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W London Unveils Tech-Based Transformation

An extensive renovation now allows guests to power their stay through new in-room technology and design

The contemporary and tech forward W London Leicester Square is getting a makeover – to become a super-charged tech-forward hotel. The property unveiled plans for a multi-million-pound transformation of all 192 guest rooms and suites.

The hotel’s daring renovation departs from the traditional concept of luxury, through its provocative new look paired with innovative in-room technology to give guests full control of their stay.

The propoerty has partnered with fashion visionary, 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.”

The Details

Every room at W London is unique. The hotel embraces the full DigiValet technology for its advanced tablet-based systems that allow guests to be in control of their stay from check-in to check-out. Thus, upon entry, music and lighting greet the guest and all settings are adjustable and customizable to each guest’s preferences 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 with the coolest up-and-coming artists. 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 programing and the latest dining and entertainment suggestions across the city.

Guests can book a massage at the hotel’s AWAY Spa or reserve a table at the hotel’s bar, The Perception, from the touch of a button. The tablet also features a selection of cocktail masterclass videos for guests looking to recreate their favorite cocktail without leaving 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.

New Look

Each of the property’s 192 rooms, including 28 suites, has had a bold makeover.  The rooms have benefited 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.

“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 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.

The W London launched in 2010 and overlooking the bright lights of Soho. It drew attention with its red carpet-ready services provided by celebrity therapists at the Away® Spa and its state of the art fitness facilities. The property continues to offer creative meeting spaces and an exclusive and iconic Whatever/Whenever service – a 24-hour ‘Insider’ concierge that provides whatever guests want, whenever they want it (as long as it’s legal).

W Hotels Worldwide participates in Marriott Bonvoy travel rewards program.