For 13 seasons, W Hotels VIP backstage lounge had reinvented itself to WOW guests during New York Fashion Week, and raise awareness of W Hotels' brand positioning. Moving away from the tents for the first time at Bryant park to New York City's Linclon Center, W Hotels would once again sponsor New York Fashion Week, with a new and unique opportunity of sponsoring ‘The Box’, a presentation space, to support emerging talent in launching their careers by giving them the opportunity to present their lines along with other established designers, and in an effort to further align the W Hotels brand with the next big designers and continue the relationship beyond fashion week.
Simultaneous high profile programming at flagship New York properties (W New York, W Times Square, W Union Square, W Downtown) enhanced overall brand communications of W Hotels' Fashion Week sponsorship and involvement. Elements included media driving events, guest experience initiatives, sales driving components and talent engagements.
W Hotels primary features were the Global Glam Fashion Collections inspired by the new Vieques, St. Petersburg and London properties.
The environmental design featured an overhead four-sided screen that allowed images to be viewed both on the inside and outside with an accompanying sound system that allowed designers to display their reels as their shows went live. Additionally outside the space, flanking both sides of the entrance was a custom Fashion Next graphic for when W Hotels' fashion designers were in the space that was transformable to a completely white wall when non-W Hotels fashion designers were exhibiting.