W Hotels opened its 40th hotel and new flagship in London February 14, bringing the brand’s design-led luxury to the colorful streets of Soho.

The 192-room property stands ten stories tall above the city’s famous Leicester Square and is covered in translucent glass which changes color according to the time of day and the ambience of the area.

The new landmark is designed to establish Starwood’s W Hotels as a truly international luxury design hotel chain.

The W London features a fitness facility with rooftop views of Soho, a spa offering a full range of treatments and a bar inspired by “rock and roll London,” complete with a specially curated tequila selection.

In keeping with Leicester Square’s famous association with film and cinema (British premieres are almost invariably held there), the hotel is also home to a 38-seat 3D screening room, which W believes will be used for small-scale premieres.

The hotel also offers the Spice Market, a signature restaurant by three-Michelin-starred chef Jean-Georges Vongerichten that Starwood says is inspired by the “vibrant street life of South East Asia.”

W Hotels announced last week that it plans to open six hotels around the world this year, including properties in St. Petersburg, Bali, Paris and Guangzhou, China.

Source: AFPrelaxnews – Rooms at the W London start from £269 per night.