In April we announced the launch of a dedicated brand identity for Leicester Square. Known throughout the world as the beating heart of London’s West End, Leicester Square and the surrounding area welcomes over half a million visitors every week.
Capturing the character of this iconic destination as the world-famous home of entertainment the brand will enhance the cultural prowess of the Square, to drive new audiences and celebrate the area’s mix of vibrant businesses.
Following our announcement we caught up with Natasha Lawrence, Area Director, at Bespoke Hotels to find out more about their latest opening and how the rich cultural heritage of the Leicester Square brand is reflected throughout.
“Hotel Indigo London – 1 Leicester Square, is a 95-room hotel from Bespoke Hotels in partnership with Intercontinental. With possibly one of the most iconic addresses in the world we were looking for a central West End location that would give our guests access to theatreland, the cinema district and the bars and restaurants of the surrounding area. It’s the perfect pit stop for the leisure or business traveller who wants to be able to access the very best of what London has to offer” Natasha explains.
For Bespoke Hotels, the area’s identity as the home of entertainment is of huge of importance to both the brand and guest experience.
“It’s a place where old meets new, a place where our guests can be part of the heritage theatre and cinema scene and experience contemporary entertainment at its best – and the excitement of Leicester Square’s premiers is the pinnacle of that for our guests” explains Natasha.
It’s not something that many hotels can offer anywhere in the world, so we feel very lucky with our location in that respect.”
1 Leicester Square has been dramatically transformed with a sky-high rooftop restaurant and bar: the only one with a terrace in Leicester Square. It’s from this unique vantage point, Natasha tells us, from which guests will be able to experience both a sweeping panorama of London landmarks – including The Shard, Big Ben, the Houses of Parliament, Nelson’s Column, the London Eye and the Gherkin – and film premieres on the streets below.
“Designed by award-winning architects Michaelis Boyd, the team behind The Groucho and many of the Soho House properties, the interior takes inspiration from theatreland and embraces the cultural heritage of the area throughout.” “We wanted to love out the identity of Leicester Square and reflect the location in a subtle and sophisticated way” Natasha continues.
As well as 95 rooms, and a roof top terrace we also offer meeting and event facilities and are working closely with local businesses, looking after guests who are in the area on business, and are looking to connect with Heart of London members and explore these relationships further.”
To close each Spotlight Feature we ask our guests to share their ‘best kept secret’ in the heart of London’s West End to inspire us to discover and rediscover some of the city’s finest bars, restaurants and retailers right on our doorstep.
“Our team have all just bought membership to the Picturehouse cinema and love the members bar there”, shares Natasha. “We’re also big fans of the new Japan Centre that opened last year on Panton Street, the sushi there is amazing so I would highly recommend a visit!”