London Trocadero

London Trocadero is a historic entertainment and leisure complex on Coventry Street in London's West End, with an additional entrance on Shaftesbury Avenue. Its identity has changed substantially over more than a century. The site originally opened in 1896 as the Trocadero Restaurant, operated by J. Lyons and Co., and became associated with grand Edwardian dining, theatrical hospitality and the surrounding theatre district. The restaurant was designed in an elaborate Opera Baroque style, with Arthurian murals, a prominent staircase and a Long Bar that was historically reserved for gentlemen. During the First World War it helped popularise the concert tea, combining afternoon tea with a formal concert programme, while post-war operations included cabaret in the Grill Room. The original restaurant closed on 13 February 1965. The building incorporates or has incorporated several historic West End structures, including the former London Pavilion Theatre, the New Private Subscription Theatre, the Royal Albion Theatre, the Argyll Subscription Rooms, the Eden Theatre and the Trocadero Restaurant. The name ultimately reflects the Battle of Trocadero in 1823 through the Palais du Trocadéro in Paris. By at least 1919, Londoners were using the shortened name “the Troc,” a term also recorded in the work of poet John Betjeman. After redevelopment, the site reopened in 1984 as a tourist-focused leisure, cinema and shopping complex. Its approximately 450,000 square feet of leisure space made it one of the largest schemes of its type in the United Kingdom at the time. The redevelopment retained the external Baroque facade but substantially altered the interior. Early attractions included a Guinness Book of World Records Exhibition, although the scheme struggled to secure a stable tenant mix and was eventually sold to Burford Group plc, associated with Nick Leslau and Nigel Wray. Nickelodeon UK also broadcast live from the complex between 1993 and 1995. The Trocadero reached a higher public profile in the late 1990s through branded entertainment. Sega became an anchor tenant and SegaWorld London opened on 7 September 1996, promoted by a large Sonic the Hedgehog figure above the entrance. Pepsi sponsored attractions including the Pepsi Max Drop and, from 1997, the Pepsi IMAX cinema, described as the first 3D IMAX cinema in the United Kingdom. The complex also hosted the second series of Channel 4's daily reality programme The Salon. Visitor numbers were weaker than expected, however. After Sega sponsorship ended in 1999, SegaWorld was renamed Funland and reduced in scale. The Pepsi IMAX cinema closed in March 2000, and the drop ride was also removed from the centre around that period. Remaining attractions, including arcade equipment and remnants of former rides, survived for several years before the entertainment operation finally closed in July 2011. Criterion Capital acquired the property in 2005 and pursued a comprehensive redevelopment while retaining the listed historic facade. Plans evolved from a proposed 500-room pod hotel to a larger mixed-use scheme including hotel rooms, apartments, shops and a rooftop bar. A 583-bedroom redevelopment was approved by Westminster City Council in 2012. The building continued to host selected businesses during the transition: Cineworld closed in September 2014, and Picturehouse Central opened in the former cinema space in June 2015. In 2020, Criterion opened Zedwell Piccadilly, a hotel within the complex with 728 windowless rooms and a large rooftop bar. The property has continued to attract proposals for new uses. A 2020 application to create a mosque in part of the basement was withdrawn after public objections and planning concerns. A revised proposal associated with Asif Aziz was approved by Westminster City Council's planning committee in 2023, providing prayer space for up to 390 worshippers and facilities for interfaith meetings. In October 2025, Westminster City Council was reported to ha…

