Originally constructed between 1906 and 1908, 30 Euston Square was built with a noble mission at its heart. The London, Edinburgh, and Glasgow Assurance Company created their headquarters at the corner of Euston Road and Melton Street, providing essential welfare insurance for low-income workers and their families. The prime location near Euston Station, with its classical grandeur welcoming travellers since 1837, was perfectly positioned to receive the company’s clients arriving in the capital.
Professor Arthur Beresford Pite, distinguished Professor of Architecture at the Royal College of Art and leading figure in the Arts and Crafts movement, designed this magnificent Grade II* listed building. He created a masterpiece of Greek Revival architecture with traditional block and stone construction, classical facades, and distinctive Doulton Parian Ware tiles.
The Arts and Crafts influence shines throughout: extensive glazed decorated faience tiling adorns the main entrance, a grand marble fireplace displays the LE&G company symbols, and a striking floor mosaic features the signs of the zodiac by the renowned Rust Vitreous Enamel Company. The Edwardian façade continues to exude timeless elegance as a cherished landmark in London’s architectural heritage.
Following Pite’s upward extension in 1913, several assurance companies merged to form the National Amalgamated Approved Society (NAAS) in 1912. The society favoured economical construction techniques, leading to W. H. Gunton taking over architectural work in 1932. Gunton maintained the classical stone building line whilst introducing steel-framed methods, creating extensions that formed nine separate buildings surrounding courtyards functioning as light-wells.
The National Insurance Act of 1946 and NHS introduction in 1948 transformed Britain’s healthcare landscape. With free medical care now available, medical assurance societies faced obsolescence. 30 Euston Square passed to the Department of Health and Social Security, then private ownership, eventually lying empty for years in a derelict state. Historic England awarded Grade II* listed status in 1974, ensuring sympathetic future development.
The building’s renaissance came through the Royal College of General Practitioners, whose story mirrors the original LE&G company’s social purpose. Formed in 1952 when NHS GPs lacked professional representation, the College became the professional home for General Practitioners, improving care standards and engaging in vital medical research.
Granted Royal Patronage in 1972 with the motto “Cum Scientia Caritas” (Caring with Science), the RCGP grew to become the largest medical Royal College with 54,000 members. Outgrowing their Princes Gate premises, they sought headquarters accommodating examination suites, auditorium, Council Chamber, and comprehensive offices.
In 2010, the RCGP acquired 30 Euston Square in its derelict state. Working with Tilney Shane Architects and consulting Historic England and Camden Borough Council, they undertook meticulous restoration respecting the Grade II* listing.
The ingenious solution glazed over historic courtyards and linked buildings with internal bridges. The transformation created the 30 Euston Training Centre, 41 elegant boutique bedrooms, a magnificent 300-seat auditorium, and distinguished ‘State Rooms’ for Council meetings with rooftop terrace access.
Today, 30 Euston Square stands as a prestigious events venue offering versatile spaces that seamlessly blend historic charm with modern amenities. The venue features a 300-seat auditorium, contemporary and heritage meeting rooms, private dining areas, two state rooms with rooftop terrace, and the cutting-edge 30 Euston Training Centre for professional assessments and scenario-based learning.
Managed by Searcys, the venue delivers exceptional catering from global cuisines and comprehensive event packages for everything from conferences and weddings to Christmas parties and hybrid events. With luxurious boutique bedrooms available, 30 Euston Square stands as a premier destination offering exquisite cuisine, exceptional hospitality and a prime central location.
All proceedings generated through bookings at 30 Euston Square directly support the vital work of the Royal College of General Practitioners, helping to advance healthcare and make a lasting impact on communities across the country.
Rooftop Terrace Reopening from 9th September
Our newly refurbished Rooftop Terrace is back and available for bookings from 9th September onwards!
Only available as a combined booking with the State Rooms.
