Insider’s Look At W London’s New Collaboration With Jack Irving

Following a multi-million-pound transformation, W London has unveiled the dramatic new look for its 192 guest rooms and suites, with a range of stylish new in-room experiences to try alongside

Born to be unique? Then you’ll love W London – Leicester Square’s exciting new look. The luxury hotel has a super-charged new chapter – in the form of a multi-million-pound transformation of all 192 guest rooms and suites.


Aiming to shatter the traditional concept of luxury, its provocative new look and innovative in-room technology aims to give guests full control of their stay.

What’s more, the hotel has partnered with fashion visionary and dynamic artist, Jack Irving, to create a one-of-a-kind ‘techorative’ pillow – along with a range of cool in-room experiences.


Much like its guests, every room at W London is unique. Ever the rebel, the hotel is the first in the UK to embrace the full DigiValet technology – one of the most advanced tablet-based systems in the industry which allows each guest to be in control of their stay right from check- in.

What’s awaiting

Upon entry, music and lighting greet the guest to offer a truly immersive and memorable stay, which can all be customised to specific moods. Whether you’re ready for a nap and looking to take on London’s nightlife, there’s a mood for it all.

A user-friendly tablet controls the in-room temperature, lighting and media, including personal streaming services, at the touch of a button, while also showcasing a taste of the freshest beats being made and played across the city.


Don’t forget about the tunes, either. W London has teamed up with Kobalt, a music tech company, to curate playlists showcasing London’s coolest up-and-coming artists.
Global music-lovers can also tune in to hear what’s playing in real time at any of the 55 W Hotels worldwide through advanced music technology by Soundtrackyourbrand.

Tipple fans are also in luck.  The tablet also features a selection of cocktail masterclass videos for guests looking to recreate their favourite cocktail without leaving the comfort of their hotel room. The room’s Mini Mega Bar offers a unique twist on the classic hotel mini bar, and has all the ingredients for a great night in.

A fresh lick of paint


Each of the property’s 192 rooms, including 28 suites, has had a bold makeover. Designed by renowned architects, Concrete, and kitted out by Kraus Architects, the rooms have benefitted from structural upgrades along with daring new feature walls, refreshed avant-garde furniture and atmospheric lighting.

Think sleek white details, photo-friendly mirrored walls, and party-starting disco balls complete the provocative new look.

This renovation completes the hotel’s full transformation, following the redesign of the hotel’s bar and lounge, The Perception at W London, in 2017 and makeover of the hotel’s luxurious oasis, the AWAY Spa, in 2018.

Jack Irving goes ‘Techorative’


To amplify the re-imagined guest experience, W London has teamed up with daring fashion fantasist, Jack Irving, to create a limited-edition pillow collection. 

Best known for his eye- catching designs injected with a shot of engineered technology, Irving has dressed the likes of global superstar Lady Gaga.

Taking inspiration straight from the catwalk and remixing it with the bold attitude of W London, the spiked pillows, available in every guest room, appear muted to the naked eye until they are brought to life through the click of a camera flash. Through the lens, the smart fabric transforms into an iridescent masterpiece.


“It’s amazing to be working with W London for my first interiors collaboration, as the hotel’s unmistakable bold identity is a perfect match for my avant-garde designs,” said Jack Irving.

“When set with the task, I took inspiration from Soho’s creative energy and W London’s irreverent attitude, to create a unique statement piece that unites the hotel fabulous new room design and upgraded functionality.”

For mega fans, guests can jump further into Jack Irving’s imagination through curated in-room experiences from the designer – listen to electric disco tune Strandbar by Todd Terje, whilst ordering his favourite show-stopping cocktail, the ‘Blood Orange Smash’.

Make it happen
When: The limited-edition pillow by Jack Irving and new Mini Mega Bar will be available to experience in all 28 suites from mid-June and will be rolled out to all guestrooms later this summer.
How:  For more information and to book, please visit

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