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W London – Leicester Square Unveils Tech-Based Transformation

W London – Leicester Square today announced a super-charged new chapter for the hotel, unveiling a multi-million-pound transformation of all 192 guest rooms and suites. As part of the W brand’s mission to fuel its guests’ lust for life, the hotel’s daring renovation shatters the traditional concept of luxury, through its provocative new look paired with innovative in-room technology to give guests full control of their stay. Furthermore, W London has partnered with fashion visionary and dynamic artist, Jack Irving, to create a one-of-a-kind ‘techorative’ pillow, along with a range of immersive in-room experiences.

“W Hotels has consistently been at the forefront of innovation – reinventing and rewriting the rules of hospitality wherever the W sign lands,” said Jenni Benzaquen, Vice President of Luxury Brands – Europe, Marriott International. “The transformation of W London – Leicester Square merges the latest technologies in hospitality and the music industry with boundary-breaking design, offering our guests the ultimate experience in-room, in our newly renovated public spaces, as well as connecting them with what’s new/next in this dynamic city.”

Trailblazing, Innovative Design
Much like its guests, every room at W London is unique. Ever the rebel, the hotel is the first in the UK to embrace the full DigiValet technology – one of the most advanced tablet-based systems in the industry which allows each guest to be in control of their stay right from check-in. Upon entry, music and lighting greet the guest to offer a truly immersive and memorable stay. All settings are adjustable and customisable to the guest’s preference and mood, whether getting pumped up for the night ahead or beginning to unwind before the next day’s meeting.

A user-friendly tablet controls the in-room temperature, lighting and media, including personal streaming services, at the touch of a button, while also showcasing a taste of the freshest beats being made and played across the city. W London has teamed up with Kobalt, a music tech company, to curate playlists showcasing London’s coolest up-and-coming artists, including W London’s own Music Curator, DJ/producer Olivia Dawn. Global music-lovers can tune in to hear what’s playing in real time at any of the 55 W Hotels worldwide through advanced music technology by Soundtrackyourbrand. The tablet also gives guests insider access to what’s new and next in London with an ever-evolving calendar of happenings including the hotel’s music programming and the latest dining and entertainment suggestions across the city.

Book a massage at the hotel’s urban oasis, AWAY Spa or reserve a table at the hotel’s bar, The Perception at the touch of a button. The tablet also features a selection of cocktail masterclass videos for guests looking to recreate their favourite cocktail without leaving the comfort of their hotel room. The room’s Mini Mega Bar offers a unique twist on the classic hotel mini bar, and has all the ingredients for a great night in.

Suite New Look
Each of the property’s 192 rooms, including 28 suites, has had a bold makeover. Designed by renowned architects, Concrete, and kitted out by Krause Architects, the rooms have benefitted from structural upgrades along with daring new feature walls, refreshed avant-garde furniture and atmospheric lighting. Sleek white details, photo-friendly mirrored walls, and party-starting disco balls complete the provocative new look. This renovation completes the hotel’s full transformation, following the redesign of the hotel’s bar and lounge, The Perception at W London, in 2017 and makeover of the hotel’s luxurious oasis, the AWAY Spa, in 2018.

“Over the years, our guests have made it clear that they want innovation, as well as both fashion and function, from their hotel room,” said Martijn Mulder, General Manager of W London – Leicester Square. “The new room design is just that- substance, as well as that inimitable W style. We offer the latest tech available today in the hospitality industry for guests to easily control and personalise their stay, from mood lighting to music, in-room dining and entertainment.”

Jack Irving Goes ‘Techorative’
To amplify the re-imagined guest experience, W London has teamed up with daring fashion fantasist, Jack Irving, to create a limited-edition pillow collection. Best known for his eye-catching designs injected with a shot of engineered technology, Irving has dressed the likes of global superstar Lady Gaga. Taking inspiration straight from the catwalk and remixing it with the bold attitude of W London, the spiked pillows, available in every guest room, appear muted to the naked eye until they are brought to life through the click of a camera flash. Through the lens, the smart fabric transforms into an iridescent masterpiece.

“It’s amazing to be working with W London for my first interiors collaboration, as the hotel’s unmistakable bold identity is a perfect match for my avant-garde designs,” said Jack Irving.  “When set with the task, I took inspiration from Soho’s creative energy and W London’s irreverent attitude, to create a unique statement piece that unites the hotel fabulous new room design and upgraded functionality.”

To celebrate the collaboration, guests can jump further into Jack Irving’s imagination through curated in-room experiences from the designer. Listen to electric disco tune Strandbar by Todd Terje, whilst ordering his favourite show-stopping cocktail the ‘Blood Orange Smash’, a Negroni-twist encapsulated in a frozen sphere served with a hammer for the ultimate reveal. Then devour a trio of indulgent artisan gelato ‘Capsule Collection’, hand-crafted delights served in a variety of flavours- Chocolate-Choco Cream, fruity Strawberry and Coconut, and tropical Pineapple and Papaya.

The limited-edition pillow by Jack Irving and new Mini Mega Bar will be available to experience in all 28 suites from mid-June and will be rolled out to all guestrooms later this summer.

Iuliia Tore



Booking.com