W London Review

Bright and bold with a neon interactive veil-like façade, the W London’s commanding positioning on the most prominent corner of Leicester Square crowns it as one of London’s most visually striking hotels. The Luxury Editor is no stranger to the brand, with our headquarters in Edinburgh we experienced the construction and grand opening of the W Edinburgh which has broken the mould and brought a new contemporary offering to Edinburgh’s traditional luxury hotel portfolio. We were kindly asked to visit the W London to see if it presents the same level of innovation, bold design, and immersive luxury that the W Edinburgh has delivered. Read on to find out more.

The W London opened in 2011 and since then nothing quite like it has been built in the capital – the hotel embraces a minimalist futuristic aesthetic using curved glass panels to soften its imposing form whilst simultaneously reflecting the pulsating lights of Soho and the West End. Inside it continues its bold, aesthetic with interiors designed to evoke the brand’s signature mix of ultra-contemporary detailing and playfulness. Each of the 192 guest rooms and suites features modern furnishings, smart technology through their DigiValet tablet system, generously sized MixBar, disco ball and floor-to-ceiling windows, allowing you to soak in the atmosphere of Soho below, think of this as your own private party pad.

Head down to level one where you can mix and mingle over a playful brunch, dinner or afternoon tea in the W Lounge and enjoy an innovative cocktail at The Perception. Break a sweat at FIT, then recharge at AWAY Spa before premiering a blockbuster in their Screening Room and use the hotel’s Whatever/Whenever® service to take care of everything else.

Location, Location, Location

Located at the geographical and cultural intersection of London’s most vibrant districts: Soho, Leicester Square and Chinatown, and at the epi-centre of the West End’s entertainment and shopping districts you truly are in the beating heart of the capital. Nearby Piccadilly Circus station connects you with the Bakerloo and Piccadilly Line, Leicester Square with the Northern Line and Oxford Street with the Central Line meaning you can traverse across the whole of London in a flash.

The iconic W logo, illuminated with circular lights stands prominently at its entrance on Wardour Street, positioned just steps from Chinatown’s vibrant arch. You won’t find any revolving doors or doormen in tailcoats here, instead step into a space of polished surfaces and geometric angles, where reflections bounce off glossy black marble, think VIP club lounge over a hotel lobby. Staff are on hand to guide you to the elevators which whisk you to the hotel’s reception above.

Once in reception guests are greeted by a ceiling installation of cascading mirrored disco balls, a signature of W London (there is one in every guest room of the hotel). Suspended at varying heights, they create a sense of movement and energy leading the eye and feet towards the mirrored reception desks. 

Rooms & Suites

Each of the 192 luxury guest rooms and suites offers a sleek and stylish interior featuring wall-to-wall mirrors, work desks, and a playful, youthful aesthetic. Refresh under rainforest showers, enjoy Davines Momo amenities, have a drink from your room’s ‘Mix Bar’, and crash out in your W bed, a luxurious ensemble featuring a feather-top mattress, 350 thread-count Egyptian cotton sheets and a goose-down comforter. 

Offering a myriad of quirkily named room categories the hotel starts with its core three room types- Wonderful which are compact and stylish with essential W design elements, Spectacular are the same as Wonderful but with improved views and Fabulous which have larger floor spaces and premium positioning within the hotel offering further enhances vistas.

Cool Corner Suites and Marvellous Suites are positioned on corners of the building to further enhance floorspace and offer dual-aspect views. In addition, Marvellous Suites allow you to relax in the room’s centre-piece bathtub or catch up on work in the versatile living-and-work area, complete with an oversized work desk, and swivel chair.

Studio Suites: Allow guests to relax in its spacious living room featuring an open floor plan with ample space for both work and relaxation. Enjoy the oversized work desk and a striking red sofa designed to make your work life more comfortable.

Screening Suite: Offers a spa-meets-cinema quality which combines the relaxation of a spacious, luxurious bathroom with a private steam room, in addition to a 3-metre-wide large screen with Dolby surround sound and ambient ceiling lights, a media hub for the screening facilities. With the touch of a button, adjust the mood lighting, sounds and even the curtains that surround you whilst immersing yourself in a film.

Wow Suite: Located on the hotel’s highest floors, this suite brings the city’s entertainment district to you, a lounge space with bespoke pieces of artwork, a state-of-the-art entertainment system as well as artfully curated fashion and design books. The open and spacious living room has been furnished with smooth lacquer details and red and white tones. Its exclusive bathroom space comes complete with an extra-large bathtub, dual-head rainforest shower and separate toilet.

Extreme Wow: Inspired by London’s movie, music and fashion scene, guests can revel in the luxury entertainment system or unwind in the exclusive in-room Jacuzzi and four-person dual-head rain forest shower. The suite includes a bespoke Union Jack wall, a personal DJ station, a revolving Chesterfield sofa and a separate dining area.

Mega Bar

Say goodbye to the generic mini bar with W London’s Mega Bar. This complimentary experience is available exclusively to Screening and WOW, Supreme WOW and Extreme WOW suite guests providing an in-room bar service complete with a personal mixologist, sound system and disco ball. The imposing Mega Bar is wheeled into suites offering a unique cocktail experience you’ll never forget. Ideal for those seeking the ultimate pre-party ahead of a night out or planning an indulgent night in.

My Room During My Stay – Fabulous King Room

I stayed in room 616 a Fabulous King Room on the 6th floor of the hotel with a view looking out directly onto Leicester Square. Fabulous King Rooms feature a generously sized open-plan layout where the bedroom, bathroom and vanity area become one fluid space. The central focal point is its large freestanding vanity unit with built-in sink and illuminated circular mirror which acts as a workspace, bar top, party area, dressing table and washbasin.

