“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.”

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®, 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® 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!

“We are thrilled to launch the W brand in the UK with the opening of W London,” said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa and Middle East (EAME). “After opening W hotels in Istanbul, Doha and Barcelona, the brand is on track to more than double its footprint over the next three years with further new hotels in prime destinations such as St. Petersburg, Paris and Milan.”