- W Hotels is reshaping its identity with a US$100m transformation of its New York flagship.
- David Rockwell returned to redesign his own work.
- W Budapest occupies the Drechsler Palace with original stained glass and tiles.
- George Fleck stated three key pillars: detail-driven design, elevated service and cultural programming.
- By 2028, 80pc of the global portfolio will be transformed.
W Hotels is reshaping its identity through destination-led design, elevated dining and local cultural programming, beginning with a US$100m transformation of its New York flagship. The $100m reimagining of the W New York-Union Square flagship is the brand’s manifesto, with the Living Room now a gathering space featuring a sculpted staircase and subtle gold filigree. David Rockwell returned to redesign his own work, with understated chic as his theme.
Properties are shifting globally, with design teams imbuing local narratives into interiors and bars evolving from party spots into considered experiences. W Rome, W Budapest and W Prague are complete. W Budapest occupies the ornate Drechsler Palace, featuring an airy inner courtyard, an art collection and original details such as stained glass. The W Budapest Away spa draws on thermal baths, and Le Petit Beefbar is the signature restaurant and bar.
George Fleck, Senior Vice President and Global Brand Leader, stated the evolution spans the global portfolio with three key pillars: detail-driven design, elevated service culture and cultural programming. By 2028, 80pc of the global portfolio will be transformed, alongside new openings including W Sardinia-Poltu Quatu and W Riyadh.
George Fleck, Senior Vice President and Global Brand Leader, shared, “The hospitality landscape is constantly changing, and to remain the arbiters of luxury lifestyle hospitality, we have evolved alongside our guests.”
