W London Opens in Leicester Square Today

Valentine’s Day, the day of love and relationships, has also marked a not-so-coincidental union between London and a new hotel. W London—Leicester Square opened its doors to jetsetters today and offered the first guests a romantic and stylish place to stay in the capital.

Set within the epicentre of London’s entertainment scene, W London—Leicester Square is located on the corner of the famous square and Wardour Street, on the site of what used to be the Swiss Centre.

The building stands 10-storeys tall, veiled in translucent glass, which changes colour according to the time of day, the ambience of the area, or happenings in the hotel or the city.

The duality of British culture, think Savile Row meets Soho, formed the basis for W London’s design concept. Within the hotel, expect an attitude of formal day to turn quickly into informal night. Perfect considering just how close Soho is.

“W Hotels was born in New York City, and having a presence in London will bring W into two of the world’s leading metropolitan capitals for fashion, music and design.” said Eva Ziegler, Global Brand Leader, W Hotels Worldwide and Le Méridien.

W London—Leicester Square has 192 guest rooms, 17 suites, 3 WOW suites, an Extreme WOW suite and the Away Spa. There’s also the Wyld nightclub, opening this weekend that promises exclusive guest lists.

Bedrooms have been designed based on a ‘studio living’ concept which no longer recognises the bathroom and bedroom as two entirely separate areas and rather as spaces that flow into each other. This design spirit of ‘duality’ continues into the public spaces where huge floor-to-ceiling windows draw in light and frame the notorious architecture of Soho behind them.

When you need more than the hotel to entertain you there’s also the ‘Whatever/Whenever’ service. One step further than a concierge, the service provides 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 of course.

W London has introduced an opening offer from £269 per room per night room only, with Starwood Preferred Guests receiving up to 3,000 points when they book. Tour the hotel online at www.wlondon.co.uk/showme.