London Trocadero
A historic West End London entertainment complex that began as a restaurant and later housed cinemas, arcades, theme-park attractions, shops, restaurants and a hotel.
Last updated October 14, 2026
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Overview
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 have granted planning permission for a £40 million refurbishment proposed by Genting UK, including a casino and leisure centre, new hospitality facilities and the creation of 350 jobs. These later projects indicate that the Trocadero remains a redevelopment platform and landmark property rather than a single-format restaurant or amusement venue.
History
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.
- 2025
Casino and leisure refurbishment receives planning permission
[1]A reported Genting UK proposal for a £40 million refurbishment is granted planning permission.
- 2023
Mosque and interfaith facilities receive approval
[1]A revised proposal for prayer space and interfaith meetings is approved, with capacity for 390 worshippers.
- 2020
Zedwell Piccadilly opens
[1]A 728-room hotel opens within the complex, alongside a large rooftop bar.
- 2015
Picturehouse Central opens
[1]Picturehouse Central opens on 19 June in the cinema space vacated by Cineworld.
- 2012
Mixed-use hotel redevelopment is approved
[1]Westminster City Council approves a plan including a large hotel, pod rooms, apartments, shops and a rooftop bar.
- 2011
Funland closes
[1]The remaining Funland operation closes in July during the transition toward redevelopment.
- 2005
Criterion Capital acquires the property
[1]Criterion Capital takes ownership and advances plans for a comprehensive redevelopment.
- 1999
SegaWorld becomes Funland
[1]Following the end of Sega sponsorship, the attraction is renamed Funland and later reduced in scale.
- 1997
Pepsi IMAX begins operation
[1]The Pepsi-sponsored IMAX cinema operates as part of the Trocadero's branded leisure offer.
- 1996
SegaWorld London launches
[1]SegaWorld London opens on 7 September as the complex's major video-game and indoor-attractions tenant.
Products and positioning
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.
Restaurant · 1896
Trocadero Restaurant
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.
Indoor amusement and video-game attraction · 1996
SegaWorld London
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.
Arcade and amusement attraction · 1999
Funland
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.
Cinema · 1997
Pepsi IMAX
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.
Cinema · 2015
Picturehouse Central
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.
Hotel · 2020
Zedwell Piccadilly
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.
Marketing campaigns
- 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.
- 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.
Brand decisions
2025
Approve proposed casino and leisure refurbishmentStrategyBackground
The complex retained vacant and underused interior areas after successive changes in its entertainment and retail offer.
Action taken
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)
2023
Approve revised mosque and interfaith facilitiesOtherBackground
A previous 2020 proposal for basement mosque facilities had been withdrawn after public concerns.
Action taken
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.
2012
Approve a mixed-use hotel redevelopmentStrategyBackground
The shrinking attraction operation left substantial parts of the building underused.
Action taken
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.
2005
Criterion Capital acquires the TrocaderoM&ABackground
The complex had struggled to maintain its earlier attraction and tenant mix.
Action taken
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.
1999
Replace the SegaWorld format with FunlandStrategyBackground
Sega sponsorship ended after weak visitor performance.
Action taken
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.
1984
Convert the former restaurant into a leisure complexStrategyBackground
The original restaurant had closed in 1965, leaving the historic site available for a new commercial use.
Action taken
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.
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