London real estate stalwart opens new ‘urban hotel’ to mark first hospitality venture

One of London’s biggest real estate management companies is to venture into the world of hospitality for the first time with the launch of a new ‘urban hotel’.

Assembly London is a new hotel from Criterion Capital, the largest landowner between Piccadilly Circus and Leicester Square, and marks the start of a new journey for the company to bring new hospitality concepts to the city.

The 121-bedroom hotel is situated in the West End and comprises ‘stripped-back’ rooms, with the focus on comfort and quality. Mini-bars, bedside telephones and oversized TVs have been done away with.

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The hotel has been designed by internationally-renowned architects, Scott Brownrigg, with each bedroom inspired by the works of London’s iconic designers, including Stella McCartney, Gareth Pugh and Alexander McQueen.

A rooftop space will also launch this summer.

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