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Perception at The W London

Hakwood flooring adds edgy glamour to the city’s newest bar and lounge

Overlooking the hustle and bustle of the streets of Soho, The Perception at W London has been designed to give the capital a bold new hangout that brings together the many faces of modern London. It is a hub of social activity for discerning travellers and in-the-know Londoners alike.

Designed by Amsterdam-based firm, Concrete, the new bar and lounge features subtle, abstract references to the brand and city’s shared love of fashion, music and design. The striking colour palette of black and gold, offset with chic pastels and rich reds, produces a sophisticated and exclusive atmosphere, inviting guests on a journey through the city’s cultural heartbeat.

A Perfect Match – Hakwood flooring has been meshed perfectly with the bar’s colour palette to give the bar a feeling of ‘exclusivity’ – the space hints of a buzzy English pub with that of a sophisticated cocktail counter.

Michiel van Pouderoijen, Hakwood consultant, comments: “Our Teak flooring was selected for the bar area, creating a radiating chevron pattern around the bar, which climbs the front of the bar itself. BECK interiors installed the chevron pattern flooring beautifully with an eye for detail. The use of this bold pattern is in line with the emerging trend are seeing of using more interesting and daring patterns to create eye-catching flooring designs.”

Inspired by the theatre of the local area, Hakwood bespoke red flooring was applied in a basket weave pattern to a revolving elevated seating area. By night, the platform is transformed into a glamorous dance floor underneath a gigantic glitter ball. Coupled with striking spherical light sculptures and abstract neon artworks, The Perception at W London is the perfect backdrop for a great night out.

The W London attracts bold Londoners and discerning, international travellers alike, The Perception at W London ignites the neighbourhood with electric energy, transforming from a laid-back hangout by day to a place to be seen at by night. Overlooking the hustle and bustle of the streets of Soho from the first floor of W London – Leicester Square, consisting of bold interiors and a diverse cultural programming accompanied by killer cocktails and a dining series featuring some of London’s most renowned culinary talents. The Perception at W London also offers Retox Brunch – the city’s most punchy Sunday brunch, Tea Total – a tipsy twist on the traditional afternoon tea.


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Set across three days, 22-24 May 2018, Clerkenwell Design Week returns for its ninth edition, hosting the best in design from the UK and beyond, and featuring a wide range of talent from the area from young entrepreneurial start-ups to well established design practices. Each year, Clerkenwell Design Week displays new projects and commissioned installations located within high profile spaces across Clerkenwell.


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Wonderglass Installation (Photo: Antonio Managò)

Wonderglass Installation (Photo: Antonio Managò)

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