"It's an impression, an experience, a feeling," says George Fleck, senior vice president and global brand leader of W Hotels, reflecting on that ethos. "We consider the emotion per square foot."
"When you redo something, you get to study what worked and what didn't," he reflects. Key changes to the property include shifting the lobby staircase, which now meets guests head-on, its carpet a vibrant swirl inspired by the colors of the city.
"The furniture and lighting create neighborhoods," notes Rockwell, who compares the space to a park. Indoor-outdoor connections predominate at the W Hollywood, where a terraced lobby opens onto a courtyard.
"Context is everything in design," he explains, emphasizing the importance of the surroundings and environment when developing spaces that invoke the character and vibrancy of the city.
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