The W London Will Be Business in the Front, Party in the Back
Yes, we pretty much just equated the upcoming W London with a mullet but in reading about the design concept for the hotel, to be built on the corner of Wardour Street and Leicester Square, we can assure you that it's going to be way more classy than the hairstyle of choice for rednecks and insufferable hipsters. However, you may need to be British to truly appreciate the experience.
The sleek new hotel, with a design ethos playing on the parallel personas of the English at work and at play, will feature 192 stylish guest rooms and 10 two-level, branded residences, a W The Store retail outlet, as well as a destination restaurant and a signature bar experience, where guests are invited to mix, mingle and flirt in a vibrant social atmosphere.
This actually reminds us very much of W Times Square but the hotel is not going to cater to the tourists. The architects kept stressing in this press release that the hotel is going to be for "true Londoners" and "global jetsetters and local London insiders." Ok....
The complex design of the hotel is to mimic the reserved, understated British sensibility in the daytime with a "fine, frosted, translucent etched glass veil which hangs on a delicate filigree web over a stony, honed, monolithic inner shell." At night, the exterior will be dominated by "artificial lighting of every type and colour" to represent the Brits love of party and play and we're assuming, nightclubs frequented by tabloid fixtures Jordan and Amy Winehouse.
The rest of the property should be up to your usual W standards with WOW suites, Whatever/Whenever, Munchie Boxes instead of mini-bars and the aforementioned W retail store, which will sell not only W-branded products but some glam clothing as well.
The hotel is on track to open in the Summer of 2010. We just hope the room decor is more techno-glam cool than W Boston.