Storage is built into the side of the room nearest the door with neatly arranged robes, towels and shelving along with a Nespresso machine, kettle and safe tucked in there too. Under the vanity unit, you will find shelving hosting a range of complimentary amenities – think toothbrush, ear plugs, shoe polishers, along with hairdryer.

The use of wall-to-wall mirrors enhances the sense of space (and also highlighted to me how unfit I am as I stepped out of the shower ha). One clever feature I really liked is as you slide the wardrobe door across – it then acts like a second door closing in your room, further reducing any chance of noise from the corridor outside.

The sleeping area features a large king-size bed, set against a quilted headboard. Pendant lighting hangs above each side of the bed, while the floor-to-ceiling windows allow you to peek down on Leicester Square below.

Across from the bed, a large flatscreen TV is integrated into a statement feature wall, with contrast textured black panels and geometric metallic detailing, a nod to the Union Jack. While a small seating nook and coffee tables offer a spot to unwind.

The room’s circular MixBar, houses a hidden refrigerated section with a carefully curated selection of premium beverages, from Moët & Chandon champagne to boutique spirits, alongside artisanal soft drinks, mixers and a little bottle of complimentary fresh milk for coffee. The upper storage drawer is stocked with a range of luxury snacks and wellness treats, including Savoursmiths crisps, dark chocolate popcorn, Coco Pzazz artisan chocolates, and Patchology self-care masks with each item reflecting the W brand’s playful approach to hospitality.

Everything in the room is controlled by the ‘Digivalet system’ which puts you in control of your stay, you can adjust the lighting, sound and temperature, set an alarm, watch a multitude of global TV channels and sync personal streaming services like Netflix to the TV screen too (which cleverly logs you out of your account automatically when you have finished).

The decorative plates at W London are part of the hotel’s bold, fashion-inspired interiors. Designed by Jack Irving, a British designer known for his avant-garde work in fashion and stage design who has designed for high-profile clients like Lady Gaga. The plates feature playful juxtapositions of imagery, my room plates show a sharply dressed man in a tuxedo paired with a more provocative, undone look embodying the duality of W London’s refined yet unconventional ethos.

The bathroom and shower layout follows the open-plan concept, instead of a traditional bathroom, the central vanity unit with a built-in sink and illuminated circular mirror is positioned in the main space acting as both a washbasin & dressing table. Behind, the shower area is enclosed behind smoked glass panels, offering a level of privacy while maintaining the room’s open-plan feel. The rainfall showerhead and Davines Momo amenities offer a luxurious spa-like experience, enhanced by sleek tiling & ambient lighting. Next to the shower, a hidden toilet area provides privacy while still keeping with the minimalist aesthetic of the room.

Whatever/Whenever®

Unique to W Hotels – their Whatever/Whenever® 24 concierge starts working from before you arrive till the moment you leave making sure every detail is taken care of. Front-row seats a West End show? A private shopping experience? Your favourite food flown in from Paris? Whatever you envision, W London can bring it to life.

The Perception

Transforming from a laid-back hangout by day to a place to be seen by night The Perception is divided into a series of distinct spaces, each area offering a unique atmosphere while maintaining the bar’s signature bold and immersive style.

Around the central bar perch on sleek black bar stools, enjoying drinks beneath the glowing emerald-green glass display that showcases an extensive range of spirits.

In another section, a giant disco ball dominates as a striking focal point that theatrically reflects shimmering lights across red-tiered seating whilst floor-to-ceiling windows allow you to gaze down at the throng of tourists in Leicester Square below.

Apres Ski (Pop Up Bar)

Between the Perception and the W Lounge, the W London has brought the Swiss Alps to Leicester Square and joined forces with W Verbier and Veuve Clicquot in their ‘Après Ski Lounge’. Enclosed by a twinkling metallic chain curtain and featuring a central fireplace you can sip on ski-inspired cocktails, enjoy chocolate fondue and indulge in an Après Afternoon Tea.

Note: This bar was open at the time of writing the review but is not a permanent feature in the hotel.

W Lounge

The backbone of all W Hotels, the W Lounge offers a place for breakfast, afternoon tea and all-day dining. Floor-to-ceiling windows flood the space with natural light and booth seating provides you with views of Wardour Street below. In the middle black high tables embellished with British pennies and stools offer additional seating. Above circular light fixtures levitate from the ceiling like U.F.O’s while individually designed plates by Jack Irving are displayed on geometric white shelving closing the space off.

With Chinatown on the hotel’s doorstep, the dining menu takes an Asian Fusion approach, built around sharing plates and larger main meals. we opted for Fish and Chips, Crispy Tofu Bao Buns and the most succulent Fillet Steak served on a bed of ginger fried rice and garnished with coriander, pesto and bok choy.

Breakfast

The W Lounge serves a range of breakfast items to set you up for the day, I opted for the Eggs Royale and a wake-up shot of Ginger, Celery, Lemon and Apple. 

Fit Gym & Away Spa

Should you feel energetic, located on the sixth floor with views of the West End, FIT gym offers Technogym equipment and, free weights along with steam & sauna rooms all complimentary for hotel guests to use. Adjacent the 100-square-metre AWAY Spa provides expert therapies using Comfort Zone products and wellness packages designed to refresh and revitalise.

Final Thoughts

The W London is more than just a hotel it’s a bold statement of modern luxury, entertainment and architectural innovation. Set in the heart of London’s beating West End, it attracts a diverse, high-profile clientele, from A-list celebrities to fashion-forward trendsetters, all drawn to its energy, design and unapologetically vibrant atmosphere. A place where the extraordinary is the norm, W London redefines luxury with attitude and we absolutely love it.