Video: W Hotel Opens in London | Starwood's Michael Wale interviewed by CNBC

"I guess you can look at the similarities between London's Leicester Square and Times Square," Michael Wale from Starwood Hotels and Resorts, told CNBC after the W Hotel opened in London this week.

W Hotels Worldwide this week premiered its newest flagship hotel, W London-Leicester Square, the W brand's 40th hotel globally. Set in the epicentre of London's entertainment scene, W London is situated on the corner of Leicester Square and Wardour Street, nestled between cultural Soho and the world famous square. The building, which was developed by Northern Irish property company McAleer & Rushe, stands 10-storeys tall and is veiled in translucent glass that will change colour according to the time of day, the ambience of the area or happenings within the hotel and city.

"I guess you can look at the similarities between London's Leicester Square and Times Square," Michael Wale from Starwood Hotels and Resorts, told CNBC after the W Hotel opened in London this week.

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Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 1,200 properties in some 100 countries and over 180,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St.