The London Trocadero occupies a historically complex West End site near London's theatres. Its component buildings include the former London Pavilion Theatre, the New Private Subscription Theatre, the Royal Albion Theatre, the Argyll Subscription Rooms, the Eden Theatre and the Trocadero Restaurant. The name is linked indirectly to the Battle of Trocadero in 1823 and the Palais du Trocadéro in Paris. The shortened form “the Troc” was in use by at least 1919. J. Lyons and Co. opened the Trocadero Restaurant in 1896. The venue presented a highly theatrical version of Edwardian dining, using an Opera Baroque interior and Arthurian decorative murals. Its Long Bar was historically restricted to gentlemen. During the First World War, the restaurant introduced concert tea, in which tea service was combined with a formal concert programme. After the war, the Grill Room included cabaret. The restaurant eventually closed on 13 February 1965. In 1984, the building was reopened after conversion into a large tourist-oriented leisure, cinema and shopping complex. The redevelopment retained the exterior Baroque facade but largely removed the historic interior arrangement. At approximately 450,000 square feet, it was then among the United Kingdom's largest leisure schemes. The initial tenant and attraction mix proved difficult to sustain, and the incomplete development was later sold to Burford Group plc, associated with Nick Leslau and Nigel Wray. The complex subsequently hosted a Guinness Book of World Records Exhibition and, between 1993 and 1995, live broadcasts by Nickelodeon UK. A major new phase began in the mid-1990s. Pepsi sponsorship and Sega's role as anchor tenant helped reposition the Trocadero as a youth-oriented branded entertainment destination. SegaWorld London launched on 7 September 1996 with arcade games and indoor attractions, and a large Sonic the Hedgehog statue became a prominent visual feature. Pepsi-sponsored attractions included the Pepsi Max Drop and the Pepsi IMAX cinema, which began operating in 1997. The complex also hosted the second series of Channel 4's daily reality programme The Salon. The late-1990s repositioning did not produce sustained visitor performance. Guinness-related exhibition space closed in the mid-1990s, Sega sponsorship ended in 1999, and SegaWorld was rebranded Funland and reduced in size. The Pepsi IMAX closed in March 2000 after the opening of a newer IMAX venue on London's South Bank. Other attractions also disappeared or were relocated. Parts of the upper floors closed in 2002, while remnants of earlier rides and arcade installations remained visible. The site was used as a location for the closing scenes of Madonna's “Hung Up” video in 2005. Criterion Capital acquired the Trocadero in 2005 and began pursuing a long-term mixed-use redevelopment. A 2009 plan proposed a 500-room pod hotel. A revised proposal for a 583-bedroom hotel with pod rooms, apartments, retail units and a rooftop bar received planning approval in August 2012. Although the entertainment operation had contracted sharply, parts of the complex remained accessible during the planning and construction period. An attempt to introduce a TK Maxx store was announced in 2014. Cineworld closed on 21 September 2014, and Picturehouse Central opened in the former cinema space on 19 June 2015. The redevelopment ultimately produced Zedwell Piccadilly, which opened in 2020 with 728 windowless rooms and a large rooftop bar. The building has also been the subject of proposals for religious, cultural and leisure uses. A 2020 basement mosque application was withdrawn following public concerns, including objections about traffic and the suitability of a place of worship within an area associated with nightlife. A revised proposal associated with Asif Aziz was approved in 2023, providing prayer space for a total of 390 worshippers and facilities for interfaith meetings. In October 2025, Westminster City Council was reported to have approved a £40 million Genting UK refurbishment that would introduce a casino and leisure centre, redevelop vacant areas and create 350 hospitality jobs. The Trocadero's history therefore reflects repeated adaptations to changing patterns of dining, tourism, youth entertainment, cinema, retail, hospitality, worship and destination leisure.

1. 2025Casino and leisure refurbishment receives planning permission

   A reported Genting UK proposal for a £40 million refurbishment is granted planning permission.

   Source
2. 2023Mosque and interfaith facilities receive approval

   A revised proposal for prayer space and interfaith meetings is approved, with capacity for 390 worshippers.

   Source
3. 2020Zedwell Piccadilly opens

   A 728-room hotel opens within the complex, alongside a large rooftop bar.

   Source
4. 2015Picturehouse Central opens

   Picturehouse Central opens on 19 June in the cinema space vacated by Cineworld.

   Source
5. 2012Mixed-use hotel redevelopment is approved

   Westminster City Council approves a plan including a large hotel, pod rooms, apartments, shops and a rooftop bar.

