W Hotels began by exporting a Manhattan vibe globally but has shifted toward emphasizing local place and cultural specificity. New properties retain or showcase local architectural and design elements, such as W Prague's preservation of Art Nouveau features in Grand Hotel Europa. Rome's 2021 opening included a boutique curated by local shop Chez Dede, and W Austin displays concert photography by Scott Newton. Guest rooms now favor flexible banquettes over desks to accommodate socializing and occasional work. The brand abandoned the Detox, Retox, Repeat slogan and now invests in large Fit gyms and Away Spas, including notable hydrotherapy circuits. The brand launched in 1998 with W New York and expanded to cities including San Francisco, hosting celebrity guests and introducing the Whatever/Whenever program.
W Hotels' earlier years were all about bringing a Manhattan vibe to the world. Today, place is key. "When you're in Prague, you don't want to feel like you're in New York," says Fleck. Partially housed in the landmarked Grand Hotel Europa, the new W Prague retains many of the building's original Art Nouveau details. Rome opened in 2021 with a boutique curated by Daria Reina and Andrea Ferolla of the beloved local shop Chez Dede.
At the W Hollywood the new Fit gym occupies a huge ground floor space, with halo lighting that would melt the heart of any LA fitfluencer. W Hotels' Away Spas are also a priority-the W Prague might have one of the best hydrotherapy circuits anywhere. That doesn't mean the indulgences are gone; it's just that, now, a walk through a glossy onyx caldarium where mists of cool water mimic springtime rain is how W Hotels is defining a real good time.
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