With interiors from Amsterdam-based designer firm, Concrete, the concept will feature subtle, abstract references to the brand and city’s shared love of fashion, music and design through its bold interiors and diverse cultural programming.

“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,” explains 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 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 will welcome those wanting to sit back and soak in the atmosphere. 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 create the perfect backdrop for a glam night out.

Bespoke leather sofas tattooed by Soho’s iconic Frith Street Tattoo studio are surrounded by spherical mirrored ceilings and colourful lights giving 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.

“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,” says 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.”

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. One not to be missed will surely be Enjoy The Show, which showcases an innovative play on the much loved movie snack containing popcorn infused Woodford reserve, chocolate bitters and Coca-Cola foam.

“Our ambitious cocktail menu will up the drama, inspired by our Soho location’s theatrical roots,” said Benjamin Cowtan, Beverage & Food Director, W London – Leicester Square. “Our talented team of bartenders have moved away from traditional mixology with the aim of surprising guests with unusual ingredients and flavour combinations.”