On entering West Mid's new birth centre, which saw the birth of its first baby on Monday, you'd be forgiven for thinking you had walked into a spa rather a hospital.
"There is nothing else like this in the NHS," said Tara Donnelly, the hospital's chief executive. "We involved mothers very much in the decision process, with 250 people in total deciding everything from the colour scheme to the fabric choices."
The centre, which took 18 months to complete and cost s2million, is designed to promote natural childbirth and create a home away from home for mums, complete with four birth rooms, one with a pool and three with deep baths.
Other unconventional facilities include 'birthing swings', birth balls and special stools to allow mums-to-be to manage their pain without the need for drugs.
"We found that 25 per cent of women use water as their pain relief," said Ms Donnelly. "The pool allows the mother the choice of giving birth in the water or just using it for comfort.
"We also asked women if money was no object, what would you like to have in the hospital when giving birth? And a huge amount of them said something as simple as a CD player would be a real help, so all our rooms have calming music available as well as mood lighting and aromatherapy."
All four rooms also have unusual curvy, low level, beds, specifically designed for the purpose of childbirth.
"It is a common misconception that women give birth in a bed on their backs," said Ms Donnelly. "This is what we always see on TV, but it's just not true. John Lewis in Kingston has supplied us with the most up to date birthing equipment to ensure the women are comfortable and have a wide choice of positions to get in to."
The Isleworth hospital estimates a rise of 1,000 births within 18 months, taking it to around the 4,800 births per year mark.
Catherine Eden, chairman of the maternity liaison committee, said: "This is fantastic news for local women and their families, the home from home environment and team of skilled midwives will support women to have a normal delivery and a positive birthing experience."
The new centre is run solely by midwives, so only women with predicted 'low-risk' labours may use the facilities. However, the main delivery suite is close by if there are any complications during labour.
The hospital has also extended the special care baby unit and plans on building two new maternity operating theatres.