London’s A, B and C-listers were out in force for the official opening of the new W Hotel in Leicester Square. The guest line-up included the likes of supermodel Kate Moss, TV presenter Graham Norton, Boy George, Jade Jagger and Alexa Chung.

Operated by Starwood Group, the W Hotels already boasts properties in Los Angeles, New York, Montreal and Hong Kong. The new London addition describes itself as a “fabulous urban sanctuary” where “chic and cool come to London”. 

The new property marked its soft opening in February and hosted a number of parties during London Fashion Week in February.

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

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

The premiere installation was commissioned by the architects Jestico + Whiles and produced by lighting supremo Jason Bruges.

“W London is a milestone in W’s transformation into a global powerhouse,” said Eva Ziegler, global brand leader, W Hotels Worldwide and Le Méridien.

“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.

“Both are the perfect backdrop for the W brand, further enhancing these vibrant international business and leisure destinations.”

Taking inspiration from its surroundings, W London aims to deliver a variety of unique and insider guest experiences and initiatives which highlight the brand’s passion points within film, fashion, music and design.

Within the hotel, an attitude of formal day turns quickly into informal night aided by design-focuses on classic gestures with nightlife accents.

W London features an integrated contemporary lifestyle experience featuring 192 guest rooms, including 17 suites, 3 WOW suites and 1 Extreme WOW suite.

The signature W Lounge welcome experience will feature W Lounge Bar for cocktails and bites with a twist on traditional English favourites; SWEAT state-of-the-art fitness facility outfitted with Technogym equipment, featuring rooftop views of Soho and beyond; a modern Screening Room with seating for 38 and W Studio Spaces dynamic enough to host a cocktail reception, board meeting or cosy dinner.
W London’s guest rooms feature an innovative design with unexpected detail unique to W and never before showcased in a London hotel.

This London exclusive focuses on the changing needs and demands of the guests and their desire for a more studio-inspired open space.

Amsterdam based design team, Concrete, has crafted an interior to specifically suit the contemporary business and leisure traveller for work and for play. The Wonderful Room category, for example, features bathrooms designed into the overall living space.