HotelsMag June 2023 | Page 79

DESIGN

W HOTELS BROUGHT LIFESTYLE TO THE MASSES .

It ’ s reinventing itself to stay relevant .

THE LUXURY LIFESTYLE BRAND UPDATES ITS VISION FOR THE NEXT-GENERATION OF TRAVELERS .
Contributed by DEREK HERSCOVICI

W

Hotels , the luxury Marriott International brand originally conceived by Barry Sternlicht in 1998 that helped usher in the lifestyle concept and proffered it to the masses , is going in for a tune-up .
The uber-hip brand has a loyal following — why change a good thing ? In an industry of shifting standards and everraising stakes , an unshakeable reputation is hard to come by . Institutions stay venerable by knowing what guests want . But good hotels know when times change . Better ones know when the guests do .
After 25 years , the brand is going under the knife , refreshing itself to evolve with the tastes of a new generation .
Ushering in this transformation are five new properties in Budapest , Milan , Prague , Sydney and Macau-Studio City that will connect guests to the culture , places and people around them like never before .
“ One of the things we like to say we do is celebrate the ‘ kinks in the system ’— meaning we incorporate design moves that are subtle and unexpected ,” said Audra Tuskes , VP , global design strategies , luxury segment at Marriott International . “ The design of each W is driven by its local culture , flavor , history and vibe . That ’ s why no two Ws ever look the same .”
After years of consumer research , W ’ s leadership team identified what they call key “ paradoxes ” guiding the decisionmaking of millennial and Gen-Z travelers . Using phrases like “ spontaneous , yet staged ,” and “ familiar , yet ‘ UnGoogleable ,’” W and its partners developed designs suited to the world traveler seeking to socialize in aesthetically pleasing surroundings , without any negative environmental or cultural impact .
NEW VIBE , SAME SPIRIT Upcoming projects will feature unexpected or elevated materials , color palettes and sculptural details unseen in properties of the past ; W properties around the world are already feeling the changes .
W South Beach , for example , is decorated with commissioned works from local artists Pilar Zeta and Miranda Makaroff . At W Nashville , besides leatherbound elevators and overhead
June 2023 hotelsmag . com 77