Criterion Capital is delighted to announce a landmark partnership between its in-house hotel brand Zedwell and Picturehouse, centred on its relationship with valued long-term tenant Picturehouse Central and extending across both brands’ wider portfolios.

The collaboration forms part of Zedwell & More, a free membership programme recently launched by Zedwell to connect guests with the very best experiences on their doorstep. Through the programme, members will have access to exclusive Picturehouse cinema bundles, each including an anytime cinema ticket, regular popcorn and a regular post-mix drink. Available across Picturehouse Central, other London cinemas and regional Picturehouse locations, the bundles offer exclusive member pricing, with adult packages starting from £16 and child packages available from £10. The partnership will also extend across Zedwell’s growing hotel portfolio, including planned openings in York, Oxford and Edinburgh.

Located on Great Windmill Street, moments from Piccadilly Circus and Leicester Square, Picturehouse Central is a premier seven-screen cinema and a cornerstone of the London Trocadero. Known for its bold red neon aesthetic, art deco-inspired interiors and luxurious seating, it presents a rich mix of independent, foreign-language and mainstream films, alongside live Q&As, education programmes and special events. As the home of many major premieres and film festivals, it plays a leading role in the capital’s cultural landscape. The cinema also features a restaurant, café and Members’ Bar, making it a key food and beverage destination within the wider Trocadero ecosystem.

Zedwell is Criterion’s design-led hotel concept, created to deliver high-quality stays at accessible price points in central urban locations. Built around its signature “cocoon” rooms at its flagship within the Trocadero, Zedwell combines efficiency, simplicity and understated elegance with a frictionless, tech-driven guest experience. Zedwell Piccadilly Circus features more than 700 rooms across 10 floors in the centre of the city, driving significant footfall to local businesses. A key feature of the collaboration is the new internal access link between Zedwell Piccadilly Circus and Picturehouse Central, allowing guests to move directly from hotel to cinema without leaving the building – a fully integrated experience in the heart of the West End.

Zedwell’s latest concept – recently introduced at the neighbouring London Pavilion – has created the world’s largest capsule hotel, with nearly 1,000 beds delivering an innovative and affordable accommodation concept. Together, Zedwell Hotel Piccadilly Circus and Zedwell Capsule Hotel Piccadilly Circus have the capacity to welcome around 2,500 guests per night into the heart of London, creating a substantial built-in audience for Picturehouse Central and reinforcing the Trocadero as a destination where guests can stay, dine and experience culture within a single interconnected city-centre location.

Halima Aziz, Head of Hotels at Zedwell, commented: “We’re delighted to be partnering with Picturehouse, bringing together film, food and community to offer something truly unique for our guests and making it even easier for them to immerse themselves in the energy of London and beyond. Zedwell & More is about connecting guests with the experiences that define each location, and in the West End, Picturehouse Central is an essential part of that experience.”

Jon Barrenechea, Business Development Director at Picturehouse Cinemas, added: “Picturehouse has always been about delivering fantastic cinema experiences with strong neighbourhood appeal, and Picturehouse Central has long been part of the fabric of the Trocadero. We’re excited to be building on our relationship with Criterion through this new partnership with Zedwell – not only at Picturehouse Central, but across our popular London and regional cinemas. Together, we’re creating new ways for audiences and guests to experience everything we offer – from film and events to food and hospitality – as part of vibrant urban destinations.”

Please click here to discover the Zedwell & More membership.