The Sheraton branding has been dropped from the newly relaunched Park Tower Knightsbridge following an extensive renovation of the hotel's public areas.
A spokesperson for Starwood said that the refurbishment provided the "perfect time" to relaunch the hotel under its new name.
"Each hotel and resort within The Luxury Collection portfolio is a unique expression of its location therefore the Park Tower's perfect location in the heart of Knightsbridge made this hotel a perfect fit for The Luxury Collection brand," she said.
Interior designer Anita Rosato has overseen a the redesign of the hotel's lobby, lounge and bar, using a colour palette of sage greens, cream and silver inspired by the foliage of nearby Hyde Park.
"This refurbishment celebrates the ethos of British design and utilises great craftsmanship whilst preserving the original spirit of the hotel," she said.
The lobby features a crystal and porcelain chandelier as a centerpiece with a sculptural relief depicting the park's rose gardens dominating the wall behind reception. Meanwhile the walls of the lounge are covered in silk with hand-painted and hand-embroidered magnolia trees.
The new Hyde Bar, with an adjoining outdoor terrace, intends to represent a modern-day British gentleman's club with its wood panelling, eclectic furniture and leather chairs.
Originally designed by architect Richard Seifert, the striking circular structure of the Park Tower Knightsbridge, is currently celebrating its 40th anniversary.
Sheraton and Luxury Collection are sister brands to Le Meridien, Aloft, Four Points, Westin, W Hotels, St Regis and Element.