Boutique Design - January/February 2019 - 30

ANTHONY INGHAM

THE BRAND
THE PROFILE

W HOTELS
Distinctive, Luxury

THE SCOPE 55 hotels with 15,043 rooms open;
30 signed hotels with 7,042 rooms in the pipeline
THE MEGATREND

Insider Access

HOW THAT'S CHANGING DESIGN Multi-generational luxury travelers want a hotel to be their
inside track to all things cool. Since all they have to
do is click on a seemingly endless stream of what's
new/what's next websites, how can hospitality
designers get ahead of that curve? "It's a matter
of taking fundamentals such as authenticity and
consistency and turning them on their heads," says
Anthony Ingham, global brand leader, W Hotels
Worldwide (and also the global brand leader for
The Luxury Collection Hotels & Resorts).
W's tack on making "local" cutting edge shows
how that works. To dig under the tropes and get in
front of the blogosphere, Ingham; Danielle Allen, vice
president design, luxury brands; and their respective
brand and design teams work together to unearth
what gives the locale its character and its loca
moments. Their combined observations are "drawn
out" into as many as 30 or 40 stories about what
typifies the hotel's physical and cultural surround-

30

boutiquedesign.com JANUARY + FEBRUARY 2019

ings. Then, that's all filtered through the W lens with
an eye toward finding provocative pairings of touchpoints that shake up status quo expectations-
whether that's a bold blend of tech and lake house
references in suburban Seattle's W Bellevue or the
smile-inducing send-ups of area flora and fauna that
keep W Brisbane from becoming one more showcase for natural beauty. "Luxury design should push
boundaries-and buttons," says Allen.
It should also reflect quicksilver changes in lifestyle preferences. W already answered guests' need for
social connection with its public space hub-and-spoke
layout (wherever possible) that positions all F&B
venues off the central Living Room. Now, the brand is
going into new territory with designs for what could
be the next hot social spaces: guestrooms.
"Guests experience a lot of different emotions in
their rooms; they have a broad range of needs," says
Allen. "That includes being social. More guests are
using their rooms to have an impromptu meeting
with coworkers or drinks with friends." To create a
space for that, Allen and her team developed a
wrap-around corner feature with access to a bar
with ready-made cocktails and snacks.
Flags such as W are looking beyond the basic
hotel eating/sleeping experiences to engage guests
with the brand both on and off property, and design
has to be part of what drives that. So, old-school
thinking about what's "insider" meant designing the

DANIELLE ALLEN

coolest DJ booth and lounge in town to draw in a
dynamic mix of guests and locals. But that's just the
entry point for the types of music-driven experiences
that would make W's savvy target market feel special.
The roll-out of W Sound Suites challenges
designers to master a mix of style and tech to
create writer's rooms and recording studios that
have the real-deal functionality to attract professional recording artists, studio musicians and
producers (who can amp up the marketability of
theses spaces with their industry cred) as well as
guests looking to live out a dream. It also requires
that designers provide the visual and tactile cues to
link end-users with brand experiences outside of
the hotel's architectural box, such as W's WAKE UP
CALL music festivals, its Global Music Collective,
new record label W Records and more than 300
hours of music available anywhere through the W
app-all of which make it easy and aspirational for
guests to make the brand part of their every day.
"We're constantly reassessing what the luxury
customer wants. So it's a conscious decision to
move with them, not follow trends," says Ingham.
"We have to focus on what won't change: the need
for individualization, personalization and deeper,
broader experiences. We're working on more brand
partnerships and other opportunities to innovate
in order to continue to provide points of discovery
for our guests."

M A R K S I LV E R S T E I N ( W B E L L E V U E ) ; C O U R T E S Y O F M A R R I O T T I N T E R N AT I O N A L ( A L L E N ; I N G H A M )

W BELLEVUE, WASHINGTON, DESIGNED BY HKS, INC.


http://www.boutiquedesign.com

Boutique Design - January/February 2019

Table of Contents for the Digital Edition of Boutique Design - January/February 2019

