Criterion Capital has partnered with Marriott International to launch Moxy London Piccadilly Circus, the largest Moxy hotel in the world outside New York.
The 532-room property brings the playful, design-led Moxy brand, part of Marriott Bonvoy’s 31-brand portfolio, to the heart of the West End, setting a new scale benchmark for the lifestyle concept in London.
Housed within the upper floors of the historic Criterion Building, the project reflects Criterion’s strategy of adaptive reuse. Rather than demolishing the former office space, the developer has transformed it into a flagship hospitality asset, preserving the heritage of one of Piccadilly Circus’s most recognisable landmarks.
Criterion, the largest landowner in the Piccadilly Circus–Leicester Square corridor, described the project as part of its long-term commitment to responsible stewardship of the West End. The family-run company has increasingly focused on experiential, city-centre hospitality, including its own Zedwell sleep-focused brand.
Moxy London Piccadilly Circus has been designed to capture the bold, social spirit of the brand while drawing on its theatrical surroundings. Guestrooms are named “Showstopper”, “Showtime” and “Spotlight”, nodding to the building’s historic theatre and its location at the epicentre of London’s entertainment district.
Each room features ultra-comfortable beds, smart TVs and high-speed Wi-Fi, aimed at modern, digitally connected travellers. Social spaces form the heart of the hotel, with communal tables encouraging guests to work, meet and socialise.
Bar Moxy adopts a striking “Helios” design theme, inspired by the Horses of Helios fountain adjacent to the building in Piccadilly Circus. The concept blends mythology with contemporary styling, creating a distinctive West End aesthetic.
The hotel also offers a grab-and-go food concept featuring local flavours, in line with Moxy’s focus on convenience and informal dining.
Situated steps from Piccadilly Circus, the hotel benefits from proximity to key Underground stations including Piccadilly Circus, Leicester Square, Green Park and Charing Cross.
Guests are within walking distance of Regent Street, Shaftesbury Avenue, Soho and Haymarket, as well as major attractions such as the National Gallery, the Houses of Parliament and Buckingham Palace.
The opening underscores continued investor confidence in London’s hospitality sector, particularly in lifestyle-led brands targeting younger, experience-driven travellers.
For Marriott, the launch reinforces Moxy’s growing presence in gateway cities. For Criterion, it represents another milestone in reshaping the West End’s hospitality landscape through scale, sustainability and brand partnerships.