W Hotels
- Brand Strategy and Design
- Campaigns and Content
- Experience
- Specialized Marketing
Away Spa
-
Away Spa
Like hospitality, beauty and wellness industries have been completely transformed through the new demands and evolving lifestyle of consumers, redefining every construct of traditional beauty. Today’s generation thinks differently about what beauty is: changing the shapes and redesigning
the lines previously implied by society. As the ideas of ‘new beauty’ continue to seep into our culture, The Gathery reimagined the Away Spa brand to establish W Hotels own point of view, where wellness is a state of mind.
Like hospitality, beauty and wellness industries have been completely transformed through the new demands and evolving lifestyle of consumers, redefining every construct of traditional beauty. Today’s generation thinks differently about what beauty is: changing the shapes and redesigning the lines previously implied by society. As the ideas of ‘new beauty’ continue to seep into our culture, The Gathery reimagined the Away Spa brand to establish W Hotels own point of view, where wellness is a state of mind.
Close-up of the Away Spa Service menus featuring the latest photo assets and designed and developed by The Gathery.
-
01
-
Figure 01
From facial treatments to hair and make-up touch-ups, each of our assets capture W Hotels new point of few on beauty and wellness.
-
Figure 02
Movement and color provided vibrant and evergreen assets that have been utilized by Away Spas world over.
-
Figure 03
From small takeaway to out of home installations, the assets adapt to their environment ringing in a new ear for the wellness and beauty spa.
-
-
02
03
-
03
Figure 01
From facial treatments to hair and make-up touch-ups, each of our assets capture W Hotels new point of few on beauty and wellness.
Figure 02
Movement and color provided vibrant and evergreen assets that have been utilized by Away Spas world over.
Figure 03
From small takeaway to out of home installations, the assets adapt to their environment ringing in a new ear for the wellness and beauty spa.
CFDA London
-
CFDA London
Global influencers, media, and designers came together to celebrate W Hotels partnership with the CFDA [FASHION INCUBATOR]. Held at the Central London property, The Gathery curated a multi-day experience and designer showcase that culled visual inspiration from Zaha Hadid and the hotel’s futuristic design. The showcase featured
designers’ latest collections and a limited-edition MAC Cosmetics collaboration inspired by the participating talent’s travel to W destinations around the world. Exclusive events included press appointments, a fashion presentation overlooking Leicester Square, and a panel discussion with Diane von Furstenberg and Mary Katrantzou.
Global influencers, media, and designers came together to celebrate W Hotels partnership with the CFDA [FASHION INCUBATOR]. Held at the Central London property, The Gathery curated a multi-day experience and designer showcase that culled visual inspiration from Zaha Hadid and the hotel’s futuristic design. The showcase featured designers’ latest collections and a limited-edition MAC Cosmetics collaboration inspired by the participating talent’s travel to W destinations around the world. Exclusive events included press appointments, a fashion presentation overlooking Leicester Square, and a panel discussion with Diane von Furstenberg and Mary Katrantzou.
Our showcase environment transformed W Hotels living room into an expansive model presentation feature looks from the latest collection of each participating designer.
-
01
-
Figure 01
Twenty models sported looks from the latest designer collections.
-
Figure 02
The event was hosted by Steven Kolb and Diane von Furstenberg.
-
Figure 03
In true W Hotels fashion, the night of festivities extended to late in the evening featuring a DJ line up and curated libations.
-
-
02
03
-
03
Figure 01
Twenty models sported looks from the latest designer collections.
Figure 02
The event was hosted by Steven Kolb and Diane von Furstenberg.
Figure 03
In true W Hotels fashion, the night of festivities extended to late in the evening featuring a DJ line up and curated libations.
D.C. Opening
-
D.C. Opening
For the renovation reveal of W Washington D.C., The Gathery developed a re-launch event that showcased the hotel’s design narrative through daring activations. The theatrical evening drew inspiration from the surrounding cultural landscape and W’s insatiable social scene.
