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Criterion Capital has officially opened a 532-room Moxy hotel at Piccadilly Circus in partnership with Marriott International.
The project involved the conversion of the upper floors of the Criterion Building from former office space into the largest Moxy hotel outside New York.
The development focused on the adaptive reuse of the existing site rather than demolition. Criterion Capital, which is a major landowner in the Piccadilly Circus and Leicester Square corridor, stated that the project was designed to revitalise the property as a hospitality asset while preserving its heritage.
The hotel includes guestrooms with design themes titled Showstopper and Spotlight, referencing the building’s history as home to the Criterion Theatre. It also features social spaces and a bar designed with a Helios aesthetic, inspired by the nearby Horses of Helios fountain.
Located near Piccadilly Circus and Leicester Square underground stations, the hotel is positioned within the West End’s retail and theatre district. The site is the latest addition to a portfolio that includes the Zedwell hotel brand, which recently opened a capsule hotel in the London Pavilion.
Halima Aziz, head of hotels at Criterion Capital, said: “The opening of Moxy London Piccadilly Circus marks an exciting milestone for Criterion. With its fun, energetic, and contemporary concept, Moxy is the perfect fit for this global district – right in the heart of nightlife, theatreland, retail and the city’s renowned culinary scene.
“It’s a fantastic addition to our growing portfolio of prime hospitality assets, and we’re thrilled to be partnering with Marriott International to bring this building to life in a way that prioritises sustainability. By repurposing instead of rebuilding, we are retaining the character of this iconic location.”
Paul Thomas, VP of international hotel development at Marriott International, added: “By reimagining an existing building, Moxy London Piccadilly Circus showcases our commitment to bold, lifestyle-led hospitality while honouring the heritage and vibrant energy of one of London’s most iconic destinations.”