Boutique Design - January/february 2019
Contents
From the Editor
Check Out boutiquedesign.com
In This Issue
The Buzz
Products: Bdwest Exhibitors
Crystal Clear
Meta Design
Good Vibes Only
Muscle Tone
Bdwest Preview: Real Results
Products: Carpets + Rugs
Exit Interview
Boutique Design - January/February 2019 - Boutique Design - January/february 2019
Boutique Design - January/February 2019 - Cover2
Boutique Design - January/February 2019 - 1
Boutique Design - January/February 2019 - Contents
Boutique Design - January/February 2019 - 3
Boutique Design - January/February 2019 - From the Editor
Boutique Design - January/February 2019 - 5
Boutique Design - January/February 2019 - Check Out boutiquedesign.com
Boutique Design - January/February 2019 - 7
Boutique Design - January/February 2019 - In This Issue
Boutique Design - January/February 2019 - 9
Boutique Design - January/February 2019 - Products: Bdwest Exhibitors
Boutique Design - January/February 2019 - 11
Boutique Design - January/February 2019 - 12
Boutique Design - January/February 2019 - 13
Boutique Design - January/February 2019 - 14
Boutique Design - January/February 2019 - 15
Boutique Design - January/February 2019 - 16
Boutique Design - January/February 2019 - 17
Boutique Design - January/February 2019 - 18
Boutique Design - January/February 2019 - 19
Boutique Design - January/February 2019 - Crystal Clear
Boutique Design - January/February 2019 - 21
Boutique Design - January/February 2019 - 22
Boutique Design - January/February 2019 - 23
Boutique Design - January/February 2019 - 24
Boutique Design - January/February 2019 - 25
Boutique Design - January/February 2019 - Meta Design
Boutique Design - January/February 2019 - 27
Boutique Design - January/February 2019 - 28
Boutique Design - January/February 2019 - 29
Boutique Design - January/February 2019 - 30
Boutique Design - January/February 2019 - 31
Boutique Design - January/February 2019 - 32
Boutique Design - January/February 2019 - 33
Boutique Design - January/February 2019 - 34
Boutique Design - January/February 2019 - 35
Boutique Design - January/February 2019 - 36
Boutique Design - January/February 2019 - 37
Boutique Design - January/February 2019 - Good Vibes Only
Boutique Design - January/February 2019 - 39
Boutique Design - January/February 2019 - 40
Boutique Design - January/February 2019 - 41
Boutique Design - January/February 2019 - Muscle Tone
Boutique Design - January/February 2019 - 43
Boutique Design - January/February 2019 - 44
Boutique Design - January/February 2019 - 45
Boutique Design - January/February 2019 - Bdwest Preview: Real Results
Boutique Design - January/February 2019 - 47
Boutique Design - January/February 2019 - 48
Boutique Design - January/February 2019 - 49
Boutique Design - January/February 2019 - 50
Boutique Design - January/February 2019 - 51
Boutique Design - January/February 2019 - 52
Boutique Design - January/February 2019 - 53
Boutique Design - January/February 2019 - 54
Boutique Design - January/February 2019 - 55
Boutique Design - January/February 2019 - 56
Boutique Design - January/February 2019 - 57
Boutique Design - January/February 2019 - Products: Carpets + Rugs
Boutique Design - January/February 2019 - 59
Boutique Design - January/February 2019 - 60
Boutique Design - January/February 2019 - 61
Boutique Design - January/February 2019 - 62
Boutique Design - January/February 2019 - 63
Boutique Design - January/February 2019 - 64
Boutique Design - January/February 2019 - 65
Boutique Design - January/February 2019 - 66
Boutique Design - January/February 2019 - 67
Boutique Design - January/February 2019 - 68
Boutique Design - January/February 2019 - 69
Boutique Design - January/February 2019 - 70
Boutique Design - January/February 2019 - 71
Boutique Design - January/February 2019 - Exit Interview
Boutique Design - January/February 2019 - Cover3
Boutique Design - January/February 2019 - Cover4
https://www.nxtbook.com/nxtbooks/boutiquedesign/2020winter
https://www.nxtbook.com/nxtbooks/boutiquedesign/2020fall
https://www.nxtbook.com/nxtbooks/boutiquedesign/2020spring
https://www.nxtbook.com/nxtbooks/boutiquedesign/201912
https://www.nxtbook.com/nxtbooks/boutiquedesign/201911
https://www.nxtbook.com/nxtbooks/boutiquedesign/201910
https://www.nxtbook.com/nxtbooks/boutiquedesign/201909
https://www.nxtbook.com/nxtbooks/boutiquedesign/20190708
https://www.nxtbook.com/nxtbooks/boutiquedesign/201906
https://www.nxtbook.com/nxtbooks/boutiquedesign/201905
https://www.nxtbook.com/nxtbooks/boutiquedesign/201904
https://www.nxtbook.com/nxtbooks/boutiquedesign/201903
https://www.nxtbook.com/nxtbooks/boutiquedesign/20190102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201812
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201811
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201810
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201809
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20180708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201806
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201805
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201804
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201803
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20180102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201712
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201711
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201710
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201709
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201707
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201706
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201705
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201704
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201703
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20170102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201612
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201611
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201610
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201609
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20160708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201606
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201605
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201604
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201603
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20160102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201512
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201511
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201510
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201509
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20150708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201506
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201505
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201504
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201503
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20150102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201412
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201411
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201410
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201409
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20140708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201406
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201405
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201404
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201403
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20140102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201312
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201311
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201310
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201309
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201307
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201306
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201305
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201304
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_201303
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20130102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20121112
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20120910
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20120708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20120506
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20120304
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20120102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20111112
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20110910
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20110708
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20110506
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20110304
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20110102
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20101112
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20100910
https://www.nxtbook.com/nxtbooks/emerald/boutiquedesign_20100708
https://www.nxtbookmedia.com