The aggressive strategy focuses on further enhancing the W portfolio and $100 million investment of the brand with cutting-edge updates to public spaces, new signature bar and restaurant concepts, as well as stylish guestroom updates in key markets including New York, Los Angeles, Chicago, Seattle, Mexico City and Washington DC.

“The W brand is rooted in New York City, and as we expand globally, we are committed to remaining at the forefront of design and programming innovation here in North America,” said Anthony Ingham, Vice President, North America Brand Management, W Hotels. “Over the last two years, we have seen tremendous excitement among our guests and locals surrounding our recent refreshes and are excited to further reinvigorate key properties in our portfolio.”

To bring the renovations to life, W Hotels has tapped some of the design industry’s brightest rising visionaries to collaborate with the brand’s award-winning design team. This second round of renovations follows the completion of renovation projects at W San Diego, W San Francisco, W Seattle, W New York – Union Square, W New York – Times Square, W Dallas – Victory, and W New Orleans – French Quarter.

Upcoming W Hotel renovation projects include:

• W Atlanta – Midtown, which will unveil a new restaurant, Trace, in June 2014. Trace is the brand’s signature sustainable, farm-to-hotel dining concept designed by Puccini Group.
• W Chicago – City Center will offer 14,000ft2 of refreshed meeting spaces for a brightened and fully refreshed look. Debuting this spring with the help of design firm Forchielli Glynn, iconic elements from the building’s 1920’s architecture such as original chandeliers, vaulted gold ceilings and an oversized fireplace are enhanced with modern W design.
• W Chicago – Lakeshore is slated for completion in May 2014, with a full scale, top-to-bottom renovation by Meyer Davis Design including all 520 guestrooms and suites, corridors, and building exterior. All public spaces including The Living Room, meeting space, and Altitude will be completely reimagined as well as a new beverage and food experience, Current, by Cornerstone Restaurant Group.
• W Hoboken is inspired by nods to Frank Sinatra and baseball, reflected in each of the 265 guestrooms and suites. These renovations follow the February 2014 opening of the new destination bar, LuLu’s, designed by Novogratz.
• W Los Angeles – Westwood, featuring all suite rooms, has engaged Dawson Design Associates to redesign all 258 guestrooms by the end of 2014.
• W Mexico City offers a playfully sophisticated “Masquerade” design narrative imagined by nemaworkshop. The hotel recently revealed its Living Room renovation.
• W Montreal will renovate all 152 guestrooms and suites with a colorful new palette that pays tribute to the historical architecture of the city. Rooms will be revealed in 2015.
• W New York is Inspired by the sights and sounds of New York City, the W brand’s birthplace. The flagship property recently re-energised its Living Room with the help from local New York design agency Krause + Sawyer.
• W San Francisco is slated for completion in 2014, as the rooftop Terrace, FIT (W’s state-of-the-art fitness center) and signature restaurant Trace will undergo a complete redesign by Skylab Architecture.
• W Seattle will introduce 423 newly updated guestrooms in 2015. Envisioned by Krause + Sawyer, the newly designed quarters will draw inspiration from the sound associated with the shock waves of a sonic boom, mixed with urban aircraft architecture and indigenous lodges.
• W Washington, DC’s famed rooftop terrace and lounge will unveil a completely new look by nemaworkshop. Inspired by some of DC’s most famed icons, the newly reimagined space will include nods to the Capitol building with large scale wall art featuring W’s glamorous version of U.S. presidents.

“Design is at the core of the W brand’s DNA and through our cutting-edge renovations, we’re continuing to push the boundaries for some of our most iconic hotels in North America,” commented Ted Jacobs, Vice President, Global Brand Design, W Hotels Worldwide. “We pride ourselves on innovative design narratives and unique storytelling, and look forward to bringing this to life in our properties around the country.”

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