W Hotels has opened its 40th property with the debut of W London, designed by architects Jestico + Whiles and Dutch interior design agency Concrete. Veiled in translucent glass, the 10-story structure changes color according to the time of day, the ambience of the area, or happenings within the hotel and city.
The duality of British culture forms the basis for W London’s design concept: Savile Row meets Soho. 
As such, Concrete crafted an interior to specifically suit the contemporary business and leisure traveler for work and for play. The duplicity is evident in the W Lounge, featuring double-depth modern Chesterfield sofas and open fires. Meanwhile, nightlife venue Wyld (right) is inspired by rock-n-roll London.
Guestrooms are studio-inspired, where the bedroom and bathroom flow into each other yet still allow for privacy. Additional amenities available at the hotel include a 38-seat private screening room, AWAY Spa, the Spice Market restaurant, fitness center, and function space.
