Since September 2003, W Hotels has been the official backstage VIP lounge of IMG’s Fashion Week in New York City. Twice a year, models, celebrities, designers, press, and several media influencers invadeNew York City for a week of fashion and lifestyle events during New York’s Fashion Week which sets the global trends for what’s next in pop culture. Each season, W Hotels hosts the exclusive VIP backstage lounge that is a destination for models, designers and celebrities who need a place to relax, recharge, and revive. The W Hotels lounges have been featured in national and international press reinforcing the brand’s recognition as a lifestyle authority. W Hotels has supported Fashion Week with in-hotel screenings of shows, charity packages called “Catwalk” and accommodation for local, national press, international press, and insider access to partners and guests of W Hotels.
The travel themed environmental design was inspired by the growth of the W brand on the international stage. Taking cues from train and airplane travel the theme was brought to life by taking various shapes, sizes and forms of luggage and installing them as decorative and functional environmental elements. Some of the trunks served as display cases for products from the W store, others were beverage displays, others were arranged to resemble overhead travel storage as well. The wall mounted monitors were installed to resemble travel information displays.