Criterion Capital has opened its first independent hotel near to London's Leicester Square.
The 121-bedroom, Bespoke Hotels-operated Assembly London Hotel is an "urban hotel that lives by a ‘Get Up and Go' mantra, designed to connect guests to the heart of the city". The group plans to open a rooftop restaurant and bar at the 10-storey hotel later this year.
Guest rooms are described as "stripped back" with no "unnecessary amenities" such as mini bars, bedside telephones and large TVs.
Designed by Scott Brownrigg, each bedroom is inspired by the works of London fashion designers, including Stella McCartney, Gareth Pugh and Alexander McQueen, all of whom studied at Central Saint Martins. Each room also features a giant toy rabbit.
Room categories include snug for individuals; nest, featuring double beds; pad; and the most spacious, den.