Inside Curzon Shoreditch with Jake Garriock: Films, Negronis and a Love for the Unconventional

In the heart of Shoreditch, where trend-chasing is practically a sport, Curzon Shoreditch stands apart by doubling down on what truly matters—great cinema, thoughtful programming, and an atmosphere that feels more like a cultural salon than a multiplex. Since opening on Pitfield Street, it’s become a neighbourhood anchor for film buffs and curious newcomers alike. With raw materials, sharp design, and a negroni-ready bar, it channels both heritage and innovation in every screening. We caught up with Jake Garriock, Curzon’s Director of Publicity, to talk about building community through film, new series like Film Club, and how Curzon Shoreditch is redefining cinema in East London.

Curzon has been a cinematic trailblazer since 1934. How does the Shoreditch venue continue to keep that pioneering spirit alive?

When we go into a new location we always strive to create something unique and specific to the area. We want to avoid cookie-cutter designs. That ethos keeps you attentive, you aren’t imposing a design onto a building or a location but responding to what works for the site and the local community.

The Pitfield Street Curzon feels more like a cultural living room than just a cinema. How do you create that unique atmosphere?

Curzon Hoxton has a clean, sharp design using raw, simple materials in open accessible spaces. The intention is to maintain a modern, contemporary feel that matches the spirit of the area whilst keeping the focus on film.

Curzon is known for sparking conversations long after the credits roll. How do you pick films that resonate with such a curious, creative audience?

Our programming team are all dedicated cinephiles, so they watch everything. Curzon Hoxton is a dream cinema to programme because the local community is so curious, they’re prepared to take chances on films that sit outside the mainstream.

Shoreditch is packed with trend-chasers. How does Curzon stand out in a neighbourhood obsessed with “what’s next”?

The cinema programme is always the focus. We’re also thinking about “what next” and looking for films that challenge conventions.

From drinks at the bar to post-screening chats, Curzon is as much about the social vibe as the films. Was that always the intention?

Yes, absolutely. We see cinema as a jumping off point for conversation and we want to create spaces that encourage and foster that.

You’ve expanded from the big screen to Curzon Home Cinema. How do you balance the magic of a cinema experience with the ease of streaming?

We don’t see cinema and streaming to be in competition. We want to encourage a deep engagement in cinema. So exploring the greats of cinema online, and then gathering with fellow film lovers for the latest new release are perfectly complimentary.

What’s the most surprising thing you’ve learned about East London audiences since running Curzon Shoreditch’s marketing?

With such a legendary back catalogue of directors and titles, how do you keep Curzon’s brand both heritage-rich and forward-thinking?

We are always on the hunt for new exciting filmmakers. Our acquisitions team attends all the major festivals from Berlin to Cannes and Venice. Obviously when you’re open to working with filmmakers from across the globe you have a lot of talent to choose from.

Can you tease any upcoming events or film seasons at Curzon in Shoreditch that will get local film buffs buzzing?

We’ve just started a new strand for retrospectives and special programmes called Film Club. Coming up there’s Summer in the City, a deep-dive into the sweltering urban cinema of Spike Lee, Wong Kar-wai and more; Complicit, a retrospective delving into the chilly brilliance of two-time Palme d’Or winner Michael Haneke; and Pride, a rainbow-hued celebration of LGBTQ+ cinema.

If you could sum up Curzon’s experience in one sentence, what would it be—and what drink should we be holding while we hear it?

Our motto is “Film Lovers, Welcome Home” but I think that welcome should come with a negroni rather than a cup of tea.