Criterion Capital announces a landmark partnership with Marriott International, opening the largest Moxy hotel in the world outside New York. This 532-room flagship brings the brand’s signature bold, playful energy to Piccadilly Circus, setting a new benchmark in the capital. Moxy Hotels, the playful experiential hotel brand, are part of Marriott Bonvoy’s portfolio of 31 extraordinary brands.

Criterion, a trailblazer in forward-thinking city-centre hospitality and the largest landowner in the Piccadilly Circus–Leicester Square corridor, has transformed the upper floors of the iconic Criterion Building, a former office space within its extensive West End property portfolio, into a world-class Moxy hotel. Rather than demolishing the site, this project reflects Criterion’s commitment to sustainability through adaptive reuse – revitalising the property as a thriving hospitality asset while preserving its heritage. As a multigenerational, family-run business with a long-term vision for the West End, Criterion remains dedicated to responsible stewardship and thoughtful investment.

Renowned for its innovative approach to urban stays, Criterion also owns and operates the pioneering Zedwell hotel brand, which is rapidly scaling across the UK with its unique sleep-centric offering and recently opened the world’s largest capsule hotel in the iconic Grade II-listed London Pavilion. Moxy London Piccadilly Circus builds on that spirit of innovation. Enhancing this celebrated tourist hotspot, the hotel features smart, stylish guestrooms, complemented by a cutting-edge guest experience, buzzing social spaces and a grab-and-go concept infused with local flavours. Designed for modern travellers, it offers an electric atmosphere that embodies the unique character of the West End, with communal tables providing the perfect setting to connect, work and play.

Bar Moxy embraces a striking “Helios” aesthetic, inspired by mythology and paying homage to the iconic Horses of Helios fountain attached to the building on Piccadilly Circus. This elegant nod to the ancient Greek sun god connects the space to a landmark beloved by both locals and visitors. Guestrooms carry a subtle theatrical flair, celebrating the Criterion Building’s heritage as home to its eponymous theatre and the hotel’s location in the very heart of the West End. Each room is imbued with a sense of performance, from playful touches in the design to the names themselves – “Showstopper”, “Showtime”, and “Spotlight”, among others. All rooms feature ultra-comfy beds, smart TVs and lightning-fast Wi-Fi, ensuring style, comfort and connectivity for every guest.

Prominently positioned, the hotel is close to key transport links, including Piccadilly Circus, Leicester Square, Green Park and Charing Cross underground stations, ensuring connectivity across the city. Surrounded by some of London’s most iconic destinations – Regent Street, Shaftesbury Avenue, Soho, and Haymarket – the hotel is within easy reach of premier shopping hubs such as Oxford Circus and Covent Garden. With notable attractions like the Houses of Parliament, Westminster Abbey, The National Gallery and Buckingham Palace nearby, the hotel provides an unbeatable base for experiencing the very best of London.

Halima Aziz, Head of Hotels, Criterion, commented: “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 while embracing a conscientious approach to development. None of this would be possible without the strong collaboration and support of The Crown Estate, Transport for London, Westminster City Council, and our valued local partners.”

Paul Thomas, Vice President, International Hotel Development, 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. Set in the heart of the city, Piccadilly Circus perfectly captures the playful spirit of the Moxy brand, offering guests an immersive West End experience.”

ENDS