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26 December 2012 16:36
Dial W for WOW

How do you convey contemporary cool, multi-sensory design and luxury accommodation with a single strike on the keyboard? Hit “W”. As the iconic lifestyle brand expands its Asian portfolio, we take a peek at its design DNA.

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W Singapore — Sentosa Cove is one of the latest offerings from the W brand in Asia.

Its name alone stands out — W. Sparse, simple, with just a smidgen of old-world grandeur. But names can be playfully deceptive, and in the case of W Hotels, there is nothing of the plain Jane in this luxury industry innovator, with outposts the world over including New York, Istanbul, Saint Petersburg, Seoul and, recently, Singapore.

Conceived as a contemporary, design-led lifestyle brand, a stay at the W is not your everyday hotel experience. With cutting-edge design at the heart of each W, guests can sally out into a wonderland of sensory experiences where space, lighting, music, art, film and fashion invoke drama, shape the mood and add vibrancy to its surroundings. It’s all strikingly cosmopolitan (with futuristic inclinations), and well suited to the junior jet-set, whose carefully curated outfits segue seamlessly into the chic W setting...

For the full story, read the November issue of Style:Men (#41).

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