W New York — Union Square’s multi-year transformation, the hotel reopened with a highly anticipated renovation, reintroducing W Hotels’ reimagined lifestyle to a global audience. The multi-day opening celebration positioned the hotel as a cultural destination, tapping into New York’s energy through immersive design, elevated styling, and unexpected moments—designed to generate global visibility and reinvigorate brand perception.

As Lead Designer, I led the concept and visual direction from key art through final production, overseeing all print and graphic design. The floral key art was inspired by the hotel’s iconic carpet, while bold retro-inspired stripes reflected the renewed spirit and style of the reopening. The project was awarded by BizBash as Best Hotel Design.