Hotel Review: W Leicester Square, London's chic new American import
This is a big, glitzy opening that should ratchet up the glamour count in London Leicesters Square.Not difficult, I hear you say, in a sleazy part of town where the council is working feverishly to clean things up in time for next years Olympics.Its job done on one of the squares corners following the opening this week of W, a gleaming 10 storey, 192-room tribute to cool-dom with wrap-around translucent glass, built on the site once occupied by the Swiss Centre.
Sleek: The W brand is well known in AmericaW hotels in America - this is the first in Britain - are dead trendy and this is no exception. In fact, they are so trendy that its almost intimidating if youre not, well, dead trendy yourself. Or called Colin Firth, Emma Watson or Lily Cole, all of whom were here for a BAFTA related party on Valentines Day.
When I turn up, I can hardly see the W neon sign for scary men in dark suits with ear pieces and pretty girls in fake fur.
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There are three categories of rooms: Fantastic, Spectacular and Fabulous - unless you opt for the suites, which are called either Wow or Extreme! Wow. Mi ne is a Spectacular. And its a lot of fun. The shower is in one cupboard, the loo in another. In the middle of the room is whats called the 'beauty bar,' wheres theres a basin and lots of space to park your possessions.
Learning the lingo: There are different titles for the mini bar (munchies box) and wash basin (beauty bar)A screen slides across one wall to hide the door. Bedside lights hang from the ceiling. A cushion has 'Keep your wig on' written on it. Coasters are inscribed with entreaties such as: 'Write down whats on your mind at this very moment' then pour yourself a Jack Daniels and call your agent in LA.
Im a rock star. Im rich. And I dont bat an eyelid on noticing that one of the items for sale in the room is a Supersex Secret Vibe a 'discreet, powerful three-speed waterproof vibrator.'
The directory is a hoot. It comes with a page explaining the terminology. 'Munchies Box' is the mini-bar; 'Talent' is housekeeping, 'Whatever/Whenever' is the front desk.
Down in the bar, theres lots of candles, lots of curvy white surfaces, lots of straight-up margaritas - and views of McDonalds, Burger King and an Angus Steak House.
Star appeal: A BAFTAs party was held at the hotel for its openingI hop off to Spice Market, Ws restaurant presided over by three-Michelin starred chef Jean-Georges Vongerichten, where waitresses rush about in baggy red pygamas. Buddhist-chic, I suppose.
'Its really south east Asian street food,' says the girl who takes my order. But not south east Asian street food prices. My crab dumplings starter - which are delicious - come in at 12.50 and youre looking at 38 for steamed lobster.
Before going to bed, I ring the front desk (sorry, Whatever/Whenever) and ask if my shoes can be polished overnight.
'What time will you need them ! in the m orning?'
'By 7am would be fine.'
Next morning at 7am, I get a wake up call that I had never asked for.
'Oh my God! I am so sorry. Ill leave you to go back to sleep.'
When I get up half an hour later, theres no sign of my shoes. But, then, arriving barefoot for breakfast here would be perfectly normal. Whatever/Whenever is apologetic and within minutes my annoyingly un-rock n roll shoes arrive, shining brightly.
So, welcome to the UK, W. Its good to have you, even though you are very expensive. Just dont take yourself too seriously and tell the bouncers on the door to ease up a little on those foreboding stares.Rating:
Leicester Square
London
Tel: 0207 758 1000 www.wlondon.co.uk
Doubles from 299 (room only, not including VAT)
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