become one of the city’s must-visit festive destinations.”

Martina Connolly, CEO of Belfast One BID, said:

“Bringing a long-vacant city-centre building back to life for this seasonal experience is a positive addition to Royal Avenue and Belfast city centre. Après at The Alhambra will bring a new burst of energy to the area during the Christmas period, giving residents and visitors another reason to spend time in the city centre.”

With tickets now on sale, Après at The Alhambra offers a mix of ticketed Saturday afternoon events and walk-in sessions throughout the Christmas period, giving groups of friends, colleagues and visitors the chance to enjoy live music, DJs, drinks and themed entertainment in an Alpine-inspired setting.

The activation forms part of Haymarket Belfast’s commitment to creating memorable experiences for visitors and bringing energy to Royal Avenue, while celebrating the heritage behind one of Belfast’s most recognisable entertainment names.

It will also benefit from its location immediately beside Haymarket Belfast, creating a wider hospitality and entertainment destination on Royal Avenue this Christmas. For the festive period, Après at The Alhambra will join The Lounge, Crimson Cocktail Bar, The Courtyard, Mic Drop Karaoke Bar, The Stock Exchange and The Armoury as part of the wider Haymarket Belfast offering, which has grown significantly since the site first opened in 2021.

Après at The Alhambra is being delivered in collaboration with Haymarket Belfast’s charity partner The Malone Tornadoes.

https://haymarketbelfast.com/venues/the-alhambra/apres