London’s most dramatic address launches boutique hotel with panoramic rooftop restaurant & cocktail bar inspired by theatreland and cinema district

The curtain has been raised on Hotel Indigo® London – 1 Leicester Square: a new boutique hotel opening at London’s most iconic address.

1 Leicester Square has been dramatically transformed into a show-stopping hotel, with a sky-high rooftop restaurant and bar: the only one with a terrace in Leicester Square. From this unique vantage point, guests will be able to experience both a sweeping panorama of London landmarks and glamorous film premieres on the streets below.

The 95-room hotel is inspired by the rich cultural heritage of Leicester Square, which sits centrally in the heart of theatreland and the cinema district. Bursting with character, guests will feel like they have stepped into an exclusive and flamboyant backstage world.

Guaranteed to induce theatrical swoons, several of the rooms allow guests an unparalleled star-studded experience from the comfort of their own bedroom. Some afford private balconies soaring over the famous Square, where guests can enjoy invitation-only views of world-class premieres and movie stars as they arrive on the red carpet.

From the moment of arrival through the hotel’s ornate, embowed glass doors, guests experience a dramatic transition from the bright bustling surroundings of Leicester Square into the moody and evocative art-deco inspired lobby. A striking monochrome tiled floor, rich blue velvet and gold banquettes and vintage cinema seats set the scene.

Introductory room rates start from £200 per night with three theatrical bedroom concepts to choose from:


  • Scriptwriter Rooms channel a playwright’s study: an inspiring and poetic space. Robust materials create a personal and intimate atmosphere with drafts of scripts framed as artwork.
  • Backstage Rooms reference stars’ dressing rooms in their design and are complete with the technical fittings of a stage: spotlights, ropes and illuminated, flamboyant dressing room mirrors.
  • Auditorium Rooms capture the exclusive experience of a private theatre box. At the bottom of the bespoke banquette in each room, gold plate numbers reference auditorium seating and luxe polished plaster is reminiscent of the historic patina of a theatre.


Designed by award-winning architects Michaelis Boyd, the team behind The Groucho and many of the Soho House properties, it is no wonder that Hotel Indigo London – 1 Leicester Square has the intimate feel of a buzzing, creative members club for those in-the-know.

The hotel is perfectly situated for guests to effortlessly immerse themselves in the energy and buzz of the capital, with Chinatown to the north, Trafalgar Square to the south, Covent Garden to the east and Piccadilly Circus to the west.


The Rooftop at 1 Leicester Square

Perched nine storeys above Leicester Square, the rooftop is open for breakfast, lunch and dinner. All will be served with a side of unrivalled views of London’s most impressive architectural icons, including The Shard, Big Ben, the Houses of Parliament, Nelson’s Column, the London Eye and the Gherkin.


The rooftop boasts floor-to-ceiling glass and a wrap-around balcony. Taking inspiration from its Chinatown locale and 1920s Shanghai, the space has a seductive deep blue colour palette, accented with rich red, luxurious brass and walnut wood detailing.

Asif Aziz, Founder and CEO, Criterion Capital said: “I have a passion for London’s West End and have had the privilege to invest in and curate some of the city’s most iconic landmark buildings. The creation of Hotel Indigo at One Leicester Square represents the beginning of a journey to bring some dynamic hospitality concepts to the capital.”

Tom Rowntree, Vice President of Brand Management – Luxury and Boutique brands, IHG, Europe said: “Whether you are after a night out at the theatre, great restaurants and bars or just want to explore nearby Chinatown, our adventurous guests really will be in the thick of it when they stay at Hotel Indigo London – 1 Leicester Square. We are delighted to open this hotel in such an exciting location and hope our Hotel Indigo guests enjoy exploring all the hidden gems the area has to offer.”

Crisis Partnership: Media Statement

Assembly Hotels Group Ltd, a young, fun and imaginative hospitality operator is delighted to have Crisis, the national charity for homeless people, as their official charity partner.


After a succession of successful hotel openings in the West End including Victory House, Hotel Indigo – 1 Leicester Square and Assembly London, Assembly Hotels Group Ltd is thrilled to have this long-term charitable partnership across its existing hotel portfolio and future pipeline, which comprises over 2,000 hotel and aparthotel rooms in London including the iconic London Trocadero in Piccadilly, which is being converted into a 700 + room hotel.


Introducing their ‘Bed for a Bed’ initiative, whereby for every room sold to an Assembly Hotels Group guest, a donation is made to Crisis to go towards helping a homeless person into a home of their own.


Bed for a Bed raises vital funds to support Crisis in helping people leave homelessness behind for good. They do this by providing services such as education, training and personalised coaching, all of which will see the team from Assembly Hotels Group taking a personal and proactive involvement in.


Asif Aziz, Founder and CEO, Assembly Hotels Group Limited said: “We were delighted to partner with Crisis, supporting their invaluable work in rehabilitating and rebuilding the lives of homeless people.  In addition to our existing hotels, we intend to roll the ‘Bed for a Bed’ initiative out across all of our future hotel and aparthotel schemes, which combined will deliver over 2,000 rooms in London”.


Jon Sparkes, Chief Executive of Crisis said:We were thrilled to partner with Assembly Hotels Group Limited to help people sleeping rough or in unsuitable accommodation across the country find a safe and stable place to live, and to ensure the right support is in place to stop people from becoming homeless in the first place. The money raised by Assembly Hotels Group Ltd goes towards our work helping people leave homelessness behind, and to fight for an end to homelessness for good”.


Crisis estimates that around 9,000 people are currently sleeping rough each night across Britain, a 50% increase since 2011. Crisis, which turned 50 in 2017, has decades of experience of working with homeless people. Over 11,000 people used its services in 2016-17. Crisis helps homeless people find and keep a home of their own, as well as offering education, training, support with employment and health, ultimately providing homeless people with the tools and knowledge they need to build a future for themselves.


Assembly Hotels Group Ltd are proud to support Crisis in helping homeless people to turn their lives around and leave homeless behind for good.









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