W LOUNGE

LOCATION / NEW YORK, NY

COMPLETED / 2010

W Hotels has traditionally hosted a VIP lounge at Fashion Week in Bryant Park and we were selected to design their lounge for the final year of fashion week at the Bryant Park location.  The W message for the year was of extensive and successful international expansion of the W brand.  In keeping with that message we were charged with creating a “W ARRIVALS LOUNGE” alluding to the potential glamour of international travel as well as the feeling of luxury and sophistication inherently linked with the W brand.

In a lighthearted move, the space features a perimeter bench that recalls a baggage claim belt with custom travel cases interspersed to create side tables as well as feature W merchandise.  The design is intended to support a club-like atmosphere complete with continuous DJ and Moet and Chandon.

The entry is deliberately compact, but brilliantly illuminated.  It curves to obscure the view into the lounge and thus heightens the curiosity of those outside—playing into the emotional charge at the root of the idea of VIP and increasing the sense of discovery upon entering the lounge.