A mix of British formality and irreverence is to provide the inspiration behind the newly unveiled design of the new 192 bedroom contemporary lifestyle property from Starwood Hotels & Resorts due to open in summer 2010.
"The hotel will have a cool understated Englishness by day and then would glam up for a night in the vibrant West End," said John Whiles, director of Jestico + Whiles, who is working with interior designer Concrete to create the look.
W London - Leicester Square's 192 bedrooms, which include nine suites, two WOW suites and one Extreme WOW suite, will all feature witty accents unique to London such as the W "munchie boxes" stocked with the likes of hangover remedies, condoms and Oreo cookies.
There will also be 10 two-level branded residences, a W The Store retail outlet, destination restaurant and signature bar.
The hotel is the newest property in the UK for Starwood Hotels & Resorts, joining sister hotels under the Sheraton, Le Meridien, St Regis and The Luxury Collection brands in London, Heathrow, Edinburgh and Ayrshire.
Besides London, new W Hotels and W Resorts are also planned for New York, Paris, St Petersburg, Shanghai, Bali and Verbier.
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