The W Hotel has opened a new flagship hotel in London, it was opened on February 14 2011. The W London is the chain’s 40th location and is based in the West End near Leicester Square. It will no doubt brining some design-led luxury to the heart of Soho. The building is brand new, standing some 10 stories tall with 192 rooms. The facade is totally covered in translucent glass, with the very cool ability to change colour depending on the time of the day and the atmosphere within the area. The hotel is the epitome of modern design luxury, featuring a rooftop fitness facility with views across the West End and Soho. There is also the Spice Market restaurant, a signature restaurant by three-Michelin-starred chef Jean-Georges Vongerichten.
W Hotel is the luxury brand of Starwood Hotels, a conglomerate which is truly international. After the opening of the W Hotel London the conglomerate announced that it also plans to open six new hotels around the world, with locations including St. Petersburg, Bali, Paris and Guangzhou China.