Wynn's London Debut: Historic Mayfair Casino Acquisition Signals Global Luxury Gaming Push

Wynn Resorts has officially planted its flag in London’s exclusive Mayfair district, completing its purchase of the historic casino formerly known as Aspinall’s from Australia’s Crown Resorts. The prestigious property, now rebranded as Wynn Mayfair, represents a strategic move by the American casino giant to extend its reach into European high-end gaming circles just as the company prepares for its ambitious Middle Eastern debut.

The Strategic Acquisition

The acquisition, which received final approval from the UK Gaming Commission, transforms the legendary private members’ club into the latest jewel in Wynn’s expanding global crown. For Crown Resorts, the sale aligns with their recently announced strategy to focus investments on Australian assets, stepping back from international ventures.

This isn’t the first time Wynn and Crown have crossed paths in the business world. In January 2018, Wynn purchased a parcel of land on the Las Vegas Strip from Crown Resorts, closing that deal for $300 million. The latest transaction further intertwines the histories of these two major players in the global casino industry.

CEO Craig Billings has framed the London acquisition as “an extension of the Al Marjan casino floor,” referring to the company’s upcoming Wynn Al Marjan Island resort in the UAE, scheduled to open in early 2027. This strategic viewpoint reveals how the company sees its properties working in concert to serve a global high-net-worth clientele.

“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,” Billings explained. The geographic synchronicity is key to Wynn’s long-term vision, with the CEO noting that “after the opening of Marjan, 95% of the world’s population will be within an eight-hour flight of a Wynn property.”

The Historic London Property

Located at 27-28 Curzon Street, the newly christened Wynn Mayfair occupies two interconnected historic townhouses in one of London’s most prestigious neighborhoods. The location has long been a magnet for the elite, from royalty to celebrities, offering an intimate gaming experience that stands in contrast to the massive resort complexes typically associated with the Wynn brand.

The richly storied London property carries a fascinating legacy dating back to the swinging 1960s, when it was known as the White Elephant Club. It was the legendary gaming impresario and animal conservationist John Aspinall who transformed the venue into a high-end casino. In its heyday, the club attracted an A-list clientele including Richard Burton, Roger Moore, Princess Margaret, Shirley Bassey, Peter Sellers, and Shirley MacLaine.

The Aspinall Legacy

John Aspinall himself was a colorful and controversial figure in British gambling history. Aspinall realized he could work around existing gaming laws that banned gambling from fixed addresses through creative means. The Clermont Club, which Aspinall ran in the late 1960s, was described as “one of the most extravagant and elegant gambling houses in the world, a magnet for the super-rich who liked to gamble”.

The club was luxuriously decorated and furnished, resembling a Georgian upper-class gentleman’s townhouse rather than a gaming establishment. Its members included the wealthy from around the world, particularly from the USA and Middle East, alongside British politicians and landed gentry. On one notable occasion, the young Earl of Derby, a vast landowner who had only recently come into his inheritance, reportedly lost half of Yorkshire in one evening at the gaming tables.

The Wynn Experience in London

Today, Wynn Mayfair offers an exclusive gaming experience with 20 gaming tables distributed across its main gaming floor, rooftop terrace, and six opulent private salons. The property maintains its historic charm while incorporating the luxury touches Wynn properties are known for.

Upon entering, guests encounter The Bar and The Dining Room, which notably are now open to both members and the public. These spaces offer specialty cocktails and exceptional wines alongside a menu of locally sourced classic dishes.

The club’s interior design showcases an impressive collection of antiques, plush furnishings, and both classical and contemporary works by photographers and artists. One of the property’s most distinctive features is its expansive open-air rooftop terrace that accommodates cocktails, dining, and gaming, with smoking permitted – a rarity in modern London establishments.

