W Hotels has unveiled a new brand image and standards with the opening of the W Hollywood. According to the press release, the W Hollywood is “pioneering a new, elevated playbook of distinct design, evolved passion programming, and refined service culture.” The hotel will serve as the west coast flagship of the updated brand.
As the traditional W Hotels demographic evolves from the nightclub vibes we came to know and love (I’m old now, get off my lawn), it is transitioning to the next generation of luxury travelers. George Fleck, Senior Vice President and Global Brand Leader, W Hotels, had this to say about the transformation:
“As we unveil the newly reimagined W Hollywood, this moment marks much more than just a transformation – it is a redefinition of our signature, untraditional approach to luxury. This hotel was tailor-made for the modern traveler who craves authenticity, creativity, and a deep connection to the cultural fabric of Hollywood. We have crafted an experience that not only reflects the vibrant spirit of this iconic destination, but also sets a new standard for what W Hotels represents on a global scale.”
The new W Hollywood features 319 guest rooms and suites adorned in blues, yellows, and creams, a far cry from the W rooms that we’ve come to know and love over the years. The rooms are still very stylish and give off a modern, upscale feeling.
The property’s 12 suites have separate living areas with a residential style living room, separate dining areas, built-in wet bars and his-and-hers closets. Two massive suites on the property, the Oasis Suite and Mega Suite, are made for entertaining. The Oasis Suite has outdoor seating for 50 while the Mega Suite has an outdoor living area and a library lounge with billiards and games.
While the W Hotels brand may have grown up, the property will still feature plenty of entertainment spaces. The property features four bars including the Living Room Bar, Sunrise, Sunset, and There, There.
The Living Room Bar is the property’s lobby bar and is part of the tri-level living room (W’s version of a lobby). The space features green velvet seating; a celestial, mirrored installation; and a conversation-pit with an enchanting geographic design.
Sunrise and Sunset are located on the property’s WET (Pool) deck and feature views of the iconic Hollywood sign and Capitol Records building. There, There is a nightly culinary and cocktail concept located in the Living Room that will feature an extensive selection of Asian and Latin-inspired small plates to complimenting the drinks and entertainment on the property.
For those who aren’t quite ready to let got of the party side of W Hotels, the property features an event space on the WET deck, near the Sunset bar, that will host future programming including artist showcases and installations. The space is equipped with a state of the art sound system which the hotel states will “create a dynamic and interactive sensory experience for guests.”
Nick Rimedio, General Manager of the W Hollywood, had this to say about the renovation and reopening:
“We are thrilled to welcome guests back to experience the newly reimagined W Hollywood. Our team is dedicated to providing an unexpected spin on luxury with exclusive programming, unique design features, and elevated service one only finds at a W Hotel.”
Summary
W Hotels just announced the reopening of the completely remodeled W Hollywood. As part of the remodel, the property becomes the first W Hotel to feature the company’s updated brand guidance, moving away from the nightclub vibe of the old W to a more upscale and sophisticated property that still invokes a sense of fun. While it has not yet been confirmed, we’re told that the first all-new property with the new brand standards will be the upcoming W Casablanca.
(Images courtesy Marriott International)
