Putting the WOW in the W

For the W Dubai, dwp looked to the iconic features of the Middle East for inspiration. Scott Whittaker, dwp’s Group Creative Director, said: “We took unique attributes of Arabic culture, as well as the location at The Palm, and melded them into a W experience. The exciting challenge and opportunity with this project was to create that quintessential W hotel feeling of rebellious, distinctive luxury; while drawing from Middle Eastern culture. To offer the unique sensual experiences of the location while maintaining that special sense of ‘W’.”

W Hotels are ‘labs of creation’ and the design is all about taking risks and breaking boundaries. W is fun. Wherever you are in the hotel, it should be ‘wow’. Young, friendly, dynamic, 24 hours. So that it doesn’t feel like you are in a normal hotel. The interaction is different. The whole experience of being in a W should be enjoyable.

‘W is WOW so every space to be unique’.
Everywhere is a selfie-spot.
Everywhere is sprinkled with stardust