We visited one of the brand’s first three properties to undergo renovation

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W Hotels’ Brand Evolution Comes to Life in Austin

We visited one of the brand’s first three properties to undergo renovation

Evan Orensten

28 April 2025

Capturing Austin’s distinct vibe in a hotel needs more than just a stylish lobby—it requires a deep understanding of the city’s soul. This is precisely the ambition behind the multi-million-dollar transformation recently completed at the W Austin, a project that not only reinvigorates a downtown staple but also serves as a vibrant testament to W Hotels’ brand evolution. Led by the W Hotels design team, they collaborated with Gensler and Studio 11 Design.

The desire and intent behind this extensive renovation were multifaceted, aiming to transition the property into a new era with a significant update, shifting away from its previous dark and muted style towards the brand’s new modern, vibrant, and energetic aesthetic. Along with the W Union Square in NYC and the W West Hollywood, it’s one of the first legacy properties to try and recapture the brand’s unique take on style, personality, accessible luxury and place.

The brand hopes that each property reflects both the brand at large and its connection to the city it’s part of. Austin’s unique character makes this easier than some other locations perhaps, weaving in elements inspired by the city’s rich music history and attractive landscapes. Enhancing the guest experience through thoughtful design, introducing better lighting, more spacious and functional public areas and upgraded suites all benefit from this. The renovation aims to align the property with the W brand’s strategic focus on creating exciting, dynamic environments that capture the energy of their locations.

Part of the vision, shared with partner Opry Entertainment Group, was to better integrate the hotel with the other elements of the large property, specifically the Austin City Limits (ACL) Live venue, creating a seamless, music-centric entertainment hub for both locals and visitors. The overarching goal was to make the hotel feel more connected to Austin’s authentic culture while simultaneously delivering a contemporary experience. This local focus ties directly into W Hotels’ broader strategy in its multi-year brand evolution to meet the needs of the brand’s fans and to introduce it to its next generation of guests, delivering a new generation of lifestyle experiences by blending with local culture.

The effort touches nearly every aspect of the property, focusing on detail-driven design and elevated service. A new dining concept—Serenade American Brasserie was redesigned to appeal to locals as well as hotel guests and now features a large outdoor dining patio and new direct entrance; the 2nd & Roast coffee and the Blue Room cocktail bar are welcome new additions. The multi-functional Living Room space was reimagined, and all 251 guest rooms and 32 suites underwent a full redesign. The meeting and spa / fitness floors will soon undergo their own refresh.

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W Austin’s design integrates music-inspired elements. Visitors will notice instrument-shaped curves, including the trumpet-inspired bar in the Living Room, where sound wave artwork, featuring Willie Nelson’s iconic “Whiskey River,” adds a unique touch. Walls feature concert photography by renowned Austin City Limits photographer, Scott Newton. Nature’s influence is similarly present, drawing from the hotel’s proximity to Lady Bird Lake, and a distinctive green palette reflecting the lake’s lush surroundings that now adorns guest room walls. Purple tones are also incorporated, inspired by Austin’s famed “Violet Crown” sunsets. Carpet patterns reference local wildlife, including snakeskin and a pattern subtly nodding to Janis Joplin’s feather boa. Mirrors are placed to extend views and visually bring the outside into spaces, including in guest rooms.

The Living Room was specifically reimagined to function as a flexible space, transitioning seamlessly from a tranquil daytime retreat to a bustling center for nightlife featuring live music. Energetic and maximalist, with bold color usage and layered textures, changes also include new floor-to-ceiling windows (replacing previous smaller ones) providing more natural light. Each area features custom furniture and art, and material choices like changing carpet to real hardwood floors in rooms, broken marble designed to look like garden stepping stones in the restaurant, and natural stone accents further ground the design in tactile, earthy elements inspired by Austin’s local elements. Pin lights in the Living Room, drawing inspiration from concert audiences holding up lights, add another layer of detail.

Beyond aesthetics, functional upgrades were a key part of the effort, including improved suite layouts and enhanced amenities like Dyson hairdryers, Marshall Bluetooth speakers, Nespresso machines, Frette robes and bath products by Davines. They also created the city’s now largest suite, an attraction for touring performers and events. We’re looking forward to seeing how the brand and its properties further evolve, creating a unique expression that stands out in a large and competitive marketplace.