It's all about The Perception: Soho's new celebrity hotspot serves up edgy glamour at W London

W Hotels are never understated and The Perception at W London, the dazzling new bar and restaurant in Wardour Street, Soho, is no exception.

Amsterdam-based design firm Concrete is behind the bold look and edgy interiors. Split into seven flexible areas, The Perception is kitted out with day beds, neon signs, a golden curtain, amphitheatre seating and a cool lighting system, all set off by a gigantic glitter ball.

Soho-based studio Frith Street Tattoo has printed its original artwork on a sofa, while an oval day bed in shades of peach is a haven of fluffy pillows, feathers and squashy upholstery.

Chef Magnus Reid’s delicious new menu is served in the lounge which features an enormous wall display of plates designed by Dutch photographic artist Marcel van der Vlugt. Look out for the secret bar which looks like a backstage dressing room you might find at one of the theatres in this part of town.

A huge neon art installation declaring “Normal Gets You Nowhere” rather sums up the aesthetic of this playful venue, which is attracting a celebrity crowd. American actor James Franco was spotted there last week and singer Pixie Lott, actress Gemma Chan and model Amber Le Bon have partied at The Perception in the few weeks it has been open.