Out with the dark, in with the light: W South Beach has a brand new look.
After a $30 million renovation that started back in March, the 5-star South Beach hot spot is reopening with a completely new atmosphere, as well as a new spa, new pool deck, and a new multi-million dollar art collection curated by part-owner Aby Rosen.
Celebrities — Leonardo DiCaprio, Justin Bieber, Lizzo, Pharrell, Tom Cruise, Bono and Mark Wahlberg among them — have always flocked to the W South Beach. LeBron James’ made his famous “The Decision” announcement at the hotel (if only he had kept those talents he took to South Beach here a little longer).
The upgrade may only increase the number of celebrity sightings.
Urban Robot Associates, based in Miami Beach, redesigned the oceanfront hotel’s 408 guest suites and the new 9,000-square-foot spa Away, leaning heavily on natural oaks, neutral textures, and beige. Even the lighting is special in these rooms: You choose Bright, Entertain or Relax, and create your own vibe with a 24-hour music playlist. Two new room categories — The Queen Studio and the Fantastic suites — include two plush oversize beds.
“The hotel had a cosmopolitan aesthetic, incorporating darker tones which worked well when it was introduced,” said Justine Velez, a partner at Urban Robot, in a press release. “However, throughout the years, Miami Beach has changed a lot. The new design is an expression of where Miami is headed, enriched with refined art and culture. “