   Source
6. 2011Funland closes

   The remaining Funland operation closes in July during the transition toward redevelopment.

   Source
7. 2005Criterion Capital acquires the property

   Criterion Capital takes ownership and advances plans for a comprehensive redevelopment.

   Source
8. 1999SegaWorld becomes Funland

   Following the end of Sega sponsorship, the attraction is renamed Funland and later reduced in scale.

   Source
9. 1997Pepsi IMAX begins operation

   The Pepsi-sponsored IMAX cinema operates as part of the Trocadero's branded leisure offer.

   Source
10. 1996SegaWorld London launches

    SegaWorld London opens on 7 September as the complex's major video-game and indoor-attractions tenant.

    Source
11. 1993Nickelodeon UK broadcasts from the complex

    Nickelodeon UK begins live broadcasting from the Trocadero, continuing until 1995.

    Source
12. 1984Site reopens as a leisure complex

    The building is redeveloped into a large tourist-oriented entertainment, cinema and shopping destination.

    Source
13. 1965Original restaurant closes

    The Trocadero Restaurant closes on 13 February after nearly seven decades of operation.

    Source
14. 1919The shortened name “the Troc” is documented

    The abbreviated name was in use by at least 1919 and later appeared in a poem by John Betjeman.

    Source
15. 1896Trocadero Restaurant opens

    J. Lyons and Co. opens the Trocadero Restaurant on Coventry Street in the West End.

    Source

A centrally located West End landmark whose commercial identity has moved from grand restaurant to tourist leisure complex, branded arcade and attraction venue, and mixed-use hotel and entertainment destination.

• Trocadero RestaurantRestaurant1896

  The original flagship operation opened by J. Lyons and Co. in 1896. It was known for elaborate Edwardian interiors, formal dining, a gentlemen-only Long Bar, concert tea during the First World War and post-war cabaret in the Grill Room. The restaurant closed in 1965.

• SegaWorld LondonIndoor amusement and video-game attraction1996

  A Sega-branded indoor theme-park and arcade attraction launched in 1996. It used the Trocadero's central location and youth-oriented positioning, with a large Sonic the Hedgehog statue as a prominent entrance feature. The Sega-branded format ended after sponsorship was lost in 1999.

• FunlandArcade and amusement attraction1999

  The successor to SegaWorld London after the end of Sega sponsorship. Funland was named after an arcade that had operated at the building from 1990, although the Trocadero operation was later reduced in scale. It closed in July 2011.

• Pepsi IMAXCinema1997

  A Pepsi-sponsored IMAX cinema that formed part of the late-1990s branded entertainment strategy. It operated from 1997 and closed in March 2000 after a newer IMAX venue opened on London's South Bank.

• Picturehouse CentralCinema2015

  An independent cinema that opened on 19 June 2015 in the former cinema space after Cineworld's departure. It represents the continuation of film exhibition at part of the former Trocadero complex during its mixed-use redevelopment.

• Zedwell PiccadillyHotel2020

  A hotel opened within the Trocadero complex in 2020. The property has 728 windowless rooms and a large rooftop bar, reflecting the site's transition from an attraction-led venue toward hospitality and mixed-use real estate.

• 1997Pepsi-branded attractions

  United Kingdom

  Pepsi sponsored the Pepsi Max Drop and the Pepsi IMAX cinema, adding branded rides and film exhibition to the Trocadero's late-1990s entertainment offer.

  Outcome. The IMAX closed in 2000 and the drop ride also left the centre around that time.

  Source
• 1996SegaWorld London launch

  United Kingdom

  The Trocadero used Sega as an anchor tenant and launched SegaWorld London as a major video-game and indoor-attractions destination. The Sonic the Hedgehog entrance statue gave the venue a highly visible youth-entertainment identity.

  Outcome. Visitor numbers were disappointing, and the Sega sponsorship ended in 1999.

  Source

• 2025Approve proposed casino and leisure refurbishmentStrategy

  The complex retained vacant and underused interior areas after successive changes in its entertainment and retail offer.

