Twenty-six years after W Motels ignited the approach to life lodge motion, the model is present process its most vital evolution but. The transformation is anchored by the reopening of W New York – Union Sq., which has been reimagined because the model’s world flagship following an in depth renovation by unique designer David Rockwell.
“New York is the birthplace of the model, so we deliberately wished to make this our new world flagship lodge as a result of it helps us inform the story of the origin of the model,” says George Fleck, who oversees W Motels, St. Regis Motels and Resorts and Version as a part of Marriott’s luxurious group portfolio. “It’s becoming that W Motels is specializing in reworking key properties inside the U.S. portfolio from coast to coast.”
W New York – Union Sq.’s Dwelling Room blends historic attraction with daring, fashionable design.
With 70 motels globally and greater than 45 within the pipeline, the corporate is rolling out transformations throughout key North American properties, together with W Hollywood, additionally designed with Rockwell Group, because the model’s West Coast flagship.
“It’s actually about having that duality of New York and Los Angeles,” Fleck stated. “The model was born within the U.S., so for us to return to New York with this second that actually marks the start of the following period for the model is sensible.”
Trend on the Forefront
W Motels’ style heritage runs deep, courting again to its 2012 initiative supporting CFDA Incubator designers at W New York – Occasions Sq..
Current collaborations embrace world ones with French artist Thomas Lelu. This spring, the remodeled W Austin unveiled an immersive three-day pop-up with Los Angeles-based style model Cherry Los Angeles, which took over the lodge’s Blue Room bar whereas making its spring assortment solely obtainable for buy in all 32 luxurious suites. W Aspen hosted a limited-edition pop-up terrace with Goldbergh’s Le Café de l’Aspen, whereas the newly opened W Budapest partnered with famend Hungarian model Nanushka to create an unique assortment.
The transformation extends past style and design. W Motels has taken what Fleck calls a “360-approach” to its evolution, encompassing product, service, programming, expertise, and meals and beverage ideas.
Advanced Expectations
As W Motels approaches its third decade, the model evolution is each a return to roots in addition to a leap ahead. Fleck defined Millennials have develop into extra discerning about luxurious fundamentals whereas nonetheless looking for genuine experiences.
“Put up-pandemic, plenty of youthful vacationers don’t need to sacrifice a great time or a enjoyable night time out, however additionally they don’t need the lodge to really feel prefer it’s a celebration place,” Fleck famous. “They need the bathe stress to be nice, they need their French fries at two within the morning to be scrumptious and prime quality, and so they need an amazing health club the following morning.”
This shift has influenced every thing from room facilities — all visitor rooms now characteristic Nespresso machines and Dyson hair dryers — to sustainability initiatives like eliminating single-use plastics in favor of hydration stations all through properties.
The model has additionally elevated its service requirements. “We’re upskilling and retraining all of our associates to get the luxurious service fundamentals proper,” Fleck stated. “As a part of Marriott’s luxurious group, we actually need to present our friends that it’s not only a stunning new lodge, however an elevated expertise.”
Design Innovation and Cultural Programming
At Union Sq., Rockwell Group has created a complicated tackle the model’s conventional daring aesthetic. The design incorporates customized murals that inform New York tales in summary type, with the lodge’s new tile flooring mimicking the grid of Manhattan streets and delicate nods to town’s waterways.
The property will debut new meals and beverage ideas, together with Seahorse, a seafood brasserie by Mercer Road Hospitality on the bottom ground, and an intimate rooftop bar designed by AvroKO with views of town skyline.
The revamped W New York – Union Sq. boasts one of many solely rooftop bars within the instant space.
Programming has additionally developed to embrace extra refined cultural initiatives. Moderately than counting on apparent activations like drag brunches, properties now deal with collaborations like queer cinema festivals in Sydney or apprenticeships with native artists for images exhibitions.
“We’re making an attempt to be extra particular and genuine to every market,” Fleck explains. “It’s about bringing in themes and realizing them in nonobvious methods.”
By 2028, 80 p.c of the worldwide portfolio shall be absolutely remodeled, together with marquee North America properties like W Hoboken and the return of W Las Vegas, alongside upcoming worldwide openings together with W Sardinia, W Naples and W Riyadh.
