Starwood has opened the W London-Leicester Square, the W brand’s 40th hotel globally. The new W London – Leicester Square, designed by London-based architects Jestico & Whiles, is located on the site of the former Swiss Centre building. Precisely, on the corner of Leicester Square and Wardour Street, nestled between cultural Soho and the world famous square. What makes this hotel so special is its exterior, its installation, the first one of its kind in the UK.
W London is veiled in translucent glass suspended off the face of the building, resembling a floating sheer curtain. The design calls to mind the cinematic heritage of this part of the West End. This veil or facade, designed by London-based art installation company Jason Bruges Studio in collaboration with Jestico & Whiles, is conceived as an integrated public artwork and acts as a giant pixel screen. The appearance of the building keeps changing as day turns to night.
The design team has created a conceptual interpretation of the changing light dynamics of the Leicester Square skyline over the preceding 24 hours, while designing the veil artwork. The installation translates video footage, captured by roof top cameras, into night time performances on the building’s facade. The new 5 Star Hotel is developed by design build contractors McAleer and Rushe.
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.
London is an important gateway city globally, and the opening of W London has been highly anticipated by us all, said Eva Ziegler, Global Brand Leader, W Hotels Worldwide. From New York city, the birthplace of W Hotels, to London – from Times Square to Leicester Square – this iconic opening is sure to propel the W brand in its continued transformation into a global powerhouse.