W London – Leicester Square has unveiled a multi-million-pound transformation of all 192 guest rooms and suites. The hotel has also partnered with fashion visionary and dynamic artist Jack Irving to create a ‘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,” says 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.”

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. Upon entry to each room, music and lighting greet the guest, while all settings are adjustable and customisable to suit specific preferences.

A user-friendly tablet controls the in-room temperature, lighting and media, including personal streaming services. W London has also teamed up with Kobalt, a music tech company, to curate playlists showcasing London’s 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 further gives guests insider access to what’s new in London with an ever-evolving calendar including the hotel’s music programming and the latest dining and entertainment suggestions across the city.

Meanwhile, guests can book a massage at the hotel’s Away Spa or reserve a table at The Perception bar 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 twist on the classic hotel mini bar with a host of ingredients.

Each of the property’s guestrooms, including 28 suites, have been designed by architects, Concrete, and kitted out by Krause Design. The rooms benefit from structural upgrades along with new feature walls, avant-garde furniture and atmospheric lighting. Sleek white details, mirrored walls and disco balls complete the new look. The renovation adds to the hotel’s full transformation, following the redesign of the bar and lounge, The Perception at W London, in 2017 and makeover of its 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.”

To amplify the guest experience, W London joined forces with fashion fantasist, Jack Irving, to create a limited-edition pillow collection. Best known for his designs injected with a shot of engineered technology, Irving has dressed the likes of Lady Gaga. Taking inspiration from the catwalk and remixing it with the attitude of W London, the spiked pillows, available in every guestroom, 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.

Irving noted: “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. 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.”

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