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.
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.