W London – Leicester Square completes tech-based transformation

W London – Leicester Square unveils tech-based transformation.
Each of the property’s rooms, including 28 suites, had a makeover designed by Concrete and by Krause Architects. Photo credit: W London – Leicester Square

The W London – Leicester Square recently completed the transformation of all 192 guestrooms and suites, just ahead of the property's 10th anniversary.

This renovation wraps up 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 Away Spa in 2018.

Each of the property’s rooms, including 28 suites, had a makeover designed by Concrete and by Krause Architects. While the rooms benefitted from structural upgrades, there are also new feature walls, refreshed furniture and atmospheric lighting. White details, photo-friendly mirrored walls, and disco balls complete the new look.

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Also as part of the renovation, the property partnered with self-described “fashion fantasist” Jack Irving—who has dressed Lady Gaga—to create a “techorative” pillow, along with a range of immersive in-room experiences. 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 item.

“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,” Irving said in a statement.


The hotel is the first in the U.K. to leverage the full DigiValet technology, a tablet-based system that lets guests control their stay right from check-in. Upon entry, music and lighting greet the guest to offer an immersive stay. All settings are adjustable and customizable to the guest’s preference and mood.

A user-friendly tablet controls the in-room temperature, lighting and media, including personal streaming services, at the touch of a button. W London teamed with Kobalt, a music tech company, to curate playlists. The tablet also gives guests access to information on what’s happening in London with entertainment suggestions across the city.

Guests may also book at Away Spa or reserve a table at the hotel’s bar, The Perception, via the tablet.Martijn Mulder is the GM of W London – Leicester Square.

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