From a stylish live tableau featuring an unexpected take on US founding fathers to an Oval Office-inspired photo booth and dessert fashioned as historical monuments, the night invited guests to trade-in political differences and come together.
For the renovation reveal of W Washington D.C., The Gathery developed a re-launch event that showcased the hotel’s design narrative through daring activations. The theatrical evening drew inspiration from the surrounding cultural landscape and W’s insatiable social scene. From a stylish live tableau featuring an unexpected take on US founding fathers to an Oval Office-inspired photo booth and dessert fashioned as historical monuments, the night invited guests to trade-in political differences and come together.
-
01
-
Figure 01
A Cherry Blossom Bar offered guests with unexpected beverage service plucked from its trunk.
-
Figure 02
A marching band invited guests to the Rooftop where a performance by Amber Mark capped the festivities.
-
Figure 03
Live statues, inspired by the surrounding Presidential monuments, added a playful touch to cocktail hour.
-
-
02
03
-
03
Figure 01
A Cherry Blossom Bar offered guests with unexpected beverage service plucked from its trunk.
Figure 02
A marching band invited guests to the Rooftop where a performance by Amber Mark capped the festivities.
Figure 03
Live statues, inspired by the surrounding Presidential monuments, added a playful touch to cocktail hour.
Pride Campaign
-
Pride Campaign
From the inception of the Queer liberation movement, the LGBTQAI+ community has always stood for something — for the right to be who they want to be, to love who they want to love. Inspired by this sense of individuality,
The Gathery designed a poignant Pride campaign for W Hotels. Take a Stance, photographed by Deon Hinton, amplified diverse global voices and beckoned travelers to share their values.
From the inception of the Queer liberation movement, the LGBTQAI+ community has always stood for something — for the right to be who they want to be, to love who they want to love. Inspired by this sense of individuality, The Gathery designed a poignant Pride campaign for W Hotels. Take a Stance, photographed by Deon Hinton, amplified diverse global voices and beckoned travelers to share their values.
Grounded by our Take our Stance manifesto, the W Pride campaign beckoned viewers to join our movement.
I stand for Pride. For knowing who you are and all you are. For marching as one. For loving each other.”
L.E./MIAMI
-
L.E./MIAMI
For the annual luxury hotel conference L.E/Miami, The Gathery brought the exotic allure and captivating contrast of the cosmopolitan city of Shanghai to the shores of W South Beach. Fusing past, present and future with the avant-garde concept of Haipai, we transported guests to the Chinese city.
A multi-act theatrical experience centered around a custom floating Pagoda fashioned out of neon ignited the property’s luxurious WET Deck. The evening culminated with a Lion and Dragon dance ceremony choreographed to tunes spun by DJ Erica Horne.
For the annual luxury hotel conference L.E/Miami, The Gathery brought the exotic allure and captivating contrast of the cosmopolitan city of Shanghai to the shores of W South Beach. Fusing past, present and future with the avant-garde concept of Haipai, we transported guests to the Chinese city. A multi-act theatrical experience centered around a custom floating Pagoda fashioned out of neon ignited the property’s luxurious WET Deck. The evening culminated with a Lion and Dragon dance ceremony choreographed to tunes spun by DJ Erica Horne.
-
01
-
Figure 01
An elaborate projection inspired by Qipao patterns covered the façade of the ocean front hotel property.
-
Figure 02
Silk pajamas worn by model brand ambassadors were customized with W Shanghai’s tagline.
-
Figure 03
Our floating pagoda welcomed performances by acrobats, Chinese drummers and Dragon dancers.
-
-
02
03
-
03
Figure 01
An elaborate projection inspired by Qipao patterns covered the façade of the ocean front hotel property.
Figure 02
Silk pajamas worn by model brand ambassadors were customized with W Shanghai’s tagline.
Figure 03
Our floating pagoda welcomed performances by acrobats, Chinese drummers and Dragon dancers.
A party in acts, our L.E/Miami event brought a taste of the far east to W South Beach.
A party in acts, our L.E/Miami event brought a taste of the far east to W South Beach.