  What changed. Westminster City Council reportedly granted permission for a Genting UK refurbishment including a casino and leisure centre, redevelopment of approximately 37,000 square feet and a new entrance at 13 Coventry Street.

  Aftermath. The proposal was described as serving up to 1,250 customers and creating 350 hospitality jobs, but its completed operating status is not established here.

  Proposed refurbishment cost. £40 million (2025 planning announcement)

  Source
• 2023Approve revised mosque and interfaith facilitiesOther

  A previous 2020 proposal for basement mosque facilities had been withdrawn after public concerns.

  What changed. A revised proposal associated with Asif Aziz was approved, providing lower- and upper-basement prayer areas and interfaith meeting facilities.

  Aftermath. The approved capacity was 390 worshippers, below the capacity of the earlier proposal.

  Source
• 2012Approve a mixed-use hotel redevelopmentStrategy

  The shrinking attraction operation left substantial parts of the building underused.

  What changed. Westminster City Council approved a plan for a 583-bedroom hotel with pod rooms, apartments, shops and a rooftop bar.

  Aftermath. The redevelopment ultimately included the opening of Zedwell Piccadilly in 2020.

  Source
• 2005Criterion Capital acquires the TrocaderoM&A

  The complex had struggled to maintain its earlier attraction and tenant mix.

  What changed. Criterion Capital acquired the property and proposed comprehensive redevelopment while retaining the listed facade.

  Aftermath. The site entered a prolonged transition toward hotel, retail, cinema and other mixed uses.

  Source
• 1999Replace the SegaWorld format with FunlandStrategy

  Sega sponsorship ended after weak visitor performance.

  What changed. The attraction was renamed Funland and subsequently reduced in size.

  Aftermath. The remaining amusement operation closed in July 2011 as the site moved toward redevelopment.

  Source
• 1984Convert the former restaurant into a leisure complexStrategy

  The original restaurant had closed in 1965, leaving the historic site available for a new commercial use.

  What changed. The property was redeveloped as a tourist-oriented entertainment, cinema and shopping complex while retaining its exterior Baroque facade.

  Aftermath. The scheme became one of the largest British leisure developments of its time but experienced tenant and visitor difficulties.

  Source

• 2025Planning permission granted for proposed casino and leisure refurbishment

  A reported £40 million Genting UK refurbishment would create a casino and leisure centre, redevelop part of the interior, accommodate up to 1,250 customers and create 350 hospitality jobs.

  Regulation
  Source
• 2023Revised mosque and interfaith-space proposal approved

  Westminster City Council's planning committee approved a reduced-capacity proposal associated with Asif Aziz for prayer facilities and interfaith meetings.

  RegulationOther
  Source
• 2020Zedwell Piccadilly opens

  Criterion opened the Zedwell Piccadilly hotel within the complex, providing 728 windowless rooms and a rooftop bar.

  Product launch
  Source
• 2015Picturehouse Central opens in the former cinema space

  Following the closure of Cineworld in 2014, Picturehouse Central opened at the Trocadero site.

  Product launch
  Source
• 2012Hotel redevelopment receives planning approval

  Westminster City Council approved a plan for a large mixed-use redevelopment with hotel rooms, pod rooms, apartments, shops and a rooftop bar.

  Regulation
  Source
• 2011Funland closes

  The remaining Funland operation and associated entertainment attractions closed as redevelopment plans progressed.

  Other
  Source
• 2005Criterion Capital acquires the Trocadero

  Criterion Capital acquired the property and announced plans to redevelop the complex while preserving its listed facade.

  M&A
  Source
• 1999Sega sponsorship ends and SegaWorld becomes Funland

  After Sega sponsorship ended, the attraction was renamed Funland and subsequently reduced in size.

  Other
  Source
• 1996SegaWorld London opens at the Trocadero

  The complex opened SegaWorld London as a major indoor entertainment attraction, supported by Sega branding and a prominent Sonic the Hedgehog figure.

  Product launch
  Source

1. London Trocadero