Criterion Hospitality

Asif’s challenge the norm attitude and thinking well and truly outside the box approach has enabled him to create some of the capitals most unique hotel brand’s in the last decade.

The most recent, Zedwell Piccadilly, a 700 plus bedroom hotel designed for wellbeing in the heart of the West End is housed in one of London’s most iconic buildings. The London Trocadero.

Added to the Criterion portfolio back in 2005, The London Trocadero was regarded as a down at heel tourist destination. With many spaces within the building vacated, it was seen as an unloved asset. Something which Asif wanted to change.

A combination of four buildings in one, the Grade II listed Trocadero certainly presented its challenges. Its unique internal shape required meticulous thought of how to use the space effectively.

Whilst its size alone made it one of the largest buildings in the West End. To give the Trocadero a second chance, a big idea was needed.

What was clear was that its Piccadilly Circus location, one of London’s most popular tourist hotspots suggested that this new creation should focus on being a space that not only Londoners could enjoy, but tourists too. With few windows and an incredible amount of inside space, this new concept for the Trocadero had to embrace very little or no light.

Following a thorough amount of research, planning and years of development, Asif has successfully transformed the London Trocadero into a destination that puts it well and truly back on the map. In addition to a new hotel, the Trocadero is also now home to new food outlets, leisure experiences and will soon be home to one of Europe’s largest rooftop bar and restaurants with 360-degree views of the capital.

For more information about Zedwell Piccadilly Hotel, head to their website.  

Zedwell falls under the Criterion Hospitality umbrella, a sub-brand that sits beneath Criterion Capital, designed and created to look after the private residential flats, short-stay self-serviced apartments as well as the hotels that also include Assembly London, Victory House Hotel and Hotel Indigo - 1 Leicester Square.

Learn more about Asif Aziz on PeoplePill here. You can also visit the Asif Aziz profile here.


Asif Aziz's Zedwell Lobby         Asif Aziz's Zedwell Rooftop         Asif Aziz's Zedwell Lounge