I have been to the new place.
Despite New Hall Lane being on a main road as well, the London Road place just feels like more eyes are watching as you enter. Them new average speed cameras don't help

It's a double door arrangement as you go in but it was pitch black after shutting the outside door, don't know if there was a bulb out or what.
Few sofas with TV on as a reception, like GFE but smaller, then led through the rear corridor upstairs. Like as been said, no showers in the room and I wasn't offered one but I'd just showered at home and had only booked a 15 min session as I just wanted an empty.
Intercepted on the way out by receptionist who led me out through a side door as I think there was another punter in reception. This side door led into a car park where you had to step over a chain to get out of.
I didn't find it discreet at all and I'm a regular at Piccadilly which doesn't bother me coming out onto the main road