Premier Hospitality

Perception at W London

Written by Roma Publications

The Perception at W London

Both Londoners and discerning, international travellers are invited to access The Perception at W London, the city’s newest bar and lounge.

Overlooking the hustle and bustle of the streets of Soho from the first floor of W London – Leicester Square, the new bar is set to ignite the neighbourhood with electric energy, transforming from a laid back hangout by day to a place to be seen by night.

The concept features subtle, abstract references to the brand and city’s shared love of fashion, music and design through its bold interiors and diverse cultural programming. Accompanied by Killer cocktails and a brand new dining series, The Perception at W London is here to stay as Soho’s most magnetic destination.


“With its bold design, prime location and energetic programming, the new bar will seamlessly blend urban edge and London glamour in a uniquely W way,” said Martijn Mulder, General Manager, W London – Leicester Square. “Located in the heart of a global entertainment capital, it is imperative that we continue to innovate and reinvest into our hotel. The Perception at W London is sure to become the crown jewel in the city’s Soho scene.”

Always in search of what’s new and next, W London commissioned Amsterdam-based design firm Concrete with the task of uniting eclectic influences from London’s most iconic eras and trends. Intimate circular booths flank a central corner bar where hints of a buzzy English pub are remixed with a sophisticated cocktail counter. A shimmering gold curtain curves around each booth to custom-made day beds adorned with accent pillows and poufs for the perfect party feel.

With seven flexible areas ranging from public to private and shades in between, The Perception at W London welcomes those wanting to sit back and soak in the atmospheres. The striking colour palette of black and gold, offset with chic pastels and rich reds, produces a chic and exclusive atmosphere whilst spherical light sculptures, abstract neon artworks and a gigantic glitter ball creates the perfect backdrop for a glam night out.

Bespoke leather sofas tattooed by Soho’s iconic Fifth Street Tattoo studio are surrounded by spherical mirrored ceilings and colourful lights give guests a rose-tinted view of the iconic Leicester Square below. A revolving curved sofa with tiered seating and a folding partition wall for intimacy aims to encourage discrete revelry, whilst interactive DJ booths will ensure resident night owls can always take centre stage.

MBLD worked closely with interior designers, Concrete and the client team to develop a new lighting narrative for the re-imagining of the W London. Having previously designed the complete interior for the hotel when it was first built, this project provided MBLD with a second opportunity to create a unique space. MBLD has been in operation for more than 30 years and has worked on a range of prestigious projects, from Gritti Palace in Venice to The Lanesborough London.

“The unique design of The Perception at W London brings together the many faces of modern London, playing on the parallel British personas of work and play. We bring them together into one collection, inviting guests on a journey through the city’s cultural heartbeat,” said Concrete. “Our goal was to create a sophisticated yet bold space that would challenge perceptions and tempt guests to explore and push boundaries into unforeseen behaviour.”

Hakwood Teak flooring was specified for the bar area, creating a radiating chevron pattern around the bar, which climbs the front of the bar itself. In addition, Hakwood bespoke red flooring, in a basket weave pattern, was applied to an elevated seating area inspired by the red carpet look.


To celebrate the opening, W London is launching a new dining series which will welcome some of the capitals most renowned culinary talents to create a dinner menu combining their gastronomic identity with the daring attitude of W London.

Kicking off the program is Australian-born Magnus Reid, owner of Shoreditch haunt C.R.E.A.M and Hackney favourite, Legs. Guests will savour twisted classics such as burrata with chilli jam and fried garlic or show stopping larger plates like whole roast market fish. The menu will be available for dinner and will be served exclusively in the W Lounge within The Perception of W London, on a communal table perfect for sharing.

The innovative new Cocktail menu was created by Ulises Guerrero Galvez, Head Barman at W London – Leicester Square. Mixing premium spirits with surprising ingredients and garnishes, each cocktail tells a theatrical story in their own cheeky way.

The Perception at W London will be open from 8am to 1:30am, Sunday to Thursday and even later (3am) on Fridays and Saturdays. By day it will be a hub of activity for hotel guests and Londoners needing to connect, reload and recharge. Breakfast, lunch, dinner, afternoon tea and Sunday Brunch will be served in addition to late-night drinks, embodying the brands FUEL Philosophy of having the energy to look good, feel good, go longer and stay later.

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