W South Beach - Own the Moment

Ater 10 years as arguably Miami’s most scene-y celeb hotspot and Art Basel social center, W South Beach reopened after a $30 million renovation. Designed by Urban Robot Associates, the renovation embodies the culture and sophistication of the ever evolving Miami without abandoning its signature edge factor. Known for having the largest guest rooms on South Beach, each with an ocean view, the 357 guest rooms, suites and triplex bungalows were transformed into urban beach retreats, trading dark tones and shiny finishes for natural light, warm oak and a serene vibe. A new spa brand, Away Spa was brought in with a focus on detoxifying and nourishing the mind and body, with nourishing experiences incorporated into every aspect of the spa.


Along with the renovation, W South Beach debuted a refreshed art collection, valued at $100 million with a focus on the iconic duo Andy Warhol and Jean-Michel Basquiat. There are 21 original Warhol’s in the collection curated by part-owner Aby Rosen from his personal collection.


“The hotel had a cosmopolitan aesthetic incorporating darker tones which worked well when it was introduced. 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,” said Justine Velez, Partner at Urban Robot. “We preserved some of the original vibe and edge while introducing a beautiful fresh blend of natural light, warm wood tones and various shades of colors from the sea to the400 spacious guest suites, triplex bungalows and spa,” she added.

The reimagined suites were designed as a retreat, enhancing each South Beach moment from sunrise to sundown, all while overlooking the endless Atlantic Ocean views. The design process unpacked the residential dreams by marrying beach house-style millwork, natural oaks, airy and plush neutral textures and beige color palette with accents of soft coral and sand shade steals; while the new room flow created an idyllic transitional oasis where guests go from a sleep haven to a contemporary living room set for entertaining. Room features include circadian lighting with three preset mood modes(Bright/Entertain/Relax), transient 24-hour music playlists, sand gradient blackout sandan under bed light belt to create a floating effect. Seaside-inspired art photography adorns the wooden paneled walls by French Photographer Jean-Phillipe Piterand a collection of artists from FarmBoy Fine Arts; while local Miami Artist Juan Manuel Rozas hand painted art on powder roomwalls. The suite redesign also includes a new room category: The Queen Studio and Fantastic suites, featuring two oversized plush beds.

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