A host of celebrities were on hand to celebrate the launch of the only hotel in Trafalgar Square on Wednesday night.
Nick Grimshaw, Jodie Kidd and Sadie Frost were among the guests at the Trafalgar St James, previously called the Trafalgar.
The hotel previously appointed a “peer panel” of influential young Londoners to advise on what people want ahead of its launch.
The panel – which included bloggers, celebrity agents and marketing specialists - advised on everything from furnishings to power points and menus.
The new 131-room hotel launched with a party at its The Rooftop bar, which overlooks Trafalgar Square and central London.
The captain of Great Britain’s Olympic gold medal-winning women’s hockey team, Alex Danson was in attendance.
Former reality TV star Millie Mackintosh and McFly member Dougie Poynter were also at the event.
The hotel claims to offer a “chic urban vibe”, bringing “a new level of excitement and vibrancy” to the capital.