W Hotels Worldwide’s European Flagship W Barcelona Hotel Celebrates Official Launch with Unique “W Premiere” Event

BARCELONA, Spain--(BUSINESS WIRE)--W Hotels Worldwide, the hotel category buster and industry innovator, today celebrates the official unveiling of W Barcelona which opened its doors on October 1, 2009. Over the course of the next three days, W Barcelona will highlight the W brand’s passion points of fashion, design, architecture, music and “B&F” (beverage & food) through a new event series called “W Premiere.”

“This opening event for W’s European flagship is a showcase of our focus on innovation and strengthening our leadership position in some of the region’s most sought after destinations.”

Global jetsetters and local tastemakers alike will be immersed into a unique event that will provide 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 26^th floor of the hotel); and the hotel’s world-famed star architect Ricardo Bofill.

“The Premiere Event of W Barcelona is 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 is a showcase of the W brand promise to provide insider experiences in an authentic way.”

The W Premiere Event is a three-day Happening where guests will experience 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.

Stylish champagne brand Veuve Clicquot and the fashion forward flip flop brand Havaianas who have become important brand partners for W Hotels and will be part of the W Premiere event at W Barcelona through a range of new installations.

“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 is a showcase of our focus on innovation and strengthening our leadership position in some of the region’s most sought after destinations.”

About W Barcelona

W Barcelona provides a contemporary lifestyle experience with a complete service offer. The hotel features 473 guest rooms, including 67 suites, two WOW suites and one Extreme WOW suite. W Barcelona offers guests Spain’s first Bliss® Spa; a signature restaurant by famed Michelin-Star rated and acclaimed Catalan Chef, Carles Abellan, featuring unparalleled views of the Barcelona shoreline; Eclipse, a glamorous rooftop bar with stunning vistas over the Mediterranean from London-based nightlife gurus, Ignite Group (the creative minds behind famed London nightclub, Boujis); the signature W lounge welcome experience featuring W BAR for cocktails and WAVE Restaurant; WET, a glamorous infinity-edged pool and bar, all surrounded by multiple sun terraces, inspiring exterior lounge decks, fully equipped cabanas, and one ultra-exclusive Extreme WOW Cabana with Jacuzzi and lounge deck. The hotel also features SWEAT state-of-the-art fitness facility outfitted with Technogym equipment featuring panoramic views of the Mediterranean, complemented by resident DJ sets to inspire high energy work out sessions. W Barcelona features spectacular public spaces with more than 2,500 square metres of ultra-modern meeting and event space, including a unique Great Room (W Hotels’ interpretation of a ballroom) with breathtaking, unobstructed sea views, making W Barcelona more than the ultimate insider escape but also an ideal hotel for special events, meetings and celebrations. All of these offerings are supported by the W brand’s signature Whatever/Whenever® service promise, providing guests whatever they want – from a private chartered yacht excursion along the Mediterranean coastline to an insider shopping spree from vintage Catalan fashions to the latest Spanish designers – whenever they want it (as long as it’s legal!).

About W Hotels Worldwide®

W Hotels is an innovative, contemporary, design-led lifestyle brand and the hotel category buster with 36 hotels and retreats in the most vibrant cities and exotic destinations around the world. Inspiring, iconic, innovative and influential, W Hotels provides the ultimate in insider access to a world of "Wow." Each hotel offers a unique mix of innovative design and passions around fashion, music and entertainment. W Hotels offers a holistic lifestyle experience that is integrated into the brand's sensibility through contemporary restaurant concepts, glamorous nightlife experiences, stylish retail concepts and signature spas. With more than 10 years of proven success, W Hotels is on track to more than double its footprint by 2011. W Hotels and W Retreats have been announced for Downtown New York, London, Paris, St. Petersburg, Guangzhou, Shanghai, Bali, Vieques Island, Koh Samui, and Verbier, among other international destinations. For more information, visit www.whotels.com.

About Starwood Hotels & Resorts Iberia

Starwood Hotels & Resorts has a commanding presence in Spain with six of its nine world-class brands represented, including Westin, Le Méridien, The Luxury Collection, St. Regis, Sheraton, and now W Hotels. The grand hotels that make up Starwood’s Spanish portfolio include The Westin Palace Madrid, Marqués de Riscal, A Luxury Collection (Rioja), Hotel Alfonso XIII, A Luxury Collection Hotel (Seville), Arabella Golf & Spa Resort (Mallorca), and the new W Barcelona.