The stories in regards to the dying of the cool issue at W Hotels has been significantly exaggerated, per management at Marriott International.
W Hotels, as soon as the face of the cooler-than-cool way of life resort motion of the late Nineties and early 2000s, noticed its star energy dim over the past 15 or so years. Suddenly, it wasn’t the one way of life resort model on the market amid the rise of manufacturers like The Standard and choices from manufacturers underneath Accor’s Ennismore imprint like The Hoxton. It even confronted sibling rivalry inside Marriott, as manufacturers just like the Ian Schrager-partnered Edition model swelled in reputation.
Marriott leaders in recent times acknowledged the model had misplaced a few of its luster. They labored to alter that by de-flagging a number of lodges — together with the unique in New York City on Lexington Avenue — and noting the W New York Union Square would bear a renovation to grow to be a flagship of the model’s new path.
Several lodges underneath W’s new path have opened, comparable to W Sydney, W Rome, W Budapest and W Macau. TPG had an amazing expertise at the new W Nashville, too.
But Marriott on Thursday lastly unveiled how the W in Union Square will look as soon as its multimillion-dollar facelift is accomplished in November. Let’s simply say all that critique about how the interiors of W lodges have been too darkish will subside if this look turns into the new model commonplace.
“The reimagining of this iconic hotel is not just a hotel renovation. It actually marks the significant milestone and global proof point for the W brand and its critical evolution strategy,” George Fleck, vice chairman and international model chief at W Hotels, mentioned. “It also plays a significant milestone in the entire portfolio for us and also the positioning of W as a brand within the broader luxury brand portfolio at Marriott International.”
What’s new with the meals and bar scene
Renderings of visitor rooms, suites and public areas at W New York Union Square point out a significant improve is mere weeks away at the resort. The resort was feeling dated with its blue, orange and white shade blocking in visitor rooms and its darker bars and eating places. The new look is all about nuance, colours and textures.
John McDonald’s Mercer Street Hospitality is behind the soon-to-launch Seahorse Restaurant — the resort’s “destination seafood restaurant” that may function a uncooked bar and seasonal menu objects.
The house contains wealthy picket paneling, intimate lighting and an expansive central bar space. The Living Room — higher generally known as a foyer lounge to lodges that are not W — will get an improve at the Union Square resort by leaning into its excessive ceilings and artwork deco accents.
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Fleck famous inside analysis confirmed youthful vacationers are extra about inclusivity than shows of flashy wealth. That would possibly clarify the choice to have the Living Room be extra of a transition house all through the day (espresso or tea within the mornings and cocktails later at night time) somewhat than the impervious lounge house as soon as synonymous with W lodges earlier within the model’s lifespan.
The W New York Union Square’s foyer can be getting a refresh with a sweeping staircase to take friends from the welcome space to the Living Room on the second ground. A rooftop bar will debut subsequent spring.
What’s new with the visitor rooms
The way of life resort motion is about producing as a lot buzz downstairs within the bars and eating places as upstairs within the visitor rooms.
However, vacationers checking into the W New York Union Square later this yr are in for a deal with: The revamped visitor rooms and suites are a significant improve from the previous look of W properties.
The refreshed suites have a lighter, spring-influenced shade palette of floral rugs, cream partitions, blonde picket flooring and floor-to-ceiling inexperienced velvet headboards. A central minibar within the dwelling space is supposed to separate the “work” portion of the house from the “play.” Suite loos embody sit-down vanities.
Over within the visitor rooms, vacationers can count on an replace within the texture division with floor-to-ceiling orange velvet headboards, floral carpeting and an total design aesthetic meant to be extra of a nod to autumn.
The wall sconces are supposed to be a nod to subway station lighting, and the chess tables pay homage to the video games performed in Union Square exterior.
Elevated bedding, loos and the general aesthetic give extra of a high-end vibe than what vacationers may need come to count on from W Hotels in recent times.
How lengthy for the remainder?
The W New York Union Square renovation is a large improve each for the resort and the broader W model. Southern California’s W Hollywood can be getting its personal improve that is anticipated to be accomplished later this yr. But there are extra W lodges in want of a refresh past these two bookends within the U.S. portfolio.
How lengthy will vacationers have to attend for extra of those upgraded properties to roll out?
“Every project, especially a renovation, is unique,” Fleck mentioned. “I don’t know if there’s a specific timeline that is the same for every one of them.”
Be affected person, W followers. Good issues will come to those that wait (for nonetheless lengthy that could be).
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