W Hotel guests are invited into surprising, sensory environments where amplified entertainment, vibrant lounges, modern guest rooms and innovative cocktails and cuisine create more than just a hotel experience, but a luxury lifestyle destination. Each hotel and resort is uniquely inspired by its destination, mixing cutting-edge design with local influences and creating a place to play or work by day or to mix and mingle in high-energy spaces by night. Designing a new site for W Hotels needed to reflect all aspects of this lifestyle brand and be flexible enough to do it through a large number of different content sources. It needed to be as fresh every day as the hotels were for guests.

CLIENT / W Hotels Worldwide
ROLE / Art Direction, Design, UX Design
Webby Awards Honoree – 2012 Honoree for Best Home Page
WebAwards – Standard of Excellence
The site for W was re-imaged to take the concept of a hotel site in a completely new direction. Unlike every other hotel site made at this time, this new design started with the concept of a long tail home page with an editorial style that not only highlighted W Hotels’ unique properties worldwide but to also created a living image of the brand. That image was created using social media to highlight the brands global design, music and fashion events as well as smart modules that constantly change to provide a fresh experience every time the consumer came to the home page.