Wynn Resorts: A Global Luxury Brand

Wynn Resorts, founded by Steve Wynn in 2002 after he sold Mirage Resorts to MGM Grand, has developed a reputation for luxury casino development. The company went public on NASDAQ on October 25, 2002, and opened its first project, Wynn Las Vegas, on April 28, 2005. Since then, the company has expanded globally with properties including Wynn Macau (opened September 6, 2006), Encore at Wynn Las Vegas, Encore at Wynn Macau (opened April 21, 2010), and Wynn Palace in Cotai (opened August 22, 2016).

While Steve Wynn himself was forced to step down in 2018 amid sexual misconduct allegations (which he has denied), the company has continued its expansion under current CEO Craig Billings. According to recent Forbes estimates, Steve Wynn’s net worth as of April 2025 stands at $3.7 billion.

The Wynn Aesthetic

The company’s Las Vegas property showcases Wynn’s attention to detail and landscape design. The 42-story Wynn Resort and Casino is a 192-acre, upscale megaresort boasting 18 pools, a towering 150-foot-tall mountain with a five-story waterfall that cascades into a three-acre lake, and an 18-hole championship golf course.

When BrightView installed the landscape in 2005, they faced an aggressive construction schedule to meet the seven-month deadline for the grand opening. The design included numerous trees relocated from the existing golf course, including a sixty-foot-tall pine for the man-made mountain. Steve Wynn was so impressed with BrightView’s work that he requested their services for his next project, Encore.

Wynn’s current portfolio is already impressive. Wynn and Encore Las Vegas consist of two luxury hotel towers with a total of 4,748 spacious hotel rooms, suites, and villas. The Las Vegas resort features 22 signature dining experiences, 10 bars, two award-winning spas, meeting and convention space, three shopping esplanades, as well as two showrooms, two nightclubs, a beach club, and Wynn Golf Club.

Strategic Global Expansion

The London property serves as more than just another casino location – it’s a strategic data-gathering operation for Wynn’s broader expansion plans, with Billings describing it as “a great way to jumpstart a database into the opening of Wynn Al Marjan.” The high-end focus makes commercial sense for the company. As Billings noted, “It doesn’t take many of those [high-end customers] to ultimately earn a return on that business.”

As Wynn continues its global expansion, the Wynn Al Marjan Island resort in Ras Al Khaimah, UAE, represents the company’s next major milestone. Set to open in 2027, this integrated resort will mark Wynn’s entry into the Middle Eastern market, a region with significant wealth concentration and growing tourism infrastructure.

The Regulatory Landscape

The acquisition of the London property occurs against the backdrop of the UK’s regulated gambling industry. The UK Gambling Commission, an executive, non-departmental public body of the UK Government, is responsible for regulating gambling and supervising gaming law in Great Britain. Its remit covers arcades, betting, bingo, casinos, slot machines and lotteries, as well as remote and crypto gambling. Wynn’s successful navigation of this regulatory environment demonstrates the company’s commitment to compliance across its global operations.

Competitive Luxury Casino Market

The newly rebranded Wynn Mayfair joins a competitive landscape of luxury casino properties in London. The luxury casino landscape in London has historically catered to an exclusive clientele, with private members-only clubs being the norm rather than the exception.

The London casino market includes operators like Apollo Entertainment Limited, which runs several luxury casino brands including Captain Cooks Casino, Villento Casino, Quatro Casino, Rich Reels and Virtual City Casino. These establishments offer various gaming experiences, from live dealer games to VIP programs for loyal players.

By maintaining the exclusive nature of the property while rebranding it as Wynn Mayfair, the company preserves the venue’s legacy while integrating it into its global brand. The addition of Wynn Mayfair to the company’s portfolio strengthens its position as a global luxury gaming brand, offering ultra-wealthy clients consistent experiences across multiple international locations.

For a company that built its reputation on Las Vegas luxury, these international expansions demonstrate a clear vision for global growth in the high-end hospitality and gaming sectors. With the London acquisition complete and the UAE project on the horizon, Wynn Resorts continues to position itself as a premier destination for luxury gaming experiences worldwide.