Woodbine Legacy Investments (WLI) launched a $20 million renovation on W Atlanta-Buckhead, a 12-story, 291-room full-service luxury hotel in Atlanta’s affluent Buckhead neighborhood. The renovation began in May 2018 and will be complete in late December 2018, just weeks before the city hosts Super Bowl LIII. Woodbine hired C+TC Studio of Atlanta as the architect and interior designer for guest rooms and the hotel’s rooftop bar, Whiskey Blue; STUDIO 11 of Dallas as the interior designer for the lobby, public areas and meeting space; and Genoa Construction as the general contractor for the project.
“When this hotel debuted as part of the W Hotels portfolio in 2008, it quickly became a hotspot for locals and visitors alike and has remained that way for the past decade. That said, when Woodbine purchased the property in 2017, we knew it needed a reboot to restore its shine,” said Dupree Scovell, managing partner and chief investment officer for Woodbine. “This renovation is definitely more than a makeover—it will reinstate the edgy and artful experience guests expect from the W brand, especially with Buckhead as the backdrop.”
W Atlanta-Buckhead General Manager Robert Woolridge added, “Our renovated hotel will feature a bold new design that will appeal to our guests, all of whom are drawn to the chic-meets-rebel style of our luxury destination. This overhaul will ultimately make our address—the hottest address in Buckhead—even hotter.”
Taking cues from Atlanta’s Southern location, and bent toward fashion, design and art, the top-to-bottom revamp includes a lobby redesign (pictured above) that delivers on form and function, with the addition of a dedicated welcome area for the Whatever/Whenever concierge team; new furnishings; and a café-style seating arrangement that lends well to work or R & R for individuals and groups alike. The new, flexible layout will also flow easily from day to night, providing a calm, comfortable and swanky space by day and a dynamic, energetic setting with a DJ booth by night—always showcasing fashion, art, music experiences and more. Also, in the lobby, there will be a new custom mural by the W photo booth, allowing guests to take photos that will then be displayed on loop with a Polaroid-style treatment on a nearby screen.
The hotel’s 11,000 square feet of flexible indoor/outdoor meeting and event space will receive new furnishings, paint, carpeting, lighting and artwork, along with enhanced spaces for breakout sessions and pre- and post-function events and activities. The fitness center, where guests can enjoy views of the city, will also get a new artful look. Additionally, Woodbine is upgrading all internet cables for faster connectivity throughout the hotel.
Guest accommodations—which include 286 guest rooms plus 4 WOW Suites and one EWOW Suite—will get new headboards, armoires, sophisticated damask wallcoverings and carpeting, 55-inch televisions, in-room Nespresso machines and beverage bar, and vivid artwork throughout. All guest rooms have splashes of color and an unexpected blend of graphic and sophisticated elements to create a space that’s compelling, energizing, inspiring and comfortable all at once. Air-conditioning window units will also be removed from all guest rooms, decreasing system-related sounds—and more important, making room for a window portal to frame up a new work/lounge area featuring chaise, a cozy table and cocktail cubby. Guest bath updates include bold wallcoverings and new, glamourous sliding glass doors for augmented privacy. Guestroom corridors also have new wallcoverings, carpeting and lighting throughout.
W Atlanta-Buckhead’s award-winning rooftop bar, Whiskey Blue (pictured below), operated by Gerber Group, is also being transformed. The update is evolving and upgrading this longtime hotspot, which opened to much fanfare 10 years ago and quickly became one of city’s most popular places to see and be seen.
“We’re extremely excited to reintroduce the renovated Whiskey Blue to the city of Atlanta,” said Scott Gerber, principal and CEO of Gerber Group. “We’ve aspired to create an exceptional experience for our guests through every detail, from our design to our renowned beverage program.”
Updates to Whiskey Blue will include new furnishings, flooring, wallcoverings, lighting, artwork, terrace furnishings and landscaping, as well as changes to the entrance elevator and surrounding rooftop. These updates are anticipated to be finished in late October.
A second phase of renovation will commence in 2019, which will focus on the hotel’s restaurant, Cook Hall.
W Atlanta-Buckhead is tucked into the well-known and beloved Buckhead neighborhood, which boasts a 13-million-square-foot mixed-use district with a lineup of best-in-class retail, high-end residential, office, entertainment and lifestyle amenities and more. To learn more, visit www.marriott.com/hotels/travel/atlbw-w-atlanta-buckhead/.
About Woodbine Legacy Investments
Woodbine Legacy Investments is a real estate investment platform that focuses on branded, boutique and independent hotel acquisitions and investments across the United States. Capitalized by select family offices, foundations and institutions, WLI pursues lower-risk, conservatively leveraged, full-service and select-service hotel assets in top-tier markets that offer long-term cash-flow opportunities for investors. The fund is led and owned by Woodbine Development Corporation. To learn more, email WLI@woodbinedevelopment.com.
About Woodbine Development Corporation
Woodbine Development Corporation is a full-service real estate company with more than 40 years of development, investment, acquisition and asset management experience. With offices in Dallas, Phoenix and Los Angeles, Woodbine specializes in hotels, resorts and mixed-use developments throughout the United States. The company’s hospitality portfolio features major brands, independent hotels, full-service destinations and select-service stays alike. Since 1973, Woodbine has been involved in more than $7 billion in commercial real estate projects, including the development, ownership, asset management, repositioning or renovation of over 17,000 hotel rooms. To learn more, visit www.woodbinedevelopment.com.
About W Hotels Worldwide
Born from the bold attitude and 24/7 culture of New York City, W Hotels, part of Marriott International, Inc., has disrupted and redefined the hospitality scene for nearly two decades. Trailblazing its way around the globe, with over 50 hotels, W defies expectations and breaks the norms of traditional luxury wherever the iconic W sign lands. With a mission to fuel guests’ lust for life, W ignites an obsessive desire to soak it in, live it up and hit repeat. The brand’s provocative design, iconic Whatever/Whenever service and buzzing Living Rooms create an experience that is often copied but never matched. Innovative, inspiring and infectious, the brand’s super-charged energy celebrates guests’ endless appetite to discover what’s new/next in each destination, to see more, feel more, go longer, stay later. W Hotels Worldwide is proud to participate in the industry’s award-winning loyalty program, Starwood Preferred Guest®. Members can now link accounts with Marriott Rewards®, which includes The Ritz-Carlton Rewards® at members.marriott.com for instant elite status matching and unlimited points transfer. For more information on W Hotels, visit whotels.com/theangle or follow us on Twitter, Instagram and Facebook.
Marriott International, Inc. (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of more than 6,700 properties in 30 leading hotel brands spanning 130 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company also operates award-winning loyalty programs: Marriott Rewards®, which includes The Ritz-Carlton Rewards®, and Starwood Preferred Guest®. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on Twitter and Instagram.