Halima Aziz, Head of Hotels for Criterion Hospitality, commented, “Located in theheart of London’s buzzing Leicester Square, this extension will add 30 high-quality rooms to Assembly Hotel, meeting the surging demand for affordable accommodation in the West End. As a premier destination for tourists wanting to stay in the heart of the action, Assembly Hotel is proud to offer an unparalleled guest experience, with this expansion further enhancing our ability to deliver exceptional service. We are proud that this project respects the character of the Leicester Square Conservation Area and also aligns with Westminster City Council’s vision for a strong, inclusive and sustainable local economy.”

Other Key Benefits:

Sustainability: The new extension will be energy-efficient, reducing heat loss and contributing to our environmental goals. Fewer people will need to commute into central London, lowering overall carbon emissions.

 Job Creation: The project will directly create jobs and indirectly generate additional employment opportunities in local businesses, supporting the community and boosting the local economy.

Aesthetic Enhancements: Filling in the current empty gap between the two buildings will improve the visual symmetry of the streetscape, enhancing the appeal of the area with a design that complements our modernist architecture.

Economic Growth: With more affordable hotel rooms available, our guests will have more opportunities to dine and shop locally, driving economic growth and supporting local businesses.

Community Engagement: We remain committed to engaging with our neighbours and stakeholders, ensuring that our expansion benefits the community as a whole.