W SOUTH BEACH: 2201 COLLINS AVENUE

W SOUTH BEACH HOTEL & RESIDENCES

Scheduled to open July 2, 2009, the W South Beach Hotel and Residences hosted an affair for new company associates last week at the semi completed property located at 2201 Collins Avenue in Miami Beach. Shiny Ferrari’s adorned the building’s entry on 22 street, music was pulsing poolside as the W culture mingled under the moody lighting through the many lounging spots inside and out. One W employee commented that the event was an effort by the W to provide new hires with the “W experience.”  Will the W a la South Beach be a recessionario or recessionista for the brand?

Stay tuned for the opening, the elevators are not yet operational, so no report (images), YET, on the hotel rooms and units. In the meantime, a little eye candy courtesy of my Blackberry.