Assembly London offers a unique, minimalistic experience that connects guests to the beating heart of London’s West End.

The hotel invests in what really matters.  Plush comfy beds, quality in room air flow, incredible sound proofing and super-strong free WiFi. Out with unnecessary amenities like overpriced mini bars, intrusive bed-side telephones and oversized TVs, redundant in an age of streaming.

Currently consisting of 121 rooms, Assembly London is currently undergoing a mini-makeover that will add around 20 additional rooms to the property.

Ready to explore the city? The hotel has a ‘Get Up and Go’ mantra that encourages guests to check-in and then check out the vibrant capital.

For a real Londoners guide, the Assembly team are on hand 24/7 with with insights on secret hang-outs, under-the-radar drinking dens, restaurants and events.




Located at one of London’s most famous addressees, Hotel Indigo – 1 Leicester Square is a 95 guest room boutique hotel inspired by its local neighbourhood - the land of theatre.

From the moment of arrival through the hotel’s ornate, embowed glass doors, guests experience a dramatic transition from the bright bustling surroundings of Leicester Square into the moody and evocative art-deco inspired space.

Guest rooms are bursting with personality all created with the theatre in mind.

Scriptwriter Rooms channel a playwright’s study: an inspiring and poetic space.

Backstage Rooms reference stars’ dressing rooms in their design and are complete with the technical fittings of a stage: spotlights, ropes and illuminated, flamboyant dressing room mirrors.

Auditorium Rooms capture the exclusive experience of a private theatre box.

Some rooms even offer private balconies soaring over the famous Square, where guests can enjoy invitation-only views of world-class premieres and movie stars as they arrive on the red carpet.



Victory House is a boutique hotel located in the heart of the West-End, overlooking London’s iconic Leicester Square.

The hotel exudes chicness, both inside and out, and is designed with a nod to the area’s cinematic glamour. The perfect place for guests to immerse themselves in all the action of the West-End, the hotel is ideally situated for exploring the capital, from the bohemian bars and restaurants of Soho to the designer shops of Regent Street and Covent Garden.

 Victory House is home to 86 stylish bedrooms and suites, each with the décor inspired by the cinemas that neighbour the property.




In early 2020, after years of meticulous planning and construction, the London Trocadero, one of London’s most iconic landmarks will take on a brand new identity. It will become the first and flagship Zedwell; a hotel and lifestyle concept with one single goal: to create the perfect environment for the perfect night’s sleep. Something regarded as a luxury in today’s over-stimulating, and chaotic world.

Zedwell presents a carefully constructed formula that combines the key ingredients required for the perfect night’s sleep:

  • Better soundproofed doors than you’ll find in most 5-star hotels with noise-reducing walls and ceilings shut the city firmly out and all the calmness in.

  • Comfort and quality; from handcrafted solid, natural oak beds to the cosiest furnishings and even calm-inducing colours, every Zedwell room is simply styled for sleep.

  • Gently circulating each room is a constant flow of fresh air, an essential for a deeper, more refreshing rest – yet notably lacking in far too many hotels.

  • A mindful absence of in-room distractions like screens and anxiety inducing controls help to create greater focus on clarity and calm.

This flagship Zedwell will comprise over 700 guestrooms, occupying an estimated 10 levels.  As well as welcoming more retailers, food & beverage operators and quirky experiential hangouts, The Trocadero will also be home to one of London’s biggest rooftop bars with a space to hold an estimated 1000 people.  Below ground, guests will be able to access the new hotel directly from Piccadilly Circus underground station; connecting the this iconic building directly to London’s tube network as well as to one of the world’s busiest airports, London Heathrow.

In 2020, Criterion Hospitality look forward to welcoming three more hotels under the Zedwell brand: Edgware Road (120 rooms) Great Russell Street (220 rooms) and Greenwich (122 rooms).