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W London Leicester Square

W London Leicester Square

W London Leicester Square

W London Leicester Square

W London Leicester Square

W London Leicester Square

Address Leicester Square, 10 Wardour Street; London W1D 6QF
by Swiss Court and Leicester Street
Neighbourhood Soho, Chinatown | See on map
Tube Leicester Square [Northern, Piccadilly]
Telephone +44 20 7851 3228
Website http://www.wlondon.co.uk/
Price From £265

There’s been an almost impossible amount of hype surrounding the launch of Starwood’s first W property in London, from reality TV-style searches for the property’s own ‘Insider’ (the brand’s über-concierge at every location), to short ad films featuring a cavorting Helena Christensen and David Gandy.

Promotional sparkle aside, there’s plenty of weight to the W package that includes signature elements like the 24 hour SWEAT gym (enjoying views of Soho), Bliss amenities, and the legendary ‘Whatever, Whenever’ service which will sort you out with everything from a personal trainer hottie to that hard-to-find dinner reservation.

That privilege might come in handy for scoring a table at the in-house branch of Jean-Georges Vongerichten’s Asian-inspired Spice Market, or fast-track access to the Wyld Bar from Matt Hermer’s Ignite Group that’s also behind Boujis’ posh poppets – yes, he’s promising a hipper crowd here – and W Barcelona’s Eclipse.

Rooms range from the ‘Wonderful’ to the ‘Fabulous’, while the suites go from ‘Studios’ and ‘Marvellous’ to the special SPA suite with its own steam room and vanity counter, and the showpiece E-WOW suite that’s pure Hugh Hefner, with a rotating sofa, mirrored ceiling, party-sized Jacuzzi and four-person shower.

The W London promises to create a viable place to party again on the otherwise style-challenged Leicester Square. It seems like things haven't changed that much since the Swiss Centre’s Glockenspiel sat on this exact location: you may have to battle the tourist hordes for access, it can be slightly naff at times, but mostly, it's just great fun.