Alfies' owner Bennie Gray, the man who initiated antiques markets in London in the mid-1960s, planned and oversaw the refurbishment at the building on the corner of Church Street and Ashbridge Street.
The 1920s inspired Egyptian motifs are by young Belarus artist Vika Verb, and the eminent Birmingham-based architects Weedons undertook the whole project.
This facade and the second Deco facade down the street have a book-end effect on the four early 19th century buildings with traditional shop fronts. The Deco buildings and those in between comprise Alfies, which now houses 100 dealers and has been responsible for the transformation of Church Street.
When Mr Gray bought the rundown buildings in 1975, this eastern end of Church Street was derelict and rife with vandalism. The Alfies project and other related antique developments in the street have meant a regeneration which even the local council recognises.
Ed Quigley of the Westminster Council-backed Paddington Development Trust, who are promoting the street's regeneration, said that as the focal point of the eastern end of Church Street, its new look had enhanced its surroundings and would contribute significantly to the wider regeneration and promotional initiative on Church Street, which is building momentum.