# New Wetherspoon Pub Opens in London's Trocadero Building A £2.7 million investment brings a new venue to the historic West End site. - **Source:** [Evening Standard](https://www.standard.co.uk) - **Published:** 2026-11-09 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/da8dee82-6047-4f5f-b245-21f2265c3203 ## Strategic London Expansion JD Wetherspoon is opening a new pub named Piccadilly Hall in London’s West End. Located within the historic Trocadero building on Shaftesbury Avenue, the project involved a £2.7 million investment. This development is scheduled to officially open its doors to the public on Tuesday, November 17, near the busy Piccadilly Circus area. ## Integration with Zedwell Hotel The new venue is situated directly beneath the Zedwell Piccadilly Circus hotel, which is part of Criterion Capital’s ongoing redevelopment of the site. The layout allows for direct internal access between the pub and the hotel, providing seamless service for guests. This integration aims to enhance the overall visitor experience within the complex. ## Venue Design and Capacity Piccadilly Hall occupies a 3,600 square foot space on the ground floor. The venue is designed on a single level, featuring a full-length bar and a capacity for approximately 280 customers. A custom-designed carpet has been installed throughout the customer area, maintaining the brand's signature aesthetic while serving a high-traffic urban location. ## Operational Leadership Transition The pub will be managed by Hamid Da Silva, an experienced professional who previously led The Barrel Vault at St Pancras International Station. Da Silva expressed confidence that the new location will serve local workers, theatregoers, and international visitors. His team is currently preparing to welcome guests to the new central London site. ## Historical Site Context The Trocadero has a long history as a hospitality destination, dating back to 1896 when the former Music Hall was converted into a restaurant by J. Lyons & Co. Criterion Capital has been actively redeveloping the building since 2020, seeking creative ways to utilize the space for modern dining and entertainment purposes. ## Economic Partnership Goals Criterion Capital Group CEO Vaq Farooq highlighted the rapid expansion of their food and beverage offerings. By partnering with JD Wetherspoon, the company intends to combine affordable accommodation with reasonably priced dining options. This strategy is designed to make central London more accessible to a broader range of visitors and local residents. ## Employment and Local Impact The opening of Piccadilly Hall is set to create 100 new jobs in the West End. This influx of employment opportunities contributes to the local economy while activating a significant piece of real estate. The project reflects a broader trend of repurposing historic London landmarks into high-volume, accessible commercial and hospitality hubs. ## Future Market Outlook The collaboration between Criterion Capital and JD Wetherspoon signals a continued focus on high-footfall tourist areas. By leveraging the Trocadero's central location, the partners aim to capture consistent demand from both hotel guests and the general public. Success here may influence future redevelopment strategies for similar large-scale urban hospitality properties across London. ## Sources covering this story - https://www.standard.co.uk/news/london/new-wetherspoons-pub-london-west-end-piccadilly-b1304139.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._