W, the 23rd letter in the alphabet, has become synonymous with a unique type of hotel known as a lifestyle hotel. But what exactly does this “W” represent? This concept emerged 13 years ago from the heart of the Starwood name, aiming to create a new brand for the international hotel operator, with Manhattan as its initial focus.
A New Era of Luxury
The W New York debuted on Lexington Avenue in 1998, carefully positioned between mid-range and luxury accommodations. It was firmly rooted in modern luxury, a concept we now call “lifestyle.” This wasn’t entirely new – Ian Schrager had already redefined upscale hotels with the Morgans group years earlier. At the time of the W Lexington’s opening, he dominated the Manhattan hotel scene. However, what set the W apart was its daring foray into a territory where fashion and music became central to its identity. This was unprecedented for a business-minded global hotel chain.
Fashion-Forward and Recognizable
Fashion trends are constantly changing, yet the W has managed to stay ahead of the curve by collaborating with local style icons. The chain has been a New York Fashion Week sponsor for an impressive 14 years. Despite embracing trends, the W maintains its core brand identity. Each hotel, while possessing its own unique character, remains recognizable as part of a cohesive whole. This consistency has been the cornerstone of its success. By 2001, New York City boasted three W hotels. The brand expanded rapidly, reaching other U.S. cities before venturing into Mexico and Canada. In 2008, the W made its European debut with the opening of the W Istanbul.
A New W in London
This Valentine’s Day, the W opened its 40th hotel in
Leicester Square
,
London
. This marks the chain’s first location in the UK. While some may scoff at the choice of location, the W’s bold presence has a solid foundation. The hotel is a key part of a multi-million pound regeneration project for the capital’s entertainment hub. This project aims to transform a once-seedy area into a European-style piazza. The W sets a high standard with its seven-story building, encased in a shimmering glass façade that sparkles with colored LED lights at night. The hotel even boasts its own screening room.
The central area of the square will remain shrouded until next summer. However, one prominent addition is imminent: the M&M flagship store, taking up residence on the hotel’s ground floor. Will this be a fashion-forward statement or a misstep? Only time will tell.
A Glimpse of Glamour
While the retail site may leave some with an uncertain impression, the hotel’s interior offers a decidedly more exclusive experience. The hotel’s grand opening in March drew a star-studded crowd, including Kate Moss, Jade Jagger, and “The Ws,” a band comprised of Roger Daltrey, Mick Jones, and Zac Starkey. Even those who didn’t receive an invitation can experience a sense of exclusivity simply by stepping into the first-floor reception area. Clad in black uniforms, men in the glitter-ball bedecked space whisper into earpieces. It may seem gimmicky, but this is the essence of the W’s success: your dream of a glamorous lifestyle is realized the moment you step through the doors.
A Feast for the Senses
The experience continues to improve as you venture further into the hotel. Jean-Georges Vongerichten’s Spice Market restaurant offers a decadent escape. Here, you can savor Holly Golightly-inspired interpretations of Asian street food—think laksa with foam and lobster pad thai—all under a ceiling that resembles upside-down woks. Wyld, the blood-red bar behind the lobby, designed by the Ignite Group, is also a hit with the trendy crowd.
A New Face for Leicester Square
The W is an integral part of Westminster Council’s £18 million regeneration project for
Leicester Square
. The hotel occupies the site of the former Swiss Centre, and as part of the redevelopment, the tourist-attracting glockenspiel and canton tree will be reinstalled outside. However, the square still has a way to go; it is still home to a gentleman’s club and a souvenir shop. With the recent opening of the St. John Hotel next door, the area is expected to see a significant shift towards higher standards.
A Room with a View (and Noise)
The hotel’s rooms are based on a studio concept where the bathroom and bedroom are combined. Prices increase as you go higher, but the street noise remains a constant. Even my fifth-floor “fabulous” room succumbed to the sounds of
Soho
late into the night.
The interior design is touted as a “contemporary expression of British culture.” On my visit, a member of Girls Aloud passed by me on her way to the bar, adding to the scene. The “duality of an Englishman” sub-theme is more subtle. In the rooms, you’ll find a cushion adorned with images of punks, city suits, and an Amy Winehouse-esque character. There’s also a stack of glossy books featuring Polaroids and quirky British festivals. A sleek bar unit reinforces the rock ‘n’ roll lifestyle theme, with a display of cocktail shakers and martini glasses. The bar is stocked with high-end spirits, but surprisingly, no mixers. Meanwhile, the creamy hues, shimmery fabrics, ergonomic fittings, and mirrored panels are all firmly part of the W’s signature style. It seems that while fashion is a key element, it only goes so far. This is a hotel designed for those who crave a glamorous experience but still value the recognizable consistency of a global chain.
