Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) announced it will debut the iconic W Hotels brand in Scotland with W Edinburgh. Opening in 2021 and set to reinvigorate the city’s traditional hospitality scene, the hotel will be part of TH Real Estate’s Edinburgh St James scheme, which is set to complete in 2020. Designed by award-winning architecture and interior design practice Jestico + Whiles, in conjunction with Allan Murray Architects, the 12-story building will feature a unique façade crafted from a winding steel ‘ribbon’. W Edinburgh will form the centerpiece of the 1.7 million square foot development, which will incorporate a vibrant blend of retail, entertainment, leisure and residential apartments, further reinforcing the city’s reputation as a booming cosmopolitan capital.
“The fact that W continues to drive growth across the EAME region is testament to the exceptional appeal of the brand to owners and developers. This standout location in the heart of Edinburgh will be a fantastic addition to the W portfolio”
“As an established business hub with a thriving global tourism industry, we are confident that there will be a huge appetite for our innovative lifestyle brand in the Scottish capital,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “W Edinburgh’s location at the pulsing heart of the new Edinburgh St James development, combined with its innovative design, contemporary interiors and the W brand’s signature programming, will create the perfect setting for the second W hotel in the United Kingdom.”
W Edinburgh will redefine the city’s hospitality landscape with its modern design, signature amenities and a full calendar of W Happenings showcasing what’s new in design, fashion and music. Guests will also be treated to the brand’s iconic Whatever/Whenever® service philosophy that delivers whatever they want, whenever they want it.
The hotel will offer 214 stylish guestrooms, including 20 suites and one Extreme Wow Suite (the W brand’s interpretation of the Presidential Suite). The rooftop will feature a buzzing destination bar and outdoor terrace, offering guests and locals 360-degree panoramic views of the historic skyline, along with a cutting-edge approach to cocktails and cuisine. Other areas will include W Lounge (the W brand’s energetic spin on the hotel lobby), a signature restaurant, FIT® – the ultimate workout facility, and an AWAY® Spa offering the W Hotels brand’s signature health and lifestyle experiences. An ideal venue for events, W Edinburgh will provide 2,450 square feet of ultra-modern event space.
Stephen Wicks, Director of Shopping Centres at TH Real Estate, said, “From the outset, our intention has been to secure a truly world class hotel operator for Edinburgh St James, complementing the rest of the development and forming an integral part of the scheme’s vibrant offer. We are delighted to have finalised this deal with Starwood Hotels and Resorts and to be welcoming such an iconic and established brand as W Hotels to Scotland for the very first time.”
The Edinburgh St James development will see the shopping center currently on site replaced with 850,000 square feet of retail space, a multi-screen cinema and up to 250 new homes, as well as W Edinburgh. The project will support the city’s tourist industry, which contributes an estimated £260m to Edinburgh’s economy each year.
The addition of W Edinburgh to Starwood’s UK portfolio complements the iconic W London – Leicester Square, which opened to great fanfare in 2011 and continues to wow jetsetters from around the world. W loyalists will revel in being able to experience two energetic and unique UK cities within a few hours of travel.
“The fact that W continues to drive growth across the EAME region is testament to the exceptional appeal of the brand to owners and developers. This standout location in the heart of Edinburgh will be a fantastic addition to the W portfolio,” said Karl Bieberach, Vice President Development, Starwood Hotels & Resorts, Europe.
