It will also review the personal clothing

In appointing a Director of fashion and presenting last week in Paris during Fashion Week, W Hotels has chosen out of the beaten paths of the sector. As the chain had done it through in September of a Music Director. A way for it to display the place that it gives all the trends. And a way to reach the target audience of "trendsetters", precursors in all areas and avid news, but also of all "trendseekers" aspiring to them look like and much more.

We provide a unique experience allowing them to escape from everyday life." It is to respond to their passion for fashion, design or music. "And not just to offer a place where to sleep," said Eva Ziegler, global head of W Hotels Worldwide and Le Meridien brands in the Starwood Hotels Group. The service called "whatever/whenever" must also provide customers the opportunity to propose an itinerary customized for shopping, as of chartering a boat for a private tour.

Of the event

Institutions therefore regularly organise events, as did the W Barcelona early March, at its official opening six months after its opening, combining intimate concert and evening "happening". Because it is also to make it a destination for the inhabitants of the city, they have dinner, enjoy a treatment at Bliss spa or to show the Eclipse Bar. Partners such as Veuve Clicquot champagne or the Havaianas flip-flops brands participate in the atmosphere of these events.

To develop a true identity related to fashion, the sign has the newcomer Amanda Ross, who has experience of artistic director in magazines and consultant in the world of cinema. It must put the mark in relation to creators and will have the burden of head collection of clothing and accessories sold exclusively in hotels and inspired by the recent open locations. It will also review the personal clothing.

For W, born in New York at the end of the 1990s, the challenge today is to reconcile its dimension of overall claw wishing to move to premises in 2012 against 36 50 today and its concern to customize each space. A Barcelona - The first European settlement-, architecture and interior decoration play with the sea, on which the building opens. Signed by Ricardo Bofill, he sees far. "People have seen it as a sail." But I first thought it as an icon, a sculpture, a sign of identification of the city. "And the need to see the water in each room," said architect Barcelona and founder of the Group Taller de Arquitectura.

The ground floor public space development sand colors, organic forms inspired by the ocean. Red and with intimate lighting, the corridor leading to the rooms is designed to attract the eye to the window of the giving background on the waves.

Side rooms, it is the seat glass Bay to dominate the sea. Found in the room of the keys new codes of the sector as the sink to throw from the Office or a sophisticated lighting system. With details corresponding to the ways of travel today: bench in the closet to ask his suitcase without the undo or have it permanently under the nose, taken power in the vault to recharge iPods and other high-tech products in his absence.

Room concepts

All institutions are seeking to enter their location. "Each hotel should have its own history," said Eva Ziegler. "London, we will thus play on the British side: formal agenda and more rampant at night", adds Gray Shealy, Director of the design. For Paris vision that this chain apart, should instead wait a year and its installation near the Opera.

It is also to continue to show his interest in the new visions through concepts rooms commissioned designers like concept cars. After Patrick Jouin last fall, other emblematic names should be solicited. W has every interest in continuing to explore new avenues. For the Starwood group, it is indeed innovation laboratory.