W London Celebrates the Dual Personality of the Brit

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    W Hotels Worldwide premieres its newest flagship hotel, W London-Leicester Square, the W brand’s 40th hotel globally. Set in the epicentre of London’s entertainment scene, W London is situated on the corner of Leicester Square and Wardour Street, nestled between cultural Soho and the world famous square. The building, which was developed by Northern Irish property company McAleer & Rushe, stands 10-storeys tall and is veiled in translucent glass that will change colour according to the time of day, the ambience of the area or happenings within the hotel and city. The opening of W London marks a significant milestone in the W brand’s global expansion, coinciding with the opening of W Taipei.Through W Hotels’ unique and distinctive programming, W London is set to become a new scene in the city for both guests and locals alike. The hotel features 192 guest rooms, including 17 suites, three WOW suites and one Extreme WOW suite as well as the UK’s first Spice Market, a signature restaurant by three Michelin-starred chef Jean-Georges Vongerichten, inspired by the vibrant street life of South East Asia and Wyld, a new take on the hotel bar scene run by London-based nightlife gurus, Ignite Group.

    W London also features the signature W Lounge welcome experience, offering cocktails and bites with a twist on traditional English favourites; SWEAT(R), state-of-the-art fitness facility, offering rooftop views of Soho and beyond as well as exclusive images by photographer Marcel Van Der Vlugt; AWAY(R) Spa with a focus on detox and refuel; a modern Screening Room with seating for 38; and W Studio Spaces that are dynamic enough to host a cocktail reception, board meeting or cosy dinner. All of this is supported by the W brand’s signature Whatever/Whenever service philosophy, providing guests whatever they want – from a private fashion show to an insider tour of London’s alternative nightlife scene – whenever they want it, as long as it’s legal!

    Design – Buttoned Up, Buttoned Down

    Taking inspiration from its surroundings, the duality of British culture forms the basis for W London’s design concept – Savile Row meets Soho. Amsterdam based design team, Concrete, has crafted an interior to specifically suit the contemporary business and leisure traveller for work and for play. Within the hotel, an attitude of formal day turns quickly into informal night aided by classic design with a contemporary twist and nightlife accents.

    W Lounge – Britishness Remixed

    The W Lounge is a contemporary expression of British culture, reflecting the duality of the Englishman. The open fires and double-depth modern Chesterfield sofas are complemented by fine British food and drinks – traditional classics reworked with a modern touch. Serving breakfast, all day dining, afternoon tea and with a full service bar, the W Lounge is a perfect space for guests to spend all day and all night.

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    Daniel Fountain / 03.03.2011

    Editor, Hotel Designs


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