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## W Hotels’ Brand Evolution Comes to Life in Austin
We recently had the opportunity to visit one of the first three W Hotels properties to undergo a major renovation—and the results are a vibrant reimagining of the brand’s spirit. The W Austin, a downtown landmark, has completed a multi-million-dollar transformation that not only refreshes its look but also deepens its connection to the city’s unique culture. The project was led by the W Hotels design team in collaboration with Gensler and Studio 11 Design.
The goal of the renovation was to usher the hotel into a new era, moving away from its previous darker, more muted aesthetic toward a brighter, more energetic style that reflects W’s evolving brand identity. Alongside W Union Square in New York City and W West Hollywood, W Austin is among the first legacy properties to embrace this new vision of vibrant, accessible luxury infused with local character.
### A New Look Inspired by Austin’s Spirit
The redesign aims to ensure that each W Hotel not only embodies the brand’s ethos but also feels deeply rooted in its location. In Austin, that meant drawing inspiration from the city’s rich musical heritage and natural beauty. The transformation enhances the guest experience with better lighting, expanded public spaces, and upgraded suites, all designed to capture the dynamic energy of the city.
A key part of the vision, developed with partner Opry Entertainment Group, was to create a stronger connection between the hotel and the adjacent Austin City Limits (ACL) Live venue. The result is a seamless, music-centric hub that caters to both visitors and locals, aligning with W Hotels’ broader strategy to blend lifestyle experiences with authentic local culture.
### Design Details That Tell a Story
The renovation touches nearly every corner of the property. A new dining concept, Serenade American Brasserie, now features a dramatic cowhide artwork installation of colorful desert flowers and a spacious outdoor patio. The Living Room lounge has been completely reimagined with floor-to-ceiling windows that flood the space with natural light, custom furniture, and layered textures that transition from a relaxed daytime vibe to a lively nightlife scene.
The Blue Room cocktail bar and 2nd & Roast coffee shop are new additions, while all 251 guest rooms and 32 suites have been fully redesigned. Upcoming updates to the meeting spaces and spa/fitness areas will further complete the transformation.
Throughout the hotel, music and nature serve as guiding themes. Curved design elements echo the shapes of musical instruments, like the trumpet-inspired bar in the Living Room. Sound wave artwork featuring Willie Nelson’s “Whiskey River” and concert photography by Austin City Limits’ Scott Newton adorn the walls. Guest rooms incorporate a green palette inspired by nearby Lady Bird Lake, purple hues reminiscent of Austin’s “Violet Crown” sunsets, and carpet patterns that subtly reference local wildlife and music legends like Janis Joplin.
Mirrors strategically placed throughout the hotel extend views and bring the outdoors in, enhancing the sense of space and connection to nature.
### Elevated Comfort and Amenities
Beyond aesthetics, the renovation focused heavily on functionality. Guest rooms now feature real hardwood floors, Dyson hairdryers, Marshall Bluetooth speakers, Nespresso machines, Frette robes, and Davines bath products. The hotel also boasts the city’s largest suite, designed to appeal to touring artists and event-goers.
The W Austin’s transformation is a bold step forward for the brand, offering a vibrant, locally inspired experience that stands out in a competitive hospitality landscape. We’re excited to see how W Hotels continues to evolve, bringing their signature energy and style to life in new and meaningful ways.
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Source: coolhunting.com