Zedwell Piccadilly

Criterion Hospitality's flagship high-concept hotel, which overlooks Shaftesbury Avenue, located inside the Trocadero building, as central as central London gets, and within inches of Soho. The 750 or so rooms are referred to as cocoon spaces marked by "the finest, natural, solid oak" and fitted with "hypnos mattresses of the highest quality and sheets made of the finest, softest Egyptian cotton". But no windows. In short, sleek design with emphasis on wellbeing and a sound sleep. The moderately priced hotel, which opened unluckily in February 2020, immediately pre-COVID, is linked underground to Piccadilly tube station. 2% of sales goes to charities that support education for underprivileged and disadvantaged communities across Britain. Planned hotels include Marble Arch, Tottenham Court Road and Greenwich.