The iconic W South Beach, regarded as one of the world’s swankiest see-and-be-seen hotels, debuted a dramatic renovation when it reopened to guests in late 2020. Miami's first W hotel became known as one of the brand’s most ambitious properties when it opened in 2009. More than a decade later, the 20-story oceanfront glass tower, known for having the largest guest rooms in South Beach, unveiled a more ‘relaxed luxury’ look. Led by developer David Edelstein of Tristar Capital, the makeover is a major departure for the W brand. The famed glass tower’s new look reflects Miami’s own global evolution while still maintaining its soul and signature features that made the hotel the perennial hotspot for sun-seekers, scenesters and the well-heeled in Miami Beach. Edelstein tapped into Miami Beach-based Urban Robot Associates to redesign the new rooms as well as the hotel’s new 9,000-square-foot Away Spa.
The 357 guest rooms were designed as urban beach retreats, enhancing each South Beach moment from sunrise to sundown. The design process unpacked the residential dream by marrying beach house-style millwork, natural oaks, airy and plush neutral textures and a beige color palette with accents of soft corals and shaded teals. The room design plays up Miami’s pulsating energy and brings the soothing feel of the ocean in. The new room flow created an idyllic transitional oasis where guests go from a sleep haven to a contemporary living room set for entertaining. Each room offers circadian lighting with three preset mood modes (Bright/Entertain/Relax) and transient 24-hour music playlists to create the ultimate vibe. For optimal sleep the bedrooms were designed with custom plush W beds, sand gradient blackout curtains and an under-bed light belt to create a floating effect. Seaside-inspired art photography adorns the wooden paneled walls by French Photographer Jean-Phillipe Piter and a collection of artists from FarmBoy Fine Arts; local Miami Artist Juan Manuel Rozas hand painted custom murals on each charcoal-colored powder room walls.