Meet Gemma, Project Development Director at Clays

Regent Street has long been home to innovation, where heritage meets the new, and experiences are designed to surprise. At the forefront of one of its most exciting recent openings, Clays, is Gemma Steffensen, Project Development Director and driving force behind the venue’s creative vision.

Can you introduce yourself and tell us a little about your role at Clays?

I’m Gemma, Project Development Director at Clays, which essentially means I get the very exciting job of bringing our venues to life. From scouting the perfect locations, to overseeing the design and build, I make sure every detail is ready before handing the baton to our incredible operations team, who then work their magic day-to-day. I like to think of myself as the person who sets the stage for all the fun to happen!

What do you think makes Clays stand out from other social experiences in London?

Where do I start? The game is ridiculously competitive, super accurate, and gives you that authentic “out in the countryside” feel without ever leaving central London. Add to that our food and drink, which I genuinely believe are best in class - carefully sourced ingredients, a menu full of variety, and cocktails that make you want to try them all.

And of course, the design - our Regent Street venue leans into its art deco roots, with original listed features that give it so much character. Every little detail has been considered, which makes it pretty special.

Do you have a personal favourite part of the Clays experience — from the tech to the food and cocktails?

It’s impossible to pick a favourite… but if I had to choose, I’d say the Ruby cocktail is my go-to.

Why was Regent Street the right place for Clays to open its newest venue?

After our success in the City and Canary Wharf, we knew we wanted a flagship venue in west London — and Regent Street felt like the perfect fit. It’s vibrant, eclectic, and buzzing with energy, which is exactly the kind of crowd Clays attracts. Regent Street also draws such a huge international audience, so it allows us to connect with Londoners and visitors from all over the world. Plus, the venue itself is steeped in history and absolutely beautiful — we couldn’t resist.

Regent Street has such a mix of heritage and innovation — how do you see Clays fitting into that landscape?

Clays really is the best of both worlds. We’ve created a game that’s powered by cutting-edge technology, but at its heart it’s inspired by the great British pastime of clay shooting and the heritage of the countryside. It’s that blend of tradition and innovation that makes us feel right at home on Regent Street.

What do you hope visitors will take away from their first Clays experience here?

I want people to leave feeling both surprised and delighted. Surprised by the design and atmosphere when they first walk in, and delighted by the game, the food, the drinks, and of course the brilliant hospitality from our team. If they’re smiling, laughing, and maybe a little bit competitive on the way out, we’ve done our job.

Regent Street is full of incredible places to eat, shop, and explore. Do you have a favourite neighbour you’re excited to be alongside?

There are so many amazing names on Regent Street it’s impossible to choose, but we’ve already struck up friendships with some of our neighbours and we have a real soft spot for Bob Bob Bebe.

Outside of Clays, how do you like to spend your time in the West End/Regent Street?

Shopping and eating, without a doubt - my two favourite pastimes! Regent Street makes it far too easy to do both.

If you could invite anyone for a round of interactive clay shooting at Clays Regent Street, who would it be?

The Strictly judges, without hesitation. Imagine the drama, the sparkle, and of course all the behind-the-scenes gossip. That would be a night to remember!