As long-term, multigenerational landowners, we at Criterion Capital focus on sustainability not just in words, but through action – reimagining underutilised buildings and embedding environmental responsibility into every stage of development.

Rather than building from the ground up, we prioritise adaptive reuse – preserving embodied carbon, reducing construction waste, and transforming overlooked spaces into high-performing, purpose-driven places.

Our innovative in-house hotel brand, Zedwell, exemplifies this vision. With locations across central London, including Piccadilly Circus and Knightsbridge, Zedwell is designed around sleep, simplicity, and sustainability. Its distinctive windowless room concept reduces heat loss and cuts energy consumption by up to 20%, while allowing us to work flexibly with spaces beyond conventional hotel formats.

This Earth Day, we’re proud to spotlight the transformation underway at the London Pavilion in Piccadilly Circus. The site will soon unveil a new evolution of the Zedwell brand – pushing forward our mission to rethink the guest experience through a greener lens.

One of the major sustainability milestones at Pavilion is the installation of 70 rooftop solar PV panels, which will:

• Generate 24,608 kWh of energy annually
• Save 5,732 kg of CO₂ emissions per year
• Cover 29.4% of the building’s energy needs

As we celebrate Earth Day, we reaffirm our dedication to shaping a more sustainable London – one building at a time.