Almost 15 years after its launch, the W Hotels brand is undergoing a transformation, rolling out new enhancements over the next 18 months to 10 properties in New York, Seattle, Chicago, New Orleans, Los Angeles and more.
“When W Hotels launched in 1998, it quickly redefined the space and continued to transform the traditional hotel experience as we entered new markets across North America,” said Carlos Becil, vice president of brand management, Starwood’s Luxury and Design Brands, North America division. “As W evolves from a U.S. phenomenon into a global design powerhouse, we are committed to fueling the innovation within our existing portfolio to create a consistent, cutting-edge experience for our guests.”
Many of the renovations focus on the Living Room (W’s take on the traditional hotel lobby), which is a key element to the W experience, offering a place for guests to mix and mingle over cocktails and pulsating music. W plans to upgrade these public areas, as well as debut new bar and restaurant concepts. The ten properties slated for renovation are:
W New York – Union Square – d-ash and Wilson Associates have overseen an update of all 270 guestrooms and corridors, Olives, the hotel’s Todd English restaurant and its nightlife venue, Lilium (formerly Underbar). Krause + Sawyer are set up update the Living Room next year.
W Seattle- Recently this hotel debuted a complete redesign of the Living Room and bar area. Skylab Architecture has created the W’s signature restaurant concept, Trace, which focuses on conscious cuisine. Therese Virserius Design will renovate the property’s meeting rooms later this year.
W San Francisco – San Francisco-based Stanley Saitowitz / Natoma Architects Inc. drew inspiration from the fog and city grid of San Francisco to deliver an expanded Living Room and destination bar as well as Trace.
W New York – The W’s flagship property received a facelift by d-ash for its meeting rooms and Great Room earlier this year. To follow in 2013 is a Krause + Sawyer-designed Living Room bar.
W New Orleans – French Quarter – nemaworkshop is currently undertaking renovations on all guestrooms, incorporating jazz and tarot motifs into the design. Renovations on the first floor were revealed this past month, with the project due to be complete by mid-Summer. Led by Ti Martin of the Commander’s Palace Family of Restaurants, SoBou, the hotel’s new destination restaurant, will present an artful cocktail program paired with a next generation Creole dining experience.
W San Diego – Mr. Important Design has reenergized the Rooftop Bar with a bright, bold bonfire theme, including a sculpture of stacked beach chairs. The Living Room has been reimagined with vibrant colors, and the hotel’s meeting rooms have been expanded and renovated. Debut Latin restaurant kelvin will open this month.
W Los Angeles – Westwood – W also tapped Mr. Important Design to expand and redefine this property’s Living Room, bar and public spaces with engaging secret spaces, additional meeting room options and a dramatic entrance moment with a signature chandelier inspired by city of LA. The hotel’s signature restaurant and popular Backyard will also be reimagined in 2013.
W Dallas – Mars Culture has redesigned the guestrooms big and bold, with traditional Texas accents including lasso sculptures, rhinestone hardware and armadillo skin embellishments.
W New York – Times Square – The WOW and EWOW suites (W’s take on the Presidential Suite), perched high above the city, will each undergo full-scale renovations.
W Montreal – Later this year, the hotel will begin renovating all of its guest rooms with a colorful new palette that also pays tribute to the historical architecture of Montreal.