W Hotels Worldwide, the hotel category buster and industry innovator, recently celebrated the official unveiling of W Barcelona which opened its doors on October 1, 2009. Over the course of a three day launch, W Barcelona highlighted the W brand’s passion points of fashion, design, architecture, music and “B&F” (beverage & food) through a new event series called “W Premiere.” Global jetsetters and local tastemakers alike were immersed into a unique event that provided them with an insider perspective to the city curated by the following W ambassadors: W’s recently announced Global Fashion Director, Amanda Ross; W’s Global Music Director, Michaelangelo L’Acqua; Michelin star Chef, Carles Abellan, who recently debuted his upscale Spanish restaurant Bravo24 at W Barcelona; Matt Hermer, Founder of The Ignite Group (and creative mind behind London’s Boujis nightclub and Barcelona’s Eclipse Bar on the 26th floor of the hotel); and the hotel’s world-famed star architect Ricardo Bofill.
“The Premiere Event of W Barcelona was not just a traditional opening of a new hotel, but rather the unique activation of the W brand’s passion points, brand partnerships and design concept. In its first six months, W Barcelona has already established itself as an architectural icon and an international lifestyle destination”, said Eva Ziegler, Global Brand Leader, W Hotels Worldwide and Le Méridien. “This event was a showcase of the W brand promise to provide insider experiences in an authentic way.”
The W Premiere Event was a three-day Happening where guests experienced memorable moments including an acoustic performance by Bossa Nova legend Bebel Gilberto, a performance by the award-winning Spanish band We Are Standard, photography installations by legendary music photographer Mick Rock and the fashion-inspired work of Marcel Van Der Vlugt, design excursions led by Ricardo Bofill, a culinary immersion by avant-garde Chef Abellan, and cocktail indulgences led by Ignite Group.
“W Barcelona joins W Istanbul and W Doha Hotel & Residences as the third W Hotel in Europe, Africa, and the Middle East and plays a critical role in the continued launch of the W brand with upcoming openings in London, Paris, and St. Petersburg”, said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa, Middle East. “This opening event for W’s European flagship was a showcase of our focus on innovation and strengthening our leadership position in some of the region’s most sought after destinations.”