Planning permission, on appeal, has been secured to install two permanent cutting-edge LED screens on the historic London Pavilion, returning the building to its former glory as a beacon of illuminated advertising. Echoing the iconic signage that once graced the building, this project allows Criterion Capital to honour the building’s historic legacy while continuing to preserve its Grade II-listed façade.

This transformative project will redefine the Pavilion as a gateway to Theatreland and a cultural landmark, enhancing its historic significance for generations to come. Piccadilly Circus, known globally for its illuminated advertising boards, draws over 100 million visitors annually, driving footfall and economic activity across London’s West End. This bold addition embraces the area’s legacy while reimagining it for a new era, delivering a modern, dynamic enhancement to this vibrant, world-class destination.

The upper screen, dedicated entirely to public content, will broadcast safety messages, commemorate national events, promote local community initiatives, and celebrate cultural milestones. The lower screen will devote 10% of its time to public service and cultural programming, ensuring a thoughtful balance between community benefit and commercial vitality. In a unique nod to the Pavilion’s storied past, the screens will also display a photorealistic likeness of its original façade for 10 seconds every half-hour, alongside historic advertisements. This innovative feature blends education and entertainment, offering visitors an immersive way to appreciate the Pavilion’s aesthetic elegance and history.

As a multigenerational family business and the largest landowner in the Piccadilly Circus-Leicester Square corridor, Criterion Capital has a permanent stake in the West End and is deeply committed to preserving heritage while investing in transformative progress. Beyond the digital screens, Criterion Capital’s work will include shopfront enhancements that will elevate the Conservation Area, attract new visitors, and drive economic activity. This marks the first step in Criterion Capital’s ambitious long-term vision for the London Pavilion, set to become a flagship of its renowned Zedwell hotel brand, celebrated for its innovative, sleep-centric design. In 2025, as the brand celebrates its 5th anniversary, Criterion will unveil a bold new concept for the London Pavilion, redefining the intersection of hospitality, culture, and forward-thinking design, further elevating Piccadilly Circus.

Omar Aziz, Criterion Capital, commented: “The London Pavilion has long been celebrated as a cultural and architectural icon. After a determined and persistent effort, we are delighted to have successfully secured this consent. This project celebrates the London Pavilion’s legacy while creating something truly extraordinary for the future. By revitalising the Pavilion, we’re reaffirming Piccadilly Circus’s reputation as the global epicentre for culture, creativity, and community. A special thank you to Reuben Taylor KC, along with the Iceni and Centro teams, for their invaluable support in making this possible.”

ENDS

KEY CONTACT

Saskia Jiggens
Group Head of Communications and Engagement
saskia.jiggens@criterioncapital.co.uk