Every year W Hotels does a Winter Holiday program and along with it a series of events and specialty cocktails. A part of the comfort that is associated with the holidays globally is the presence of a Christmas Tree in the lobby. Research has shown that guests feel at home with a tree as a reminder of the holiday spirit while they travel.
At the W, the tree was taken as an opportunity to be disruptive, brash and whimsical. Under a limited budget, time constraints, bullet proof assembly and big concept we interpreted the tree via the brand passions of Music, Fashion and Design.