It was going to happen in June - the party that would start the summer. That's alright, this is Southern California and things happen in their own time. It's okay to be late, just as long as you look good, and baby, the W Hotel looks great.
W became synonymous with boutique hotel, and boutique inevitably meant sleek, slick, minimalist, and stylish. Sure, when done correctly it can be fun to surround yourself with a certain amount of modernist luxury, but I can't be the only one who's starting to feel irritated when I stay at the Standard in L.A. The look is starting to feel a little old and the little ironic touches are getting stale.
The W in San Diego is keeping things new this September with the unveiling of its newly-designed interior. Thom Filicia's vision keeps the hotel's luxury but throws out any attempt to one-up the sleek design of the old W. Rather he's creating a Southern-Californian ambiance that makes the hotel distinctive and very fresh.
As we near the end of the naughties people are looking for personality, quality, and individuality in their clothing, restaurants, and where they choose to spend their nights. The W's new look and roster of events perfectly fits this momentum and gives a welcome new definition to the term boutique hotel in San Diego.
The Look
The W's redesign encompasses the main floor of the hotel including the Living Room, as well as the second floor's Veranda Bar and WET; look for the launch of the redesigned Beach Rooftop Bar in 2009 (W re-launch party 3.0!) The Southern California surf scene crops up everywhere, from the surf fins decorating the Living Room's wall to the vintage surf footage playing above the cabanas.
And while the W's redesign ensures that it stands out among a sea of hotels focused on streamlined modernity, another major feature is the seamless transition made throughout the hotel, as it caters to those who use it during the day as well as those into the night. Traveling on business? Local party-goer? The W makes sure that everyone feels comfortable whether using the complimentary WiFi in the Living Room during the day, or lounging there with a cocktail as the DJ spins at night.
The Party
September 4, 2008 was the W's opening night part deux: a celebration of Southern California throughout the ages that they're calling Surf, Sand, Chic: A Retrospective. Think vintage pinup fashions, skate legends, and surf pros - this will be an extravagant party paying homage to Southern California through the decades.
Even with the drinks, the food from Rice, and the four different DJs, the hotel's design took center stage during the grand opening soiree. In and among the cabanas, the surf boards, and the California chic, was designer Thom Filicia (of Queer Eye for the Straight Guy fame), answering questions and accepting compliments from those who had been looking for a little personality tied into their luxury accommodations. Guests gave him a quick thanks - and very Californian high-fives - before heading back to the bar for a little Don Julio tequila.
The W Hotel's grand opening party put all other new and revamped San Diego hotels to shame, on Thursday, September 4 – the first night of ASR. Down the red carpet came Nicky Hilton, Ryan Sheckler and more, sipping hosted cocktails and admiring the W’s new look. Check out all the celebrity photos from the W Hotel party here.
Insider Tip: Your name's not on the VIP list? At 10:00pm the party opens to the public with a live performance by Virgin recording artist Justin Nozuka.
The Future
If you're out of town for the party of the summer (why would your boss pick this week to send you to a convention in Sacramento?), then check out the redesigned W upon your return. Celebrate the end of the workday at the hotel's Tiki Thursday in the Living Room. Find your Friday call in sick excuse at the bottom of a tropical cocktail, or invite your cute coworker to enjoy the music from the privacy of one of the wood-louvered cabanas. If it's been an especially long week, skip the Tiki and head straight to the Agave Lounge open every weekend through the month of September. Tequila flight anyone?
If you like a little culture with your cocktails the W's White Space features works from pop artist John Van Hamersveld through September. For those wanting even more pop with their artist, a Madonna exhibit curated by Celebrity Gallerie will be on display the last two months of the year. A tour through the exhibit is sure to cost less than a ticket to Sticky and Sweet, no matter how many Agave Drops you drink while contemplating the Material Girl.
The Southern California vibe encompasses sun, surf, and a good sense of fun, and you'll find all three celebrated in the San Diego W Hotel's new design. Come to the hotel in September and join in the design launch festivities, but come back throughout the year to enjoy its luxury and the end of cookie-cutter style.
Read more on the San Diego W Hotel re-design and take-two re-launch here. And check out photos from the Agave Lounge August grand opening party here.
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