For those who don’t know, ‘a W’ is a hotel. It’s also a letter, but in this instance it’s a hotel.
And W Hotels, for those who don’t know, is frankly the only hotel chain we’d be seen sipping our Espresso Martinis in, sohelpusgod. Except, naturally, the Morgans Group (St Martin’s Lane, Mondrian, Royalton, Delano, etc and etc). And Firmdale Hotels (Soho Hotel, Covent Garden Hotel, Charlotte Street Hotel, etc and blah). Oh and any of The Standards (‘specially West Hollywood. Hello boys). Oh and lest we forget the Bulgari lot (‘specially the Milan one). And oh.
So anyways, W Hotels have finally pulled their finger out and decided to build a lovely little outpost of the ever-expanding W empire in good ole Blighty, more specifically on the site of the former Swiss Building in London’s needs-all-the-help-it-can-get Leicester Square.
Leicester Square, for those who don’t know, is a dump. Cheeeeeeniusly located, but muy trampy. The qualities of an outlet shopping centre, but in town.
But all is not lost, urban regeneration-watchers. Gazillions of English golden coins are being spent on doing up the joint, with the W thing being part ‘n’ parcel of it.
And part ‘n’ parcel of the W thing will be two storeys of and-we-quote ‘high quality retail space’ ie. we’ll be the judge of that ie. think Next, Starbucks, Accessorize, Lush ie. boooo, as well as ten penthouse apartments ie. hooray, we think.
W, Leicester Square is due for completion in 2010. And will look like that up there, we imagine at 18:35.