Signature Work · 2009
W Hotels
Sonic Brand Identity & Global Entertainment Strategy
As W Hotels expanded its global footprint by 30 properties across four continents, it needed to elevate its lifestyle point of view as the world’s premier lifestyle hotel group. Michaelangelo L’Acqua was engaged as Global Music Director to create a category-defining proprietary sonic and entertainment platform that would inspire the W lifestyle everywhere it existed.
Brand DNA
Each of W’s brand values was translated into an emotional response through sound, creating an unconscious connection between the brand and its audience’s shared values.
Culture
W’s sonic culture offered access to the tastemakers and trendsetters who inspired W’s core audience, empowering the guest experience and spreading that cultural energy around the world.
Community
Through a clearly defined music identity, the communities that fed into that sound could be curated to perform at W properties, promoted by the brand, and elevated globally.
Discovery
Lightning in a bottle was created when guests experienced moments of discovery and awe through music curation and programmed entertainment experiences unique to the W lifestyle.
Empowerment
Sonic identity extensions through a bespoke Album Compilation Series, W App streaming DJ mixes, and discovery playlists gave W fans a lifestyle soundtrack beyond the physical hotel.
L’Acqua’s work supported W Hotels’ ascension as the industry’s category-defining lifestyle hotel brand. His contribution established music and culture as a core brand tenet for every lifestyle brand that has followed. W Hotels became the global benchmark of success in lifestyle hospitality, and to this day music and entertainment remain the primary vehicle through which the W brand experience is marketed to audiences worldwide.
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