W London - Leicester Square
Explore the wild imaginations of McAleer and Rusche Group, Jestico + Whites, Jason Bruges and Concrete, the creative minds behind our iconic hotel. Uniting London’s duelling buttoned-up/buttoned-down style, they remix sophisticated white Portland stone and stucco with an awe-inspiring, 360-degree art installation of moving images displayed over the building’s outer veil.
Wired into the structure, rooftop cameras film the surroundings of Leicester Square by day and night, capturing the skyline and streetscape, and feeding the resulting images into more than 300 attached LED light tubes that illuminate as the sun goes down. The display is refreshed every 15 minutes in an electric array of colours, while two-metre-high, polished steel W signs on either side of the building are also covered in LED lights, shifting into different shades and tones and establishing a new icon in London’s famous West End district.